Frenzy erupts around the globe as advertisers cash in on World Cup's most contentious stoppage: the hydration break. The extra ad slots have raked in a staggering £189m in the USA alone, leaving fans scratching their heads and questioning the true cost to the beautiful game.
Back here in the UK, BBC and ITV viewers are treated to a glimpse of players rehydrating and pundits offering expert analysis during the breaks. But overseas, it's a different story – advertisers hijack the action, peddling their wares to distracted fans.
Industry insiders reveal that a 30-second World Cup ad slot on Fox Sports comes in at a whopping £152,000-£227,000, rising to an eye-watering £567,000 during USA matches and the final showdowns.
The breaks have been panned by managers, players, and supporters alike – the cacophony of disapproval echoing through stadiums worldwide. But Fifa remains resolute in its defence, insisting that hydration breaks are a necessary evil to protect player welfare in North America's sweltering conditions. And with sporting integrity at stake, they're determined to enforce their use equally across every match, regardless of temperature or stadium conditions.
BBC Sport delves into the inner workings of these lucrative ad breaks and explores what they might mean for football's future – will this cash cow continue to drive the sport forward, or is it a poison pill threatening its very integrity?