British television broadcaster ITV has received approval to air advertisements during match play at the 2026 FIFA World Cup, marking a significant change in how the tournament will be presented to viewers.

The advertisements will appear in split-screen format during mandatory water breaks, which are expected to occur mid-way through each half due to anticipated high temperatures during the summer tournament in the United States. The water breaks represent a departure from traditional World Cup scheduling and provide broadcasters with new commercial opportunities.

The decision has raised concerns among football fans who traditionally expect uninterrupted coverage during match play. World Cup broadcasts have historically been commercial-free during the 90 minutes of play, with advertisements limited to half-time intervals and pre- and post-match programming.

The 2026 World Cup will be jointly hosted by the United States, Canada, and Mexico, with matches scheduled during the Northern Hemisphere summer months. The tournament format will also expand to include 48 teams, up from the current 32, potentially creating additional commercial inventory for broadcasters.

The implementation of water breaks and associated advertising opportunities reflects both the practical considerations of hosting matches in potentially extreme heat conditions and the evolving commercial landscape of major sporting events. Other broadcasters covering the tournament have not yet announced similar advertising strategies.