The governing body of football plans to bundle television rights for the 2030 and 2034 World Cups, while hydration breaks, which have drawn widespread criticism, will remain an integral part of the game.
The International Federation of Association Football (FIFA) has no intention of scrapping hydration breaks, which sparked a wave of criticism during the 2026 World Cup but also proved to be a lucrative commercial tool. At the same time, the organization is already considering revolutionary changes in how television rights for future tournaments are sold.
Hydration breaks, initially introduced as a measure to protect players from extreme weather conditions, took on a whole new dimension at the 2026 World Cup in the United States, Canada, and Mexico. They provided broadcasters with additional advertising slots without interrupting play, giving them significant commercial value. It is precisely this aspect that drew heavy criticism during the tournament, and the term "quarters" began to be used in football vocabulary for the first time.
Despite the backlash from parts of the public and the football community, FIFA does not plan to alter this rule. According to information reported by Sportske novosti, the breaks will continue to be a regular part of matches at upcoming World Cups. Their dual role-caring for player health and serving as an additional revenue stream-has evidently tipped the scales in favor of retaining this practice.
However, FIFA's commercial ambitions do not stop there. According to Bloomberg, the organization is considering bundling the television rights for the 2030 and 2034 World Cups into a single large media package. This move comes after the financially highly successful 2026 tournament, which demonstrated the enormous commercial potential of football in the North American market.
Talks, as Bloomberg reports, are still in their early stages, and the final sales format has not been defined. However, one option being seriously considered is bundling the English and Spanish language rights in the United States. Previously, these rights were mostly sold separately, and a combined package would give FIFA greater negotiating power and spark fierce competition among the largest American television networks and streaming platforms.
FIFA clearly aims to capitalize on the growing popularity of football in North America, fueled by the 2026 World Cup. Selling the rights for two tournaments as a package, along with the potential bundling of language rights in the key U.S. market, signals a clear strategic shift. The goal is to convert the increased interest from audiences and the media into a long-term, even more profitable model for the tournaments scheduled for 2030 and 2034.
