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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