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Fox made over $200 million selling ad breaks during the group stage hydration breaks
Given the amounts of money being thrown around in professional sports and sports media these days, Fox paying “only” $485 million for the rights to the World Cup might come as a bit of a surprise. The number was so low, in fact, that Fox has covered that cost through the much-maligned ads they sold during hydration breaks.
According to reports, Fox sold $200 million of ad sales for the hydration breaks during the group stage games alone. There were 72 group stage games during the 2026 World Cup, and by the time the tournament has finished, 32 knockout stage games.
The money Fox has made from selling ads during the World Cup’s hydration breaks will cover the $485 million it spent on the broadcasting rights
Politico says that Fox’s income from the hydration break ad sales will “cover” the $485 million they spent on the broadcasting rights.
Fox’s cost of entry ($485MM) for this World Cup was so low that it was covered by ads from the hydration breaks alone.
With approximately 260 additional seconds of ad time to sell per match, Fox booked nearly $200 million in bonus sales during the group stage alone. pic.twitter.com/w7EKupwXcb
— Sportico (@Sportico) July 8, 2026
Unfortunately for Fox and its American sponsors, the United States men’s national team was knocked out of the tournament by Belgium after a 4-1 loss in the Round of 16 on Monday night, which will certainly put a dent in viewership and general interest stateside — Monday’s USA–Belgium match averaged 42.0 million viewers across Fox (30 million) & Telemundo (12 million), making it the most-watched soccer telecast ever in the United States.
In addition to the United States, major draws such as Mexico, Cristiano Ronaldo and Portugal, Germany, Brazil, Netherlands, and Colombia have also been eliminated. Entering the quarterfinals, blue blood soccer nations such as Argentina, France, England, and Spain remain in the field. Switzerland, Norway, Morocco and Belgium are the other four quarterfinalists.
The quarterfinals of the 2026 World Cup will begin on Thursday with a matchup between France and Morocco. Spain and Belgium will then face off on Friday, July 10, followed by England vs. Norway and Argentina vs. Switzerland on Saturday, July 11.