{"id":2953,"date":"2026-06-29T16:03:10","date_gmt":"2026-06-29T16:03:10","guid":{"rendered":"https:\/\/silvybrand.com\/?p=2953"},"modified":"2026-06-29T16:03:10","modified_gmt":"2026-06-29T16:03:10","slug":"world-cup-new-hydration-breaks-are-about-more-than-water","status":"publish","type":"post","link":"https:\/\/silvybrand.com\/?p=2953","title":{"rendered":"Everyone\u2019s Mad at the World Cup\u2019s New \u2018Hydration Breaks\u2019\u2014Except Mr. Moneybags Over Here"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div>\n<p><span class=\"lead-in-text-callout\">Tune into any<\/span> <a href=\"https:\/\/wired.com\/tag\/world-cup-2026\" class=\"text link\">World Cup match<\/a> in the US, Mexico, or Canada this summer, and you will find that around the 22nd and 67th minute of any game, the plays will stop. For the first time ever, FIFA has introduced <a data-offer-url=\"https:\/\/inside.fifa.com\/organisation\/news\/hydration-breaks-world-cup-2026-player-welfare\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/inside.fifa.com\/organisation\/news\/hydration-breaks-world-cup-2026-player-welfare&quot;}\" href=\"https:\/\/inside.fifa.com\/organisation\/news\/hydration-breaks-world-cup-2026-player-welfare\" rel=\"nofollow noopener\" target=\"_blank\">three-minute hydration breaks<\/a>, which are officially framed as a player welfare measure to combat extreme heat. The breaks will take place regardless of the weather outside, even on relatively mild days in New York or Los Angeles.<\/p>\n<p class=\"paywall\">While FIFA does not break down exactly how much revenue is tied to these new in-game stoppages, the intermissions introduce predictable and guaranteed commercial windows into live broadcasts, creating new advertising inventory. There has been backlash from <a data-offer-url=\"https:\/\/www.reddit.com\/r\/soccer\/comments\/1u5tosg\/fifas_world_cup_hydration_breaks_are_a\/\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/www.reddit.com\/r\/soccer\/comments\/1u5tosg\/fifas_world_cup_hydration_breaks_are_a\/&quot;}\" href=\"https:\/\/www.reddit.com\/r\/soccer\/comments\/1u5tosg\/fifas_world_cup_hydration_breaks_are_a\/\" rel=\"nofollow noopener\" target=\"_blank\">fans<\/a> and <a data-offer-url=\"https:\/\/www.facebook.com\/BBCSport\/videos\/virgil-van-dijk-says-hes-not-a-fan-of-the-mandatory-hydration-breaks-introduced-\/1530749118764473\/\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/www.facebook.com\/BBCSport\/videos\/virgil-van-dijk-says-hes-not-a-fan-of-the-mandatory-hydration-breaks-introduced-\/1530749118764473\/&quot;}\" href=\"https:\/\/www.facebook.com\/BBCSport\/videos\/virgil-van-dijk-says-hes-not-a-fan-of-the-mandatory-hydration-breaks-introduced-\/1530749118764473\/\" rel=\"nofollow noopener\" target=\"_blank\">players<\/a>, with many arguing that the commercial interruptions disrupt the flow of a sport defined by continuous play.<\/p>\n<p class=\"paywall\">Ghazi Saoud, a 26-year-old half-Lebanese, half-Norwegian football fan living in Chicago, who is rooting for Norway and Morocco <a href=\"https:\/\/wired.com\/tag\/world-cup-2026\" class=\"text link\">this World Cup<\/a>, describes the hiatuses as \u201cconcealed advertisement breaks.\u201d Saoud argues that part of what makes <a href=\"https:\/\/www.wired.me\/story\/artificial-intelligence-sneaks-into-the-world-cup-thanks-to-google-gemini\" class=\"text link\">football<\/a> unique is that it has been played largely the same way for more than 150 years: 90 minutes, two 45-minute halves and predictably continuous play. Water breaks have always existed, he says, but only when they were actually needed; Saoud, like many others, believes scheduled breaks change the rhythm of the game.<\/p>\n<p class=\"paywall\">\u201cI see the argument under conditions of <a href=\"https:\/\/www.wired.me\/story\/1-in-4-world-cup-matches-to-be-played-in-dangerous-temperatures\" class=\"text link\">climate stress<\/a>, but you need a break, you need an extra drink\u2014you don\u2019t need three minutes,\u201d says David Goldblatt, one of soccer\u2019s leading historians and the author of <em>The Ball Is Round: A Global History of Football<\/em>. \u201cNobody needs three minutes to drink a glass of water. Why are they three minutes?\u201d Fox, he notes, is estimated to be making about $250 million in the US on commercials that run during hydration breaks, according to expert analysis <a href=\"https:\/\/www.bbc.com\/sport\/football\/articles\/cp3xqn9zxdgo\" class=\"text link\">given to BBC Sport<\/a>.