Hydration break outrage: World Cup has quarter breaks for commercials and fans are not happy
Hydration break outrage: World Cup has quarter breaks for commercials and fans are not happy originally appeared on The Sporting News.
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Fans are only just realising that EVERY World Cup match will have two hydration breaks with each scheduled for the halfway point of each half – at 22 minutes and 67 minutes.
The hydration break will go for three minutes – effectively also allowing broadcasters to insert a wave of advertisements into the match if they choose.
FIFA claim hydration breaks are for ‘health and wellbeing’
However, FIFA claim that their reasoning behind the decision is: “Part of a focused attempt to ensure the best possible conditions for players, drawing upon the experiences of previous tournaments.”
“The health and wellbeing of players and everyone involved remain a top priority.”
You can be the judge on what the motivations really are.
World Cup hydration breaks creating frustration for fans
The hydration breaks during World Cup opener Mexico-South Africa are already coming under scrutiny with some broadcasters missing the recommencement of play due to their advertisements running longer than the allotted three minutes.
Football fans also appear to be angry at a further commercialisation of a sport that has generally never had full screen advertisements during live play before.
Even coaches don’t like the idea of hydration breaks when it’s not hot, with USMNT coach Mauricio Pochettino stating: “I don’t like it. I only like it when the conditions are extreme, but when the conditions are good, it is unnecessary.”
Hydration breaks? Mauricio Pochettino doesn’t like them (when it’s not hot).
The USMNT head coach really spoke about how they could change football. pic.twitter.com/43g2wcRSb1
— Sacha Pisani (@Sachk0) June 12, 2026
It’s 74 degrees in Guadalajara. They still took a hydration break. That’s like late September in Iowa.
— Ryan (@rlhaaland) June 12, 2026
The stadiums at this World Cup aren’t sold out.
FIFA is making record revenue. More ads. Hydration breaks that are really just commercial timeouts.
I get it. You’re a business. But this empty stadium problem? That’s 100% on you.
Here’s what happened:
— World Cup Culture (@PabloDanielWC) June 12, 2026
Interrupting a live match under the guise of a hydration break just to force commercial ads down our throats is an absolute disgrace. #mundialdefútbol#worldcup2026#Korea
— Roxy Blue (@Ro_SMMZ) June 12, 2026
If you hate the hydration break wait til you see the final halftime show
— Jason YYC (@Jason___YYC) June 12, 2026
Hey FIFA do the hydration break correctly. Stop the game clock at the time spot and start a countdown clock for the break and resume the game and start the clock again so no extra time is added to the 45 mins completed due to the break.
— Alex Alvarez (@iamalexalvarez) June 12, 2026
I’ll never not be blown away by these games having hydration breakdown. Playing when I was younger we were out there at 90+ degree F with no breaks. I swear they only introduced them to fit commercials into these games
— buttsandguttz (@kaloski8) June 12, 2026
These “hydration breaks” need to end immediately. It’s like inflation. You’re making the bag of chips smaller but charging more. People pay for 45 mins in a half not 43…. Those 2 mibx is making money for fifa and taking away from the fans. 1/2
— Brad (@brad42590) June 12, 2026
This “hydration break” is a very thin veil.
Do you really need 3 minutes worth of advertisment revenue? Don’t you already make enough?#Fifa#WorldCup
— Moonshine Drunken Monk (@tha_sun_ablaze) June 12, 2026
these commercials during hydration breaks are such a cheap, crass way to undermine a big part of what makes soccer so great on TV
— Zach Shevich (@ZShevich) June 12, 2026
