BTS to Headline Groundbreaking Halftime Show at 2026 World Cup: What to Expect?

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[Anchor] The Super Bowl’s signature halftime spectacle is headed to the final of the 2026 FIFA World Cup. BTS’s confirmation of a halftime appearance has grabbed headlines, but critics say FIFA is pushing excessive commercialization. Shin Hyun-jung reports. [Reporter] The Super Bowl’s iconic halftime show will be part of the World Cup final — the first time a halftime performance has been included in the tournament’s history. The event is set for July 19 at MetLife Stadium in East Rutherford, N.J. and will feature global artists performing during the interval between the halves. Chris Martin of Coldplay invited the Korean group, listing V, RM, Suga, J-Hope, Jimin, Jungkook and Jin among the performers and asking, “I wonder if you can join Elmo and me on July 19.”
“We’ll definitely be there.” BTS will share the bill with pop icons Madonna and Shakira. For BTS, this marks a return to a World Cup stage after Jungkook’s appearance at the 2022 Qatar opening ceremony. Gianni Infantino, president of FIFA, said the organization will use the show to raise funds to improve educational opportunities for children worldwide. “That’s why this performance will carry more value and deliver greater emotion,” he said. Still, critics argue FIFA’s moves aim to expand advertising revenue and amount to over-commercialization. The introduction of hydration breaks — one in each half — has drawn particular scrutiny, with observers saying the pauses create additional time for ad exposure. Lee Jong-seong, a professor in the Department of Sports Industry at Hanyang University, said, “It looks like they’re creating commercial windows to run midgame ads without affecting match quality. They’re acting more shrewdly than any profit-seeking company.” The tournament, co-hosted by the United States, Canada and Mexico, will also hold opening ceremonies in Toronto, Los Angeles and Mexico City. Each host plans performances that reflect their culture; BLACKPINK’s Lisa is scheduled to appear on the U.S. opening-stage alongside Katy Perry. This is Shin Hyun-jung for Yonhap News TV. [Video editing: Kim Do-i] [Graphics: Kang Seong-hoon] For Yonhap News TV tips and inquiries: KakaoTalk/LINE jebo23. Shin Hyun-jung (hyunspirit@yna.co.kr)