Broadcasters call World Cup pauses 'match breaks' instead of 'hydration breaks'
Fox and other broadcasters have started calling FIFA's in-match hydration pauses "match breaks" and routinely air commercials during those stoppages. Former U.S. international Alexi Lalas defended Fox's use of the breaks, calling them a win for both players and advertisers. The pauses run roughly three minutes and have occurred even in climate-controlled venues such as the indoor Dallas match, raising questions about whether the interruptions are primarily for player safety or for extra ad inventory. That change matters because midgame "match breaks" interrupt match momentum and increase opportunities for broadcasters to insert paid advertising during World Cup games.
Imagine being Egyptian and being told Seattle is too hot for you so you need a hydration break
Jason Kirk158Yes I understand it is Relatively Warm in Seattle today. Thank you
Ian McNaughton23Would love to see their reaction when they’re told Seattle is under a heat advisory lol
T Y10It’s going to be above 80 American degrees here today!
Jefferson-Pilot4It’s as hot as Mobile at night right now, blistering
Primary Maria Cantwell (respectfully)3Jason it's hot here today
Dig2It's like 75-80 degrees there right now, too.
British commentators wondering why there is a “hydration break” in a climate controlled environment lmao
Susie Jones31Commercial time rules the US tv industry
Todosco Jones the liminal spaceman15We already understand why "American Football" is all about the interruptions. Soccer, being essentially a fluid game, never lent itself to TV commercials in any commercially viable form, but here we are.
Coba Weel7I can see it being a cash grab but I wonder if the concern was about having different rules for different venues, and some of them are hella hot? Also air conditioning a drafty building that’s not a house where people shower and cook can mean really dry air.
Jen6When they only did hydration breaks above a certain temp there were complaints about breaks interrupting play and momentum and unfair. This year everybody does the breaks.
AUNTIE PHỞ4An excuse for David Beckham to hawk more potato chips and power tools while lowly mortals just wanna watch more footy.
Anderson Cooper's Stunt Double 3I mean even if you ignore the fact that FIFA makes a little more ad money... Of course there are hydration breaks in a dome. Otherwise they are playing a different set of rules than the rest of the tournament
🍉Ampersand🕊️2“Football is being held hostage by executives in air-conditioned offices. These so-called ‘cooling breaks’ were sold to us as a shield for the players’ well-being. It’s nothing more than a gilded cage built for sponsors.” — Jurgen Klopp www.goal.com/en-gb/lists/...
Ian Ford 🇪🇺 🇺🇦2Jaysus - but of course!!!!! You guys see ads during the "hydration breaks"!!!!! 😮😮😮😮 Didn't twig that until you mentioned it...
phew thank god fifa insisted for hydration breaks at every game so this incredible japan - netherlands second half can be paused for a water break in an indoor stadium
crb10798(the "hydration" breaks have made for better games)
Jared Wade3Last night was equally stupid bsky.app/profile/jare...
kate2shocked comms clocked how stupid in the first. hope they’re binned by the end of groups and its make good central for brands
For real, that was too much excitement for me. Glad someone put a stop to it
Oh man. The hydration breaks. Indoor, air conditioned stadium so it isn't necessary. Full four-minute commercial break in the US... Cowboys cheerleaders sent on... Everybody just wanders back on to take the throw in. It's an absolute scam. The Americans' endgame for footy this whole time. Grim.
rosshodgson.bsky.social19I just cant get past it, they've genuinely altered the format of the game to make some more money. I get them being corrupt but they lve just made a four quarter match. Infuriating
Rob Kornblum9Why blame “the Americans” and not stunningly utterly corrupt FIFA?
Mark D6When they had the hydration break yesterday in the Australia - Turkey game I was astounded. It was 18 here, and they were inside to boot. Purely advertising grabs.
Chris Smith5Americans will ruin absolutely anything for commercial purposes.
FrankHerbertIYKYH5If American style 'soccer' becomes the norm for the Premier League it'll be back to grassroots football for me.
taxmanager01.bsky.social5It's a rule across the board for this WC. Lighten up.
Thirstin Moore51. These are FIFA mandated. 2. They also have them at the African Cup of Nations
Donald (not the Facist) - 🥲USA 🇨🇦Friendly4Seems like FIFA gets the AD $. FIFA controls all the adverting inside the arenas. Why does Aramco advertise? Who the ef wants to visit Qatar? The whole thing is a Trump level grift. We pay. We can’t go Cost to the Federal, State & local gov’ts are in the BILLION$ open.spotify.com/episode/6NYR...
Davis COYS4Blame fifa (and capitalism), not Americans. May surprise you, but Americans also dislike commercials during sports.
Rouleur3It's a winter game. A game that originated in a temperate climate. Just like Rugby. Not to be played in the Summer.
Seb Berry 🇺🇦3Agreed. It completely changed the first half flow of the Germany Curacao game last night.
Wallace2Telemundo refuses to show commercials and the announcers are way more into it. But you’re right, it’s bullshit.
lilbourne's ghost2Hydration breaks only introduced for advertising . Well I never. Who would have thought a greedy corrupt FIFA would change rules to pacify a capitalist USA
Shona Black2The US got fed up with trying to 'win' football, so just turn to destroying it.
I would find the "hydration breaks" vastly less irritating if they were just honest and called them additional ad breaks.
Hilary Osborne 4Yes, and if they stopped the clock. It drives me mad that I keep thinking it’s nearly half-time and it isn’t
Michael Smith2The clock should stop but a hill I'll die on is until you have tried to do sport hard in high temps you can't comment
londonsunshine.bsky.social2Spoils the game, takes away the rhythm, unnecessary and very irritating
Cian2I for one am hydrating at these breaks.
