$112m World Cup beer sponsor hidden in FIFA farce

One of the World Cup’s big sponsors has been pushed to the sidelines just days before the start of the tournament.

The Qatari Royal Family has reportedly make a direct request to FIFA for it’s official alcohol sponsor Budweiser to move beer tents away from stadiums ahead of the World Cup opener on Monday.

The beer giant, which reportedly pays $112m each four years to be the tournament’s official alcohol sponsor, has been seen moving its tents.

This is despite previously being allowed to sell beer outside the stadiums close enough for ticket holders before kick-off and post-match.

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Budweiser is the highest valued beer brand in the world in 2021 according to Statista, valued at over $24 billion.

Budweiser owner AB InBev told Sky News: “AB InBev was informed on November 12 and are working with FIFA to relocate the concession outlets to locations as directed. We are working with FIFA to bring the best possible experience to the fans.

“Our focus is on delivering the best possible consumer experience under the new circumstances.”

The New York Times posted a video of the tents being moved.

Organisers were coy when asked about the new plans for the beer tents, saying “operational plans are being finalised”.

The World Cup Supreme Committee told Sky News: “These plans include venue management teams enhancing overlay requirements for all competition venues. This has a direct impact on the location of certain fan areas.

“Pouring times and number of pouring destinations remains the same across all eight World Cup stadiums.”

Alcohol is prohibited in Islam, but it is not illegal in Qatar.

Men walk past a FIFA World Cup trophy replica outside the Ahmed bin Ali Stadium in Al-Rayyan on November 12, 2022, ahead of the Qatar 2022 FIFA World Cup football tournament. Picture: Kirill Kudryavtsev / AFP

However drinking alcohol or being drunk in public is an offence that could land people in prison for six months and a fine of over $1200.

Alcohol is only available at licenced hotel restaurants and bars, while expats need a permit.

Qatar has relaxed its strict rules somewhat but how relaxed this will be remains to be seen.

There have been warnings for fans who do head to the tournament, as the likes of swearing and homosexuality are criminal acts in Qatar.

It appears many fans have stayed away as Qatar World Cup organisers said last week there are still thousands of rooms available for the tournament despite fears that the tiny Gulf state would be overflowing with fans when the tournament starts this month.

There are at least 25,000 rooms free even during the peak days of the World Cup, expected between November 24 and November 28, organising committee accommodation director Omar Al-Jaber told a press conference.

Asked about fears over hotel shortages, Jaber said: “This is not the right message. We have enough accommodation and people can come and enjoy the tournament and choose what they are looking for.”

Qatar has been at the centre of widespread criticism over its rights record, but organisers say 2.9 million of the 3.1 million tickets have been sold.

Jaber said the country was still expecting more than one million visitors during the 29-day event that starts November 20.

— with AFP