Fifa has approved mandatory hydration breaks during all 104 World Cup fixtures, a decision that has sparked criticism from players and coaches who argue the stoppages are unnecessary in mild conditions. The breaks, which last three minutes, are being used by broadcasters such as Fox Sports to show lucrative advertising, with Powerade, the tournament's official sports drink, prominently featured.
The first water break occurred during the opening match between Mexico and Paraguay at the Estadio Azteca in Mexico City, where the temperature was 23C. Fox Sports used the pause to air adverts for AT&T, Michelob Ultra, Lowe's and FanDuel, while ITV Sport, bound by Ofcom restrictions, did not show commercials. Critics say the breaks kill the momentum of the game and disrupt the spectacle.
US coach Mauricio Pochettino expressed his dislike for the mandatory breaks, stating they are only necessary in extreme conditions. Former US women's player Carli Lloyd tweeted her hatred of the measure. The breaks have also been used by coaches as tactical timeouts, with both managers seen giving instructions to players on the touchline.
Fifa's decision is seen as a concession to Fox Sports, which secured the broadcast rights for the 2026 World Cup in a cut-price deal worth $500m in 2015. The rights are now estimated to be worth $1.5bn, and the water breaks could double the number of in-game advertising slots to 208. Research analyst Michael Johnson suggested each slot could command prices similar to Super Bowl adverts, ranging from $7m to $9m.
Critics also note the irony that the historic Estadio Azteca has been renamed 'Mexico City Stadium' for the tournament, adhering to Fifa's naming conventions. The water breaks, combined with the stadium's bland new name, have led some to accuse Fifa of prioritising commercial gain over the integrity of the sport.
