FIFA says hydration breaks protect players from heat. They also create new annoying commercial breaks—and fans are calling ...

Powerade's World Cup ad. The game of two halves is starting to look, commercially at least, like a game of four quarters: 104 ...

The 2026 World Cup's new mandatory three-minute hydration breaks are fundamentally reshaping soccer, seemingly driven by ...

The two mandatory stoppages in the FIFA World Cup have reignited fears that football is adopting the commercial playbook of ...

TV companies around the world are taking different approaches. Some are making big money, others either are not or are unable ...

F ifa president Gianni Infantino says it doesn’t make any additional revenue from them. Stadium fans loudly boo them and TV viewers blast them on social media, but the hydration breaks introduced in ...

The 2026 World Cup's new mandatory three-minute hydration breaks are fundamentally reshaping soccer, driven by commercial interests rather than solely player welfare.

FIFA’s mandatory hydration breaks gave broadcasters two extra ad windows per World Cup match, and this chart shows how that ...

Thursday's tournament opener between Mexico and South Africa featured hydration breaks at the halfway point of each half. Reuters / Henry Romero U.S. broadcaster Fox cut away to full-screen ...

Hydration breaks are mandated at every single game of the 2026 World Cup, which has led to mixed reactions from coaches, ...

Mauricio Pochettino complained before the United States blasted Paraguay in a brilliant World Cup opener. When Germany shredded Curacao on Sunday inside Houston Stadium, an air-conditioned venue ...

FIFA and Fox have already played some tone-deaf cards in this World Cup, but there is an easy fix that will make us all forget this ever happened.