The controversial hydration breaks, which were introduced for the first time at this year’s World Cup, in addition to causing numerous reactions in the football public, have also proved to be a real golden opportunity for advertisers. Among those who benefit the most from the new format is the former England international David Beckham.
According to the Daily Mail, Beckham earns millions thanks to ads that air during the mandatory three-minute hydration breaks that take place in both halves. Although this practice is common in American sports, it has been criticized in world football.
Television companies have turned these interruptions into additional advertising space, which has significantly increased revenue from match broadcasts.
Beckham, who was recently listed among the billionaires by the Sunday Times, is the face of a number of global brands. Companies such as “Pepsi”, “McDonald’s”, “Lays”, “Stel Arto”, “Home Depot”, “Bank of America”, “Verizon” and “Adidas” chose him as the main promoter during the World Cup.
According to the analysis of “Daily Mail”, which refers to Patrick Risch, director of sports business at the University of Washington, Beckham will collect about 25 million euros from advertising campaigns related to the World Cup alone.
“It’s a testament to its global popularity, commercial value and the recognition it has around the world,” said Risch.
He added that Beckham is one of the few sports figures who can attract so many different global brands.
“He is immediately recognizable, he has the image of a true gentleman and a person of integrity, which makes him extremely attractive to companies,” said Risch.
On the other hand, FIFA President, Gianni Infantinodismissed claims that the hydration breaks were introduced for commercial reasons.
“The main reason is the high temperatures. But it must be taken into account that the World Cup lasts 39 days and the national teams can play up to eight matches, so it is important that the players have the opportunity for a short rest and refreshment,” said Infantino.
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