World Cup hydration breaks could generate $333m as US soccer legend Alexi Lalas defends use of commercials

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.

For the first time in the tournament’s history, mandatory hydration breaks are happening every gameGetty

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.

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.

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.

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.

Mandatory hydration breaks have been heavily criticized by fans and former playersGetty FOX is paying $485 million for the broadcasting rights of the tournament, and hydration ad revenue would make back a good chunk of thatGetty

Alexi Lalas defends hydration break commericals

The network has been highly criticized for it’s 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 employers arrangement.

USMNT legend Alexi Lalas has defended FOX’s commericalizaton of hydration breaksGetty

“I have no problem with hydration breaks,” he wrote.

“It 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.

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