Thursday, June 11, 2026

Commercialization

I now know why the World Cup games are having forced hydration breaks.  It's absolutely nothing to do with making sure players are hydrated enough.  It is all so that Fox can have an extra few advert breaks during the game.  And I'm sure the length of the hydration breaks is being dictated by the sponsors.  Absolutely disgusting.  I think it's the first advert break I've ever seen whilst a game is still being played.  Not even a picture-in-picture advert break - nope, we fully cut away from the game.  It feels very American to try to turn the game into 4 quarters rather than 2 halves - and this is the first step in that direction.