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Do World Cup hydration breaks hold water?

FIFA announced in December 2023 that hydration breaks would be introduced at the 2026 Men's World Cup in the United States, Canada, and Mexico, allowing players to rest and hydrate during matches. The decision was framed as a measure to address the challenges of playing in hot climates, though the breaks are mandated regardless of temperature. While FIFA claims it gains no direct financial benefit from the breaks—since advertising contracts were finalized before the change—the move allows broadcasters to insert full-screen advertisements during the pauses, increasing their revenue potential. This could lead to higher broadcasting fees for FIFA in future tournaments. Additionally, Powerade, the official sports drink partner, promotes its brand through stadium lighting and on-screen messages during the breaks, enhancing its visibility without direct payment to FIFA. The long-term impact on FIFA's revenue and the sustainability of the policy remain uncertain.