If anybody was surprised by Friday’s World Cup stadium alcohol ban at the 11th hour, they probably should not have been.
It’s long been clear that Qatar was not comfortable with the drinking culture that accompanies the game in so many other countries. But the Middle East state also knew it would have to bend its rules to accommodate more than a million visitors for the World Cup.
And in September, it looked like a compromise had been reached: Alcohol sales would be allowed in designated areas within stadiums before and after games, as well as at FIFA Fan Festival in downtown Doha.
But on Friday, that agreement was unceremoniously thrown by the wayside.
“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,” a FIFA statement read.
It was hard not to be reminded of Qatar’s bid for the World Cup, which the country insisted could be held in the summer despite temperatures that routinely reached 110 degrees Fahrenheit.
After Qatar successfully secured the World Cup in 2010, the inevitable eventually happened five years later, when the tournament was moved to the winter.
The country’s treatment of alcohol follows a similar line of expediency: say one thing and, when push comes to shove, do the opposite.
It leaves fans in the lurch, with many already in country or on their way. Now the only place they’ll be able to purchase alcohol is at the official fan zone in Doha between 6:30 p.m. and about 1 a.m., or at upscale hotels that have special licenses.
There is, of course, one other option. For a mere $22,450 (at minimum), fans will have access to their own private suite with “drinks available according to custom and preference; soft drinks, beers, Champagne, sommelier-selected wines, and premium spirits.”
The move to ban alcohol at the last moment is frustrating for fans but for official World Cup sponsor Budweiser, it is something far worse.
Budweiser has a $75 million sponsorship with FIFA, which has now been thrown somewhat into chaos with the news. After the decision was announced, Budweiser wrote in a now-deleted tweet: “Well, this is awkward…”
Awkward, yes. Surprising? Only if you haven’t been paying attention.
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