FIFA has introduced hydration breaks at the World Cup to protect players from heat, but the move has been criticized by fans who see it as an opportunity for additional commercial breaks. The breaks are intended to ensure player safety, but they are also creating more advertising time. Fans are unhappy with the disruption to the game.

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Source: https://www.wired.com/story/world-cup-new-hydration-breaks-are-about-more-than-water/