I’ve watched a lot of World Cup soccer (football) this past month on television. Even with Canada eliminated from the tournament, I find myself catching most of the games. There’s something special about an athletic contest at this level.

With each game I have the same question. And it has nothing to do with the game, the players or even the officiating. It has to do with the television hosts. Why aren’t they drinking?

Let me explain.

Not only have I been watching the games, but also the pre-game, post-game and half time shows. Here in Canada those are hosted by a four-person panel of experts, who share their knowledge about what is happening, has happened or is expected to happen.

They sit behind a large desk in a studio built for the World Cup on the Vancouver waterfront. The same set is used for each of the shows, with a rather obvious addition at half time.

The half-time show is sponsored by a soft drink company, During that segment (and not pre- or post-game) a bottle of the sponsor’s product is prominently displayed in front of each of the four hosts.

They never drink from it. If you look closely you’ll see the bottle caps are still on.my question is, why?

In record heat, it looks fake to have the bottles just sitting there. Do the hosts not like the product? Is a partially empty bottle considered offensive to the television audience?

After all, people do drink the stuff in the company’s commercials. They look like they are enjoying it. Why aren’t the TV hosts taking a sip now and then?

It’s one of those questions I don’t expect will ever be anwered.