A World Cup Staple – Is Beer at the World Cup in Jeopardy?

Budweiser beer has been a mainstay at every World Cup since its first year as a FIFA sponsor in the 1986 iteration hosted by Mexico. It has consistently been one of FIFA’s top sponsors, paying an estimated $75 million (roughly £64 million) to associate with the World Cup every four years (New York Times). This World Cup, however, has put a strenuous shadow over this relationship as Qatari officials have made it difficult for FIFA to respect the contract they maintain with Budweiser. The beer company was among many sponsors who came out and questioned the decision to vote Qatar as the host city for 2022 but planned for the event accordingly, using this opportunity to promote their non-alcoholic beverages at the event as well as their usual, alcoholic options at specific locations.

Back in early September, 11 weeks prior to the scheduled kick-off of the opening game, a policy was finalized that was able to fulfill the obligation FIFA had to Budweiser to sell their product at the tournament. A FIFA statement issued on Saturday, September 3, explained that alcohol will be sold, “within the stadium perimeter prior to kickoff and after the final whistle” (FIFA). Non-alcoholic beverages distributed by Budweiser would have the ability to be sold at concessions in stadiums as well. 

While this agreement was finalized months ago, new orders from high-ranking Qatari officials have disrupted these plans, putting the sale of alcohol as a whole during the tournament at risk. This isn’t just a World Cup fan’s worst nightmare, this poses a major issue for Budweiser as well. These officials believe that the prolonged sale of alcoholic beverages during the tournament could upset the local population of the country. As a conservative Muslim country with strict regulations regarding alcohol, these claims may have some merit, although they come at a problematic time. 

The dynamic landscape of the event is only heightened by this recent debacle and the Qatari officials are adamant that the only solution is to move the sales locations. They now require the beer tents, originally stationed outside the stadiums close to the other concession and brand stands, to be less visible compared to the other branded tents.

This message seemed to be news to Budweiser, who claimed to have only heard the report this past Saturday. The relationship between the brewing company and FIFA has already suffered throughout the lead-up to this event, and this only stokes the already warming fire between the two partners. As a top sponsor, Budweiser expects to not only be able to sell copious amounts of their product, but market it successfully as well, and this action limits both their brand exposure as well as their ability to sell their beer.

Budweiser has been more than cooperative in attempting to appease the Qatari concerns, with Anheuser-Busch InBev, Budweiser’s parent company, having launched a massive global marketing campaign reaching “more than 70 markets and at 1.2 million pubs, restaurants and retail outlets worldwide” (AB InBev). This campaign was centered around “Smart Drinking”, an effort to deliver consumers with a plethora of beverage choices while “promoting responsible consumption” (AB InBev). In this campaign, they stressed the importance of local customs and ensured that they would be respectful in their actions to promote and sell their beer.

The brewer has been incredibly accommodating in its efforts to continue its relationships with all parties involved. However, they seem to be growing restless due to the constant changes and vague communication with less than a week before the tournament is set to start.

Whilst many fans are simply upset at the idea of an alcohol-free World Cup, there is much more at stake for the three main parties involved. As plans continue to adjust, this is certainly an intriguing story to follow throughout the tournament as there is sure to be more change to come.