Just two days before the World Cup kicks off in Qatar, soccer’s world governing body FIFA has confirmed that no alcohol will be sold in the eight stadiums that will host the tournament’s 64 matches.
“Following discussions between host country authorities and FIFA, a decision has been taken to focus the sale of alcoholic beverages at the FIFA Fan Festival, other fan destinations and licensed venues, removing beer outlets from the 2022 FIFA World Cup stadium perimeter of Qatar”. the FIFA statement said.
The Muslim country is considered very conservative and strictly regulates the sale and use of alcohol.
In September, Qatar said it would allow fans with tickets to buy alcoholic beer at World Cup soccer matches starting three hours before kick-off and for one hour after the final whistle, but not during the match.
“There is no impact on the sale of Bud Zero, which will remain available at all Qatar World Cup stadiums,” FIFA’s statement added.
“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.”
While some fans may be pleased that the pitches are alcohol-free, others are confused and disappointed – including 21-year-old student Arnov Paul-Choudhury.
“It’s the World Cup, it’s football, you have to be able to drink on the pitch,” he told CNN Sport in Doha. “I just don’t think they’re doing the right things to attract fans.”
Budweiser was to sell beer inside the ticketed perimeter surrounding each of the eight stadiums before and after each game.
The beer brand, which is one of FIFA’s partners, tweeted, “Well that’s awkward,” although the social media post was quickly deleted.
Budweiser is owned by the world’s largest brewer Anheuser-Busch InBev.
“The tournament organizers appreciate AB InBev’s understanding and continued support in our shared commitment to serve everyone during the FIFA World Cup Qatar 2022,” FIFA’s statement continued.
Budweiser is paying about $75 million for its sponsorship deal with FIFA, according to the New York Times.
“As a partner of FIFA for more than three decades, we look forward to activating the FIFA World Cup™ campaigns around the world to celebrate football with our consumers,” said an AB InBev spokesperson.
“Some of the scheduled stadium activations cannot go ahead due to circumstances beyond our control.”
The Football Supporters’ Association (FSA), the national representative body for football fans in England and Wales, condemned the beer sales decision.
In a statement released on Friday, the FSA said: “Some fans like a beer at the match and some don’t, but the real problem is the last-minute reversal which speaks to a wider problem – the complete lack of communication and clarity from the organizing committee to the supporters.
“If they can change their minds on this immediately, without any explanation, supporters will understandably have concerns about whether they will deliver on other promises related to accommodation, transport or cultural matters.”
Fans won’t be the only ones disappointed with the eleventh hour reversal.
Ben Peppi, head of sports services at JMW Solicitors, says the move is “hugely damaging” to FIFA’s brand.
“Brands will be treading very carefully now around FIFA for future tournaments,” he told CNN Sport. “Because if two days before the biggest global sporting event they’re hosting, they turn to a brand and say, ‘you can’t do this and you can’t do that’ and breach that contract, that’s not going to provide any security for every new brand.”
The Qatar 2022 World Cup will run from November 20 to December 18.
CNN is still waiting for an official statement from Qatar’s High Commission.
