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World Cup hydration breaks: Ads worth $250m in USA alone, so are they here to stay?

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“Amercians have been used to in-play ads for 40, 50 years, so culturally this fits right in,” says Rob di Gisi, lecturer in sport management at the University of Pennsylvania’s Wharton School.

“There is very little pushback here. Any changes which make games more Americanised will be embraced without people noticing.”

Fellow US broadcaster Telemundo, which shows matches in Spanish and is aimed at Latino Americans, is one of the few broadcasters which has decided not to show ads during the breaks.

During Canada’s opening match last week, its commentator said: “We prefer the old school way. We should be able to see what the players do.

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“We show fans, people enjoying themselves, not the corporate direction of football.”

BBC Sport has contacted Fox Sports and Telemundo for comment.

In other big markets around the world ads are being used too, including in Mexico, Canada, France, Germany, Italy, Spain, China, Japan, India, Australia, the Middle East and Sub-Saharan Africa.

The broadcasters in those territories will not be able to charge prices as high as Fox Sports, and not all are running them for the maximum duration allowed, but the total amount accrued will be huge.

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“When you start scaling that up over all the rest of the countries, it’s probably a billion dollars (£756m) from hydration break ads across the globe,” Di Gisi adds.

Having eyeballs on products during in-game breaks doesn’t necessarily guarantee success, however.

“Will advertisers in the hydration break be met with enough discontent that it negates the value of the advertising?” says T. Bettina Cornwell, head of marketing at the University of Oregon.

“It is the case that when brands violate the expected experience, in this case the flow of the game, fans can react negatively.”

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KO artist who fought Canelo sets his sights on Chris Eubank Jr

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Chris Eubank Jr has not fought since his underwhelming rematch with Conor Benn, but the 36-year-old is now being targeted by a fierce knockout artist, who is willing to travel to London for the opportunity to face him.

Eubank scored an iconic win over Benn last April but when they rematched seven months later, he felt the full effects of a brutal weight cut, narrowly avoiding a stoppage defeat as he survived until the final bell on unsteady legs only to lose a wide unanimous decision.

Since then, the Hove-born contender has been advised to move up in weight and return to the super-middleweight scene, but he has also been linked to a catchweight clash with Michael Zerafa in Australia – a bout which would take place at 164lbs.

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New York’s Edgar Berlanga has now thrown his hat into the ring though, after revealing on ‘The Last Stand’ podcast about his intentions to face Eubank before the end of the year.

“I would love to step into the ring to end the year with Chris Eubank Jr. I feel like that fight is going to be a big fight in London.

“I told Keith [Connolly], I said that I would rather not do it out here in America. I would rather go to London, where he is from [U.K.], you know what I am saying? We can make a big, big fight happen. He is on the radar.”

Berlanga’s most high profile fight came back in 2024 when he challenged Canelo Alvarez for his unified super-middleweight crown, suffering a unanimous decision defeat, one of two losses in his career after also coming up short against Hamzah Sheeraz.

He has since signed with Zuffa Boxing and in his debut with the company on Sunday he knocked Steven Butler out after seven rounds, recovering from a second-round knockdown to earn the 19th stoppage victory of his career.

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In an interview with The Ring, Berlanga has now doubled down on his call-out of Eubank, hoping he can convince the Briton to swerve the Zerafa fight in favour of a clash on home soil.

“I’m looking forward to getting a real big fight with Chris Eubank. Let’s do it in London. It’s going to be big.”

Eubank maintains that he is currently a free agent, but it is unclear whether he is still contracted to Boxxer, with promoter Ben Shalom appearing to believe that their deal has not expired.

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Danhausen Names His Price For Major “Uncurse”

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Danhausen has named his price for yet another major uncursing. He has shockingly asked for ten million dollars and that is something that he has never done before.

The Very Nice Very Evil star has been on the lips of all sports fans ever since he helped the New York Knicks win the NBA title in June. The Knicks had not won the NBA championship in 53 years and only did so after he lifted their curse.

He has since become a household name and has also appeared on a lot of sports channels where they spoke about his powers. Danhausen will be taking on Dominik Mysterio at SummerSlam which will be held in Minnesota.

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He was posing for pictures with the fans when a fan asked him what would it take for him to uncurse the Minnesota Vikings, who have never won the NFL Championship. He jokingly said that it would take ten million dollars for him to uncurse the Vikings.

Danhausen makes bizarre request to the New York Knicks

The name Danhausen has been etched in the history of the New York Knicks. Ever since they won the NBA title, thanks to their curse being lifted, he has been praised by many of the Knicks players themselves.

After they won the title, the former AEW star made a bizarre request to the New York Knicks. He asked for a one day contract with the franchise so he can play and retire as a world champion. Taking to X, formerly Twitter, after the historic championship win, the former AEW star wrote:

“Danhausen is requesting a one day contract with The KNICKSHAUSEN so he may retire from basketball’s as a champion of the world”

It is the off season right now and there is not a lot of movement. However, given the kind of coverage and sensation the team has received from the WWE star, it should come as no surprise if they decide to adhere to the request and give him a one day contract.

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