APL, Ten scrap using drinks breaks for TV commercials

Drinks breaks will no longer be used in the A-League to stop play for television ads after the Australian Professional Leagues reached an agreement with Network Ten, as FIFA said breaks in play should be used only for player safety and not “commercial considerations”.

World football’s governing body confirmed the laws of the game only permit drinks breaks - or “cooling breaks” as they are also referred to - for player welfare in matches played in heat. In a statement sent to the Herald, a FIFA spokesperson said: “FIFA implements cooling breaks in order to protect the health of all players involved in its competitions.

Two drinks breaks were called in Sydney’s clash with Western United despite heavy rainfall.Credit: Getty

“The decision for a cooling break is purely welfare related, based on the wet-bulb globe temperature, and not linked to commercial considerations.”

Network Ten and the APL, owners and operators of the A-Leagues, have come under criticism from fans, players, coaches and referees for using the drinks breaks rule to stop play for up to 90 seconds to allow an ad to be screened during free-to-air games on Saturday nights. Previously, drinks breaks in Australia were permitted only for games played in hot and humid conditions as part of Football Australia’s heat policy.

Following the backlash, APL chief Danny Townsend suggested an agreement had been reached with Ten to not use drinks breaks to run commercials.

APL chief Danny Townsend says drinks breaks won’t be used for commercial breaks any more.

“From the moment that started to play out, our commitment was to sit down with Ten and work out a solution that would ensure that didn’t happen again,” Townsend told SEN radio on Tuesday night. “After further conversations today, we’ve had a mutual commitment that we won’t be having those breaks in play – the premeditated breaks in play.”

However, ad breaks will still occur during live coverage, with the APL and Ten having agreed to allow at least one ad break per live game as part of their five-year broadcast deal.

“Ten will continue to get advertising away in natural breaks in play, which was the intention from the start of the season,” Townsend told SEN.

While commercial breaks during live games might be a feature in other sports in Australia, it is uncommon in football across the globe. FIFA and the Asian Football Confederation, of which Australia is a member, have led a push to increase the amount of time the ball is in play during games and do not allow for prolonged stoppages for television advertisements. As revealed by the Herald and The Age on Tuesday, A-League referees allege they have been receiving instructions from broadcast producers this season on when to call for drinks breaks or stop play to allow for a 90-second ad break.

Clubs and coaches were briefed at the start of the season about drinks breaks being used for advertising. Central Coast Mariners’ new Scottish import, Jason Cummings, slammed the use of the breaks and the lengthy delays in play caused by the VAR in the A-League.

“I’ve never been at a game where it gets stopped that long,” Cummings told Ten on Saturday night. “Like, genuinely, the VAR takes about 10 minutes to stop with that. He [the referee] is stopping the game for a commercial break. Like, I need to warm up every 10 minutes.”

The use of drinks breaks for TV commercials has taken place throughout the season but was most noticeable during Sydney FC’s 1-1 draw with Western United on February 12. Two drinks breaks were called despite it being a night match played in cool temperatures and heavy rain.

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