The FIFA-mandated three-minute hydration breaks during each half of all 104 World Cup matches have drawn criticism from fans and players. The new format resembles American sports.
While FIFA says the policy is designed to ensure consistency and protect player welfare during extreme heat, critics argue that commercial interests largely drive the decision.
Three months after announcing the rule, FIFA allowed broadcasters to air advertisements during these intervals. Outlets like Fox and DAZN have already utilized full cutaways and split-screen ads during similar events.
The change to the game's traditional structure has also prompted complaints from some players, who say the additional stoppages disrupt the flow of play.