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Why you will see so many commercial breaks during World Cup hydration breaks
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- Why you will see so many commercial breaks during World Cup hydration breaks
Photo by Lars Baron/Getty Images
FIFA have decided that all 104 World Cup matches this summer will pause for three-minute 'hydration breaks' in the middle of each half, regardless of what the temperature is.
Hydration breaks are not an uncommon sight for football fans who regularly watch the World Cup, Copa América and other major tournaments.
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But this summer's tournament now sees every hydration break lasting three minutes, with an official explanation provided by FIFA.
Photo by Molly Darlington/Getty Images
Why FIFA introduced hydration breaks at every 2026 World Cup game
In a statement put out in December 2025, the organisation explained: "Players at the FIFA World Cup 2026 will benefit from three-minute hydration breaks in each half of games as FIFA prioritises player welfare throughout next summer's tournament co-hosted by Canada , Mexico and the United States.
"In a streamlined and simplified version of the breaks used at some previous tournaments, including the FIFA Club World Cup 2025, the referee will stop the game 22 minutes into each half to allow players to rehydrate. There will be no weather or temperature condition in place, with the breaks being called by the referee in all games, to ensure equal conditions for all teams, in all matches."
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But unlike in previous tournaments, each World Cup hydration break is three minutes long and will feature commercial breaks.
Commercial breaks during World Cup could earn Super Bowl-level revenue
We have already seen the power of advertising at the World Cup this summer, most notably in the opening game between Mexico and South Africa .
Commercials for Powerade, AT&T, Michelob Ultra, Lowe's and FanDuel were all shown while the game was paused, and they could have netted the broadcasters plenty of money.
In reality, hydration breaks are probably not needed in every game, and it would, for the good of the game and fan experience, make more sense to only have them at matches with higher temperatures.
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The change has been an unwelcome adjustment for some, including USMNT manager Mauricio Pochettino.
Speaking ahead of his team's first match on Friday, the Argentine said: "I don't like it. I only like it when the conditions are extreme. But when the conditions are good, it is unnecessary."
It is a sentiment many fans may feel, though FIFA have tried to defend the decision to introduce so many breaks by saying that the stoppages will 'ensure the best possible conditions for players'.
That is true for games being played in extreme temperatures, but as Pochettino suggested, there's no need for them to take place in every single match.
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The reality of the situation is, however, that there could be a lot of money to be made in commercial breaks during the World Cup.
As per The Independent , a research analyst covering the US sports industry for S&P Global said that every advertising slot 'could potentially command those Super Bowl-level prices within that seven to probably nine-million-dollar range'.
So, if you're sat wondering why you are having to watch so many breaks at every World Cup game this summer, you could think FIFA are doing it to help the players, which they are in some games with extreme heat, or the more cynical supporters may believe it is because of the revenue being brought in.
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