Does FIFA implement hydration breaks for advertising purposes?

During the 2025 Club World Cup, matches are paused so players can hydrate, while the official broadcast shows close-ups of bottles with sponsored isotonic drinks.

One of the most talked-about matches was River Plate vs Monterrey, played in an average temperature of just 20 degrees Celsius. Despite the absence of extreme heat or high humidity, FIFA authorized hydration breaks in both halves. While players drank water or isotonic beverages, the official feed repeatedly focused on the sponsor's brand.

According to the rules, the referee can grant a hydration break if weather conditions justify it. However, the criteria appear to be flexible, and the overlap between the break and the promotion of products seems to reflect a marketing strategy.

It is not the first time the relationship between sports, brands, and regulations has sparked debate. Hydration breaks, originally introduced as a player safety measure, may now also be serving an advertising function.