When it comes to getting a beer at the World Cup, normal service has resumed.
FIFA on Thursday confirmed that AB InBev has renewed its contract with soccer’s governing body to be the official beer provider for this summer’s women’s World Cup as well as the 2026 men’s World Cup.
At last year’s World Cup in Qatar — a country that generally speaking doesn’t allow alcohol consumption at all — local organizers said they would allow for beer sales in limited time windows and only in specific spaces in stadiums, only to renege just days before the tournament began.
Despite knowing Qatar’s customs and laws, that outcome seemed to catch FIFA and AB InBev, who were all set to make sure everyone enjoyed as much Budweiser at games as they could get their hands on, totally off-guard. In the end, outside of specially licensed hotels, fans had to content themselves with a FIFA fan zone, and only during certain hours.
FIFA, AB InBev friendship back on
Nonetheless, it appears that there aren’t any hard feelings between the two multi-billion-dollar entities, which is nice for them.
“We are proud to renew this successful partnership, which will undoubtedly reach new heights in 2023 and 2026,” said FIFA Chief Business Officer Romy Gai in a press release. “As one of our longest-standing sponsors, AB InBev’s investment will benefit the game, as well as football development all over the world, while bringing creativity and excitement to the experience that football fans will have during our most iconic tournaments.”
“FIFA World Cup tournaments are the most popular sporting events in the world,” added AB InBev chief marketing officer Marcel Marcondes. “We are deeply connected to the fans and to football all over the world, which is why we’re excited about extending the relationship with FIFA.”
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