The 2026 World Cup is generating over $10.5 billion in ad spend, showcasing a dynamic shift in marketing strategies. Here, 10 ...

Soccer has always been defined by free-flowing, unbroken action. But for the World Cup in America, FIFA is using “hydration breaks” to shoehorn in commercials.

Fox kicked off the World Cup by airing full-screen ads during FIFA's newly introduced hydration breaks, sparking some outrage ...

World Cup viewers may be shocked to see commercials being played in the middle of matches, which is now allowed by FIFA.

FIFA put into effect a player-welfare measure. Fox turned it into a half-billion-dollar windfall. The smarter advertising bet ...

Brooklyn Beckham’s latest DoorDash ad did not just promote the World Cup. It pulled his family rift back into public view ...

For the first week of games at the 2026 World Cup, Fox Sports had implemented full-screen advertisements during mandatory ...

Social media has been full of anger at the hiatuses. On X, comedian Kevin Fredericks called the hydration break "pure capitalism." Musician Lloyd Cole said U.S. television had "finally got their 4 ...

Stella Artois cues up Elvis Presley's "Can't Help Falling In Love" for one grand slow-mo celebration alongside soccer legend David Beckham.

In addition to current stars like Cristiano Ronaldo, Kylian Mbappé, Erling Haaland and Vini Jr., the Nike spot also features LeBron James, Travis Scott, Kim Kardashian and Jason Sudeikis as Ted Lasso ...

Fox kicked off the World Cup by airing full-screen ads during FIFA's newly introduced hydration breaks, sparking some outrage ...