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FIFA Turns World Cup Breaks into Asset
The 2026 World Cup saw for the first time the adoption of rest periods during the halves of matches to compensate for the rising temperatures, which sparked debate among coaches and fans about their impact on the flow of play. Despite the criticism, broadcasters benefited from these breaks through advertising, with commercial spots valued at around 176,000 euros for half a minute, and their rates increasing during major matches and knockout rounds. However, FIFA has not yet announced whether this idea will be permanently implemented.
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