The World Cup final is less than a month away. Madonna, Shakira, and BTS are booked to perform. But there is one critical detail FIFA has not confirmed: how long the half-time show will actually last.
And that silence is causing a growing headache for TV rights holders around the world.
Sources at several World Cup rights holders told the Guardian that multiple requests to FIFA for clarity on the length of half-time have gone unanswered. The lack of information is causing particular problems for commercial broadcasters, whose advertising teams have inventory to sell but do not know how much time they will have.
The half-time show at the July 19 final at MetLife Stadium in East Rutherford, New Jersey, will be the first such spectacle in a men’s World Cup final. Curated by Coldplay’s Chris Martin, the show is a nod to American sports culture, where elaborate halftime performances are standard.
The Time Crunch
One rights holder source said they were planning on the musical production lasting between 12 and 15 minutes, which is the average length of the Super Bowl’s half-time show. But with the additional time required to set up and remove the stage, there are concerns the interval could stretch between 25 and 30 minutes.
That is where the problem gets complicated.
The laws of the game, overseen by the International Football Association Board, state that “players are entitled to an interval at half-time, not exceeding 15 minutes, and it may be altered only with the referee’s permission.” A half-time break of 25 to 30 minutes would be unprecedented in top-level football.
FIFA declined to confirm the length of half-time, with one source describing the situation as “fluid.”
The Americanization of the World Cup
FIFA has significantly increased the amount of pre-match entertainment on offer at this World Cup in a nod to the expectations of the American market. The first games in each of the host countries — the United States, Mexico, and Canada — will all feature opening ceremonies.
Before Mexico faces South Africa at the Azteca Stadium in Mexico City, Shakira and Burna Boy will headline an extensive pre-match show featuring Alejandro Fernández, Belinda, Danny Ocean, J Balvin, Lila Downs, Los Ángeles Azules, Maná, and Tyla.
In Toronto, Alanis Morissette and Michael Bublé will headline before Canada faces Bosnia and Herzegovina. Later that day in Los Angeles, Katy Perry, Lisa, Nigerian Afrobeats star Rema, Brazilian pop artist Anitta, and hip-hop artist Future will perform before the US meets Paraguay.
But the final is the biggest stage. And the half-time show is the biggest unknown.
The Stakes for Broadcasters
For commercial broadcasters, advertising slots during the World Cup final are among the most expensive in the world. They are sold months in advance. Advertisers need to know exactly how long their spots will run and when.
If FIFA extends half-time beyond the traditional 15 minutes, broadcasters will have more inventory to sell — or more time to fill. If the show runs shorter, they may have to scramble to adjust. Either way, the uncertainty is costly.
FIFA’s silence is not just an operational annoyance. It is a financial risk for networks that have paid billions for broadcast rights.
The Bottom Line
FIFA has not confirmed the length of the half-time show for the World Cup final at MetLife Stadium in New Jersey, frustrating TV rights holders who need to plan their advertising inventory. Madonna, Shakira, and BTS are booked to perform, but with setup and removal, the break could stretch to 30 minutes — double the traditional 15-minute half-time allowed by football’s laws. FIFA has described the situation as “fluid” and declined to provide clarity. Broadcasters are growing increasingly anxious as the July 19 final approaches.
