Budweiser's World Cup Stadium Plans Given Red Card as FIFA U-Turns on Alcohol Sales

BudZero will be the only beer sold at the 2022 Qatar tournament

Save 50% on your Social Media Week pass! Join leading brands and agencies in NYC this April 9–11 to learn about emerging trends, tools and strategies. Register now—savings expire Dec. 11.

Alcoholic beer will not be sold inside the perimeter of the eight 2022 World Cup stadiums in Qatar, following pressure from officials.

The U-turn, announced by organizer FIFA two days before the tournament kicks off, could potentially cause a legal headache for soccer’s governing body if sponsor Budweiser—with which it has a $75 million sponsorship agreement—regards the decision as a breach of contract.

“Well this is awkward,” Budweiser said in a now-deleted tweet upon hearing the news.

In a statement provided to Adweek, owner AB InBev said: “As partners of FIFA for over three decades, we look forward to our activations of FIFA World Cup campaigns around the world to celebrate football with our consumers. Some



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in