The World Cup's mandatory hydration breaks are generating more than $250m (£189m) in advertising revenue in the United States alone, with broadcasters cashing in on three-minute pauses that have drawn jeers from fans and criticism from managers and players.
Fox Sports, the US broadcaster, is using the maximum advertising time during each break, cutting away to full-screen commercials 20 seconds after the referee's whistle. The ads must end 30 seconds before play resumes, creating up to eight extra 30-second ad slots per match — 832 across the tournament, according to BBC Sport.
“World Cup hydration breaks generate over $250m in US ad revenue, with jeers from fans and criticism from managers.”
An average 30-second World Cup ad slot on Fox Sports costs between $200,000 (£152,000) and $300,000 (£227,000), rising to $750,000 (£567,000) during USA matches and the final stages, experts told BBC Sport. The breaks have disrupted match momentum and drawn loud jeers from supporters at almost every venue.
Fifa has insisted the pauses are for player welfare in the North American heat, and that sporting integrity means they must be used in every match, even in air-conditioned stadiums. While UK viewers on BBC and ITV see players refueling and punditry — the BBC does not use advertising, and ITV's ad capacity is restricted by Ofcom regulations — other broadcasters treat the breaks as a money-making machine.
Fox Sports has also introduced the ad breaks as "sponsored by" a brand, and with Fifa sponsor Coca-Cola providing branded drinks for players, US viewers face effectively three layers of advertising during each stoppage.