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World Cup players hydrating on the pitch while stadium screens air ads, illustrating FIFA's 2026 policy change.
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FIFA allows ads during hydration breaks at 2026 World Cup

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FIFA has decided to permit broadcasters to air commercials during the mandatory three-minute hydration breaks in each half of every 2026 World Cup match. The breaks, introduced as a player welfare measure, will occur regardless of weather conditions. Broadcasters have flexibility in how they use the time, with specific guidelines to manage advertising.

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