Fox Sports CEO Eric Shanks has defended the inclusion of mandatory hydration breaks during World Cup matches, suggesting the rule change should become a permanent fixture in soccer. His comments follow widespread fan criticism of the breaks, which were implemented during the recent tournament.
Shanks told Variety that the breaks contribute to closer games by reducing scoring "blowouts." He also noted that they provide players with an opportunity to "collect their thoughts" and allow coaches to "discuss tactics," ultimately believing these breaks have been "a positive for the game."
Fox Sports experienced record viewership during this year's World Cup. The final match between Spain and Argentina drew 38.9 million viewers on Fox, setting a new record for the most-watched soccer telecast in American history when combined with the 23.9 million viewers on Telemundo.
During these mandatory breaks, Fox aired full-screen advertisements, a decision that also drew criticism from viewers. However, the company reported significant advertising revenue, exceeding $666 million across linear television and streaming for the World Cup. Fox's president of insights and analytics, Michael Mulvihill, stated the company generated "up over 100 billion minutes of consumption," comparing the viewership figures to those of the Olympics or NFL.
Shanks also addressed criticism directed at Fox's on-air analyst, Alexi Lalas, who faced backlash for perceived partisan commentary. Shanks defended the strong reactions from the audience, stating, "The worst thing in the world is showing something and finding out that people didn't care." He views fan engagement, even negative, as a sign of successful television production.
This World Cup marked the conclusion of Fox's broadcast contract with FIFA. Bidding for the rights to the 2030 World Cup is expected to be competitive, with ESPN anticipated to be a major contender.