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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)<\/span><\/p>\n AFP via Getty Images<\/small><\/div>\n<\/div>\n<\/figure>\n FIFA, the international governing body for the sport of soccer, has mandated a three-minute hydration break midway through each half of all 104 games at the 2026 World Cup, creating de facto four quarters to a game that has always been just two halves. Officially, this is meant to prioritize \u201cplayer welfare.\u201d But there appears to be more to it than that. Though boosting revenue by airing more commercials isn\u2019t a formal objective, by announcing in March of this year that broadcasters would be allowed<\/a> to sell advertising during the tournament\u2019s compulsory breaks, FIFA facilitated a change with huge financial implications.<\/p>\n Ostensibly, the rule<\/a> protects athletes from extreme heat. Experts agree that under such conditions taking water breaks is good for players\u2019 health. But the rule also applies in domed, climate-controlled stadiums and in outdoor venues when the weather isn\u2019t hot. FIFA says this ensures a consistent, standardized approach across the entire tournament. But making the stoppages mandatory for all<\/em> games<\/a> regardless of (weather) conditions raises an unanswered question: To what extent is the change in rules also driven by a massive advertising revenue opportunity that accrues from opening up dedicated time slots television networks to air commercials during games?<\/p>\n Prior to this year\u2019s global soccer event, water breaks were considered on a match-by-match basis, beginning at the 2014 World Cup in Brazil. The first such unofficial stoppage for water took place during a very hot and humid group stage match between the United States and Portugal in Manaus, Brazil. And the first official \u201ccooling break\u201d happened at the same tournament, in Fortaleza, Brazil. This was during a round of 16 match between the Netherlands and Mexico. The temperature reached 39\u00b0C (102\u00b0F).<\/p>\n The breaks occurred at the match referee\u2019s discretion and applied only if the so-called Wet-Bulb Globe Temperature \u2014 a measure that takes into account heat, humidity, wind and cloud cover\u2014exceeded 32\u00b0C (89.6\u00b0F).<\/p>\n It\u2019s noteworthy that while the American broadcaster Fox cuts to full-screen commercials during hydration breaks, U.S.-based Spanish-language television network Telemundo has explicitly committed to not doing so. Instead of leaving the match feed, Telemundo broadcasts what\u2019s happening on the live pitch, including team huddles, and shows replays and analysis. So, for viewers in the U.S. who prefer this format (and want to brush up on their Spanish), they can tune in to Telemundo.<\/p>\n In Europe, whether viewers see advertising during hydration breaks will depend on which country you\u2019re in. Some national broadcasters prohibit such commercials. Others are introducing them for the first time to an audience unaccustomed to seeing spots at any point during a game except for halftime.<\/p>\n Observers suggest that the hydration breaks also offer new tactical opportunities for coaches to discuss strategy with their players, similar to timeouts in American football, basketball and ice hockey.<\/p>\n Other changes happening at this year\u2019s World Cup include sideline interviews of coaches at halftime throughout the tournament and a halftime show at the final match next month, featuring among others, Shakira and Madonna.<\/p>\n