Drinking Breaks at the World Cup: Players Benefit, Advertising Benefits Too

Supporters: Health and Tactics

Beyond health, the breaks open up tactical possibilities. "Da war die Trinkpause tatsächlich gut, um einfach Dinge auf der Tafel zu zeigen," the coach reported afterwards. Ralf Rangnick also sees it as a coaching opportunity: "Für mich ist es mehr ein Coachingbreak als eine Trinkpause. Weil wir die Möglichkeit haben, ein paar Dinge anzusprechen und zu korrigieren." The DFB used this opportunity in their own game with success: By halftime, the German team had gone 3-1 up.

Critics: Commerce Behind the Scenes

Critics see the breaks primarily as a commercial tool. Kelly Williams, chief executive for the advertising division, stated that advertising revenues are 30 percent higher than at Euro 2024. According to this, all 208 advertising slots of up to 80 seconds in length during the breaks have been sold. MagentaTV has also marketed all advertising slots during the breaks, as Telekom's Arnim Butzen told the "RedaktionsNetzwerk Deutschland." In Australia, the drinking breaks even have their own sponsor and are referred to as the "Maccas Match Break," financed by McDonald's.

Divided Opinions Among the Coaches

Among the coaches, opinion is also divided. Striker Deniz Undav stated: "Ich glaube, es kann gut sein, dass du etwas umstellen kannst, wenn der Trainer das durch Reinrufen nicht erreichen kann." Spain's coach Luis de la Fuente stressed: "Hitze ist ein gutes Entscheidungskriterium." Netherlands' Virgil van Dijk, on the other hand, demanded: "Man sollte jedes Spiel unterschiedlich betrachten." US manager Mauricio Pochettino would only allow drinking breaks "wenn die Bedingungen extrem sind."

Impact on Flow of Play and Atmosphere

The effects on the flow of play are visible: The Czechs initially dominated their match, but lost their momentum after the break and ultimately fell 1-2. The dynamic in the stands also shifts – the Scottish fans were just striking up their unofficial World Cup anthem "No Scotland, No Party" when the referee interrupted the game, abruptly halting the atmosphere. ARD pundit Bastian Schweinsteiger also described the rule as "fragwürdig."

Overall, the drinking break remains a rule of dual nature: It can protect players and offer coaches tactical options, while at the same time serving as an additional advertising platform. How teams and associations handle this mix of care and commerce will become apparent as the tournament progresses.