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What’s Behind Mandatory Hydration Breaks At The World Cup?

https://www.forbes.com/sites/joshuacohen/2026/06/12/whats-behind-mandatory-hydration-breaks-at-the-world-cup/

FIFA, the international governing body for the sport of soccer, has mandated a three-minute hydration break midway through each half of all 104 games at the 2026 World Cup, creating de facto four quarters to a game that has always been just two halves. Officially, this is meant to prioritize “player welfare.” But there appears to be more to it than that. Though boosting revenue by airing more commercials isn’t a formal objective, by announcing in March of this year that broadcasters would be allowed to sell advertising during the tournament’s compulsory breaks, FIFA facilitated a change with huge financial implications.

Ostensibly, the rule protects athletes from extreme heat. Experts agree that under such conditions taking water breaks is good for players’ health. But the rule also applies in domed, climate-controlled stadiums and in outdoor venues when the weather isn’t hot. FIFA says this ensures a consistent, standardized approach across the entire tournament. But making the stoppages mandatory for all games regardless of (weather) conditions raises an unanswered question: To what extent is the change in rules also driven by a massive advertising revenue opportunity that accrues from opening up dedicated time slots for television networks to air commercials during games?

It’s noteworthy that while the American broadcaster Fox cuts to full-screen commercials during hydration breaks, U.S.-based Spanish-language television network Telemundo has explicitly committed to not doing so. Instead of leaving the match feed, Telemundo broadcasts what’s happening on the live pitch, including team huddles, and shows replays and analysis. So, for viewers in the U.S. who prefer this format (and want to brush up on their Spanish), they can tune in to Telemundo.

In Europe, whether viewers see advertising during hydration breaks will depend on which country you’re in. Some national broadcasters prohibit such commercials. Others are introducing them for the first time to an audience unaccustomed to seeing spots at any point during a game except for halftime.