During Mexico's match against South Africa at the 2026 World Cup opener, Fox aired full-screen advertisements during a three-minute hydration break in the second half. While the ad played, approximately 10 seconds of match action passed, during which South Africa attempted to respond after Mexico's second goal.
FIFA introduced the three-minute hydration breaks to protect players' health in North American summer heat. They occur once per half regardless of temperature. The organization requested broadcasters return to live coverage 30 seconds before play resumes, but Fox failed to comply fully.
Backlash on social media was sharp. Twitter users wrote: "We are trying to watch the biggest tournament on earth. Absolute nonsense. End this immediately!" On Reddit, fans noted that missing live action is unacceptable, though commercial breaks are standard in American sports. Telemundo, the Spanish-language broadcaster, did not air full-screen advertisements during the hydration breaks.
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