FIFA's introduction of scheduled 'hydration breaks' during play is a blatant cash grab to allow ads during a half of football/soccer. These three minute breaks effectively turn the game of two halves into one of four quarters. It breaks the unique flow and intensity that makes football unique and risks completely breaking the game as we know it. There are already rules in place for drinks breaks at referees' discretion. We have now witnessed the spectacle of breaks with temperatures in the low twenties, even in indoor stadia. What would Johnny Warren and Les Murray say? 

SBS does not control the rules of FIFA, but airing ads during these breaks is their choice. This validates FIFA's decision, and worse, makes them complicit in the cash grab. It also risks embedding these breaks for future tournaments.  Other broadcasters (including the UK's ITV and Telemundo in the USA) have refused to air ads.

No other national broadcaster has a closer relationship with the sport of football and its fans than our SBS. As football fans and consumers we understand the need for ads, but not during a half of football. This rule is anti-football. SBS has a responsibility to protect The World Game by refusing to air adds during hydration breaks.  

To:

Jane Palfreyman, Managing Director SBS & Dr Nicholas Pappas AM, Chairperson of the SBS Board