After having long given the impression that they would authorize the sale of alcohol in the enclosures, the authorities of the country have just changed their mind. What put into play a $ 75 million sponsorship deal between Budweiser and Fifa.
And at the last moment, Qatar said no to alcoholic beer in the stands. The authorities of the host country of the World Cup have just announced their decision to only allow non-alcoholic drinks inside and around the stadiums which will host the World Cup matches throughout the month of the competition. The decision regarding the sale of beer was confirmed this Friday morning at New York Times by an official of the organization of the event, who specified that Qatar was preparing its official announcement in the morning. Two days before the start of the tournament. Exit therefore the red tents of the American brand of beer Budweiser, already reinstalled far from the stadiums and away from the crowd a few days ago. They will most likely be replaced by white barnums, with no trace of alcohol.
It’s not just about malt and hops, but also about sorrel. Because this last-minute about-face from Qatar threatens the sponsorship agreement concluded between Budweiser and Fifa. The American brand paid the football governing body $75 million to be the official sponsor of the tournament. Forty-eight hours before the opening match of the tournament, the brand will have to replace its stocks of bottles with alcohol-free products and put away its myriad of red fridges already installed in the country’s eight sports venues selected for the World Cup.
For Fifa, this turnaround sounds like a slap. The thousands of copies of the organization’s official guide, now obsolete, sound like so many disavowals. The document states that “ticket holders will have access to Budweiser, Budweiser Zero and Coca-Cola products within the stadium perimeterfor at least three hours before matches and for one hour after the final whistle. Or not.
Drugs also prohibited
On the organizational side, we expect questions from the thousands of thirsty supporters, eager for cold beer. We remember the funny surprise that many foreign supporters had during Euro 2016 in France, expecting to find their favorite alcoholic drink in the bays. Loi Evin obliges, at the Stade de France or elsewhere, the beer, sold for 6.50 euros per half, contained only 0.5% alcohol. We also remember, conversely, that beer flowed freely during the World Cup in Brazil in 2014, when a 2003 law prohibited any sale of alcohol at the stadium. But Fifa and Budweiser, already, had then succeeded in twisting the arm of the authorities.
Since 2010 and winning the World Cup, Qatar has struggled with the issue of alcohol. In this rigorous Muslim country, its sale is strictly controlled on a daily basis. Prior to the competition, most visitors were only allowed to purchase beer and other alcoholic beverages from bars in upmarket hotels, at very high prices. And of course, drugs are also prohibited. “Expect severe punishment (jail, fine, deportation) for possession of even small amounts”, recently specified the embassy of the United Kingdom to the address of its nationals who would go to the World Cup. As for that of the United States, she recommends that supporters on the road in Qatar travel with their prescription and check the legality of their medical treatment. In addition, the services of the American embassy advise not to import pork meat or to avoid coming with your sex toy to Doha.