DOHA, Qatar — The taps at the FIFA World Cup have run dry.
Alcoholic beer will no longer be sold at World Cup stadiums in Qatar, according to a FIFA statement on Friday. The change is a surprising about-face, given that Budweiser is one of the international governing body’s oldest and biggest sponsors and the start of the tournament is only two days away.
“Following discussions between the host country authorities and FIFA, it has been decided to concentrate the sale of alcoholic beverages on the FIFA Fan Festival, other fan destinations and licensed venues, removing beer outlets on the … stadium perimeters,” FIFA said. .
Alcoholic beer will still be available at the Fan Festival along Doha’s waterfront.
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Although alcohol is not illegal in Qatar, it is illegal to drink in public and it is a crime to be drunk in public. But Qatar assured FIFA officials during its bid for the World Cup, and again after the tournament was awarded, that it would abide by FIFA’s agreements with sponsors and not impose local customs. at the event.
So much for that.
“You have to understand the culture and accept that it will always be a different World Cup,” said Ryan Lahiff of London, who is in his third World Cup. “I’m surprised they changed their mind so close to the tournament. They’ve had 12 years to prepare. I don’t think that bodes well.”
FIFA and Qatar officials initially compromised on beer sales, deciding that alcoholic beer would only be sold within the stadium perimeter before and after matches and not in the stadium itself – similarly way that fans can heel outside some college stadiums but not buy beer once they go inside. Non-alcoholic beer was to be sold, and will always be sold, in the halls of the stadium.
There were rumors earlier in the week that Qatari officials were upset by the heavy presence of alcoholic beverages and, according to the Associated Press, had ordered Budweiser stands to be moved to less visible locations in stadiums.
Then came the announcement that there would be no more beer sold anywhere in stadiums. FIFA gave no explanation for the sudden change of course, and Qatari organizers referred to FIFA’s statement when asked for clarification.
“There is no impact on the sale of Bud Zero which will remain available at all World Cup stadiums in Qatar,” FIFA said. “The tournament organizers appreciate AB InBev’s understanding and continued support of our shared commitment to keep everyone happy during the FIFA World Cup.”
News of the ban quickly spread along Doha’s waterfront. While fans were surprised the ban was imposed so late, Denver’s Rob Bartczak said it was no big deal as he initially assumed there would be no alcohol at the Cup. world.
“I’m here for culture, here for world sport and everyone comes together,” Bartczak said.
Still, the ban is an embarrassment to FIFA, which has spent 12 years defending its choice of the tiny Islamic country to host the world’s biggest sporting event. Now the ban could damage his relationship with Budweiser, which has been a sponsor since the 1986 World Cup.
Budweiser’s parent company AB InBev is paying $75 million for the right to be the exclusive beer supplier to the World Cup, where millions of fans around the world come to watch games and party.
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“As partners of FIFA for over three decades, we look forward to our FIFA World Cup campaign activations around the world celebrating football with our consumers,” a spokesperson said. ‘AB InBev. “Some of the planned stadium activations cannot move forward due to circumstances beyond our control.”
Some fans had already decided to skip this year’s tournament, discouraged by Qatar’s exploitation and abuse of migrant workers and its anti-LGBTQ laws. Banning beer, especially after fans have spent thousands of dollars coming here hoping they could drink before and after games, is sure to spark further outrage.
“I guess they just made sure everyone was coming,” said Denver’s Amir Samadov, “and then at the last minute they changed their minds.”
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