American broadcaster Fox Sports is facing criticism from fans after airing commercials during its broadcast of the opening match of the 2026 FIFA World Cup between Mexico and South Africa.
According to a report by LADBible, the advertisements were shown during the new mandatory hydration breaks introduced by FIFA. These three-minute stoppages were created to protect players from the high temperatures expected during the tournament, which is being hosted by the United States, Mexico, and Canada.
However, many viewers accused the network of turning the breaks into additional advertising opportunities, negatively affecting the viewing experience. “Commercial breaks in the middle of the match during hydration breaks are going to ruin this World Cup for Americans. Disgusting practice by Fox,” one social media user complained.
The controversy intensified during the second half of the match. According to reports from American sports media, Fox returned from a commercial break after play had already restarted, causing viewers to miss several seconds of action. FIFA had reportedly instructed broadcasters to resume coverage at least 30 seconds before the match restarted.
On social media, many fans described the decision as “ridiculous” and “greedy.” The contrast became even more noticeable because Telemundo, which holds the Spanish-language broadcast rights in the United States, chose not to completely interrupt coverage during the hydration breaks, instead using less intrusive sponsorship formats.
Fox also faced complaints before the match even began for not airing the opening performance featuring Shakira and Burna Boy live. Instead, the network showed studio analysis, drawing criticism from viewers who expected to watch the full ceremony.
🚨 **BREAKING: Commercial ads broadcast DURING a World Cup match for the first time ever!** 📺💸
FIFA has allowed ads during the mid-half hydration breaks. Football meets American-style broadcasting! 🤯🇺🇸#WorldCup | #WorldCup2026
pic.twitter.com/3E4LDhb4zs— X Sport (@Xrkt111686) June 11, 2026
+ Dwayne Johnson Reveals Scare Over Possible Cancer Diagnosis After Discovering Painful Lump
Photo and video: Instagram @miseleccionmx / X @Xrkt111686. This content was created with the assistance of AI and reviewed by the editorial team.
