World Cup hydration breaks see bookies offer quarter by quarter odds for England v Norway

Enterprising bookmakers are offering odds on England’s World Cup showdown with Norway by the quarter, in a nod to games now being divided into four discrete parts by Fifa’s introduction of controversial hydration breaks.

Punters have long been able to wager on first-half and second-half markets but now the betting company behind the Unibet brand, FDJ United, has gone a step further, starting with England’s quarter-final in Miami on Saturday. 

“England against Norway promises to be one of the World Cup’s standout individual contests, pitting Harry Kane against Erling Haaland, so it felt like the perfect match to launch Match Quarters,” said Sam Mead, UK General Manager at parent company FDJ United.

“This World Cup has created a new rhythm for fans, with hydration breaks becoming one of the talking points of the tournament.”

Fifa has been implementing mandatory three-minute hydration breaks mid-way through each half for the first time at this World Cup.

It cites player welfare reasons, due to extreme heat at some fixtures, but the breaks have also allowed US broadcasters to sell additional advertising slots during the pauses in play.

Unibet is offering a 14/1 special on Kane and Haaland both scoring in the same quarter, while other bets include either Haaland or Kane to score or assist in every quarter at 50/1, and Haaland and Kane to each record at least one shot in every quarter at 35/1.

“Match Quarters lets customers bet across each phase of the game, whether that’s backing Kane, Haaland or both to make their mark,” Mead added. 

“It’s a fun way of reflecting how this World Cup is being played, while showcasing how quickly we can innovate around the biggest moments in football. It gives our customers price boosts across each quarter of the match while keeping responsible gambling at the heart of the experience.”