The 2026 World Cup will bring a uniquely American sports tradition to the beautiful game: Mid-match ad breaks

Brazil 2014 had no-hassle “vanishing spray.” Qatar 2022 brought in much-debated video assistant referees. The 2026 World Cup, to be held in the U.S., Canada, and Mexico, might already have confirmed its own next-gen contribution to the world’s game, and it happens to be a mainstay of American sports-watching.

In December, FIFA, the governing body responsible for organizing the World Cup, announced that this summer’s tournament will feature two scheduled three-minute hydration breaks in every game, an effort to mitigate the strain of high summer temperatures on players.

But viewers might not have to fill those three minutes staring at Lionel Messi downing a Gatorade. Instead, in the tradition of American sportscasting, they could be entertained twice a game by a quick cutaway to ads.

FIFA will allow broadcasters to air commercials during hydration breaks, the Athletic reported last week. A FIFA spokesperson confirmed the changes to Fortune.

While more frequent ad breaks are not likely to surprise many viewers based in the U.S., ...