Water breaks during the 2026 World Cup have significantly increased interest in sportsbooks

Water breaks during 2026 FIFA World Cup matches became an effective platform for betting advertising. This is according to a study by the Argentine consulting company Novarum, which analyzed user behavior during World Cup broadcasts.

Experts examined Google Trends data during the Argentina vs Austria match, played on June 22, and recorded a significant increase in searches related to betting companies that were official broadcast sponsors.

Betano and BetWarrior recorded the largest increase in interest. During the first water break, searches for Betano rose by 61%, while after the second break they surged by 149%, reaching the peak level on Google Trends.

According to Novarum, the additional breaks during matches became one of the most effective advertising tools for betting operators, as viewers actively engaged with advertising messages during the short stoppages in play.

The study also identified differences in audience behavior toward betting brands. For companies that sponsored the television broadcasts, search activity increased almost immediately after their commercials aired. In contrast, betting operators without official sponsorship status saw the biggest surge in interest mainly during the halftime break.

Analysts believe the findings demonstrate the high effectiveness of integrating betting advertisements into dedicated match breaks, when fans remain fully engaged with the live broadcast.