A-League Men's matches will no longer feature artificial drinks breaks to allow television advertisements in-game, after a deal was struck between league bosses and broadcasters.
Matches shown live on free-to-air via Channel 10 on Saturday evenings were being disrupted by drinks breaks to allow the network to show adverts without missing any on-field action.
The practice had been causing increasing outcry from fans with players and coaches also speaking out about the stoppages.
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Central Coast recruit Jason Cummings said the stop-start nature of ALM matches was something he'd never experienced in his career after the Mariners' 1-0 loss to Melbourne Victory last weekend.
Sydney FC coach Steve Corica also questioned the process after farcical scenes during his team's match against Western United the week prior.
The match featured drinks breaks in both halves despite being played at night in torrential rain and relatively mild temperatures.
"There was plenty of rain coming down, so they probably didn't need it. It was for TV," Corica said after the 1-1 draw.
The league has now stated while commercial breaks in game will remain, they will only be shown when played is already halted.
"After we had those drinks breaks in the Sydney FC game against Western United on February 12, APL [Australian Professional Leagues] sat down with 10 and reiterated the sort of natural breaks that can be utilised," A-Leagues chief executive Danny Townsend said.
"We've heard the fan commentary since, but it's important to note we were already working on it.
"The key thing is that we can't have the integrity and the flow of the game affected by pausing when otherwise the ball would be in play -- through consultation with 10, we'll revert back to a position where that's the case."
Ad breaks will now occur during so-called "natural pauses" such as after the scoring of a goal, a significant injury stoppage or mandated drinks breaks from the match commissioner on health and safety grounds.
A-League rules allow for drinks breaks to be invoked when the "wet bulb" temperature is forecast to hit a defined point.
Mostly this has occurred in the past during daytime summer fixtures.