Just two days before the start of the World Cup in Qatar, world football’s highest body FIFA confirmed that alcohol will not be sold in the eight stadiums that will host the tournament’s 64 matches.
“Following discussions between host country officials and FIFA, it has been decided to remove beer sales points from the FIFA World Cup Qatar 2022 stadium perimeter and concentrate the sale of alcoholic beverages at the FIFA Fan Festival, other fan destinations, and licensed venues.” FIFA’s statement said.
The Muslim country is considered very conservative and strictly regulates the sale and use of alcohol.
In September, Qatar said it would allow ticketed fans to buy alcoholic beer at World Cup soccer matches starting three hours before kickoff and one hour after the final whistle, but not during the game.
“There will be no impact on sales of Bud Zero, which will remain available at all World Cup stadiums in Qatar,” FIFA’s statement added.
“Host country officials and FIFA will continue to ensure that stadiums and surrounding areas provide an enjoyable, respectful and enjoyable experience for all fans.”
Budweiser would sell beer within the ticket perimeter around each of the eight stadiums before and after each game.
The beer brand, which is one of FIFA’s partners, tweeted, “Well, it’s awkward,” though the social media post was quickly deleted.
Budweiser is owned by Anheuser-Busch InBev, the world’s largest brewer.
“The tournament organizers appreciate AB InBev’s understanding and continued support of our joint commitment to cater for all during the FIFA World Cup Qatar 2022,” the FIFA statement continued.
According to the New York Times, Budweiser paid about $75 million for its sponsorship deal with FIFA.
An AB InBev spokesperson said, “As a partner of FIFA for more than three decades, we look forward to the activation of FIFA World Cup™ campaigns around the world to celebrate football with our consumers.
“Some planned stadium activations may not go ahead due to circumstances beyond our control.”
The Football Supporters Association (FSA), the national representative body for football fans in England and Wales, condemned the decision to sell the beer.
In a statement released on Friday, the FSA said: “Some fans like beer at the game and some don’t, but the real issue is the last-minute U-turn which speaks to a wider problem – a total lack of communication and clarity from the organizing committee towards supporters.
“If they can change their minds at a moment’s notice, with no explanation, supporters will be understandably concerned about whether they will deliver on other promises related to housing, transportation or cultural issues.”
Fans won’t be the only ones disappointed by the eleventh-hour U-turn.
Ben Peppi, head of sports services at JMW Solicitors, said the move was “extremely damaging” to FIFA’s brand.
“Brands will now tread very carefully around FIFA for future tournaments,” he told CNN Sport. “Because if two days before the biggest global sporting event they host, they turn to a brand and say, ‘You can’t do this and you can’t do that,’ and that’s going to violate the contract, it’s not going to give. Security.”
Qatar World Cup 2022 will run from November 20 to December 18.