DOHA, Qatar – The taps at the FIFA World Cup have run dry.
Alcoholic beer will no longer be sold at the World Cup stadiums in Qatar, according to a statement from FIFA on Friday. The change is a stunning about-face, given that Budweiser is one of FIFA’s longest and biggest sponsors and the start of the tournament is just two days away.
“Following discussions between host country authorities and FIFA, a decision has been made to focus the sale of alcoholic beverages on the FIFA Fan Festival, other fan destinations and licensed venues, removing sales points of beer from … stadium perimeters,” FIFA said.
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While alcohol isn’t illegal in Qatar, drinking in public is not allowed and it is a crime to be drunk in public. But Qatar assured FIFA officials when it was bidding for the World Cup that it would not impose local customs on the tournament and also promised to respect FIFA’s deals with sponsors.
So much for that.
The original compromise was that alcoholic beer would only be sold within the stadium perimeter before and after games and not within the stadium itself. Similar to how fans can tailgate outside of some college stadiums but not purchase beer once they go inside.
Some fans were not surprised by the reversal. Rob Bartzcak from Denver said he bought tickets to see the U.S. men’s national team play, among five other games, thinking there wouldn’t be alcohol.
“Now it’s back to baseline,” Bartzack said. “I’m here for the culture, I’m here for the world’s sport, everyone coming together.”
Beer is also supposed to be available at the Fan Festival, located along the waterfront, but only after 7 p.m.
There were rumblings earlier in the week that Qatari officials were upset with the prominent presence of alcoholic beverages and, according to the Associated Press, had ordered Budweiser stands to be moved to less visible places at the stadiums.
“Host country authorities and FIFA will continue to ensure that the stadiums and surrounding areas provide an enjoyable, respectful and pleasant experience for all fans,” FIFA said in its official statement.
FIFA spent 12 years defending its choice of the small Islamic country to host the world’s largest sporting event. Now with the ban, it has the potential to harm its relationship with Budweiser, which has been a sponsor since the 1986 World Cup. Budweiser’s parent company, AB InBev, pays millions of dollars for the right to sell beer at the World Cup, where millions of fans from around the world come to watch games and have parties.
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“There is no impact to the sale of Bud Zero which will remain available at all Qatar’s World Cup stadiums,” FIFA said. “The tournament organizers appreciate AB InBev’s understanding and continuous support to our joint commitment to cater for everyone during the FIFA World Cup.”
Budweiser did not immediately respond to requests for comment from USA TODAY Sports.
Some fans had already decided to skip this year’s tournament, turned off by Qatar’s exploitation and abuse of migrant workers and its anti-LGBTQ+ laws. Banning beer, especially after fans spent thousands of dollars to come here with the expectation they would be able to drink before and after games, is sure to cause further outrage.
“It makes me think, ‘What else are they going to change?’” said Brett Tirrell, who traveled from Boston to Qatar to watch the US play. “It’s not cool, they’re changing the rules.”
