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World Cup hydration breaks spark fan anger over advertising interruptions
🇪🇸 Spain /Sports

World Cup hydration breaks spark fan anger over advertising interruptions

From El País · () Spanish

Translated from Spanish, summarized and contextualized by DistantNews.

At a glance

News Sources not specified Context piece
  • FIFA introduced mandatory hydration breaks in the World Cup, ostensibly for player welfare but also serving as advertising opportunities.
  • Broadcasters and fans expressed frustration with the breaks, citing disruptions to game flow and unexpected commercial interruptions.
  • The implementation has led to awkward moments, with players waiting for advertisements to finish before play resumes, even in non-extreme temperatures.

The World Cup has introduced a new, controversial element to the game: mandatory hydration breaks. While FIFA cites player welfare for the change, critics argue it's a thinly veiled attempt to create more advertising slots. This has led to a mixed reception from players, coaches, and fans alike.

During the U.S.-Paraguay match, the first break at the 24th minute was met with commentary like, "And here ends the first quarter." This phrasing, initially a joke by former player Alexi Lalas, highlights the awkward integration of these pauses into the game's rhythm. Former player Carli Lloyd bluntly stated, "I hate it," echoing a sentiment spreading among fans.

And here ends the first quarter.

— Fox narratorCommentary during the U.S.-Paraguay match, referring to the first hydration break.

U.S. coach Pochettino expressed his dislike, stating he only favors such breaks in extreme conditions. Fans are further irritated by new advertising spaces during these pauses, which disrupt broadcasts. In some instances, like the Mexico-South Africa match, the game resumed before viewers could even return from commercials.

I hate it.

— Carli LloydFormer player's reaction to the hydration breaks on social media.

FIFA's decision to eliminate temperature and humidity thresholds, previously dictating such breaks, and make them mandatory in all matches has drawn criticism. The organization announced the change during a meeting with international broadcasters, emphasizing player health publicly while discreetly providing a guide for using the breaks as commercial windows. Broadcasters like Fox, DAZN, and TVE in Spain chose to cut to commercials, but synchronization issues in the opening match caused U.S. viewers to miss game action.

Telemundo, holding Spanish-language rights, attempted to capitalize on the discontent with ads promoting "football without interruptions." While Fox's synchronization has improved, the rigid commercial commitments have led to peculiar scenes of players waiting on the field for broadcasts to finish. This occurs even in mild conditions, such as in the climate-controlled Los Angeles stadium, raising questions about the true necessity of these breaks.

Nosotros NO cortamos a publicidad durante la pausa de hidratación. Vengan a Telemundo para fútbol sin interrupciones.

— Alejandro BerryTelemundo personality promoting their uninterrupted broadcasts on social media.
DistantNews Editorial

Originally published by El País in Spanish. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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