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  "path": "/why-world-cup-hydration-breaks-will-push-traditional-ads-to-the-subs-bench/",
  "publishedAt": "2026-03-15T05:00:00.000Z",
  "site": "https://www.cityam.com",
  "tags": [
    "Business",
    "Football",
    "Media",
    "Sport",
    "Sport Business",
    "Sport Opinion",
    "[...]"
  ],
  "textContent": "Hydration breaks at the World Cup could usher in major changes to advertising during live sport, writes Jonathan Haines. As broadcasters prepare for the 2026 World Cup, an unexpected talking point has emerged. The tournament will feature mid-half hydration breaks, introduced to protect players from the searing heat predicted this summer in North America. But [...]",
  "title": "Why World Cup hydration breaks will push traditional ads to the subs bench"
}