FIFA World Cup Hydration Breaks Face Criticism Amid Commercial Concerns
FIFA has introduced mandatory three-minute "hydration breaks" for the current World Cup, citing player welfare due to hot summer weather in North America. These breaks, occurring halfway through each 45-minute half, have drawn criticism from both players and fans. Many perceive the pauses as an opportunity for broadcasters to air more commercials, thereby altering the traditional free-flowing nature of soccer. Critics also point out that not all games are played in hot conditions.
FIFA has implemented mandatory three-minute "hydration breaks" for the current World Cup, which are scheduled halfway through each 45-minute half. The international football governing body stated last December that these breaks prioritize "player welfare" during North America's hot summer temperatures. However, the introduction of these pauses has sparked criticism from players and fans alike.
Many critics view the hydration breaks as a means for broadcasters to show more commercials, disrupting the traditional flow of a soccer match and making it feel more like a game of four quarters, similar to American sports. Netherlands captain Virgil van Dijk commented on the change, stating, "Hydration breaks are a bit interesting... Every time going to commercial is a bit... Not really that I like it." Former England striker Ian Wright echoed this sentiment, suggesting it is "another way of getting adverts into it from an American point of view."
Broadcasters have reportedly utilized these breaks for commercials. In one instance, Fox, a broadcaster of the event, reportedly did not return to live action until 10 seconds after play had resumed following a hydration break. This occurred despite FIFA's guideline that broadcasters should return from commercials 30 seconds before play restarts.
Powerade is sponsoring the hydration breaks. Even on networks that do not cut to commercials, such as the BBC, viewers can see screens within the stadium promoting Powerade, which is the official sports drink partner of the World Cup.
Beyond commercial implications, the breaks also offer teams an opportunity to regroup and receive tactical instructions from coaches. Belgium coach Rudi Garcia described them as "a coaching break more than a cooling break," noting that they could interrupt a team's momentum if they are in a good flow.
Critics have also highlighted that not all matches necessitate hydration breaks due to heat. Examples cited include a break during a game between Scotland and Haiti played after 10 p.m. in Massachusetts, and the Netherlands-Japan game, which took place in the air-conditioned AT&T Stadium. Van Dijk suggested that the need for breaks should be assessed on a game-by-game basis.
FIFA did not immediately respond to a request for comment regarding the criticisms.
(Source: Business Insider)
