FIFA PRESIDENT DEFENDS HYDRATION BREAKS AS SPORTING MATTER

Gianni Infantino, FIFA president, has stated that three-minute hydration breaks introduced at the World Cup are "purely a sporting matter" and generate "no additional revenue for Fifa". The pauses, implemented midway through both halves of all fixtures, were introduced to assist players in managing extreme heat during the tournament in North America. The breaks have received mixed reactions from players and coaches, and some supporters have booed when referees have signalled for them at stadiums.

Infantino said the primary reason for implementing breaks in every match is to establish "equal conditions" for all competing nations, rather than allow some teams to gain tactical advantages based on temperature variations. He explained that managers and coaching staff are permitted to discuss tactics with players during the breaks. Infantino noted that World Cup matches are staged over 39 days with teams potentially playing eight matches during that period, making rest opportunities significant. Some matches, including England's draw with Ghana, have been played in more comfortable temperatures, whilst others have taken place inside air-conditioned stadiums with roofs.

According to experts consulted by BBC Sport, an average 30-second advertising slot on Fox Sports during World Cup coverage costs between $200,000 and $300,000, rising to $750,000 during USA matches and final stages. Television broadcasters in several countries have shown advertisements during hydration breaks, though this is not the case in the UK. Advertising during these breaks is likely to generate more than $250 million in the USA alone, according to expert analysis.