The World Cup has already given fans beautiful goals, intriguing results and non-trivial stories. And also a number of innovations from FIFA, relating not only to the rules of the game, but also to marketing. One of them - mandatory three-minute water breaks in the middle of each half - caused almost more controversy than the refereeing decisions. The organizers explain this by concern for the health of the match participants, but in reality it all comes down to commercial interests, advertising contracts and the American television model. Didier Deschamps, Mauricio Pochettino and Virgil van Dijk openly spoke out against the innovation. Read more