The FIFA, soccer's governing body, may no longer have complete control over its premier event, as Qatar's about-face on alcohol suggested.
FIFA's relationship with Budweiser, which pays $75 million every four years to be connected with the World Cup, was hampered by Qatar's prohibition on beer at stadiums.
Qatar's DOHA — The tiny but obscenely wealthy Gulf state of Qatar has spent the last 12 years prepping to host the World Cup of soccer. During this time, the country has completely reshaped itself by constructing stadiums, hotels, highways, walkways, and even a glittering new metro system.
However, it wasn't until Friday that a decision was made regarding the sale of beer during the tournament. To the dismay of the approximately 1 million spectators expected to arrive in the coming days, the decision was made to prohibit its sale at the eight stadiums hosting the game.
The dramatic about-face by Qatar in its decision, which was made public by FIFA, the world governing body of soccer, was the newest flashpoint in the continuing culture clash brought on by hosting the event in a modest, conservative Middle Eastern monarchy.
Beer, a staple at athletic events throughout the world but one that is strictly regulated in Qatar, has been a demand of local organisers and international soccer officials ever since Qatar was unexpectedly given the hosting rights to the tournament more than ten years ago. But that message altered two days before the opening match of the World Cup.
The decision to outlaw beer comes a week after a directive ordering the relocation of dozens of red beer tents with the logo of longtime World Cup sponsor Budweiser to less conspicuous spots at the tournament's eight stadiums, far from where the majority of spectators would pass.
Three persons with firsthand knowledge of that prior modification claim that the staff was informed that the change was made in accordance with security recommendations. However, it was assumed that the modification had been approved by Sheikh Jassim bin Hamad bin Khalifa al-Thani, the governing emir of Qatar's brother and the royal who was most involved in the tournament's day-to-day preparation.
Instead, FIFA has yielded to the host nation's demands in Qatar. That suggested that other pledges that conflict with regional laws and norms, such as those pertaining to press freedom, public demonstrations, and the rights of LGBTQ+ guests, may not be as steadfast as Qatar and FIFA have claimed.
The decision was challenged by the Football Supporters' Association, a British fan advocacy organisation.
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