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Budweiser stalls to be less prominent in World Cup stadiums

By November 15, 2022Sports games

Budweiser beer stands at all eight World Cup stadiums are being moved to less prominent locations days before games start, Qatari organizers have said.

It is the latest late change in World Cup planning which began more than a decade ago in the predominantly Muslim emirate where alcohol sales are tightly regulated.

When launching their landmark bid in 2009, Qatar agreed to abide by FIFA’s commercial partnerships, including the long-standing Budweiser deal that was renewed 11 years ago with brewer AB InBev until the tournament. of 2022.

World Cup organizers finally confirmed a beer sales policy in September covering stadiums and official FIFA-licensed fan sites.

On Saturday, just eight days before the first games, the deal was changed to give Budweiser-branded sales tents less visibility to serve beer with liquor inside the stadium perimeters.

“AB InBev was notified on November 12 and is working with FIFA to relocate concession outlets to locations as directed,” the Belgium-based company, which includes Anheuser-Busch, said in a statement on Monday. “We are working with FIFA to provide the best possible experience for fans.” In Qatar, World Cup organizers said “operational plans are being finalized”. “These plans include venue management teams improving layering requirements for all competition venues,” the Supreme Committee for Delivery and Legacy said, referring to decorating sporting events with temporary branding. and facilities for officials.

“It has a direct impact on the location of certain fan zones,” said the organizers, who declined to answer a question about who made the decision.

Four years ago in Russia, a Budweiser beer stand occupied one of the most important positions for sponsors outside Moscow’s Luzhniki Stadium, which hosted the opening match and final. Red tents for Budweiser and Coca-Cola – two of FIFA’s oldest sponsors since the 1980s and 1970s, respectively – were placed next to the statue of Lenin which towered over fans approaching the stadium. main entrance to the stadium. FIFA does not publish the value of individual World Cup commercial deals, but a second-tier sponsorship such as Budweiser is worth tens of millions of dollars.

The compromise on beer sales in Qatar was only announced in September and allowed beer to be served with alcohol before and after matches within the stadium perimeter. Only non-alcoholic Bud Zero may be served during matches and in the stadium bowl.

Champagne, wines and spirits as well as beer will be served in the stadium’s restaurants and lounges for corporate hospitality customers. Fans staying in most of the high-end hotels and three cruise ships hired by the organizers as floating hotels for the tournament can also purchase a range of alcoholic beverages.

(This story has not been edited by the Devdiscourse team and is auto-generated from a syndicated feed.)