In a decision that is sure to spark controversy and debate, senior Fifa sources have revealed that football fans will be banned from drinking alcohol in stadiums during the 2034 World Cup in Saudi Arabia. The move comes as little surprise given the conservative Muslim country’s strict laws around alcohol consumption, but it raises questions about how the fan experience will be impacted and what compromises Fifa may have to make with its sponsors.
Lessons Learned from Qatar 2022
According to insiders, Fifa has taken lessons from the alcohol debacle that unfolded at the 2022 World Cup in Qatar. Just two days before the tournament kicked off, the ruling Al-Thani family put their foot down and forced Fifa to scrap plans to sell beer in stadiums, despite pressure from the organization to allow it. The last-minute reversal reportedly cost Fifa around £40m in compensation to Budweiser’s parent company AB InBev.
Eager to avoid a repeat of that costly episode, Fifa sources say there is “no question” of beer being sold at matches in Saudi Arabia. The country has had an alcohol ban in place since 1952, with only one shop in Riyadh allowed to sell it to non-Muslim diplomats under strict controls and quotas as of January this year.
No Pressure on Saudi Authorities
Unlike in Qatar, where Fifa initially pushed for beer to be available in stadiums before ultimately caving to the hosts’ demands, sources say there are “no plans to pressure the Saudi government to relax their laws” around alcohol for the 2034 tournament. This suggests Fifa is willing to fully accept and work within the cultural norms and restrictions of the host nation, even if that means a very different World Cup experience for fans.
There is no question of beer being sold at matches. Fifa has indicated that alcohol sales in stadiums are not on the agenda.
Senior Fifa Source
Uncertainty Around Fan Zones and Hotels
While Fifa’s stance on alcohol in stadiums for 2034 seems clear, there is less certainty at this stage about the situation in fan zones and hotels. In Qatar, beer was available to fans in designated zones, albeit at a steep price of £12 per pint. Several pubs and upmarket hotels in Doha were also permitted to sell alcohol.
However, Saudi Arabia has a far more conservative approach than Qatar. The recent opening of a single shop in Riyadh to sell alcohol to diplomats is thought to be more about cracking down on illegal sales than a first step towards wider legalization. It remains to be seen whether any special dispensations will be made for World Cup visitors in fan zones and hotels, or if the ban will be strictly enforced across the board.
Implications for Sponsorships and Fan Experience
The alcohol ban is likely to have significant implications for Fifa’s sponsorship deals and revenue streams around the 2034 World Cup. Budweiser has been a long-time sponsor of the tournament, with a partnership dating back to 1986. While the beer giant has already signed on until the 2026 World Cup, it’s unclear how the Saudi stance on alcohol might impact negotiations for 2034 and beyond.
From a fan perspective, a dry World Cup will offer a vastly different experience than most are used to. For many fans, enjoying a beer while watching matches is an integral part of the tournament atmosphere. The absence of alcohol in stadiums, and potentially in fan zones and hotels as well, could be a deal breaker for some supporters considering making the trip to Saudi Arabia.
For many fans, enjoying a beer while watching matches is an integral part of the World Cup atmosphere. An alcohol ban could be a deal breaker for some.
A veteran World Cup fan
Fifa’s Financial Ties to Saudi Arabia
Fifa’s acquiescence to Saudi Arabia’s alcohol ban must also be viewed in the context of the growing financial ties between the two parties. The Saudi state oil company Aramco is paying Fifa £320m as part of a four-year sponsorship deal, while the kingdom’s Public Investment Fund is set to invest in the Dazn streaming service, which has an £800m contract for Fifa Club World Cup rights.
With so much Saudi money flowing into Fifa’s coffers, the organization may feel it has little choice but to accept whatever conditions the Gulf state wishes to set for the 2034 World Cup, alcohol policy included. How fans, sponsors, and other stakeholders will react to an alcohol-free tournament a decade from now remains one of the many intriguing plotlines to follow as Saudi Arabia prepares to host football’s biggest spectacle for the first time.
