Hydration or ad breaks? Who are the real winners of FIFA World Cup's new rule

The FIFA World Cup 2026 has delivered everything football fans could have asked for. Stunning goals, tactical masterclasses, breakout stars and moments of pure drama have lit up the biggest stage in the sport.

Now, let me get some water and come back.

Annoying, right?

Well, that's exactly the debate raging around the World Cup right now. Known as cooling or hydration breaks, the mandatory three-minute stoppage in each half has left fans, players, coaches and pundits sharply divided.

FIFA introduced the rule for the tournament, under which match officials halt play around the 22nd minute of each half for hydration breaks. The stoppages are enforced in every fixture, regardless of weather conditions or temperature, with referees overseeing the timing to ensure consistency throughout the competition.

FIFA has also allowed broadcasters to make use of the breaks by inserting advertisements to maximise revenue, a first for football. As a result, viewers suddenly find themselves watching commercials in the middle of a World Cup match.

In effect, football has begun to resemble a four-quarter sport rather than a game of two uninterrupted halves.

But is it really necessary? That's the question many are asking.

RUINING THE FOOTBALL EXPERIENCE?

Football thrives on momentum.

A comeback is rarely built in a single moment. It comes through sustained pressure, possession and players gradually finding their rhythm. A team chasing a goal often relies on maintaining intensity and forcing mistakes from opponents who are beginning to tire.

That is why many believe the essence of the game is being disrupted by these stoppages.

Just when a contest begins to reach a crescendo and key players start finding their groove, the referee blows the whistle and everyone heads to the touchline.

And it is not just supporters who feel that way.

Players and coaches have openly questioned the need for hydration breaks in matches where conditions are far from extreme.

"I think hydration breaks are a bit interesting because I was obviously watching almost all the games. Every time, going to commercial is not really something I like," Netherlands captain Virgil van Dijk told reporters.

"I think for the neutral viewers on TV, it's also not great. So if it's really hot, obviously it will be good to have them. But I think you have to look at it on a game-by-game basis."

USA coach Mauricio Pochettino echoed similar sentiments, saying the breaks only make sense when weather conditions genuinely demand them.

"I don't like it. I only like it when the conditions are extreme," the USMNT boss said.

"But when the conditions are good, it is unnecessary."

The United States boasts several stadiums with retractable roofs and air-conditioning systems, allowing players to perform in comfortable conditions regardless of the weather outside.

A CHANCE FOR COACHES TO RECALIBRATE?

Brazil looked short of answers against Morocco before the hydration break arrived at the perfect time.

The stoppage gave Carlo Ancelotti an opportunity to gather his players and pass on tactical instructions.

Shortly after play resumed, Brazil found an equaliser through Vinicius Jr. and eventually salvaged a point.

"You can explain a problem to the players," Ancelotti said afterwards when asked about the benefits of the breaks.

"[You can] make a tactical adjustment that can be very good."

For coaches, the stoppage effectively acts as a tactical timeout, a rare opportunity in football to reset shape, tweak strategy and disrupt an opponent's rhythm.

Traditionally, managers have relied on injuries or lengthy interruptions to get messages onto the pitch. Now, they have a guaranteed window twice every game.

But these shifts in momentum do not always work in everyone's favour.

Curacao were living the dream after drawing level against Germany before a hydration break interrupted play. Once the match resumed, the four-time world champions quickly regained control and eventually stormed to a 7-1 victory.

While the collapse cannot be attributed entirely to the hydration break, the stoppage may have played a role in swinging the game back in Germany's favour.

Former Spain midfielder Juan Mata admitted that, from a player's perspective, such interruptions are far from ideal.

"As a player, I don't think it's great," he told ITV Sport.

"When you're losing, you want to score, and when you're winning, you want to keep the ball. I think they break the momentum."

JUST A SPACE FOR ADS?

Strip away the arguments about player welfare and tactics, and one uncomfortable question remains: are these breaks simply another advertising window?

FIFA stated that broadcasters should return to live action 30 seconds before play resumes.

Yet that guideline was not followed during Mexico's match against South Africa, when FOX reportedly remained on commercials for around 10 seconds after the game had restarted.

Former England striker Ian Wright was among those unconvinced by the move.

"I just think it's another way of getting…