With less than three months to go before the World Cup kicks off across the United States, Mexico, and Canada, FIFA has begun rolling out test runs of new in-game features during international fixtures. Among them is a change fans will quickly notice this summer: mandatory hydration pauses, known as “cooling breaks.”

These breaks are being tested in both friendlies and official matches played during FIFA windows, and they are expected to become a regular part of games throughout the tournament.

FIFA opens door to ads during breaks

It was recently confirmed that each cooling break will last up to three minutes. During that time, FIFA is allowing sponsors to run short advertisements, introducing a commercial element that feels familiar to American audiences used to stoppages during events like the Super Bowl.

However, the window for ads will be slightly shorter in practice. Broadcasts must return to the match at least 30 seconds before play resumes, meaning the actual advertising time will hover around two minutes and 10 seconds.

Trial run in Boston raises eyebrows

One of the first real-world tests took place Thursday on U.S. soil, when Brazil and France faced off at Gillette Stadium in Foxborough, Massachusetts, a venue set to host World Cup matches.

The hydration break itself quickly became a talking point.

Players from both teams paused the match for several minutes despite relatively mild conditions. According to match reports, temperatures ranged between 64 and 66 degrees Fahrenheit, far from the extreme heat typically associated with hydration concerns.

Even so, officials opted to implement the cooling break, prompting questions about whether the stoppages will be applied uniformly regardless of weather.

How cooling breaks will work at the World Cup

During the tournament, cooling breaks are expected to occur twice per match, once midway through each half. Referees will stop play to allow players and officials to rehydrate, particularly given the high summer temperatures anticipated across many host cities.

Each break will last no longer than three minutes, blending player welfare with a new commercial opportunity for FIFA and its partners.

While the intent is to protect athletes in demanding conditions, the early trials suggest these pauses could become a defining and potentially controversial feature of the 2026 World Cup experience.

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