Jurgen Klopp has launched a fierce criticism of the hydration breaks introduced at this summer's World Cup, claiming football is being 'held hostage' by executives and advertisers. The former Liverpool manager spoke out on German broadcaster ZDF, describing the mandatory three-minute pauses 22 minutes into each half as 'nothing more than a gilded cage built for sponsors.'
Klopp's passionate critique
Klopp warned that the sport is becoming 'background music to an advertising show.' He argued that the breaks, officially intended to help players cope with high temperatures in USA, Canada, and Mexico, are primarily driven by commercial interests. 'When I saw the players just standing there during a heat break while TV timeouts dictated the rhythm of the match, I couldn't help asking myself: who does the World Cup really serve? The fans? The players? Or the advertisers?' he asked.
The German coach added: 'A World Cup match should flow like a river. Instead, we build dams right in the middle so commercials can get through. Football used to be the main event, but now it risks becoming the background music to an advertising show.'
FIFA's justification and broadcaster practices
When the hydration breaks were confirmed last year, a FIFA statement said they were part of a 'focused attempt to ensure the best possible conditions for players,' citing experiences from previous tournaments including the FIFA Club World Cup in the US. However, American broadcasters have been using the breaks to air additional advertisements. FOX Sports faced criticism for cutting to full-screen ads, and commentator Ian Darke notably said during the opening match: 'This hydration break is powered by Powerade.'
Pochettino and ITV weigh in
USA manager Mauricio Pochettino also expressed reservations, saying he only supports the breaks in 'extreme' conditions. 'I don't like it. I only like it when the conditions are extreme. But when the conditions are good, it is unnecessary,' he stated.
Meanwhile, broadcasters are capitalizing on the tournament's commercial potential. Kelly Williams, managing director of commercial at ITV, told The Guardian: 'This will be our most commercially successful tournament ever. It is not just one game but six weeks of really big TV audiences. It is effectively our six-week summer Super Bowl moment.'
Reactions and further reading
The controversy has sparked debate among fans and pundits. For more World Cup coverage, including England updates and stories you might have missed, sign up for our daily newsletter.
