A last-minute decision to ban the sale of alcohol at Qatar's World Cup stadiums will seriously limit Budweiser sales in the Gulf state, but will not derail its owner's global campaign during the tournament, industry analysts said.
Budweiser, the major World Cup sponsor it owns, had been set to exclusively sell alcoholic beer within the ticketed perimeter surrounding each of the eight stadiums three hours before and one hour after each game during the four-week event.
With a planning window of a few months, rather than two days, AB InBev could have sought to substitute regular Budweiser with its non-alcohol version outside stadiums and indeed might have profited more given the latter's typically higher margin. Ed Weeks, head of commercial dispute resolution at British-based lawyers Cripps, said the big question was whether the FIFA-Budweiser contract anticipated the possibility of a sudden change.
He added that FIFA and Budweiser had been partners for decades and looked forward to being partners in the future.AB InBev said in a statement that "some of the planned stadium activations cannot move forward due to circumstances beyond our control", declining further comment.
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