US broadcaster Fox has come under fire for its coverage of the first World Cup game between Mexico and South Africa after repeated cuts to advertisements meant audiences missed parts of the action.
The television broadcast also missed the entirety of Shakira’s performance in the opening ceremony before the game which also disgruntled viewers.
With the World Cup 2026 being co-hosted by three nations in Canada, Mexico and the United States, Fifa have planned three opening ceremonies ahead of each of the hosts’ first matches. Each ceremony will see different acts perform and celebrate the uniqueness of the nation about to play.
Thursday’s opening fixture was held at the Azteca Stadium in Mexico City and Shakira, alongside Burna Boy, was the headline act performing the song ‘Dai Dai’. However, Fox’s coverage of the ceremony cut back to four of its analysts from an empty stadium in Los Angeles. A different US broadcaster, Spanish-language rights holder Telemundo, aired the ceremony.
Fox did broadcast other sections of the opening ceremony including the procession of flags from the tournament’s 48 participating nations, a performance by Andrea Bocelli and EJAE, and the South African and Mexican national anthems.
The criticism didn’t end there as Fox’s coverage cut to full-screen commercials during the two mandatory three-minute hydration breaks in each half of the match. Three to four adverts were played during each break and when broadcast resumed the game was back underway meaning parts of the action had been missed.
The hydration breaks are a new feature for this World Cup following excessive heat during the Club World Cup last year and are being implemented as a safety measure for the players.
However, as every match will feature these pauses in play at set times in each half broadcasters have seen the potential to boost revenues by showing adverts during the breaks.
According to Sports Business Journal, Fox have reportedly taken a hybrid approach to the hydration breaks where they will either show commercials or focus on analysis.
That decision is in contrast to Telemundo’s approach as well as the strategy of UK broadcaster ITV whose coverage showed the opening ceremony in full as well as the breaks in play.
ITV had the option to show ads during the hydration breaks, and even trialled in-picture ads during this year’s Six Nations, but they made their stance – of not cutting to adverts – clear before the World Cup began.
Instead, coverage was shown of the players taking on drinks and new instructions at the side of the pitch with commentators Jon Champion and Ally McCoist discussing the key talking points of the game.
With hydration breaks mandatory for the duration of the World Cup, broadcasters taking advantage of the pause to insert more adverts into the coverage looks set to continue which, unfortunately, is only to the detriment of the watching fans.
