What’s Behind Mandatory Hydration Breaks At The World Cup?

InnovationHealthcareWhat’s Behind Mandatory Hydration Breaks At The World Cup?ByJoshua P. Cohen,Senior Contributor.Forbes contributors publish independent expert analyses and insights. Joshua Cohen is a Boston-based writer who covers health policy.Follow AuthorJun 12, 2026, 01:32pm EDTArgentina's midfielder #11 Thiago Almada throws water on his face to cool off during a 2026 FIFA World Cup South American qualifiers football match between Uruguay and Argentina at the Centenario stadium in Montevideo. (Photo by Eitan ABRAMOVICH / AFP via Getty Images)AFP via Getty ImagesFIFA, the international governing body for the sport of soccer, has mandated a three-minute hydration break midway through each half of all 104 games at the 2026 World Cup, creating de facto four quarters to a game that has always been just two halves. Officially, this is meant to prioritize “player welfare.” But there appears to be more to it than that. Though boosting revenue by airing more commercials isn’t a formal objective, by announcing in March of this year that broadcasters would be allowed to sell advertising during the tournament’s compulsory breaks, FIFA facilitated a change with huge financial implications.Ostensibly, the rule protects athletes from extreme heat. Experts agree that under such conditions taking water breaks is good for players’ health. But the rule also applies in domed, climate-controlled stadiums and in outdoor venues when the weather isn’t hot. FIFA says this ensures a consistent, standardized approach across the entire tournament. But making the stoppages mandatory for all games regardless of (weather) conditions raises an unanswered question: To what extent is the change in rules also driven by a massive advertising revenue opportunity that accrues from opening up dedicated time slots television networks to air commercials during games?Prior to this year’s global soccer event, water breaks were considered on a match-by-match basis, beginning at the 2014 World Cup...