Hydration Break Controversy: A Closer Look at the 2026 FIFA World Cup

The 2026 FIFA World Cup has stirred up conversation due to the implementation of hydration breaks. Traditionally, soccer is played in two halves, but hydration breaks have transformed the game into what some see as four quarters. These breaks occur 22 minutes into each half, regardless of temperature or location.

Criticism of Hydration Breaks

Former ESPN president John Skipper openly criticized FIFA president Gianni Infantino for the introduction of hydration breaks. On the program ‘Pablo Torre Finds Out,’ Skipper stated, “This is a way to get an ad break in the first and an ad break in the second half.” He dismissed the hydration reasoning, asserting that it primarily serves commercial interests. Skipper noted that FOX was prepared with commercials, benefitting immediately from the very first hydration break.

Commercial Impact and Financial Gains

On July 8, Sportico reported significant earnings for FOX from airing the World Cup. The report highlighted that the hydration breaks provide FOX with extra ad time, contributing to impressive revenues. Sportico’s Anthony Crupi reported, “The hydration breaks alone will ensure that FOX will walk away from this year’s World Cup with a tidy profit.” FOX’s $485 million investment, stemming from FIFA’s decision to host the 2022 tournament in Qatar during cooler months, proved profitable. The network made nearly $200 million from additional ad sales in the group stage. Total revenue is expected to reach around $450 million by the tournament’s end.

Upcoming Matches and Entertainment

The final seven matches of this World Cup promise to attract extensive viewership due to the caliber of the remaining teams: Argentina, Belgium, England, France, Norway, Morocco, Spain, and Switzerland. One highlight is the quarterfinal between France and Morocco on July 9, a rematch of the 2022 World Cup semifinal won by France. Argentina, led by Lionel Messi, aims to become the first team to win back-to-back men’s World Cup titles since 1958 and 1962. On July 11, Norway and England will compete with a roster of star players.

The World Cup final is set for July 19 at MetLife Stadium. While the participating teams remain undisclosed, a star-studded halftime show is confirmed. Performers include BTS, Justin Bieber, Madonna, Shakira, Burna Boy, Gustavo Dudamel, the PS22 Chorus, and Coldplay. The event capitalizes on both sports and entertainment to maximize its financial return.