The advertising (Hydration) breaks at the 2026 World Cup have united all fans.
In an otherwise very good World Cup overall, these advertising (Hydration) breaks are the only big thing that is such a spoiler in matches.
Especially laughable when FIFA boss Gianni Infantino had claimed that they were nothing to do with money. When we all know that they are EVERYTHING to do with money.
Gianni Infantino and FIFA arranging the breaks so that two very lucrative three minute bonus advertising spots during matches allow broadcasters, especially in North America, to make huge amounts of extra cash.
At every World Cup match the fans inside the stadiums booing the Advertising (Hydration) breaks.
Every decent person associated with football seeing the breaks for what they are.
Then you have Rio Ferdinand…
The despicable former Man U player gave this take on the Advertising (Hydration) breaks: “If all these players, if all these countries, if all these federations want the money, you have got to do a few things a bit differently. There has to be a bit of give and take somewhere and they [Hydration breaks] are not affecting the game that much. This is something I see maybe happening further around. It could go into the Premier League or La Liga…because it is more money. They’re going to look at it: ‘Let’s dig into it and find out how much more money came into the World Cup, to FIFA, just on these breaks’. So I am saying, what if it’s a hundred more million? The Premier League are doing it in that situation and I don’t blame them.”
For Rio Ferdinand, everything is about money.
Interesting then to see Ruud Gullit pitching into the debate.
The former Newcastle United manager absolutely rubbishing the Rio Ferdinand stance, with these comments on the breaks that turn matches into four quarters.
Ruud Gullit declaring to NYSPORTSDAY: “The hydration breaks are genuinely terrible. They kill the momentum completely. The coaches use it tactically to readjust and the team that’s on top loses everything they’ve built. Look at what happened with Holland. They were 2-1 up [against Japan and after the break [in the second half], everything changed [and Japan equalised]. I really hope UEFA doesn’t introduce this in European competition. Everyone hates it.”
Everybody (except Rio Ferdinand, Gianni Infantino and broadcasters in North America) hates the breaks because they are a joke and have been introduced under false pretences. The breaks are simply to allow the generation of extra huge amounts of money, not anything to do with player welfare. If it was to do with player welfare then it could have just been left to the discretion of referees whether to allow them in the circumstances of a particular match and no more than a minute needed to get a quick drink.
Fans hate the impact it has on their enjoyment of watching matches and as Ruud Gullit says, the breaks can totally transform matches and disrupt the flow.