Just 48 hours before the opening of the World Cup in Qatar, Fifa decided to ban the sale of alcohol there, despite efforts from sponsor Budweiser to dismiss the decision.
Moments before Fifa announced that alcohol sales will be restricted to specific “fan zones” where pints cost £12, are only available at specific times, and are limited to four per person, the beer brand’s Twitter account commented “Well, this is awkward… ”
Alcohol sales on stadium concourses were originally planned, but they will no longer take place, purportedly due to pressure from Qatar’s all-powerful royal family. In hotels and restaurants that have a license, alcohol will be offered as usual.
The action puts Fifa in conflict with Budweiser, who is believed to have a $75 million sponsorship deal with the organizing body.
Doha officials committed to respect FIFA’s corporate partners when they launched their hosting bid and again when they signed contracts after winning the vote in 2010. However, the dispute may still result in a legal dispute.
According to reports, Sheikh Jassim bin Hamad bin Khalifa al-Thani, the ruler of Qatar, asked for the rule modification to be implemented.
According to reports, Sheikh Jassim bin Hamad bin Khalifa al-Thani, the ruler of Qatar, asked for the rule modification to be implemented.
The World Cup, the first to be staged in a Muslim country, has already been dogged by controversy. The current dispute has pitted football’s governing ethos and traditional trappings against the hosts’ orthodox interpretation of Islam.
Anger and resignation were mixed in the reactions of Qatari supporters to the ban; 25-year-old England supporter Alex Todd called it “madness.” He asked, “Why is the World Cup here when basic joys are taken away from you?”