FIFA is considering a new US media rights strategy that could keep the hydration breaks introduced at the 2026 World Cup. The move aims to protect the extra advertising revenue the breaks generated and increase the value of future broadcast deals.

A person familiar with the talks said FIFA is in the early stages of negotiating a joint US media rights package for the 2030 and 2034 World Cups. The governing body also wants to explore selling English- and Spanish-language broadcast rights together instead of separately.

FIFA has not commented on the discussions.

2026 tournament boosted revenue

The talks follow the success of the expanded 2026 FIFA World Cup. The tournament generated more than $15 billion in revenue. FIFA benefited from the expansion to 48 teams, higher ticket prices and record television audiences.

The final between Spain and Argentina attracted a record 62 million viewers in the United States across Fox, Telemundo and Peacock.

Fox reportedly paid $485 million for the English-language rights to the 2026 tournament. The broadcaster later enjoyed a major financial boost from the competition.

Hydration breaks increased ad income

FIFA introduced mandatory three-minute hydration breaks in each half for the first time during the 2026 tournament. The extra stoppages created more advertising opportunities for broadcasters.

Reports estimate the additional commercials earned Fox about $500 million. That figure could offset much of what the company spent on the media rights.

However, many football fans criticised the breaks because they interrupted matches. Some viewers also complained after Fox returned late from commercial breaks and missed live action.

Telemundo chose not to show commercials during the hydration breaks. Despite that decision, the broadcaster remains interested in future World Cup rights.

FIFA faces challenges

The media rights talks come during a difficult period for FIFA. President Gianni Infantino recently faced criticism over his proposal to raise about $4 billion by selling stakes in a new commercial business. He later dropped the plan and continues to face pressure over his leadership.

The next World Cups will take place in Spain, Portugal and Morocco in 2030, and Saudi Arabia in 2034. Those time zones are less favourable for US audiences

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