FIFA breaks 15-minute rule for US-style World Cup final show
FIFA imposed an NFL-style half-time spectacle on the 2026 World Cup final, breaking strict regulations in a bid to build a Super Bowl-like commercial ecosystem that yielded mixed results for artists and broadcasters.
FIFA broke the International Football Association’s 15-minute half-time mandate at the 2026 World Cup final to introduce an 11-minute, NFL-style entertainment spectacle. The governing body staged the show at the New York New Jersey Stadium, marking a deliberate shift to impose an Americanized commercial model onto football’s flagship match.
The strategy reflects how FIFA is attempting to replicate the Super Bowl’s lucrative entertainment ecosystem, though it has not been without controversy. "Desire," the official FIFA anthem performed by Robbie Williams, Laura Pausini and Nicole Scherzinger, was initially overshadowed at the draw ceremony by reports that FIFA had apparently started making up awards to give to Donald Trump. The track subsequently failed to chart anywhere globally.
Other artists fared better by leveraging the event's massive reach. Jennifer Hudson sang the Star-Spangled Banner, while Shakira and Burna Boy performed "Dai Dai," the only World Cup song in recent memory to actually impact the British charts. Post Malone used the pre-match ceremony to debut "Chrome Heartbreaker," the presumed first single from his forthcoming album, and Justin Bieber performed "Everything Hallelujah," a track that went viral after Coachella.
FIFA’s booking decisions highlighted a reliance on social media algorithms over traditional broadcast appeal, adding "Champions" by influencer IShowSpeed to the official album solely due to online traction. This strategy backfired in the stadium, where the performance was met with complete silence, and neither the BBC nor ITV deemed the pre-match ceremony worthy of a live broadcast.
Moving rapidly between acts to fit the extended break, the half-time slot featured Madonna performing on a vehicle piloted by retired stars Ronaldo and Ronaldinho, alongside sets from BTS, Coldplay, and the Muppets' Electric Mayhem. Despite the corporate ambition to redefine the final as a marketing vehicle, the spectacle's value remained debatable. “I thought it was crap,” former England player Wayne Rooney told BBC presenter Gabby Logan.
