In a last-minute decision, Qatar banned beer sales around the eight World Cup stadiums in a stunning policy reversal, despite Budweiser being one of the event’s sponsors. So what will happen to all the extra beer? Well, the brand has decided to put the extra drinks to good use.
“New day, new tweet. Winning country gets the Buds. Who will get them?” Budweiser tweeted.
New day, new tweet. The winning country gets the buds. Who will get them? pic.twitter.com/Vv2YFxIZa1
—Budweiser (@Budweiser) November 19, 2022
Football’s world governing body said the decision was taken following “discussions” with World Cup hosts, an Islamic State which severely restricts alcohol consumption, AFP reported.
He gave no reason for the surprise move, but media outlets said there was interference from Qatar’s ruling family.
Meanwhile, FIFA could face a $70 million hit after the beer ban, according to a Fox Sports report. The brand has a deal worth around A$112 million with FIFA for this World Cup. Budweiser also has a 2026 World Cup deal worth up to A$170 million.
Qatar has spent tens of billions of dollars preparing for the World Cup and has predicted that over a million fans will visit the country for the 29-day tournament.
But its strict cultural rules have come under international scrutiny.
Budweiser said Friday restrictions at World Cup matches were ‘out of our control’, after FIFA and host country Qatar announced beer sales around stadiums would not take place .
As partners of football’s world governing body “for more than three decades, we look forward to our FIFA World Cup campaign activations around the world to celebrate football with our consumers,” said a spokesperson for AB InBev, the world’s largest brewer, in a statement. at AFP.
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