Four minutes and 20 seconds. Roughly seven hours, 30 minutes and 40 seconds across the entire tournament.

That is the amount of time taken up by the controversial hydration breaks introduced by FIFA at the World Cup to protect players — a measure that is also becoming a goldmine for broadcasters seeking to maximise advertising revenue.

Commercials are permitted 20 seconds after the referee signals a hydration break and must end 30 seconds before play resumes.

Many television networks use the window to air advertisements. In the United States alone, these breaks are reportedly worth around $250 million.

Other broadcasters prefer to use the time for match analysis and tactical discussion.

Despite ongoing debate over the practice, UEFA has confirmed that hydration breaks will not be introduced at the next European Championship.

A cooling break will remain available, but only when temperatures exceed specific thresholds. According to a UEFA official quoted by The Telegraph, there are currently no plans to amend the regulations.

As a result, such breaks would only be implemented if host nations — England, Scotland, Wales and the Republic of Ireland — experience temperatures above 32°C during the tournament.

“UEFA has no plans to change these regulations for upcoming competitions, including the Champions League and UEFA Euro 2028,” the official said.