December 18 – Saudi Arabia has been dry since 1952, and we’re not talking about rain. King Ibn Saud banned alcohol that year, and the chances of football fans being allowed to drink in stadiums during World Cup 2034 are about as strong as Budweiser Zero.
While FIFA have not publicly addressed the issue, senior sources told The Guardian newspaper “there is no question of beer being sold at matches”.
It appears that FIFA feels the cliché ‘once bitten, twice shy’ applies to them after their experience in Qatar during World Cup 2022 where the ruling Al-Thani family put their foot down on alcohol sales two days before the tournament was due to start.
Major beer sponsor AB InBev, who recently extended its commercial partnership until the 2026 World Cup, were not happy as tens of thousands of kegs of Budweiser were removed from stadiums in a move that cost FIFA close to £40 million in compensation.
Only Bud Zero and soft drinks were sold at the venues, however for those with deep pockets, beer was available at ONE fan zone costing a mere £12 for a pint of the self-proclaimed ‘King of Beers’.
Qatar, along with other Muslim countries allows alcohol to be sold in upmarket hotels, however in Saudi Arabia that is illegal. Sources have said that FIFA has no plans to negotiate with the Saudis, however, there is one shop in Riyadh that does allow alcohol sales to diplomats who in the past have smuggled bottles of spirits in the country.
AB InBev, who agreed to sponsor next year’s Club World Cup in the United States have asked for clarity from FIFA.
With the Saudi state oil company Aramco paying FIFA £320 million as part of a four-year sponsorship deal, and the Public Investment Fund (PIF) set to invest in the streaming company Dazn, which has reportedly paid FIFA £800 million for the global TV rights for the Club World Cup, it’s hard to see the world governing body lobby for the sale of alcohol where penalties for imbibing include, public floggings, fines, and lengthy imprisonment.
Contact the writer of this story, Nick Webster, at moc.l1734538607labto1734538607ofdlr1734538607owedi1734538607sni@o1734538607fni1734538607
