Television networks are experiencing a significant financial boost from advertising during the World Cup. Fox has controversially leveraged scheduled hydration breaks during matches to insert commercial advertisements. This strategy potentially created approximately 800 additional advertising slots throughout the tournament. The practice has drawn scrutiny, but demonstrably increased revenue for the broadcaster. The move highlights the increasing commercialization of live sporting events. It also raises questions about the balance between athlete welfare and advertising opportunities. The financial gains are expected to be substantial for Fox and potentially influence future broadcasting strategies.