Budweiser will send unsold World Cup beer to the winning country

Cases of Budweiser that were supposed to be sold during the FIFA World Cup in Qatar will instead go to fans of whichever country wins the global soccer tournament, the beer brand’s parent company announced this week.

The World Cup began on Sunday with fans cheering on their favorite teams from living room couches, neighborhood bars and stadiums – but without alcohol, as the host county surprisingly banned the sale of alcohol in stadiums. announced. Now Anheuser-Busch InBev said it plans to bring “the celebration to fans of the winning nation from FIFA World Cup stadiums.”

“We will be hosting the final championship ceremony for the winning country,” the Belgian brewer said in a statement, adding that it would provide more details on when the beer will be cheaper as the tournament approaches its Dec. 18 final.

Anheuser-Busch InBev did not disclose how many cases would be shipped or how the wine would be delivered.

FIFA officials announced this last week Eight stadiums in Qatar will not sell alcohol Hosting matches, receiving complaints from visiting fans. The Muslim country is conservative and strictly regulates the sale and use of alcohol.

FIFA said fans could still buy Bud Zero, Budweiser’s non-alcoholic beverages, inside Qatar’s stadiums.

The announcement upset fans partly because Qatar said in September that it would allow ticketed fans to buy alcoholic beer at World Cup matches starting three hours before kickoff and ending one hour after the final whistle. Will happen.

Since 1986, AB InBev has paid hundreds of millions of dollars for exclusive rights to sell beer during each World Cup. Yahoo Sports reported that this year’s sponsorship is worth $112 million. Because the beer will not be sold in Qatar, Budweiser plans to ask FIFA for an exemption of $48.2 million from its 2026 deal, British tabloid The Sun reported.

AB InBev’s renews its agreement with FIFA in 2011 Qatar was controversially chosen as the host., Yahoo reported that the company will pay $170 million into its 2026 deal with FIFA for the next World Cup, which is to be held jointly in the US, Canada and Mexico.

Moneywatch: The economics of the World Cup as Qatar boosts tourism


Qatar is not the first country to face the FIFA-alcohol issue. At the 2014 World Cup in Brazil, the host country was forced to change laws to allow the sale of alcohol in stadiums.

This year’s tournament continues with four matches on Wednesday. FIFA will broadcast four more matches on Thanksgiving, including Brazil’s match against Serbia.

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