Hear me out: the 30 seconds that make me hate your brand

Hear me out.
⚽ 📲 📺 This is about ads during live games.
Watching the World Cup on DAZN in Italy, as a paying subscriber.
1️⃣ Main point: I am not a fan of 30 secs when I am joining a live game that is ongoing, I want to watch as soon as the streaming wheels can bring me live video on the device I am on (small or big screen) and tend to despise the brand, I am exposed to, badly.
I am sure those are the most expensive slots.
I am sure brands are eager to delay my watching... in the most dramatic moment.
I am sure that huge studies and focus groups have been run, so that will win the argument for sure, against my anecdote-based reasoning.
2️⃣ Secondary point: I am ok with non-full takeover ads, L-shaped, double screen, whatever is a creative attempt to innovated ads on streaming.

✅ Solution (maybe): a more sophisticated ad-serving mechanism that lets me join live ASAP and assigns a debt to me as a user joining live when the game started, and uses SSAI/SGAI or similar tech to serve those ads (or more personalized ones) the first time there is a pause in the game.
Have a better idea, or comment, please share.

If you think this is naive because I do not understand the commercial underpinning logic, take a hike :) or join me for a chat and a coffe in a traditional "bar" in Torino, Italy.