Lee James

speaker

392 appearances 3 recordings 1 series first heard Feb 2026 last heard 27 Jun

Lee James’s voice in public audio — every appearance, attributed to the second.

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Recordings per month over the last 12 months — 3 in all, peaking in Jun 2026 with 2.

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Global News Podcast · Bonus: Are the World Cup's hydration breaks here to stay? · 27 Jun 2026 podcast

So everyone is just getting used to it as well.

And even during what we would think of as North American sports, it's still nice to be immersed on the court side, isn't it, during a timeout in the NBA rather than cutting to commercials.

What do you do, Matt, commentating for CBC then?

What happens during the hydration breaks?

And the challenge for football or soccer, if you prefer, compared to the NBA, the NFL here in the United States and Canada, is that the sport has fewer stoppages, fewer natural stoppages.

So fundamentally, this could change the commercial picture, Umi.

I was looking in the Wall Street Journal.

They reported that the U.S.

broadcaster Fox was selling...

30 second ad spots during these hydration breaks at around 200,000 for the early round game, 750,000 for the US men's national team.

So you can add them all up over the whole of the tournament and it equates to an awful lot of revenue, which they've had to pay a lot of money for the rights.

You can understand why they are recouping it in this way.

Yeah, let's get into what it has done in this tournament.

And I must just say the stadium experience, again, it's someone from outside of North America coming into this.

It's a little different when it does cut to a hydration break.

It is sponsored, which you announced on Saturday.

through the speakers at the stadium and on the big screens there.

I was at the Brazil-Morocco game at the New Jersey stadium, the MetLife, and the big announcement came up.

You wait, you chat to some friends, maybe go into the concession stands and then you come back for the rest of the first half.

So a different experience there.

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