FIFA's new hydration breaks are more than just a player welfare measure—they're a strategic move to create commercial opportunities. Fans and players alike are complaining that these breaks disrupt the flow of the game, but for Fox, they mean an extra £250 million in ad revenue per tournament.

The tension over hydration breaks is part of a broader trend where FIFA is trying to adapt the World Cup to a changing media landscape and capitalize on the US market. As climate change makes these breaks more necessary, they have become a new norm that fans are debating.

However, some experts argue that these breaks might not just be about money but also about adapting to a warming world. FIFA defends the policy by saying it ensures equal conditions for all teams, but critics see it as a way to squeeze extra revenue from broadcasts and sponsorships.

The 2026 World Cup is shaping up to be more than just a sporting event; it's a spectacle where ads take centre stage. Add in dynamic ticket pricing and halftime shows featuring big names like Shakira, Madonna and BTS, and the game itself might start feeling secondary.