Hydration Breaks Turn World Cup Games Into Advertising Intermissions

FIFA has introduced three-minute hydration breaks in all 2026 World Cup matches to protect players from heat, but critics say the stops disrupt play and create predictable ad windows; analysts frame the move as part of a broader push to commercialize the tournament and capitalize on the US media market, with billions in broadcast rights and advertising at stake, while FIFA says the breaks ensure equal conditions and could evolve (likely shorter) as climate and broadcast economics continue to shape the event.