FIFA put into effect a player-welfare measure. Fox turned it into a half-billion-dollar windfall. The smarter advertising bet is the one Telemundo is quietly making instead.

Fans watching the 2026 World Cup opening match between Mexico and South Africa likely saw something they didn't expect in the middle of play: ads. A water break was taken about 25 minutes into the ...

Agent Rafaela Pimenta secured a sponsorship deal with Christopher Nolan’s The Odyssey for Haaland’s diariesThe first two ...

Water breaks in the middle of each half will happen at games no matter the location, temperature or type of venue ...

When the World Cup kicked off last week, FIFA introduced hydration breaks. Many networks are utilizing the pause as a new ...

The 2026 World Cup has been a festival of heroes, villains and unforgettable storylines. Some arrived chasing immortality and ...

FIFA says hydration breaks protect players from heat. They also create new annoying commercial breaks—and fans are calling foul.

Forbes contributors publish independent expert analyses and insights. Professor of AfroEurasian Sport, geopolitical of sport specialist. This voice experience is generated by AI. Learn more. This ...