Just two days before Qatar face Ecuador, it appears that fans arriving at the venues will not be able to access any alcohol. Budweiser, the official beer provider, expected to be able to sell beer inside the ticketed stadium perimeter for three hours before kick-off and one hour after the final whistle. This will no longer be allowed. A looming controversy is raising concerns about preparations, with many fountains at airports, subways and stadiums still closed. Road workers are also scrambling to fix potholes and fans have expressed frustration at £12 beer prices inside the main fan zone. As it stands, there have been no direct complaints from World Cup organizers about the provision of alcohol in fan zones. However, any potential changes to the policy could be extremely costly for FIFA. Budweiser spends an exhibition $75 million to partner with the World Cup every four years. Ultra-conservative Qatar is a dry nation with alcohol usually only available in certain hotels. It appears that concern has been expressed at very high levels of the country’s leadership. Hospitality boxes – costing around £19,000 – are currently the only place in the grounds to serve alcohol. Budweiser had already said it would move the stands selling its product in stadiums to less visible locations. Budweiser owner AB InBev has also been contacted for comment by Telegraph Sport. In response to an earlier request to move its stores, AB InBev told Sky News: “AB InBev was informed on November 12 and is working with Fifa to relocate concession stores to locations in accordance with the guidelines. “We are working with FIFA to bring the best possible experience to fans. Our focus is to deliver the best possible consumer experience under the new conditions.” Elsewhere, it has been confirmed that FIFA is selling hospitality packages to attend its ‘fan festival’ in Qatar – and stay out of the blazing sun – for up to £960 a day. Gerdine Lindhout, Fifa’s head of experiential marketing and promotion, said of the fan festival: “This is the best place to be when you’re not on the pitch. It will be a multi-dimensional festival-like experience. It’s not just football, it’s the game, the lifestyle and the amazing food. We decided to go big in Doha.” On the subject of the heat he added: “It’s definitely hot, but there are enough areas where there is shade and we have enough refreshing drinks, so I don’t see a problem there. People need to use their common sense – and dress for the occasion. Put on your shorts, wear something light and enjoy some refreshing drinks.”
