The 2026 World Cup is supposed to be the biggest edition of the tournament ever, with 104 matches spread across the United States, Mexico, and Canada.

On December 7, 2025, FIFA announced that every single match at the tournament will feature mandatory three-minute hydration breaks in each half, scheduled around the 22nd and 67th minutes. Every match. Regardless of weather. Regardless of whether the stadium has a roof. A game played at 55 degrees Fahrenheit in a climate-controlled dome in Toronto gets the same treatment as a sweltering afternoon fixture in Guadalajara.

The flow problem

Mauricio Pochettino, never one to mince words, has voiced concerns about the breaks disrupting match enjoyment. Virgil van Dijk has echoed similar frustrations about what the stoppages do to game rhythm. These aren’t fringe voices. Pochettino coaches the US national team. Van Dijk is one of the most decorated defenders of his generation.

Football has used cooling breaks before, but historically they’ve been triggered by specific heat thresholds. The new approach removes that discretion entirely. Referees don’t decide. Weather data doesn’t decide. The clock decides.

Follow the money

Broadcasters, including FOX, which holds US rights to the tournament, stand to gain enormously from two guaranteed stoppages per match. The projected figure being discussed is up to $250 million in additional advertising revenue across the tournament.

This is the same tension that has defined FIFA’s relationship with money for decades. The organization expanded the World Cup to 48 teams for this tournament, a move that added matches, extended the event’s footprint, and, not coincidentally, created more inventory for sponsors and broadcasters. The hydration breaks fit neatly into that pattern.

Crypto enters the picture

Separately, FIFA announced on June 9, 2026, that Kraken would become its first Official Crypto Exchange Supporter for the tournament. The partnership involves fan engagement initiatives and leverages Avalanche blockchain technology for ticketing and digital collectibles.

The Avalanche blockchain integration for ticketing is worth watching too. If FIFA successfully deploys blockchain-based tickets across 104 matches in three countries, it becomes one of the largest real-world use cases for the technology in live events.

What this means for investors

The $250 million in projected additional ad revenue represents a meaningful revenue stream that could influence how future mega-events are structured.

The risk for FIFA is reputational. If the hydration breaks feel forced, if viewers tune out during stoppages, if the tournament’s rhythm suffers visibly, the backlash could overshadow the on-field product. Mandatory water breaks in a roofed, air-conditioned stadium won’t help that perception.