Telemundo will not be cutting away to commercials during FIFA World Cup hydration break, which are being used for the first time. There are three-minute hydration breaks in each half of the World Cup matches, offering unique opportunities for advertisers during what both networks feel will be the most-watched World Cup yet in the U.S.
“We’re going to be staying on the match feed,” said Miguel Lorenzo, Telemundo Enterprises’ senior VP/sports content. “Fans are going to be able to watch the players and the coach interactions. We’ll be having important match replays. Our commentators will be analyzing the moments. None of that will be interrupted in any way. Our goal is to create an authentic World Cup viewing experience. We think we can do that in a lot of ways, and one of the most impactful ways is by never leaving the pitch once the clock starts running.”
On the English-language side, there is no update yet on whether Fox will be cutting to ads or staying with the match during hydration breaks. Fox VP/Production Zac Kenworthy at the network’s World Cup media day two weeks ago noted that Fox remains in contact with FIFA on the matter, but hadn’t yet made a decision.
Lorenzo referenced Sunday’s U.S.-Senegal exhibition, which stayed with the field during the hydration break. “There was an image of [USMNT coach Mauricio] Pochettino, with the players huddled around a laptop, and that moment went viral,” he noted. “If we would have been on a commercial break, we would have missed it.”
But don’t expect the Telemundo hydration break to be completely void of a commercial presence. “Whenever we want to show highlights, it’ll be in the double-box component. We’ll have the live feed in one box and the highlights in another, and then there are some commercial aspects that will be part of our hydration break, but nothing that interrupts the viewers,” said Lorenzo.
NBCU has already sold out of key World Cup ad inventory, Lorenzo confirmed. “This World Cup has also generated the largest deals in media in Spanish-language history in the country,” he noted. “Not just in sports, just in general.”
Party like it’s 2026
A new element that Telemundo is introducing to its coverage is a live social media watch party before, during and after matches, and it will stream across the company’s accounts on X, YouTube and TikTok. It’s an effort the network has trialed at some World Cup qualifiers, and at select USMNT games, including Saturday’s friendly against Germany.
“It’s powered by influencers,” Lorenzo told SBJ. “The main production will be here in Miami at Telemundo Center. We’ll have the majority of the influencers, but the idea is also to always have one influencer at the stadium, at the venue, where audiences can get a feel of the game, fan reactions -- live and breathe what’s happening in that moment.”
Telemundo selected the influencers that will be participating, prioritizing those within the soccer space, but that also represent different Hispanic countries. That includes Daniella Duran and Fernando Fiore.
The network will also utilizing TikTok, YouTube and X for a “Copa Mundial After Dark” show, which will be a nightly, 30-minute program.
