Things are heating up — and not just on the pitch. Just hours into the 2026 FIFA World Cup, the US broadcast giant Fox is facing a tidal wave of backlash after its coverage of the tournament’s opening match between Mexico and South Africa infuriated millions of viewers. Sources close to the situation claim the network’s decision to prioritize commercial breaks over live action has sparked a firestorm that could reshape how the World Cup is watched across America.
The Shakira Snub That Has Everyone Talking
It was supposed to be a moment of global celebration. The iconic Azteca Stadium in Mexico City was electric as Shakira — alongside Burna Boy — took the stage to perform the official tournament anthem ‘Dai Dai’ during the opening ceremony. But when Fox viewers tuned in, they were greeted with four talking heads in an empty Los Angeles studio. The performance? Completely gone.
“Fans were shell-shocked,” one insider told us. “They expected to see Shakira — one of the biggest pop stars on the planet — and instead got a studio debate. It felt disrespectful.” Meanwhile, Spanish-language broadcaster Telemundo aired the entire ceremony, drawing praise from bilingual audiences and raising questions about Fox’s commitment to the live event.
According to reports, Fox did broadcast other segments of the pregame festivities — including the flag procession, a performance by Andrea Bocelli and EJAE, and the national anthems — but the omission of the headlining act has become the story, with angry viewers flooding social media with complaints.
The Hydration Break Disaster — Missed Action, Cash Grabs
And that’s just the beginning. The match itself featured a brand-new safety measure: mandatory three-minute hydration breaks, implemented after extreme heat during last year’s Club World Cup. But instead of showing players catching their breath and receiving tactical instructions, Fox reportedly cut to full-screen commercials during every single break. Three to four ads per pause — and when the broadcast returned, the game was already back underway.
“It’s a disgrace,” a veteran sports media analyst told us. “These hydration breaks are supposed to be about player safety. Instead, broadcasters are turning them into cash grabs — and fans are the ones missing the action.” The approach appears to be a stark contrast to Telemundo and UK broadcaster ITV, both of which kept their feeds live during the breaks, offering analysis and on-field visuals.
Fox took what insiders are calling a “hybrid approach,” sometimes showing ads, sometimes sticking with studio analysis. But for the opening match, it was clearly ads that won out — and viewers noticed.
What This Means Going Forward
With hydration breaks mandatory for every match in the tournament — and Fox holding exclusive English-language US rights — the network’s strategy reportedly has critics worried. “This is going to be a problem all tournament long,” one industry insider suggested. “Every game will have two hydration breaks, and if Fox keeps treating them as ad slots, fans are going to miss critical moments.”
ITV had considered running in-picture ads during breaks in the Six Nations earlier this year but made a firm commitment before the World Cup not to cut to commercials. “That decision was about respect for the game and the fans,” a UK broadcasting source told us. “It shows you can protect the viewing experience and still monetize it — you just have to be creative.”
As of now, Fox has not commented on the backlash, but sources say internal conversations are already underway. One thing is clear: the opening ceremony and first match have set a tense tone, and millions of American viewers are watching closely to see if their network will listen — or if the ad breaks will keep piling up.
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