The Qatar World Football Festival’s alcohol ban made Budweiser, which spent US$75 million (approximately NT$2.33 billion), face green. (Schematic, European News Agency)
[Financial Channel/Comprehensive Report]Two days before the opening of the World Cup in Qatar (18th), the FIFA suddenly announced that the sale of beer is prohibited around eight stadiums in Qatar. The sudden ban on alcohol made Budweiser, which signed a US$75 million (approximately NT$2.33 billion) sponsorship with FIFA, green-faced.
According to comprehensive media reports, FIFA temporarily issued a statement on the 18th, stating that it has made a decision after discussing with the Qatari authorities, and will remove alcohol sales points near all 8 stadiums, only in a few places, such as asking for about 20,000 pounds (approx. NT$740,000), and other licensed hotels and restaurants can serve alcoholic beverages as usual.
Some foreign media pointed out that it may be due to pressure from the Qatari royal family regarding FIFA’s major policy change.
Some legal analysts believe that FIFA’s move to temporarily change the rules may cause it to conflict with the agreement reached with long-term sponsor Budweiser. It is reported that Budweiser previously reached a sponsorship contract of 75 million US dollars with FIFA.
Some industry analysts also believe that FIFA’s last-minute decision to ban the sale of alcohol at the Qatar World Football Stadium will severely restrict Budweiser’s sales in Qatar, but it will not damage Budweiser’s global promotional activities during the game.
Budweiser tweeted, “Ugh, embarrassing” immediately after FIFA announced the ban on Qatar World Cup, but the post was quickly deleted. A Budweiser spokesperson later said, “Due to circumstances beyond our control, some planned stadium events cannot take place.”
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