When Qatar World Cup organisers finally confirmed a beer sales policy in September covering the stadiums and official FIFA-authorised fan sites, fans heaved a sigh of relief.
Consumption of alcohol is prohibited in Islam, and so, the host nation's alcohol policies were, naturally, expected to be strict. The compromise on sales allowed for beer with alcohol to be served before and after games in the stadium perimeter. Only alcohol-free Bud Zero can be served during games and within the stadium bowl. Champagne, wines and spirits as well as beer will be served at stadium restaurants and lounges for corporate hospitality clients. Fans staying in most high-end hotels and three cruise ships hired by organisers as floating hotels for the tournament can also buy a range of alcoholic drinks.
But, with just a week to go before the Qatar World Cup, Budweiser beer stands at the eight stadiums are being moved aside to less prominent spots, Qatari organisers said.
“It's the latest late change in World Cup planning that started more than a decade ago in the majority-Muslim emirate where alcohol sales are strictly regulated.”
Qatar consented when launching its historic hosting bid in 2009 to respect FIFA's commercial partnerships, including the long-established Budweiser deal that was renewed 11 years ago with brewer AB InBev through the 2022 tournament.
On Saturday, the agreement was tweaked to give Budweiser-branded sales tents less visibility for serving beer with alcohol within stadium perimeters.
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AB InBev was informed on November 12 and are working with FIFA to relocate the concession outlets to locations as directed, the Belgium-based company, which includes Anheuser-Busch, said on Monday in a statement. “We are working with FIFA to bring the best possible experience to the fans.”
Drinking alcohol or being drunk in public is an offence in Qatar.
Alcohol is only available to buy at licensed hotel restaurants and bars. There is a permit system for expatriates living in Qatar.
Nasser Al Khater, the CEO of FIFA World Cup Qatar 2022, was quoted as saying: "While alcohol will be available to those who want a drink in designated areas, it will not be openly available on the streets. What we ask is that people, when they visit, stick to these designated areas.”
Four years ago in Russia, a Budweiser beer stand had one of the most prominent positions for sponsors outside Luzhniki Stadium in Moscow which hosted the opening game and the final.
Red tents for Budweiser and Coca-Cola - two of FIFA's longest-standing sponsors since the 1980s and 1970s, respectively - were placed next to the statue of Lenin that stood overlooking fans approaching the main stadium entrance.
FIFA does not publish the value of individual World Cup commercial deals but a second-tier sponsorship such as Budweiser is worth tens of millions of dollars.
(With PTI inputs)