Argentina’s midfielder #11 Thiago Almada throws water on his face to cool off during a 2026 FIFA World Cup South American qualifiers football match between Uruguay and Argentina at the Centenario stadium in Montevideo. (Photo by Eitan ABRAMOVICH / AFP via Getty Images)
AFP via Getty Images
FIFA, the world governing body for soccer, has introduced a three-minute hydration break in the middle of each half for all 104 matches at the 2026 World Cup, effectively turning the traditional two halves into four quarters. This move is officially aimed at ensuring “player welfare.” However, the decision seems to carry additional implications. Despite not being a formal goal, FIFA’s announcement in March allowing broadcasters to sell ads during these breaks has paved the way for significant financial opportunities.
While the new rule is intended to protect players from extreme heat, its application in both climate-controlled and moderate weather conditions suggests a broader agenda. FIFA asserts this standardization ensures consistency across the tournament. Nevertheless, the mandatory stoppages raise questions about the underlying motivations, particularly the potential for substantial advertising revenue from dedicated commercial slots during games.
Prior to this global event, water breaks were determined on a case-by-case basis, starting at the 2014 World Cup in Brazil. The first unofficial water break took place during a hot and humid group stage match between the United States and Portugal in Manaus, Brazil. The first official “cooling break” occurred in Fortaleza, Brazil, during a round of 16 match between the Netherlands and Mexico, where temperatures soared to 39°C (102°F).
These breaks were previously at the referee’s discretion, based on the Wet-Bulb Globe Temperature—a composite measure of heat, humidity, wind, and cloud cover—exceeding 32°C (89.6°F).
While Fox, the American broadcaster, uses these breaks to air full-screen commercials, U.S.-based Spanish-language network Telemundo has opted not to. Instead, Telemundo continues to broadcast the live action, including team huddles and replays, offering an alternative viewing experience for U.S. audiences interested in this format.
In Europe, the presence of commercials during hydration breaks will vary by country. Some national broadcasters ban such ads, while others are introducing them to audiences not used to commercial interruptions during games outside of halftime.
Analysts note that hydration breaks also provide coaches with new tactical opportunities, akin to timeouts in sports like American football, basketball, and ice hockey.
Additional changes at this year’s World Cup include halftime coach interviews throughout the tournament and a halftime show at the final match featuring performances by artists like Shakira and Madonna.
European media outlets describe this evolution as the Americanization of soccer, which is ironic given that soccer is not among the top four sports in terms of U.S. TV viewership.
Reflecting on my introduction to professional soccer in the Netherlands in 1980, I recall the seamless continuity of the game as a key attraction. Matches then had no formal clock stoppages beyond the half- and full-time whistles. Interruptions were minimal, even with injuries, as referees quickly resumed play.
The lack of commercials or timeouts was refreshing to me, allowing for uninterrupted viewing of what is known as the beautiful game. However, with the changes at the World Cup, although officially for player safety, financial motivations seem likely to play a role, echoing the broader principle of following the money in 2026.
