World Cup to make major broadcasting change to mirror Six Nations

FIFA will reportedly allow broadcasters to show adverts during water breaks at the 2026 World Cup.

The governing body confirmed in December that three-minute breaks will be used in each 45-minute half this summer.

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Introduced as a player welfare measure, the breaks will be called by the referees with no weather or temperature conditions in place.

They are also set to see the introduction of a major broadcasting change for TV viewers.

World Cup ad breaks

According to The Athletic, broadcasters will be permitted to cut-away from the match feed for commercials during the breaks.

The move has already been seen in recent weeks during the Six Nations.

Any broadcaster choosing to show adverts during the breaks must adhere to set guidelines, though.

The ad breaks should not start until 20 seconds after the referee has blown their whistle to stop play.

Meanwhile, the broadcast must return to the match feed at least 30 seconds before play resumes.

As a result, a total of two minutes, ten seconds will be available for adverts.

Broadcast partners are not obligated to cut to commercials during the mid-match water breaks, though.

They can also shrink the match feed to show adverts in a split-screen format instead of cutting away completely.

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This approach has been seen during ITV’s Six Nations coverage, with one in each half of matches.

In this instance, though, the advertising must only be sold to FIFA sponsors.

What channels are England and Scotland on?

The BBC and ITV will share the broadcasting rights in the United Kingdom for the World Cup.

England’s group stage fixture against Ghana on June 23 will be shown on the BBC.

Their round of 32, round of 16 and semi-final matches will also be on the channel if the Three Lions progress that far.

Meanwhile, ITV will air their opener against Croatia as well as the clash with Panama and a potential quarter-final if England make it.

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As for Scotland, their match against Morocco is on ITV, whilst the games against Haiti and Brazil are both scheduled for the BBC.

Canada, Mexico and the USA will host the tournament between June 11 and July 19 this summer.