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The World Cup's Water Breaks Have Become a $600 Million TV Business
The World Cup cooling break was built to protect players from heat, but it has quietly become an advertising window worth up to six hundred million dollars.
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wired.com
Everyone’s Mad at the World Cup’s New ‘Hydration Breaks’—Except Mr. Moneybags Over Here
FIFA says hydration breaks protect players from heat. They also create new annoying commercial breaks—and fans are calling foul.
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irishtimes.com
Fans hate them but hydration breaks are the World Cup’s new money spinner
Fifa says they’re for player welfare but advertisers have been the big winners
