Jurgen Klopp has joined United States Men’s National Team coach Mauricio Pochettino in strongly criticising the hydration breaks introduced at the 2026 World Cup, claiming that football is being “held hostage” by commercial interests. The former Liverpool manager has argued that these mid-half stoppages are designed more for advertisers than for protecting player health.

Klopp attacks ‘advertising spectacle’

Under the current rules, players are given a three-minute pause around the 22nd minute of each half to rehydrate, citing the high summer temperatures across the United States, Canada, and Mexico. However, Klopp has expressed scepticism about the official explanation offered by the organisers.

Speaking to German broadcaster ZDF, Klopp did not mince words in his criticism of the tournament’s management. The veteran coach said, “Football is being held hostage by executives sitting comfortably in air-conditioned offices. When I saw players simply standing around during a heat break while television timeouts dictated the pace of the match, I had to ask myself — who is the World Cup really serving? The fans? The players? Or the advertisers?”

Commercial priorities over game rhythm

FIFA has defended the decision, claiming that hydration breaks are part of a larger effort to provide optimal playing conditions, drawing on lessons from previous tournaments such as the revamped Club World Cup held in the United States last summer. Nevertheless, critics argue that these decisions are financially motivated rather than genuinely focused on player welfare.

Klopp believes that such interruptions destroy the natural rhythm of the game, likening football to a flowing river that is artificially obstructed. “A World Cup match should flow like a river. Instead, we are building dams so that commercials can pass through. Football used to be the main event, but now it risks becoming the background music to an advertising show,” he said. He further described the breaks as “a gilded cage built for sponsors,” disguised as a noble effort to combat the heat.

Pochettino joins the criticism

Klopp is not alone in voicing his discontent. Pochettino has publicly shared his own frustration, arguing that hydration breaks should only be used in truly extreme conditions. The USMNT boss commented, “I don’t like it. I only like it when the conditions are extreme. But when the conditions are good, it is unnecessary.”

The debate over hydration policies has extended beyond the field, with fans also affected by inconsistent rules about bringing water into stadiums. FIFA recently reversed a decision that had initially banned reusable bottles, a move that many supporters saw as another example of commercial priorities outweighing fan experience. This back-and-forth has only reinforced the perception that financial motives are driving many organisational choices this summer.

The Super Bowl of commercial success

Broadcasters, however, appear to be benefiting from the additional advertising slots created by the breaks. In the United States, FOX Sports has faced backlash for airing full-screen commercials during the interruptions, with announcers even declaring that “this hydration break is powered by Powerade.” The financial incentives for broadcasters are considerable.

Kelly Williams, ITV’s managing director of commercial operations, underlined the tournament’s commercial value in an interview with The Guardian, saying, “This will be our most commercially successful tournament ever. It’s not just about one game — it’s six weeks of major television audiences. It’s effectively our six-week summer Super Bowl moment.” For Klopp, though, this trend represents a worrying shift — one where the game’s spirit and flow are sacrificed for yet another advertising break.