Hydration breaks sees referees stop play approximately 22 minutes into each half to allow players to rehydrate.
Hydration breaks introduced at the FIFA World Cup to protect players from extreme heat could also become one of the tournament’s biggest commercial opportunities, with broadcasters gaining valuable new advertising slots during every match.
According to an analysis by Gambling.com, the mandatory three-minute breaks have effectively created additional commercial inventory by introducing two scheduled stoppages during every game.
In addition, it noted that they are also eating into match time: “During the tournament opener between Mexico and South Africa, Fox ran full-screen commercials during the hydration pauses and overran its slot by 40 seconds, meaning viewers missed live match action when play resumed.”
Unlike traditional football matches, which consist of two uninterrupted 45-minute halves, the new format will see referees stop play approximately 22 minutes into each half to allow players to rehydrate.
