The sale of alcohol is strictly controlled in Qatar and it has had to relax its restrictions to allow FIFA sponsor Budweiser to sell its products outside World Cup match venues and fan areas. Now, fans have been told they can’t buy beer at any game during the tournament.
Fans of the World Cup in Qatar will not be able to buy alcohol in the eight tournament stadiums.
The U-turn comes 48 hours before the opening match of the competition between Qatar and Ecuador on Sunday at the Al Bayt Stadium in Al Khor.
Qatar originally mandated that the Budweiser stands be made less prominent, but now no alcohol will be sold in stadiums, except for corporate spectators.
Those who participate in corporate hospitality at stadiums will still be allowed to drink alcohol.
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,” reports Sky.
It added that Bud Zero would still be available and would continue to ensure that the stadiums and surrounding areas provide an enjoyable, respectful and pleasant experience for all fans”, reports Sky.
A source familiar with the decision told Sky News: “These have been long-term discussions, and the overall feeling from everyone involved was that the stadiums need to be for everyone. This World Cup is different to others in that a larger number of fans are attending from across the Middle East and South Asia, where alcohol doesn’t play such a large role in the culture. The thinking was that, for many fans, the presence of alcohol would not create an enjoyable experience.”
The sale of alcohol is strictly controlled in Qatar and is only allowed in the Muslim nation inside hotel bars and restaurants, away from street view.
It had to relax its alcohol restrictions to allow FIFA sponsor Budweiser to sell its products outside of match venues and fan zones.
Now Qatar 2022 has gone even further, at the insistence of the Al Thani royal family of Qatar, of course.
As a major sponsor of FIFA, Budweiser has the exclusive right to sell beer at World Cup matches.
It is reportedly paying more than £60m over four years to be a top sponsor of FIFA, and this late move is unlikely to have gone well.
A tweet from the official Budweiser account on Friday morning, which has since been deleted, read simply: “Well this is awkward…”
One fan responded to the post by saying, “I cannot watch England play whilst I’m sober next Monday” – to which Budweiser responded: “Don’t be, we’ll join you,” reports Sky.
According to Sky, Budweiser AB owner InBev later released a statement saying: “As partners of FIFA for over three decades, we look forward to our activations of FIFA World Cup campaigns around the world to celebrate football with our consumers. Some of the planned stadium activations cannot move forward due to circumstances beyond our control.”
It would have been the only alcoholic beverage available to fans.
The Football Fans’ Association, for fans of England and Wales, criticized what it called a “total lack of communication and clarity from the organising committee towards supporters. Some fans like a beer at the match, and some don’t, but the real issue is the last minute U-turn which speaks to a wider problem,” reports Sky.
Qatar had initially told fans they could buy beer outside the stadium, inside the perimeter for ticket holders, “”three hours prior to kick-off when the gates open and one hour after the final whistle,” reports Sky.
Now, it is clear that beer will only be available in fan areas where alcohol is served in Qatar after 6:30 p.m. and drunken fans will be sent to special zones to sober up.
Images on social media in recent days show red Budweiser tents being pushed around by staff.
England goalkeeper Aaron Ramsdale, speaking to the press shortly after the news broke, said: “I think the fans will find some way of having a beer, I don’t think you need to do it so much at the game. Hopefully, with them not being able to drink we can perform on the pitch to give them that excitement and buzz. But we also have to respect the rules and continue to work, we will put pressure on ourselves to entertain from the football pitch,” reports Sky.
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