The study, which polled 1,000 U.S. viewers during the tournament’s group stage, highlights a growing cynicism toward the intersection of sports and branding. While 64% of respondents still categorize the pauses as essential measures for player health, the remaining 36% recognize the strategic value brands like Nike, Gatorade, Michelob Ultra, and New Balance extract from the captive audience.

Chris St. Hilaire, CEO of MFour, notes that the breaks function as a symbiotic ecosystem where athletes secure hydration, brands capture premium exposure, and viewers are treated to high-gloss spots featuring global icons like Lionel Messi and Christian Pulisic. For many, the break has evolved into a television event in its own right, blurring the line between athletic recovery and prime-time commercial slots.