For the first time in its 96-year history, World Cup matches are being interrupted as a matter of course.
In the 22nd and 67th minute of every match during this summer's tournament in North America, players are having mandatory hydration breaks, no matter the temperature inside the stadiums.
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The idea of 'hydration breaks' was first introduced at the 2014 World Cup, which took place in Brazil, when temperatures rose above 86.9 Fahrenheit (32 degrees Celsius).
When the game paused during the first half of USMNT's history-breaking 4-1 win over Paraguay, the temperature was 71 degrees Fahrenheit inside SoFi Stadium in Los Angeles.
There have been claims that the mandatory stoppages are ruining the beautiful game, although there is also an added layer of controversy.
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In March, FIFA announced that it would allow broadcasters to sell advertising during these breaks, as long as they adhered to FIFA's guidelines.
Despite assurances that there would be a hybrid approach, with networks showing the field and players during these breaks, FOX have opted to go full-screen advertisements during every break thus far.
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The Wall Street Journal reported that FOX are selling 30-second ad slots at roughly $200,000 each for early round games, and $750,000 during USMNT's fixtures.
With room for four commercials during each three-minute break, this amounts to eight per game, and 832 across the entirety of the tournament.
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With an estimate of $300,000 per slot being used by the Sports Business Journal, FOX could be raking in close to $250 million just from the commercials sold during these breaks.
If the average climbs to $400,000 as the tournament garners momentum, their earnings would climb to a staggering $332.8 million.
The network is reportedly paying $485 million for broadcast rights of the tournament, and revenue alone from the breaks would pay a good portion of this.
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Alexi Lalas defends hydration break commericals
The network has been criticized for its decision to air full-screen commercials, despite committing to a hybrid approach.
However, USMNT legend Alexi Lalas, who is a prominent member of the network's coverage, took to X to defend his employer's arrangement.
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"I have no problem with hydration breaks,â he wrote.
âIt benefits players and advertisers. Win/win. Yes, it changes how you play/coach/watch, but so did substitutions, 3 pts for win, VAR, etc. Evolve and adapt.
"There will be a generation whose version of the beautiful game includes quarters."
Lalas, the most polarizing voice in US soccer media, had already made his presence felt just days into the tournament.
He left Thierry Henry and Zlatan Ibrahimovic stunned with an X-rated insult aimed at James Corden.
In the 22nd and 67th minute of every match during this summer's tournament in North America, players are having mandatory hydration breaks, no matter the temperature inside the stadiums.
Advertisement
The idea of 'hydration breaks' was first introduced at the 2014 World Cup, which took place in Brazil, when temperatures rose above 86.9 Fahrenheit (32 degrees Celsius).
When the game paused during the first half of USMNT's history-breaking 4-1 win over Paraguay, the temperature was 71 degrees Fahrenheit inside SoFi Stadium in Los Angeles.
There have been claims that the mandatory stoppages are ruining the beautiful game, although there is also an added layer of controversy.
Advertisement
In March, FIFA announced that it would allow broadcasters to sell advertising during these breaks, as long as they adhered to FIFA's guidelines.
Despite assurances that there would be a hybrid approach, with networks showing the field and players during these breaks, FOX have opted to go full-screen advertisements during every break thus far.
Advertisement
The Wall Street Journal reported that FOX are selling 30-second ad slots at roughly $200,000 each for early round games, and $750,000 during USMNT's fixtures.
With room for four commercials during each three-minute break, this amounts to eight per game, and 832 across the entirety of the tournament.
Advertisement
With an estimate of $300,000 per slot being used by the Sports Business Journal, FOX could be raking in close to $250 million just from the commercials sold during these breaks.
If the average climbs to $400,000 as the tournament garners momentum, their earnings would climb to a staggering $332.8 million.
The network is reportedly paying $485 million for broadcast rights of the tournament, and revenue alone from the breaks would pay a good portion of this.
Advertisement
Alexi Lalas defends hydration break commericals
The network has been criticized for its decision to air full-screen commercials, despite committing to a hybrid approach.
However, USMNT legend Alexi Lalas, who is a prominent member of the network's coverage, took to X to defend his employer's arrangement.
Advertisement
"I have no problem with hydration breaks,â he wrote.
âIt benefits players and advertisers. Win/win. Yes, it changes how you play/coach/watch, but so did substitutions, 3 pts for win, VAR, etc. Evolve and adapt.
"There will be a generation whose version of the beautiful game includes quarters."
Lalas, the most polarizing voice in US soccer media, had already made his presence felt just days into the tournament.
He left Thierry Henry and Zlatan Ibrahimovic stunned with an X-rated insult aimed at James Corden.
