Qatar Bans Sales Of Alcohol Two Days From World Cup Kick-Off

Qatari officials have decided that the only beverages that will be on sale to fans at stadiums during the month-long World Cup will be nonalcoholic.

The decision on beer sales was confirmed to the New York Times on Friday morning by a World Cup official familiar with the change in plans. 

The official asked not to be named because they were not authorised to speak with the news media, and because Qatar was still preparing its official announcement on Friday morning.

Alcohol SalesThe move is the latest and most dramatic change to an evolving alcohol plan that has for months increased tensions between FIFA, soccer’s global governing body, and Qatar, a conservative Muslim nation where the sale of alcohol is tightly controlled.

But it also will complicate FIFA’s $75 million sponsorship agreement with Budweiser; infuriate fans already chafing at restrictions; and once again leave organisers scrambling to adjust – this time only 48 hours before the tournament’s opening game.

But it also suggested that FIFA, which has faced years of blistering criticism for its decision to bring its showpiece championship to Qatar, may no longer be in full control of big decisions related to its event.

The organisation’s official fan guide notes that “ticket holders will have access to Budweiser, Budweiser Zero, and Coca-Cola products within the stadium perimeter” for at least three hours before games, and for one hour afterwards.

Budweiser, which pays Fifa the $75 million for each four-year World Cup cycle, had said it was working with organisers “to relocate the concession outlets to locations as directed.”

Friday’s newest plan means the brewer’s red tents now may not be visible all around stadiums; unbranded white replacements are being considered. Refrigerators in the company’s famous red colours are likely to be replaced by blue ones, the colour associated with Budweiser’s nonalcoholic brand, Budweiser Zero.