French broadcasters have pledged to show no gambling advertisements during cooling breaks in the 2026 World Cup.
Cooling breaks are interruptions in the match that give the teams a chance to rehydrate during the high temperatures expected during the competition this summer.
This year, the tournament will be co-hosted by sixteen different cities: 11 in the US, three in Mexico and two in Canada.
The matches will also be held between 11 June and 19 July, which means players will be playing in the peak of summer heat.
M6 and beIN Sports, the official broadcasters of the competition, have made a collaborative decision with licensed operators part of the French Online Gaming Association, as well as the French Gaming Authority (ANJ), to prevent gambling ads to be shown during these breaks.
In a statement released by the companies, they explained that artificially created breaks would not be used as an opportunity to promote sports betting during the event.
They also stressed that this decision, while ethical, is also a financial risk, as it will require them to deny any casino brands that wished to purchase those advertising slots.
Finally, they also commented on the “illegal supply” of online gambling sites that are “growing rapidly” and escaping “any regulation.”
Elsewhere, Esportes da Sorte is one of the confirmed sponsors for the Brazilian Television System (SBT), solidifying football as a primary marketing channel for sports betting brands in the country.
This deal has been struck despite a proposal that could ban betting advertising across all media nationwide.
Fifa has confirmed it will introduce hydration breaks 22 minutes into every half during the 2026 World Cup, regardless of the temperature
