Hydration breaks rubbing fans wrong way

By Josh Ortega

It’s safe to assume a majority of the world is plugged into what’s going on during the 2026 FIFA World Cup. Through the tournament’s first full week of action, the World Cup has garnered 54 million viewers across the United States, Mexico and Canada, according to FIFA.

With that, if you’re one of the many watching the world’s biggest tournament on your preferred screen of choice here in the States, you may or may not have been noticing a difference across the headline viewing providers of the tournament. If you didn’t know, the tournament is being broadcast by both FOX and Telemundo/Peacock across the country with both sides, of course, competing for viewership across the tournament’s 39-day run. However, there has been one addition to the games highlighted during the tournament that has left some viewers with disdain.

Due to the tournament being held across the United States, Mexico and Canada, FIFA implemented hydration breaks for each match played. The break is three minutes in both the first and second half, giving both sides the opportunity to get a breather and water. FIFA announced the addition of the hydration breaks back in December as part of the organization’s “commitment to player welfare at the tournament.” FIFA added the breaks due to the high summer temperatures, as games are being played across the three countries. Out of the 16 stadiums hosting games this summer, only five are indoors, where the temperature is controlled.

“The use of hydration breaks is part of a focused attempt to ensure the best possible conditions for players drawing upon the experiences of previous tournaments, including the recent FIFA Club World Cup, which took place in the United States last summer,” FIFA’s December statement explained. 

However, these hydration breaks have also allowed for another window for ads during matches, something uncommon prior to the implementation in the games. Prior to this summer’s tournament and the 2025 FIFA Club World Cup soccer, during the more than 90 minutes of a game, play only stopped for on-field actions such as injury or an official review of play. With that said, a three-minute pause in play is something relatively new to professional soccer. The biggest reason for these breaks rubbing fans the wrong way is not largely because of the stoppage of play, but that a new ad window opened because of it.

The outpour has been loud on social media to say the least, starting from the opening match between Mexico and South Africa. During the second half, a miscommunication from officials on the field caused Fox to play a late, full-screen ad, missing the restart of the action after the break.

Thus, multiple reporters and commentators from Telemundo have used their platform to push viewers frustrated with the number of ads on the network for World Cup matches. Telemundo does not run full-screen ads during games but rather shows the break itself with players and coaches, with some ads bordering the screen. Telemundo Sports Journalist replied to a tweet on X from a user who was frustrated with Fox’s mishandling of the restart after the hydration break, posting:

“We DO NOT cut to commercials during the hydration break. Join us for uninterrupted football on @Telemundo and @TelemundoSports.”

During Canada’s opening match against Bosnia, one of Telemundo’s announcers took the time during the break to point out the network’s effort not to cut to commercials during a hydration break. The announcer mentioned how the network “was the only network to not cut to commercials during hydration breaks,” while pointing out “we show fans, people enjoying, not the corporate direction of football.”

Nonetheless, the noise has continued to be loud surrounding the disdain for the extra ads and stoppages as games continue to go on. From angry tweets to boos from fans during games, the breaks and ads have even received criticism from players and coaches on the field.

After the Netherlands drew 2-2 with Japan in their opening match in Dallas Stadium, Dutch captain and defender Virgil Van Dijk gave his thoughts on the ads during the hydration break while he was watching some of the games prior to his team’s inaugural tournament match.

“I think for the neutral watchers on TV it’s not great,” said Van Dijk after the game. “So, if it’s really hot, obviously it will be good to put them in, but I think you have to look at every game separately, in my opinion.”

Colombian Head Coach Néstor Lorenzo questioned the intention of hydration breaks ahead of his team’s opening match vs Uzbekistan.

“When the temperatures rise above 30°- 35°C (86°-90°F), like what happened at the Copa American I feel that a hydration break is correct and good for a player to rehydrate, then return to the game,” said Lorenzo. “When they go from three to four, to five minutes, I feel that you lose the essence of the hydration break, and it passes to another issue.”

“I’m seeing that initially, when hydration breaks were called, they would show the manager speaking to the players. Now they are all commercial breaks, meaning there is a different point behind them. I would like to question whether that was the initial intent or if it was truly about the well-being of the players.”

Nonetheless, FIFA has made no comments on whether the organization will change the rule on a game-by-game basis for the remainder of the tournament. So, if you are reading this, use this as your reminder to rehydrate and enjoy the rest of the tournament.