US broadcaster Fox Sports has been accused of not following FIFA rules regarding the timing of in-game advertising breaks during its coverage of Mexico vs. South Africa on Thursday.
After so many years of anticipation, the first game of the 2026 World Cup was not one to be missed — yet that was the fate for those watching for a few seconds on TV in the United States.
according to FIFA's new guidelines for this tournament In the name of player welfare, each match will be stopped for a three-minute “hydration break” approximately midway through each half, regardless of the conditions. While this gives players a chance to rest amid rising temperatures across North America in June and July, it also gives broadcasters a rare chance to cut commercials before the traditional 15-minute halftime interval.
shortly after Raul Jimenez doubled Mexico's lead With a volleyed header at the back post in the 67th minute, referee Wilton Sampaio took that natural break in play as a prime opportunity to initiate the second mid-half hydration break of the contest. Fox immediately cut its advertisers.
Although FIFA has not officially disclosed the rules given to broadcasters regarding the amount of advertising, athletic Claim that all stores are given the same guidelines to follow:
- Advertisements may not begin less than 20 seconds after the hydration break is signaled by the referee's whistle.
- Coverage must resume at least 30 seconds before the start of play once the referee's whistle blows.
Fox appeared to return to coverage of Mexico's 2–0 win over South Africa after the game restarted in the 71st minute, let alone 30 seconds before the restart, in violation of reported guidelines.
What happened to Fox's coverage?
Jimenez's goal The South African defenders were certainly taken by surprise and the American broadcasters may also have been momentarily confused.
The referee ordered a hydration break while Jimenez was surrounded by his teammates in celebration and Fox stayed on for 33 seconds – more than the minimum of 20 – with the match feed showing a collection of fans celebrating in slow motion. The actual commercial ran for only 1 minute and 54 seconds, comfortably within the two-minute, 10-second window, but the entire process was interrupted by the delay in the break.
The actual match did not restart until approximately 70:10 on the game clock, but the broadcast began the contest when the scoreboard read 70:18.
It was a few insignificant seconds wasted with stale South African possession, but it remains to be seen whether it will be of any consequence in time to come.
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