One of the reasons watching soccer on TV can be so satisfying is that once the ball is kicked off, the match doesn't go to commercial until halftime. That is, until the 2026 FIFA World Cup's hydration ...

Are you a print subscriber? Activate your account. By Daniel Tjondronegoro - 2 hours 27 min ago 2 hours 51 min ago 3 hours 29 min ago By Brian Bonilla - 4 hours 23 min ago 5 hours 23 min ago By ...

During the opening match of the 2026 tournament, Fox's misstep in running commercials during the mandatory hydration break caught the attention of fans and journalists on social media.

FIFA put into effect a player-welfare measure. Fox turned it into a half-billion-dollar windfall. The smarter advertising bet ...

There's an obvious reason Fox is enjoying this.