There has been a lot of drama and backlash with Qatar being the hosting nation for the 2022 World Cup. While there were supposed to be alcohol sales in stadiums during soccer’s biggest tournament, Qatar made a last-second beer sales ban, which shocked World Cup sponsor Budweiser.
Now that Budweiser will have an extra beer with nothing to do with it, they announced they would take some of the beer it originally planned to sell during the tournament and give it to the nation that wins the World Cup, according to MarketWatch.
New Day, New Tweet. Winning Country gets the Buds. Who will get them? pic.twitter.com/Vv2YFxIZa1
— Budweiser (@Budweiser) November 19, 2022
Last week, the conservative Muslim nation announced it would not allow the sale of alcohol during the 2022 World Cup. Earlier this year, they stated they would allow alcohol sales in stadiums, but now it will only be allowed in a few luxury hospitality areas. After the announcement, Budweiser tweeted, “Well, this is awkward…” before the company deleted the tweet.
While drinking alcohol is not illegal in Qatar, the country does have rules that severely limit its widespread use. They do not permit people to drink alcohol in public or to be drunk in public as they can be senteced six months in jail. Some bars and hotels in Qatar are allowed to sell alcohol, but they must obtain specific licenses.
FIFA released a statement about the removal of beer in the World Cup 2022 stadium. They said that they removed the sales for beer to focus on other venues or fan destinations.
This rule has surely affected Budweiser, as they have been a World Cup sponsor since 1986 and reportedly paid $75 million for its World Cup deal. While there are no beer sales, the company’s commercials featuring some of the sport’s top players, like Lionel Messi and Neymar Jr., and all sponsored events at the tournament will still be taking place.