Staggering amount lead US channel is earning from World Cup water break ads
The hydration breaks at the World Cup have given broadcasters more scope to for commercial opportunities and one leading channel stands to pocket millions
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FIFA's water breaks have been widely condemned with critics claiming they effectively turn football matches into four quarters - with Fox Sports benefitting massively. US Sport heavily caters to the commercial market, but football's format doesn't lend itself as well, that was until the introduction of hydration breaks. FIFA announced in December that all 104 World Cup matches would pause for three-minute "hydration breaks" in each half due to the expectation of high temperatures.
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