The Peculiarities of FIFA’s Half-Time Show
As a preamble to a soccer game, the halftime show preceding the final between Argentina and Spain was, to say the least, disconcerting. Hollywood’s top actor, Tom Cruise, rambled about football in abstract terms before a vast audience who simply wanted to witness the match, ideally without excessive frills. And that was just the beginning: a Spanish brass band performed the national anthem, followed by María Becerra singing Argentina’s anthem. This was merely the appetizer for a bizarre halftime extravaganza.
The Mixed Reactions
So, what did Cruise have to say? He reflected on the tournament’s “more than thirty days” and described football as “a language that is spoken without words.” His appearance was not a novelty, as he had also captivated audiences during the closing of the Paris 2024 Olympic Games. However, the response on social media was not forgiving: many viewers dubbed his intervention “shameful” and “ridiculous,” while others referred to it as “cringe.”
The Star-Studded Anthem Performances
The anthems played a significant role in the show: Jennifer Hudson sang the United States anthem, and the Spanish Brass band performed their anthem, giving it a unique metallic twist. This spectacle was followed by María Becerra’s rendition of Argentina’s anthem. Not to forget, previous acts included Robbie Williams and Nicole Scherzinger performing ‘Desire,’ the official FIFA anthem, with Laura Pausini involved for the Spanish part.
A Long Half-Time Break
Despite FIFA’s insistence that the halftime show would not exceed eleven minutes, the actual break extended to about 27 minutes—almost double the allowed fifteen minutes. This generated skepticism even before the show started. Robert Smith from The Cure humorously summed up his disappointment with a simple “Aaaaaaaaagh” and hashtags like “panycirco.” Notably, the BBC opted not to air the halftime show, following a similar decision concerning the opening ceremony of Qatar 2022.
A Carnival of Stars and Themes
Madonna kicked off the entertainment from inside a giant ball before proceeding in a specially piloted vehicle alongside Ronaldo and Ronaldinho. BTS delivered a dynamic rendition of ‘Dynamite,’ Shakira brought her own flavor with a customary anthem, and The Electric Mayhem—the Muppet band—performed ‘Seven Nation Army.’ Justin Bieber’s acoustic ballad felt out of sync with the otherwise high-energy performances, creating a surreal contrast.
Cultural Tensions and Americanization
This final marks FIFA’s second attempt to penetrate the U.S. market. As El País pointed out, rather than Americans embracing the sport’s ethos, it has been the cultural codes of the U.S. that have reshaped soccer. The much-criticized hydration breaks have turned into advertising opportunities akin to those seen in traditional American sports, creating a cultural clash visible during Fox Sports broadcasts.
Commercial Intentions Behind The Extravaganza
FIFA’s intentions have never been entirely concealed. Gianni Infantino, the organization’s president, boldly compared the tournament to the Super Bowl, citing viewership numbers equivalent to “104 Super Bowls” over one month. Throughout the match, hydration breaks designed for health reasons morphed into over six hundred minutes of additional advertising space.
Potential Risks for Players
Exceeding the allotted halftime could pose medical risks for players, including muscle cooling. FIFA’s attempts, over three decades, to embed soccer in American culture may now lead to an adaptation of the sport that aligns with what American audiences already consume. With Spain crowned champion, questions linger about the future direction of the tournament, particularly with upcoming editions in 2030 and 2034, where major platforms like Netflix and Disney are already vying for broadcasting rights. While FIFA undoubtedly has much to answer for, they are also laying their plans bare for all to see.