Why the half-time show may be a taste of things to come

A significant story is unfolding on the international scene. Why the World Cup half-time show may be a taste of things to comeImage source, / Getty ImagesImage caption, Justin Bieber, Shakira and Madonna will headline the first ever Fifa World Cup half-time show, with BTS and Burna Boy also set to performByAnnabel RackhamCulture reporterPublished7 hours agoHalf-time at a football game is normally a chance to grab a drink or snack, make a mad dash for the toilets or vent with friends about some questionable refereeing or defending. But at this year's World Cup final between Spain and Argentina, for the first time in the tournament's history, there will be a half-time show - complete with performances from Madonna, Shakira, BTS and Justin Bieber. It's already caused controversy in the sporting world as the performance means the break will last up to 25 minutes - when the International Football Association Board (Ifab) states players are entitled to a maximum 15-minute stoppage.

The show will take place on Sunday night at the MetLife Stadium in New Jersey and has been described by governing body Fifa as a "landmark celebration at the intersection of sport, music and global impact". Does a performance like this, during the most-watched sporting event in the world, herald something similar coming soon to a stadium near you? And do fans want that?

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Image source, Getty ImagesImage caption, Last year's Club World Cup final had a half-time show, with the stage built into the stands of the MetLife stadiumIt is expected that both the and ITV will screen the full show, with punditry filling the gap while the stadium staging is put up and taken down. At last year's Club World Cup final, which was also organised by Fifa and held in New Jersey, there was a 24-minute half-time featuring live music from Coldplay, J Balvin, Doja Cat and Tems. Sports broadcaster Betty Glover, who has been covering the World Cup across the US for the last month, worked at last year's Club World Cup final in the same stadium.

"There's a battle to get more Americans involved and fall in love with this game - it's obviously not their main sport, but when you're walking around speaking to people, more are getting on board with it," she tells the . Image source, Getty ImagesImage caption, The Beckhams and other celebrities have been a consistent fixture at the North American 2026 World CupJames Massing, whose team at Live Nation is responsible for putting on the World Cup final half-time show, says "expectation from fans has heightened" when it comes to big sporting events, meaning music could feature more in future. He tells the the sports industry needs to innovate because it is "competing with any other live experience - going to the museum, going to the theatre, going to the cinema".

Massing, who has also worked on the Super Bowl and the Club World Cup final show, feels adding a musical performance makes "a final feel like a final".

The story has become one of the most prominent items on the global agenda.