Fifa’s Hated Water Breaks Are A Big Payday For Fox
There could be 100,000 people in a stadium booing the World Cup’s mid-half stoppages, but all it takes is one corporation that believes in advertisements. Fox is likely making hundreds of millions of dollars from TV commercials shown during the tournament’s new three-minute hydration breaks, The Hollywood Reporter reported this week.
Water to wine: These breaks could enable Fox to make back what it paid FIFA to be the tournament’s US broadcaster. According to The Hollywood Reporter:
- Fox could make at least $250 million, but possibly as much as $500–$600 million, from water break ads placed by companies like Nike, Adidas, and Coca-Cola.
- The English-language US rights for the entire tournament reportedly cost Fox between $400–$500 million.
ICYMI: Amid rising global temperatures, FIFA made water breaks mandatory for the 2026 World Cup for the first time ever, even at climate-controlled arenas, which some coaches have criticized as unnecessary.
Fans are furious. Many think the new stoppages kill the Beautiful Game’s traditional flow, and sometimes foil a team’s momentum. Match crowds have erupted into boos during the hydration breaks, which stadium DJs are trying to combat by blasting sing-alongs like “Mr. Brightside” and “Macarena.”
Despite the discontent, hydration breaks may stick around for future World Cups, FIFA President Gianni Infantino said yesterday.—ML
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