{"id":542489,"date":"2025-12-11T00:00:00","date_gmt":"2025-12-11T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2025\/12\/11\/fifas-american-makeover\/"},"modified":"2025-12-11T00:00:00","modified_gmt":"2025-12-11T00:00:00","slug":"fifas-american-makeover","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2025\/12\/11\/fifas-american-makeover\/","title":{"rendered":"FIFA\u2019s American makeover"},"content":{"rendered":"

? The 2026 FIFA World Cup is shaping up to be the most commercially driven <\/strong>tournament in the competition\u2019s history. <\/strong>Under the leadership of FIFA President Gianni Infantino, the governing body has introduced a series of unprecedented changes that critics say prioritize revenue and US broadcast preferences over the sport\u2019s traditions and the interest of matchgoing fans.<\/p>\n

In what many see as a transparent attempt to accommodate US broadcasters<\/strong>, FIFA announced that every match in the 2026 World Cup will feature a mandatory three-minute \u201c hydration break<\/a> \u201d in each half, regardless of weather conditions. The breaks will occur at the 22-minute mark of both halves, effectively dividing the traditional 90-minute match into four quarters. While FIFA claims the measure prioritizes \u201cplayer welfare,\u201d the timing is suspect, as is the place \u2014 the breaks were announced at the World Broadcaster Meeting in Washington DC.<\/p>\n

As multiple outlets have noted, the three-minute windows align perfectly with <\/strong>standard commercial break lengths used in US sports broadcasting.<\/strong> \u201cThe uniform break in action theoretically creates another ad placement opportunity for Fox, the tournament rights holder,\u201d writes Front Office Sports<\/a>. <\/p>\n

The move gives Fox, the tournament\u2019s US broadcast rights holder, <\/strong>predictable<\/a><\/strong>advertising inventory<\/a><\/strong> they can sell at premium prices<\/strong>, converting what has always been continuous action into a format more familiar to US audiences accustomed to NFL-style quarter breaks. \u201cA three-minute slot closely aligns with the standard quarter break of [US] professional leagues. For example, the break between quarters in the NBA is 2 minutes and 30 seconds,\u201d noted FOS.<\/p>\n

FIFA has previously only used cooling breaks in extreme heat conditions<\/strong>, such as at the 2014 World Cup in Brazil and during last summer\u2019s Club World Cup. But in 2026, hydration breaks will occur in every match\u2026 including those played in climate-controlled domed stadiums. Football fans have been quick to condemn the decision. As one outlet<\/a> put it, the hydration breaks \u201cfundamentally misunderstand both the sport and its appeal.\u201d Social media reactions were equally scathing, with fans calling it \u201cpurely for adverts\u201d and a \u201cdisastrous move\u201d that disrupts the rhythm essential to quality football.<\/p>\n

In another unprecedented break with tradition, FIFA announced that the 2026 World <\/strong>Cup finale will feature the tournament\u2019s first-ever <\/strong>halftime show<\/a><\/strong> \u2014 a clear borrowing from the US Super Bowl playbook. Infantino called it \u201ca historic moment for the FIFA World Cup and a show befitting the biggest sporting event in the world,\u201d and, of course, the expected global audience of 2 bn viewers, many of whom are not impressed. The halftime show is uniquely American<\/a> and is more suited to casual viewers who might tune in once every four years for the spectacle rather<\/a> than football fans watching for the sport.<\/p>\n

FIFA has also announced it will \u201ctake over\u201d Times Square in Manhattan for the finals <\/strong>weekend<\/strong>, featuring<\/a> additional performances and transforming the tournament into an entertainment extravaganza rather than a purely sporting event, and diluting the sport\u2019s traditional intensity and purity, according to fans.<\/p>\n

Perhaps no decision better encapsulates FIFA\u2019s new priorities than the creation of a <\/strong>FIFA Peace Prize seemingly specifically to be awarded to US President Donald Trump. <\/strong>On 5 December at the World Cup draw ceremony, Infantino presented Trump with the inaugural award, calling it<\/a> recognition for \u201cexceptional and extraordinary action of peace\u201d right as the US struck<\/a> yet another Venezuelan vessel in the Eastern Pacific, killing four, and repeatedly saying that the military will soon begin striking targets inside Venezuela.<\/p>\n

Trump openly campaigned for the Nobel Peace Prize earlier this year<\/strong>, but was passed<\/a> over in favor of Venezuelan opposition leader Mar\u00eda Corina Machado. Infantino had publicly stated<\/a> on Instagram that Trump \u201cdefinitely deserves\u201d the Nobel. The close relationship between Infantino and Trump is undeniable, with the former attending the US president\u2019s inauguration, bringing the Club World Cup trophy to the White House for Trump to display, and joining him in Egypt for Gaza ceasefire celebrations.<\/p>\n

Multiple reports suggest that senior FIFA officials were caught off-guard by the FIFA <\/strong>Peace Prize announcement<\/strong>, learning about it through media reports<\/a>. Infantino reportedly bypassed the FIFA Council to create and award the prize, according to Politico<\/a>, with even vice presidents learning about decisions only after they were made. <\/p>\n

Fans, FIFA officials, and human rights groups alike condemned the move<\/strong>, with former UN official Craig Mokhiber calling it \u201ctruly shameful,\u201d noting the organization\u2019s complicity in failing to act on Israel\u2019s genocide against Palestinians. The advocacy group FairSquare filed a formal ethics complaint<\/a> against Infantino, accusing him of repeatedly breaching FIFA\u2019s statutory duty to remain politically neutral. <\/p>\n

