“The economic interests above human values ​​are very clear”

Beer ban around the World Cup stadiums raises challenges linked to human issues

The sale of alcoholic beverages around the World Cup stadiums, which starts this Sunday (20), is prohibited. Announced this Friday (18th) by the International Football Federation (Fifa) and by Qatar, host country of the World Cup, the decision concerns the sponsorship of Budweiser, AB InBev’s brand, the official beer of the tournament.

Budweiser was previously authorized to sell the drink at ticket sales points located in the vicinity of each of the eight stadiums three hours before, and one hour after, matches.

But, now, consumption should be restricted to the spaces of the FIFA Fan Festival, which will broadcast the games in the midst of concerts and local cultural activities.

After discussions between the host country authorities and FIFA, a decision was taken to concentrate the sale of alcoholic beverages at the FIFA Fan Festival, other fan destinations and licensed venues, removing beer points of sale from the perimeters of the FIFA World Cup stadium. FIFA World 2022 in Qatar”, declares FIFA in an official statement.

“There is no impact on the sale of Bud Zero, which will remain available in all Qatar World Cup stadiums. Host country authorities and FIFA will continue to ensure that the stadiums and surrounding areas provide an enjoyable, respectful and enjoyable experience for supporters.

Budweiser has yet to officially comment. The brand even commented on its discomfort on Twitter, but deleted the message.

The imbroglio, however, raises questions that outweigh the possible impacts suffered by the brand. “When Qatar was elected to host the World Cup, it is clear that the limitations were already known. I find countries like Russia and Qatar, and so many others, that are not effectively a democracy, that have no alternation of power, that control the media, absurd. , and that limit women and homosexuals, to be considered for big events”, opines Amir Somoggi, partner-director of Sports Value.

The sports marketing specialist believes that the drink is just one more element that goes against the demands of society. “I would say that drinking is much less serious than a homosexual being whipped, or a woman not being able to drive, not being able to walk down the street without being accompanied by a man from the family, while there is more and more talk of women as leaders of the home. “, continues.

The executive recalls Fifa’s criteria for choosing the countries that will host the event. “When he chose Russia, and then Qatar, the economic interests are very clear, above human values, the messages that go to the world”, observes Somoggi. The subject addressed in the documentary FIFA schemesreleased by Netflix.

For Somoggi, the impact on Budweiser’s strategy exists, but the brand can recover. “It is obvious that a lot of beer is sold, but that cannot be compared with the impact that the brand has on the world, with the global sponsorship of the Cup. It is important, there are millions of people consuming it, however, Budweiser can recover that in the Copa dos Estados United,” he believes.

In addition to the issue of selling beer, Somoggi says that it is more serious to host events, such as the Olympic Games and the World Cup, in countries that are not fully open to democracy. “The World Cup hasn’t even started and I already see several interviews being interrupted. It’s the World Cup of interrupted interviews, in the middle of the 21st century”, criticizes the executive.

Amir Somoggi recognizes the importance of Qatar as a power in natural resources and investments – Qatar Sports Investments, for example, controls the Paris Saint-Germain team – but warns of the possibility that the World Cup will have a mitigating effect. “I always say that soft power is terrible because it manages to soften even the worst of dictators”, reflects Somoggi.

The sociocultural aspects of countries that host world-wide events must be as studied as contractual clauses. If, on the one hand, the first World Cup in the Middle East will mark the beauty and luxury promoted by the country, labor issues and employee deaths in the construction of stadiums and the discussion around human rights, in particular, the movement LGBTQIA+ will also remember the Cup, reinforces Fernando Trein, sports marketing professor at ESPM Porto Alegre.

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Budweiser hid prize boxes in major cities around the world. In Brazil, The drop started in August at Estádio do Pacaembu, in So Paulo. There, a totem with QR Code was installed, which brought tips for people to hunt for prizes scattered on Avenida Paulista (SP). Signed shirts, cups and a year’s worth of free beer were also distributed.

The action is part of the global campaign The World Cup our stage, starring Brazilian Neymar Jr., Argentine Lionel Messi and Englishman Raheem Sterling. Created in the United States by Wieden+Kennedy, this campaign has a soundtrack inspired by the music Everybody wants to rule the worldfrom the band Tears for Fears?? The official name of the song, one of the eight official singles of this Cup, The world is yours to takereleased in the voice of rapper Lil Baby.

The brand even locked a long neck in the bus shelter at number 901 on Avenida Paulista. access to award winning OOH it was done through a registration, which gave the right to a special code. To win the package with a companion for the Cup, it was necessary to discover the secret of the safe, a combination of six numbers, which was also replicated in the city of Curitiba (PR). The action of Africa.

With Score Retail, from B&Partners, Budweiser innovated in the promotion Bud takes you to the FIFA World Cup?? Without the need for an invoice, participation was only effective when the bottle with the special QR code of the action was opened. On the cans, a pin code was placed under the opening ring. More than eight thousand prizes will be offered, including World Cup tickets, televisions, mini fridges and Z Delivery, Emprio da Cerveja and Netshoes vouchers, in addition to goodies, buckets and gift packs. Draws run until December 19th.

With Budweiser, Mikes Hard Lemonade also entered the circle. AmBev’s brand will raffle tickets in the promotion Mikes takes you to the Cup?? Whindersson Nunes promotes the initiative in partnership with Z Delivery.