<\/p>\n<p class=\"paywall\">The tension over these breaks is really a fight over what the World Cup is becoming. Around <a data-offer-url=\"https:\/\/inside.fifa.com\/official-documents\/annual-report\/2024\/financials\/revised-2023-2026-budget\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/inside.fifa.com\/official-documents\/annual-report\/2024\/financials\/revised-2023-2026-budget&quot;}\" href=\"https:\/\/inside.fifa.com\/official-documents\/annual-report\/2024\/financials\/revised-2023-2026-budget\" rel=\"nofollow noopener\" target=\"_blank\">$3.9 billion<\/a> is expected to come from broadcast rights alone, meaning networks like Fox in the US or the BBC in the UK are paying FIFA to stream the World Cup, and another <a data-offer-url=\"https:\/\/inside.fifa.com\/official-documents\/annual-report\/2024\/financials\/revised-2023-2026-budget\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/inside.fifa.com\/official-documents\/annual-report\/2024\/financials\/revised-2023-2026-budget&quot;}\" href=\"https:\/\/inside.fifa.com\/official-documents\/annual-report\/2024\/financials\/revised-2023-2026-budget\" rel=\"nofollow noopener\" target=\"_blank\">$1.8 billion<\/a> is expected from sponsorship and marketing. Based on forecasts from WARC Media, a UK-based advertising research and intelligence firm that tracks global media spend, the tournament is expected to inject around <a data-offer-url=\"https:\/\/www.warc.com\/en\/article\/global-ad-trends-fifa-world-cup-2026-4c16bd04c2894377b02195965cf47366\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/www.warc.com\/en\/article\/global-ad-trends-fifa-world-cup-2026-4c16bd04c2894377b02195965cf47366&quot;}\" href=\"https:\/\/www.warc.com\/en\/article\/global-ad-trends-fifa-world-cup-2026-4c16bd04c2894377b02195965cf47366\" rel=\"nofollow noopener\" target=\"_blank\">$10.5 billion<\/a> into the global advertising market in 2026.<\/p>\n<p class=\"paywall\">For some sports experts, this broader commercialization effort by FIFA reflects something else: a shift toward American-style sports entertainment. \u201cI think you do see a definite Americanization in this particular World Cup,\u201d says Mark Dyreson, professor of kinesiology and sports history at Penn State. \u201cI think what FIFA is doing is sort of normal and natural in the course of business although it offends a lot of longtime soccer connoisseurs.\u201d<\/p>\n<p class=\"paywall\">Goldblatt cautions against treating the 2026 World Cup as a sudden turning point. \u201cFootball\u2019s been commercializing like crazy for 40 years,\u201d he says. \u201cIt\u2019s been taking lessons from the United States sports market in a hundred different ways for the last 30 or 40 years.\u201d<\/p>\n<p class=\"paywall\">In many ways, the trend was already visible in Qatar. The 2022 World Cup was reported as the most-watched tournament on record, engaging with more than <a data-offer-url=\"https:\/\/inside.fifa.com\/tournament-organisation\/world-cup-2022-in-numbers\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/inside.fifa.com\/tournament-organisation\/world-cup-2022-in-numbers&quot;}\" href=\"https:\/\/inside.fifa.com\/tournament-organisation\/world-cup-2022-in-numbers\" rel=\"nofollow noopener\" target=\"_blank\">5 billion viewers<\/a>, which helped FIFA generate <a data-offer-url=\"https:\/\/publications.fifa.com\/en\/annual-report-2022\/finances\/2019-2022-cycle-in-review\/2019-2022-revenue\/\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/publications.fifa.com\/en\/annual-report-2022\/finances\/2019-2022-cycle-in-review\/2019-2022-revenue\/&quot;}\" href=\"https:\/\/publications.fifa.com\/en\/annual-report-2022\/finances\/2019-2022-cycle-in-review\/2019-2022-revenue\/\" rel=\"nofollow noopener\" target=\"_blank\">$7.5 billion<\/a> across the 2019-2022 cycle. Broadcast rights brought in roughly <a data-offer-url=\"https:\/\/publications.fifa.com\/en\/annual-report-2022\/finances\/finance\/consolidated-statement-of-comprehensive-income-2022\/\" class=\"external-link text link\" data-event-click=\"{&quot;element&quot;:&quot;ExternalLink&quot;,&quot;outgoingURL&quot;:&quot;https:\/\/publications.fifa.com\/en\/annual-report-2022\/finances\/finance\/consolidated-statement-of-comprehensive-income-2022\/&quot;}\" href=\"https:\/\/publications.fifa.com\/en\/annual-report-2022\/finances\/finance\/consolidated-statement-of-comprehensive-income-2022\/\" rel=\"nofollow noopener\" target=\"_blank\">$2.96 billion<\/a> in 2022 alone, compared with the nearly $3.9 billion FIFA is projecting for 2026.<\/p>\n<p class=\"paywall\">Still, some experts to argue the hydration breaks are less about money and more about adapting the World Cup to a changing media landscape.<\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/www.wired.com\/story\/world-cup-new-hydration-breaks-are-about-more-than-water\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tune into any World Cup match in the US, Mexico, or Canada this summer, and you will find that around the 22nd and 67th minute of any game, the plays will stop. For the first time ever, FIFA has introduced three-minute hydration breaks, which are officially framed as a player welfare measure to combat extreme [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2954,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9],"tags":[141,489,357,850,490],"class_list":["post-2953","post","type-post","status-publish","format-standard","has-post-thumbnail","category-gadgets","tag-health","tag-soccer","tag-sports","tag-training","tag-world-cup-2026"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Everyone\u2019s Mad at the World Cup\u2019s New \u2018Hydration Breaks\u2019\u2014Except Mr. Moneybags Over Here - Silvybrand Lifestyle Blog<\/title>\n<meta name=\"description\" content=\"FIFA says hydration breaks protect players from heat. 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