Infantino\u2019s actions position FIFA as \u201ca public relations tool to normalize an <\/strong>increasingly authoritarian US government,\u201d<\/strong> wrote The Nation<\/a>. And with the 2026 World Cup expected to earn more than USD 10 bn for FIFA, critics argue that Infantino is simply currying favor with a powerful host nation leader who could impact logistics, visas, and other tournament operations, turning the \u201cbeautiful game\u201d into a corporate product first and sport second.<\/p>\n","protected":false},"excerpt":{"rendered":"

Under the leadership of Gianni Infantino, FIFA has introduced a series of changes that critics say prioritize revenue and US broadcast preferences<\/p>\n","protected":false},"author":1,"featured_media":542490,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7215],"tags":[8651,633,7247,638],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-542489","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-for-your-commute","tag-business","tag-enterprisepm","tag-football","tag-for-your-commute","wpautop","entry"],"acf":{"mongo_id":"ac5e6446-4080-44bb-891b-335504dcf248","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2025\/12\/762.jpg","photo_position":"above","homepage_title":"","full_issue_title":"FIFA\u2019s American makeover","related_issue":[542484],"teaser":"Under the leadership of Gianni Infantino, FIFA has introduced a series of changes that critics say prioritize revenue and US broadcast preferences","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2025\/12\/.06d86702-5fe3-45b2-96d0-796be8e3c19f.mp3"},"yoast_head":"\nFIFA\u2019s American makeover - 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FIFA president Gianni Infantino has been behind the move, saying the World Cup has to be \"more inclusive\" and that it would also benefit \"the development of football all over\u2026","rel":"","context":"In "Speed Round"","block_context":{"text":"Speed Round","link":"https:\/\/enterpriseam.com\/egypt\/category\/speed-round\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":615010,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/02\/11\/captains-of-the-world-come-together-to-share-their-story\/","url_meta":{"origin":542489,"position":1},"title":"Captains of the World come together to share their story","author":"enterpriseam admin","date":"11 February 2024","format":false,"excerpt":"A glimpse into 2022 FIFA World Cup from the eyes of football legends","rel":"","context":"In "ENTERPRISE RECOMMENDS"","block_context":{"text":"ENTERPRISE RECOMMENDS","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-recommends-2\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2024\/2\/848.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":599849,"url":"https:\/\/enterpriseam.com\/egypt\/2019\/01\/13\/national-egyptian-football-gets-attention-in-foreign-press\/","url_meta":{"origin":542489,"position":2},"title":"National Egyptian football gets attention in foreign press","author":"enterpriseam admin","date":"13 January 2019","format":false,"excerpt":"Football is also getting attention from the international media: The Egyptian Football Federation (EFA) is building a new headquarters and will house the national football squad in the same complex, FIFA, football\u2019s global governing body, says in a feature on its website. FIFA is giving the Egyptian association some USD\u2026","rel":"","context":"In "EGYPT IN THE NEWS"","block_context":{"text":"EGYPT IN THE NEWS","link":"https:\/\/enterpriseam.com\/egypt\/category\/egypt-in-the-news\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":666926,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/06\/16\/everything-you-need-to-know-about-the-2025-club-world-cup\/","url_meta":{"origin":542489,"position":3},"title":"Everything you need to know about the 2025 Club World Cup","author":"enterpriseam admin","date":"16 June 2025","format":false,"excerpt":"FIFA expects to generate up to USD 2 bn in revenue, all of which will be distributed to participating clubs and the host country","rel":"","context":"In "Enterprise explains"","block_context":{"text":"Enterprise explains","link":"https:\/\/enterpriseam.com\/egypt\/category\/explainers\/enterprise-explains\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/5\/173.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":545363,"url":"https:\/\/enterpriseam.com\/egypt\/2022\/03\/23\/chip-shortage-looks-like-its-staying-with-us-a-while-longer-crypto-com-to-back-fifa-world-cup\/","url_meta":{"origin":542489,"position":4},"title":"Chip shortage looks like it\u2019s staying with us a while longer + Crypto.com to back Fifa World Cup","author":"enterpriseam admin","date":"23 March 2022","format":false,"excerpt":"And the chip shortage lives on: Chipmakers\u2019 expansion plans to meet the growing demand and fill the gap between supply and demand will reportedly be constrained thanks to a shortage of critical equipment. \u201cNext year and the year after there will be shortages \u2026 We\u2019re going to ship more machines\u2026","rel":"","context":"In "FOR YOUR COMMUTE"","block_context":{"text":"FOR YOUR COMMUTE","link":"https:\/\/enterpriseam.com\/egypt\/category\/for-your-commute\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2022\/3\/548.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]},{"id":542451,"url":"https:\/\/enterpriseam.com\/egypt\/2025\/12\/11\/egypt-iran-fifa-world-cup-pride-match-controversy-catches-the-attention-of-the-intl-press\/","url_meta":{"origin":542489,"position":5},"title":"Egypt-Iran Fifa World Cup Pride match controversy catches the attention of the int\u2019l press","author":"enterpriseam admin","date":"11 December 2025","format":false,"excerpt":"The opening whistle for the Fifa World Cup is over six months away, but the national team has already found itself in controversy. A local non-Fifa-affiliated committee has designated the Pharaoh\u2019s 26 June match against Iran in Seattle as a \"Pride Match,\" running parallel to the city\u2019s Pride celebration planned\u2026","rel":"","context":"In "EGYPT IN THE NEWS"","block_context":{"text":"EGYPT IN THE NEWS","link":"https:\/\/enterpriseam.com\/egypt\/category\/egypt-in-the-news\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/2025\/12\/726.jpg?fit=%2C&ssl=1&resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/542489","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=542489"}],"version-history":[{"count":0,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/542489\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/afternoon\/542484"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/542490"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=542489"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=542489"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=542489"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=542489"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=542489"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}