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FIFA World Cup 2026 hydration breaks: Who benefits from the pauses?
🇮🇪 Ireland /Sports

FIFA World Cup 2026 hydration breaks: Who benefits from the pauses?

From RTÉ News · () English

Translated from English, summarized and contextualized by DistantNews.

At a glance

News Sources not specified Context piece
  • FIFA introduced three-minute hydration breaks for the 2026 World Cup, citing player welfare in hot North American summers.
  • While FIFA claims no direct financial gain, broadcasters benefit from ad revenue during breaks, potentially increasing future FIFA broadcasting deal values.
  • The breaks also feature prominent branding for Powerade, the official sports drink, boosting its visibility and value.

FIFA's decision to implement three-minute hydration breaks during all matches of the 2026 World Cup has sparked questions about who truly benefits. FIFA President Gianni Infantino insists the breaks are purely for sporting reasons, designed to help players cope with the anticipated heat in the US, Canada, and Mexico.

Players to benefit from hydration breaks at FIFA World Cup 2026.

— FIFAThe headline used by FIFA to announce the introduction of hydration breaks.

Infantino stated that FIFA gains "absolutely nothing" financially from these intervals, as all commercial agreements were finalized before the announcement. However, the breaks provide significant opportunities for broadcasters. With the rights to broadcast the World Cup, which is expected to generate $3.9 billion in revenue, broadcasters can sell more advertising slots during these pauses. This increased ad revenue for broadcasters could, in turn, allow FIFA to command higher fees for future broadcasting deals.

Beyond the broadcast revenue, the hydration breaks also serve as a prominent advertising platform for Powerade, the official sports drink of the FIFA World Cup. Stadium hoardings are illuminated in Powerade's colors, and LED screens display "Time For Powerade Hydration Break" messages. While FIFA maintains it doesn't receive additional revenue directly from these ads, the increased visibility inevitably boosts the value of Powerade's sponsorship deal and potential future partnerships.

There is no additional revenue for FIFA, as all commercial agreements were signed well in advance. So, this is not a financial issue for us. For us, it is purely a sporting matter.

— Gianni InfantinoFIFA President Gianni Infantino's statement on the financial implications of the hydration breaks.

The introduction of these breaks has not been universally welcomed. Some fans in stadiums have booed during the intervals, and many broadcasters use the time for full-screen advertisements. FIFA has yet to confirm if hydration breaks will become a permanent fixture in future World Cups, but given the stated reason of "the heat" and upcoming tournaments in potentially warm climates, it seems likely they will continue.

the heat

— Gianni InfantinoFIFA President Gianni Infantino's stated main reason for the water breaks.
DistantNews Editorial

Originally published by RTÉ News in English. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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