The nation of Qatar, known for its stringent adherence to religious guidelines, issued a sudden and unexpected reversal of a policy that would have allowed beer and alcohol sales inside the World Cup venues during the monthlong tournament.
Last week, Qatar’s ruling family ordered that beer tents be moved to less visible locations at stadiums, then issued a decree on November 18 that sales would be banned inside the eight stadiums during the competition. The news came only two days before the World Cup was scheduled to begin, leaving organizers and sponsors dealing with confusion and chaos.
“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 Qatar’s FIFA World Cup 2022 stadium perimeters,” a statement from FIFA said.
AB In-Bev, the Belgium-based parent company of Budweiser, is a major sponsor of the World Cup and contributed $75 million to the event. The sponsorship deal was made in 2011 after Qatar was selected as the host location for the World Cup and was premised on the promise that beer sales would be permitted inside venues.
Shortly after the news of the reversal broke on Friday morning, the official Budweiser Twitter account posted: “Well, this is awkward,” before removing the post minutes later.
An official statement from AB In-Bev said the company would continue to seek solutions to provide the best possible experience for the approximately 1.2 million foreigners planning to attend the World Cup.
“As partners of FIFA for over three decades, we look forward to our activations of FIFA World Cup campaigns around the world to celebrate football with our consumers. Some of the planned stadium activations cannot move forward due to circumstances beyond our control,” the statement provided to CNBC read.
Alcohol sales are strictly limited in Qatar, a Muslim nation that practices Wahhabism, a strict interpretation of the Quran that forbids alcohol consumption, pre-marital sex, homosexuality, and provocative clothing. Swearing and arguing in public are also banned.
World Cup events have a reputation for being month-long and often rowdy parties with massive amounts of alcohol consumption. The latest turn of events is not the first-time alcohol sales have been an issue at World Cup events, but it does mark the most rapid and unilateral reversal of the policy.
The most recent World Cup host, Russia (2018), also had laws at the time banning the sale of alcohol at sporting events. Ultimately, FIFA, the World Cup governing body, convinced Vladimir Putin to reverse the ban and allow sales temporarily. A similar situation occurred in the World Cup 2014, held in Brazil, which also banned alcohol sales.
“Alcoholic drinks are part of the FIFA World Cup, so we’re going to have them. Excuse me if I sound a bit arrogant, but that’s something we won’t negotiate,” FIFA Secretary General Jerome Valcke said in 2012. “The fact that we have the right to sell beer has to be a part of the law.”
Significant differences between Brazil, Russia, and Qatar stem from a difference in the origins of the policy. Both Russia and Brazil ban sales in efforts to curb violence, while Qatar issues the ban for religious and moral reasons. This sticking point is much more difficult for organizers to overcome.
Currently, FIFA plans to continue allowing alcohol sales at designated hotels — legal sales points in Qatar — and at certain fan events. Many of these events are restricted to only VIP visitors, leaving the majority of visitors dry for the World Cup.
Qatar is allowing the sale of Bud Zero, a non-alcoholic version of the beer company’s suds, to be sold at all eight stadiums.
The Football Supporters’ Association, which represents soccer fans in England and Wales, noted that the sudden and unilateral decision casts doubt over the Qatari ruling family’s agreements to allow other activities that violate Sharia law, including the manner in which women dress, public displays of affection, homosexuality, and a variety of other social bans that could affect visitors to the World Cup, which is scheduled to begin on Sunday, November 20.
