FIFA has said that fans won’t be able to buy alcohol near venues for the World Cup in Qatar. It means that fans won’t be able to buy Budweiser anymore, which was the only alcoholic drink available at stadiums due to the brand’s FIFA sponsorship.
FIFA’s decision, issued just two days before the first match, means that no one attending a match will be permitted to consume alcohol within the stadium boundary.
“Following discussions between host country authorities and FIFA, a decision has been made to focus the sale of alcoholic beverages on the FIFA Fan Festival, other fan destinations and licenced venues, removing sales points of beer from Qatar’s FIFA World Cup 2022 stadium perimeters”. According to a FIFA statement.
“There is no impact on the sale of Bud Zero which will remain available at all Qatar’s World Cup stadiums.
“Host country authorities and FIFA will continue to ensure that the stadiums and surrounding areas provide an enjoyable, respectful and pleasant experience for all fans.
The World Cup organisers had previously said Budweiser would be available for sale at stadium perimeters from three hours before kick-off until one hour after the final whistle.
It is thought that Qatar is concerned about the impact of alcohol sales on fans who do not drink as part of their culture.
Fans will be permitted to drink alcohol in designated fan zones, with Budweiser available for £12 per pint. However, the event calls into doubt FIFA’s level of oversight over the competition.
It will have an unsatisfied sponsor in Budweiser. The brewing firm is said to pay FIFA £63 million every four years to be one of its top-level partners, and it will be fascinating to watch how this affects the commercial agreement.
On Friday, the company’s main account tweeted, “Well, this is awkward.” The tweet was then taken down.