FIFA have confirmed beer will be not be sold at stadiums during the World Cup after a U-turn on the eve of the tournament - sparking fury from fans who have forked out thousands to attend games.
The governing body came under pressure from the Qatari royal family to ban all alcohol sales despite long-standing insistence products would be sold at games. FIFA have now confirmed they will stop selling Budweiser, one of the organisation's biggest sponsors, at eight different stadiums, breaching a multi-million dollar contract in the process.
A statement read: "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.
"There is no impact to the sale of Bud Zero which will remain available at all Qatar's World Cup stadiums. Host country authorities and FIFA will continue to ensure that the stadiums and surrounding areas provide an enjoyable, respectful and pleasant experience for all fans.
"The tournament organisers appreciate AB InBev's understanding and continuous support to our joint commitment to cater for everyone during the FIFA World Cup Qatar 2022."
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Budweiser deleted a tweet in which they simply declared "well, this is awkward..." in response to the news. AB InBev later released an official statement saying: "Some of the planned stadium activations cannot move forward due to circumstances beyond our control."
Stadiums will sell alcohol in hospitality boxes, which start at $22,450 (£19k) for one match, with champagne still being supplied by FIFA's official partner. Fans can purchase alcohol at fan parks, but the pricing of the drinks has been heavily criticised whilst they can only purchase up to four drinks at a time.
The official England fans group attacked the ban. The Football Supporters’ Association, which represents around 60,000 England fans and fan groups, said: “Some fans like a beer at the match, and some don’t, but the real issue is the last minute u-turn which speaks to a wider problem – the total lack of communication and clarity from the organising committee towards supporters.
“If they can change their minds on this at a moment’s notice, with no explanation, supporters will have understandable concerns about whether they will fulfil other promises relating to accommodation, transport or cultural issues.”
FIFA will now likely face a legal suit from Budweiser, who had the exclusive right to sell beer at World Cup matches. FIFA had already tried to find a compromise, moving Budweiser stands to areas where they were less visible after complaints from the country's rulers.
The sale of alcohol is usually prohibited to Doha hotels in Qatar, a muslim country. Had they maintained that stance, the tournament may have suffered from a sponsorship point of view and there appeared to be an acceptance that they would have to ease up on their views towards alcohol for the tournament.
Back in February, when it emerged beer was set to be sold in stadiums, a spokesman for AB InBev the brewer which makes Budweiser, said: “For many around the world, having a beer is part of the shared fan experience of enjoying major sports events.”
In response to the request to move its outlets, the same company told Sky News this week: "AB InBev was informed on November 12 and are working with FIFA to relocate the concession outlets to locations as directed.
"We are working with FIFA to bring the best possible experience to the fans. Our focus is on delivering the best possible consumer experience under the new circumstances."
Qatar’s Supreme Committee on Delivery and Legacy said prior to the tournament it was working with FIFA and Qatari stakeholders to “cater to all local and visiting fans”.
Around 1.2million fans are expected to flock to Qatar for the tournament, including around 3,000 to 4,000 England fans set to travel to Qatar for the group stages, with numbers set to increase should Gareth Southgate's side reach the knockout stages. It is estimated 2,000 to 3,000 supporters will fly out to follow Wales in their their first World Cup since 1958.
Thousands of fans from around the world have already arrived and criticised the alcohol ban at stadiums. Daniel Schwestka, 30, of Dusseldorf, said: "Football without beer is not football. Even in League Three in Germany you can enjoy the game with a beer. This is not normal."
Simon Whitney, 50, at the tournament with Steve Mifsud, 39, from Sydney, added: "You need a. beer in this heat. But we will have to make do with water."
