Fox will not face any sanction from Fifa for breaking the governing body’s advertising rules during the opening game of the World Cup between Mexico and South Africa last week. The US broadcaster broke Fifa’s strict guidelines for showing commercials during hydration breaks on the first occasion they were in operation by returning to the live action 10 seconds after play had resumed during the second half at Mexico City Stadium. Fifa’s tournament regulations, which were given to all rights holders two months ago, state that while broadcasters can show ads during hydration breaks they must return to the match 30 seconds before play resumes.