Budweiser and FIFA to encounter $144 million World Cup sponsorship

Following the news that Qatar is to ban all alcohol at the World Cup;

Conrad Wiacek, Head of Sport Analysis at GlobalData, a leading data and analytics company, offers his view:

“Qatar’s decision to ban all alcohol around the grounds for the upcoming FIFA World Cup just days before it begins presents an illusion that FIFA is not in control of its own tournament and risks alienating Budweiser—a key sponsor and long-term partner of the governing body.

“Budweiser’s $77 million partnership is due to expire after this World Cup, so the fallout of Qatar’s decision could include tougher negotiations for its contract renewal for 2026, where FIFA would have typically expected to double the current sponsorship fee.

“However, Budweiser will be cautious to burn its bridges with the governing body, as the 2026 US tournament will be highly prized. Going elsewhere would open up opportunity for other alcohol brands in its wake.”