FIFA World Cup 2022: Budweiser responds to Qatar's beer ban, says ‘beyond our control’
Budweiser responds to Qatar's last minute restrictions on sale of beer in FIFA world cup stadiums, says ‘circumstances beyond our control’
Disheartening a huge number of football fans, on Friday, just 2 days before the commencement of the Football World cup, the host nation Qatar banned the sale of beer at World Cup stadiums. It has come as a significant blow to World Cup beer sponsor Budweiser and raised questions about how much control FIFA retains over its tournament.
Since 1985, the year the World Cup was held in Mexico, Budweiser has been a World Cup sponsor. With activities for Budweiser and other brands in more than 70 markets and at 1.2 million bars, restaurants, and retail locations, it has launched its largest-ever campaign for 2022.
Beer consumption typically increases during the World Cup, and the Belgian company that produces Stella Artois and Corona clearly wants to make money off the millions of dollars it spends to be a sponsor.
However, it has stated that those profits will come more from spectators watching on television than from consumption at the venue of the event.
Budweiser will still sell its non-alcoholic beer throughout the stadium precincts for $8.25 per half-litre, will aldo sell alcoholic beer at the main FIFA Fan Fest in central Doha where it is offered for about $14 per half-litre, according to a source from Reuters.
(With inputs from agencies)
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