Barely a few days to the World Cup, FIFA has banned the sale of beer at the eight tournament stadia after reported pressure from hosts, Qatar.
It was reported that, Qatar were pushing for ban around stadiums;
Budweiser was already forced to move stalls, and ban could leave FIFA in breach of contract
The Facts
Bearing pressure from mounting protests in Qatar, and In a dramatic U-turn by FIFA, there is a complete ban on beer sales at World Cup stadiums; and this will be in place in Qatar. The only drinks on sale at matchday venues throughout the entire month of World Cup action will be non-alcoholic, as FIFA confirmed on their website.
The Position
Specifically, a FIFA statement read: “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 licensed venues, removing sales points of beer from Qatar’s FIFA World Cup, 2022 stadium perimeters. There is no impact to the sale of Bud Zero which will remain available at all Qatar’s World Cup stadiums.
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Notably, the “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 tournament organisers appreciate AB InBev’s understanding and continuous support to our joint commitment to cater for everyone during the FIFA World Cup Qatar 2022.”
What to Expect
Instructively, the sale of alcohol is strictly controlled in the state of Qatar, with visitors restricted to purchases in upscale hotel bars even before the tournament. An agreement had been in place for beer to be available outside tournament venues and in fan zones, but this has now transcended into Budweiser being forced to relocate its stalls to less prominent locations on Saturday. This has now evolved into a full-scale removal from the perimeter of stadia, announced less than a week later and two days before the actual football starts.
What is More?
Knowing that Budweiser remains one of FIFA’s key partners, such a ban on their products would hinder the brand’s visibility and could, therefore, result in football’s governing body being in breach of a multi-million dollar contract. Fans, meanwhile, can find hospitality suites exempted from any potential restrictions on alcohol for just under £19,000, it is hoped.
