Budweiser Will Give a Huge Prize to the World Cup Champion!
Qatar There will be no alcohol at any part of the 2022 World Cup.
For Anheuser-Busch (BUDFF), the ban on alcohol at the World Cup has been bad news.
Since 1986, the storied beer company has contributed around $75 million over the past decade to be FIFA's exclusive beer supplier every four years.
This year's tournament is being held in Qatar, a country in the Gulf where public consumption of alcohol is punishable by up to 15 years in prison.
There had been speculation that the host country would establish regulations allowing foreign visitors to drink in designated fan zones at the World Cup. However, on November 18, Qatar's authorities announced that all alcohol would be banned during the tournament.
The price of Anheuser-Busch stock has remained stable since the announcement, rising 1.25 percent to $55.40 on Monday after work.
Today is a new day, and that means there will be new beers to try.
The World Cup ban on alcohol has been bad for the Anheuser-Busch brand (BUDFF).
Since 1986, the renowned beer maker has contributed around $75 million over the past decade to be FIFA's exclusive beer supplier every four years.
This year's tournament is being held in Qatar, a country in the Gulf where public consumption of alcohol is punishable by up to 15 years in prison.
Qatar's authorities reversed course on Nov. 18, announcing that all alcohol would be banned during the World Cup, despite widespread expectation that the host country would work out rules allowing international visitors to drink in designated fan zones.
Since the announcement, Anheuser-Busch stock has remained stable, and by Monday afternoon, it had risen 1.25 percent, to $55.40.
There's a New Day and a Fresh Beer Waiting for You
A massive blow has been dealt to the 75 million euro, or about $76.76 million USD, budget that Anheuser-Busch allocated for the event, despite the fact that Bud Zero, Budweiser's alcohol-free option, will still be sold at World Cup stadiums.
Budweiser, however, saw an opportunity in the chaos and decided to give away all of the beer.
Saturday saw a new tweet from Budweiser, with the hashtag #NewDayNewTweet. The buds go to the winning country. Who is going to take them?
The brewery tweeted "well, this is awkward" before deleting the post.
The announcement came just two days before the Nov. 20 kickoff of the World Cup, and while it may increase motivation and fan excitement for the competition, it is a last-minute u-turn after Qatar's zero-hour course change.
Even less is known about the format of such a donation (a huge party in the winning country's capital square, perhaps?).
A representative for Anheuser-Busch InBev told the New York Post, "Some of the planned stadium activations cannot move forward due to circumstances beyond our control." To celebrate football with our consumers around the world, we are excited to activate FIFA World Cup campaigns as longtime partners of FIFA.
Is There a Lawsuit Looming, Too?
Fans and experts alike speculated online about whether or not Anheuser-Busch would sue FIFA and Qatar for the financial losses the company sustained as a result of the unexpected announcement. While many people expressed their desire to "enjoy court," legal experts questioned the legitimacy of such a case.
According to London-based attorney Alex Kelham, who spoke with the Irish Times, "it's rare for sponsors to sue rights holders, especially where there is an ongoing long-term relationship." It's much more likely that we'll work out this problem on our own.
Migrant workers who were brought in to help construct the World Cup's infrastructure have come under fire for their working conditions. Prior to this report, The Guardian had stated that since Qatar was selected to host the tournament, more than 6,500 workers from India, Pakistan, Nepal, Bangladesh, and Sri Lanka had died.
FIFA president Gianni Infantino was also criticized for a speech he gave in which he said he "feel[s] like a migrant worker" and that European countries had no right to criticize Qatar because of their colonial past.
Baby-faced Infantino defended Qatar's decision to ban alcohol at FIFA stadiums in the same speech.
Infantino said, in reference to similar bans in France and Portugal, that people would "survive" without beer for three hours a day.