The introduction of advertising during World Cup hydration breaks is likely to become a permanent feature of international football, according to Thomas Peeters, sports economist and Professor of Strategy Economics at Erasmus School of Economics, who believes the practice aligns with broader changes in how audiences consume sports and entertainment.
Speaking to BBC Sport in a recent analysis of the commercial impact of hydration breaks at the 2026 FIFA World Cup, Peeters explained that the World Cup's uniquely broad audience makes it particularly well suited to new advertising formats. ‘I think this is here to last, especially in FIFA-organised tournaments,’ says Peeters. ‘The World Cup is an event that attracts non-traditionalists, people tuning in who don't watch every game. A very general audience.’
A billion-dollar opportunity meets changing viewing habits
Hydration breaks, introduced by FIFA to address player welfare concerns during matches played in high temperatures, have also created valuable new advertising inventory for broadcasters. Industry experts estimate that the breaks could generate more than $1 billion globally in additional advertising revenue throughout the tournament. According to Peeters, the commercial opportunity coincides with evolving viewing habits, particularly among younger audiences. ‘There is a trend for those people to watch clips rather than entire games,’ he notes. ‘It breaks the game into shorter bits which, as we see with other forms of entertainment, helps with younger audiences who typically consume content in smaller portions.’
Traditional football audiences may be harder to convince
While the changes have drawn criticism from some supporters, players and managers who argue that the interruptions disrupt the flow of matches, Peeters believes reactions will vary significantly depending on the competition and audience involved. ‘When a game is watched by diehard fans of both sides, they don't want a break after 25 minutes,’ he says. For this reason, Peeters expects resistance to remain stronger in established domestic competitions such as the Premier League and UEFA tournaments, where fan traditions and viewing habits are deeply entrenched. ‘For UEFA and the Premier League this idea is less of a concern because they are in very mature markets compared to FIFA,’ he adds.
The analysis suggests that football's governing bodies and broadcasters may increasingly balance sporting traditions with commercial opportunities and changing media consumption patterns. As global audiences continue to fragment and younger viewers gravitate toward shorter-form content, innovations such as hydration-break advertising could become a defining feature of major international tournaments.
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Click here for the analysis of BBC Sport. For more information, please contact Ronald de Groot, Media & Public Relations Officer at Erasmus School of Economics: rdegroot@ese.eur.nl, mobile +31653 641 846.
