By: Jonathan Haines

Jonathan Haines is managing director for the UK and Northern Europe at global ad platform Equativ, responsible for driving regional strategy, commercial growth and market expansion.

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Why World Cup hydration breaks will push traditional ads to the subs bench

Sport Business

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 [...]

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By: Jonathan Haines

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