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 prospect of football fans being allowed to drink in stadiums during the 2034 World Cup is as strong as Budweiser Zero.
However, FIFA has not addressed the issue publicly, senior sources said The Guardian “There is no question of selling mecha beer,” the newspaper said.
It appears that the ‘once bitten, twice shy’ cliché applies to them after their experience in Qatar during the FIFA 2022 World Cup where the ruling Al-Thani family stepped in to sell alcohol two days before the start of the tournament.
Major beer sponsor AB InBev, which recently extended its commercial partnership until the 2026 World Cup, was not happy as ten thousand kegs of Budweiser were removed from the stadium costing FIFA around £40 million in compensation.
The venue only sold Bud Zero and soft drinks, but for those with deep pockets, beer was available for just £12 a pint from the self-proclaimed ‘King of Beer’.
Qatar, along with other Muslim countries, allows the sale of alcohol in upmarket hotels, but it is illegal in Saudi Arabia. Sources said FIFA has no plans to negotiate with the Saudis, however, there is a store in Riyadh that allows the sale of alcohol to diplomats who have smuggled bottles of spirits into the country in the past.
AB InBev, which has agreed to sponsor next year’s Club World Cup in the United States, has sought clarity from FIFA.
Saudi state oil company Aramco paid £320m to FIFA as part of a four-year sponsorship deal and the Public Investment Fund (PIF) is set to invest in streaming company Dazn, which is said to have paid £800m to FIFA worldwide. TV rights for the Club World Cup, difficult to watch as the world governing body lobbies for the sale of alcohol which includes fines for embezzlement, public flogging, fines and long prison terms.
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