With the World Cup’s opening game just days away, Qatari organizers have been scrambling to move Budweiser-branded beer stations from eight stadiums in response to a sudden request that, according to three people with knowledge of the late change, came from within the country’s royal family.
Because they were not permitted to discuss sensitive tournament planning details, the individuals spoke anonymously. However, in a statement, World Cup officials appeared to confirm the changes. Budweiser claimed that it only found out about the new strategy on Saturday, eight days before the first game of the tournament.
Although alcohol is not prohibited in Qatar, the majority of visitors can only purchase it from designated hotels’ bars. Before deciding that the sale of alcoholic beverages would be permitted within a security perimeter outside venues but not inside the stadium bowls themselves, FIFA and Qatari officials had struggled for years to come up with a plan for the World Cup, where beer has flowed freely for generations.
However, actions that restrict Budweiser’s ability to brand its products or sell them could make FIFA’s relationship with a powerful partner more difficult, as could the contractual relationship between the brewer, FIFA, and the Qatari World Cup organizers.
Every four years, Budweiser donates approximately $75 million to the World Cup. However, the World Cup in Qatar has presented unusual challenges, which has resulted in ongoing tensions between FIFA and the company over a variety of issues, including agreeing on sales points in Qatar and negotiating how supplies can enter the country.
