David Larramendy confirms adverts will run in 2026 World Cup cooling breaks | OneFootball

David Larramendy, the M6 president, has confirmed adverts will air during the mandatory cooling breaks at the 2026 World Cup, which runs from 11 June to 19 July.

"Two thirds of the break will be devoted to match analysis and to what is happening in the stadium, and one minute to advertising," he told L'Équipe.

The arrangement offers the channel, which will show 54 matches, a chance to increase revenue. For the final, if France are involved, a 20-second spot is priced at 425,000 euros.

FIFA adopted cooling breaks in 2014 to help protect players by allowing rehydration. For 2026 they will be used in every match across North America, regardless of the weather.

Referees will call a three-minute pause midway through each half, typically around the 22nd and 67th minutes during a natural stoppage, with the time added on at the end.

Source: L'Équipe