Written by Megan Taylor, sports reporter covering international sports since 2020
Fox World Cup adverts have drawn criticism in the United States after the broadcaster cut to full-screen commercials during hydration breaks in its coverage of Mexico’s 2-0 win over South Africa.
FIFA introduced three-minute hydration breaks for the 2026 FIFA World Cup in North America because of concerns over player welfare in summer heat, with one break scheduled in each half of every match regardless of temperature.
The broadcast debate followed South Korea vs Czechia World Cup Comeback Puts Group A on Notice, as early tournament coverage came under close focus from fans. Supporters can follow official tournament updates through the FIFA website.
Fans Frustrated After Live Action Missed
Fox, which holds the English-language World Cup rights in the United States, went to adverts during a second-half hydration break shortly after Mexico scored its second goal.
When the broadcast returned, play had already resumed for around 10 seconds, with South Africa trying to push back into the match.
FIFA has asked broadcasters to return to live coverage 30 seconds before play restarts.
The decision brought quick reaction online, where many fans argued that missing live World Cup action was unacceptable.
“We are trying to watch the biggest tournament on earth. Absolute nonsense. End this immediately!” wrote one viewer on X.
Telemundo Takes Different Approach
Telemundo, the Spanish-language World Cup broadcaster in the United States, did not cut away to full-screen adverts during the hydration breaks.
That contrast added to the frustration, especially because the breaks were introduced for player safety rather than broadcast scheduling.
On Reddit, some viewers accepted that commercial breaks are common in United States sports coverage, but still criticised the timing.
“Missing live action, which they did, is unacceptable. But commercial breaks during games are a fact of life in the US. It is what it is,” wrote one user.
The issue now gives FIFA and broadcasters another point to manage as the tournament continues across Canada, Mexico and the United States.