Get all your news in one place.
100's of premium titles.
One app.
Start reading
The Guardian - UK
The Guardian - UK
Sport
Barney Ronay in New York

Fifa unites the world – in anger at hydration breaks (AKA ad breaks)

A large stadium screen displays a Powerade hydration break message during Portugal v Uzbekistan.
Portugal v Uzbekistan, played in an air-conditioned stadium, is paused for a hydration break. Photograph: Chris Brunskill/Fantasista/Getty Images

With 22 minutes gone on Tuesday night at Boston Stadium, and an injury delay in train, a clutch of England and Ghana players wandered to the side of the pitch and began taking drinks. This was the signal for a sudden spurt of refereeing indignation, the officials sprinting across in a state of apparently genuine outrage, appalled by the spectacle of unofficial hydration.

The first drinks break, Hydro-Quart-One, was only a minute away. Here we had players basically stealing hydration. Not to mention messing with the most vital part of the show – the advert timings. Guys, the director has not cued the break. David Beckham has the ice-cold faux beer halfway to his lips. Will Ferrell is making hyena-like vocal warm-up noises at the wheel of his crisp-delivery lorry. We’re professionals. Hit your marks people.

Sign up to read this article
Read news from 100's of titles, curated specifically for you.
Already a member? Sign in here
Related Stories
Top stories on inkl right now
One subscription that gives you access to news from hundreds of sites
Already a member? Sign in here
Our Picks
Fourteen days free
Download the app
One app. One membership.
100+ trusted global sources.