Fox ads overran into play by 10 seconds during the hydration break, but many are calling into question whether this is just another money grab.
US broadcaster Fox will not face punishment by FIFA for breaking advertising rules by overrunning its ad in the opening game of the World Cup between Mexico and South Africa.
Broadcasters are now allowed to show ads during the ‘hydration breaks’ (one during each half), but must return to the match at least 30 seconds before play resumes. However, during last week’s match, Fox returned to play 10 seconds after play.
Fox has argued the referee signalled a hydration break early, which led to Fox cutting to the ads late, and therefore overrunning the allotted time.
Cutting to ads is a conscious decision by Fox during these hydration breaks. Others, including World Cup’s Spanish broadcaster, Telemundo, and ITV in the UK, have chosen to stay with play.
Player welfare or money grab?
The newly added hydration breaks have caused some controversy, with fans and players alike criticising the feature as interrupting the flow of the game for the sake of increased advertising revenue.
FIFA insisted the breaks are an attempt to “prioritise player welfare”. However, the hydration breaks occur during every match, regardless of the temperature, conditions, or location – despite some matches being played in air conditioned stadiums.
Dutch defender Virgil van Dijk told reporters he is not a fan of the hydration breaks. He said: “I’ve been watching all the games, and [when it goes to a commercial] I don’t really like it. I think for neutral watchers on TV it’s not great. If it’s really hot, obviously it’ll be good to put them in, but I think you have to look at every game separately.”
Coaches can also deliver tactical instructions during the breaks and adjust their system of play – which can kill hard-earned momentum for teams in the first half. This is especially pertinent if an underdog team is performing well, as it gives their better organised opponents a chance to breathe, reset, and regain control.
Already in this tournament so far, Brazil equalised after going a goal down to Morocco just six minutes after a hydration break, having had a slow start. Brazilian coach Carlo Ancelotti acknowledged the break offered an opportunity to coach his team.
Elsewhere, Canada equalised with Bosnia-Herzegovina shortly after the hydration break in the second half; Scotland scored the only goal of their match against Haiti shortly after that break, as did Australia against Turkey.
“It’s advantageous for the team losing momentum – that’s why I call them momentum breaks,” said the US women’s coach, Emma Hayes, speaking to ITV Sport.
“When you’re on top, you don’t want it; when you’re losing, you do.”
Many players and pundits are in agreement the breaks should be considered in cases of extreme heat, but in mild weather, it serves as a way for advertisers to make more money.
“I just think it’s another way of getting adverts into it from an American point of view,” said former Arsenal player and pundit Ian Wright.
