The Qatari government had raised an issue with the sale of beer in public spaces during the World Cup, a move which presented a big problem for FIFA as prominent beer brand, Budweiser is one of the competition’s biggest sponsors.
Normally, alcohol is allowed in Qatar only within hotel bars and restaurants away from street view but due to the influx of fans, the muslim nation were in discussion with FIFA on how to navigate this issue.
Now, FIFA have confirmed that fans will not be able to buy beer at any games during the tournament.
FIFA said, “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.
“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.”
As one of FIFA’s biggest sponsors, Budweiser has the exclusivity to sell beer at the World Cup. However, Qatar had told fans they would only be able to buy beer outside the stadium itself, but within the perimeter for ticket holders, “three hours prior to kick-off when the gates open and one hour after the final whistle”.
Budweiser, which pays FIFA around $75 million for each four-year World Cup cycle, had said it was working with organizers “to relocate the concession outlets to locations as directed.”
