FIFA president Gianni Infantino insisted that hydration breaks at the World Cup generate no extra income for the organization, calling them "purely a sporting matter." The three-minute pauses in both halves were introduced to help players cope with extreme heat during the North American tournament.

Reaction has been mixed across the football community. Players and coaches have expressed varying opinions, while some supporters have booed when breaks are signaled. Television broadcasters in several countries have aired advertisements during these intervals, though UK coverage has not followed suit.

Infantino emphasized that the breaks ensure "equal conditions" for all competing nations. He explained that commercial agreements were finalized well before the tournament began, making this a non-financial decision. The 39-day World Cup schedule, with teams potentially playing eight matches, makes rest periods essential for player welfare.

Advertising costs during these breaks are substantial - an average 30-second slot on Fox Sports costs between $200,000 and $300,000, rising to $750,000 for USA matches or late stages. This means the hydration breaks could generate over $250m in the USA alone, despite FIFA's claims about no additional revenue.

The controversy highlights the tension between player welfare, commercial interests, and fan experience at major tournaments.