The World Cup is fast approaching. From June 11 to July 19, the United States, Canada and Mexico will vibrate to the rhythm of the football for an unprecedented 48-nation World Cup. In France, M6 will broadcast 54 matches unencrypted, including those of the French team.
But something new could raise eyebrows with the generalization of refreshment breaks. Introduced by Fifa in 2014 to preserve the physical integrity of players by allowing them to rehydrate, this system will this time be systematic during each 2026 World Cup match in North America, whatever the weather conditions.
Confirmed advertisements
Concretely, the referees will interrupt the game for a three-minute break in the middle of each period, around the 22nd and 67th minutes, during a stoppage in play. A time then compensated in additional time. During these sequences, M6 will take the opportunity to broadcast advertising screens, as confirmed by its president, David Larramendy, to The Team.
“Two-thirds of this break will be reserved for analysis of the match and what is happening at the stadium, and one minute for advertising”he announces. An assumed economic lever for M6. For example, during the final, a 20-second advertising spot could reach 425,000 euros if the Blues are present, according to the sports daily. It remains to be seen whether this development will appeal to viewers.
