World Cup organizers have made another late change to their alcohol policy just two days before the games start in Qatar, banning the sale of beer in and around Doha’s eight soccer stadiums.
FIFA confirmed the ban on all alcoholic beer sales at the eight venues in a statement on Friday, affecting long-time World Cup beer sponsor Budweiser.
“Following discussions between the host country authorities and FIFA, the decision has been taken to focus the sale of alcoholic beverages on the FIFA Fan Festival, other fan destinations and licensed venues, removing points of beer sales on the perimeters of the Qatar 2022 FIFA World Cup stadium”. said a statement from world football’s governing body.
World Cup organizers have made another late change to their alcohol policy just two days before the matches start in Qatar, banning the sale of beer. (AP Photo/Jon Super)
“There is no impact on the sale of Bud Zero, which will be available in all stadiums at the World Cup in Qatar.
“The host country authorities and FIFA will continue to ensure that the stadiums and surrounding areas provide a pleasant, respectful and enjoyable experience for all fans.
“The tournament organizers appreciate AB InBev’s understanding and continued support of our joint commitment to serving everyone during the FIFA World Cup Qatar 2022.”
Ab InBev did not immediately respond to a request for comment.
Champagne, wine, whiskey and other alcohol are still expected to be served in the hospitality areas of the stadiums. Outside of these venues, beer is usually the only alcohol sold to regular ticket holders.
FIFA confirmed in a statement on Friday the ban on all sales of long-time World Cup beer sponsor Budweiser at all eight venues. (AP Photo/Kirsty Wigglesworth)
Ronan Evain, the chief executive of fan group Football Supporters Europe, called the decision to ban the sale of beer in stadiums “extremely worrying”.
“For many fans, whether they don’t drink alcohol or are used to dry home stadium policies, this is a detail. It won’t change their tournament,” Evain wrote on Twitter.
“But with 48 (hours) to go, we’ve clearly entered dangerous territory, where ‘guarantees’ no longer matter.”
While such a sudden decision may seem extreme to the West, Qatar is an autocracy ruled by a hereditary emir, who has absolute say over all government decisions.
At Doha’s W Hotel, workers continued to set up a Budweiser-themed bar planned for the site. (AP Photo/Jon Gambrell)
Qatar, an energy-rich Gulf Arab country, follows an ultra-conservative form of Islam known as Wahhabism like neighboring Saudi Arabia. However, the sale of alcohol has been allowed in hotel bars for years.
Budweiser’s parent company, AB InBev, pays tens of millions of dollars to each World Cup for the exclusive rights to sell beer. The company’s association with FIFA began at the 1986 tournament.
When Qatar launched its bid to host the World Cup, the country agreed to respect FIFA’s commercial partners and again when signing contracts after winning the 2010 vote.
At the 2014 World Cup in Brazil, the host country was forced to change a law to allow the sale of alcohol in stadiums.
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AB InBev’s agreement with FIFA was renewed in 2011, after Qatar was chosen as the host, in a two-tournament package until 2022.
However, the Belgium-based brewer has faced uncertainty in recent months over the exact details of where it can serve and sell beer in Qatar.
An agreement was announced in September to sell alcoholic beer within the stadium perimeters before and after games. Only non-alcoholic Bud Zero would be sold in stadium concourses for fans to drink in their seats in branded cups.
Last weekend, AB InBev was stunned by a new policy insisted on by Qatari organizers to move beer stalls to less visible locations within the perimeter.
Budweiser was also to be sold on the night only in the official FIFA fan zone in the center of Al Bidda Park, where up to 40,000 fans can gather to watch the matches on giant screens. The price was confirmed at $14 ($20.85) for a beer.
When Qatar launched its bid to host the World Cup, the country agreed to respect FIFA’s commercial partners. (AP Photo/Gene J. Puskar)
Budweiser was also to be sold on the night only in the official FIFA fan zone in the center of Al Bidda Park, where up to 40,000 fans can gather to watch the matches on giant screens. The price was confirmed at $14 for a beer.
The company will be based in a luxury hotel in the West Bay area of Doha with its own branded nightclub for the tournament.
At Doha’s W Hotel, workers continued to set up a Budweiser-themed bar planned for the site. Its familiar AB logo was plastered on the hotel’s columns and walls, reading: “The World Is Yours To Take.”