Just hours into the 2026 World Cup, and already US broadcaster Fox is facing a firestorm of criticism that, according to insiders, could damage its credibility for the entire tournament. What fans were promised as a global celebration quickly turned into a spectacle of commercial greed—leaving millions of viewers reportedly fuming.
Shakira’s Big Moment? Not on Fox.
The trouble started before the opening whistle. Fox—the English-language US rights holder—reportedly chose to skip the entirety of Shakira’s highly anticipated opening ceremony performance at Mexico City’s iconic Azteca Stadium. Instead of showing the Colombian superstar belting out the tournament’s anthem “Dai Dai” alongside Burna Boy, the network allegedly cut to four analysts sitting in an empty Los Angeles studio. Sources close to the situation claim that Fox executives were warned that skipping the ceremony would anger viewers, but the network reportedly decided the ad revenue from a pre-game commercial block was more important. One insider told us, “They knew fans would be outraged, but the numbers made sense to them.”
Hydration Breaks—Or Advertisement Goldmines?
As if missing Shakira wasn’t enough, the real drama unfolded during the match itself. The 2026 World Cup introduced mandatory three-minute hydration breaks in each half—a player safety measure after last year’s Club World Cup heat issues. But what should have been a pause for player welfare became, according to reports, a cash grab. Fox allegedly ran three to four full-screen commercials during each break, and when the broadcast returned, the game was already back in motion. Fans reportedly missed critical moments—including a near goal by South Africa—because the network prioritized ads over action.
“It’s disgraceful,” one prominent sports media analyst told us. “They’re treating these safety pauses like a Super Bowl commercial block.”
Telemundo and ITV Show How It’s Done
Meanwhile, Spanish-language US broadcaster Telemundo reportedly aired the entire opening ceremony without interruption, and UK network ITV made a deliberate choice to keep the broadcast live during hydration breaks, showing players grabbing water and receiving tactical instructions. ITV’s commentators Jon Champion and Ally McCoist even provided analysis during the pauses—a move that fans are now calling “the gold standard.” According to Sports Business Journal, Fox is reportedly taking a “hybrid” approach—sometimes ads, sometimes analysis—but early returns suggest the ads are winning out.
Social media, according to insiders, is “exploding” with complaints. One viral post compared Fox’s coverage to “watching a soccer game through a keyhole while someone shouts about car insurance.”
What This Could Mean for the Rest of the Tournament
With all 48 matches featuring mandatory hydration breaks, the potential for non-stop ad interruptions has fans reportedly bracing for a long, frustrating month. Sources say Fox has already sold most of its ad inventory for these slots, meaning a reversal appears unlikely. “This is going to be the most commercialized World Cup in US history,” one former FIFA marketing executive told us. “And fans are going to pay the price.”
Critics argue that Fox is leaving the door wide open for competitors like Telemundo and streaming services to capture disillusioned viewers. As one fan tweeted (which has since gone viral), “I never thought I’d be rooting for an ad-free broadcast, but here we are.”
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