Another World Cup, more issues with alcohol.
Alcohol will once again be a major sticking point at the FIFA World Cup when Saudi Arabia hosts the tournament in 2034. The announcement of the host nation was made earlier this week amid controversy. That means that for the second time in 12 years (paired with Qatar 2022), alcohol will be strictly limited at the World Cup.
Of course, a lack of alcohol is only a drop in the bucket when it comes to criticism of this event. FIFA bent its own rules, and sped up the bid process to such an extent that Saudi Arabia was uncontested in its bid — and this was by design. As a result critics are furious considering the nation’s atrocious human rights record, its treatment of women and the LGBTQ+ community, as well as the sports aspect of Saudi Arabia’s attempts to shatter club soccer with a “Super League” which failed in 2021, but is still being planned for now.
The 2034 World Cup is expected to be much different that Qatar when it comes to alcohol sales. Pressure from FIFA and advertisers led to the host nation in 2022 relaxing some of its rules around alcohol, which allowed for “select areas around stadiums” to sell alcohol, as well as visiting fans being placed in “sobering up zones,” rather than being placed under arrest.
However, for Saudi Arabia 2034 it’s expected FIFA will not have put any pressure on the nation to change its laws. The Guardian is reporting that their sources indicate that FIFA will pledge ultimate fealty to Saudi Arabia (and its money) at the expense of the fan experience.
“Fifa sources told the Guardian there were no plans to pressure the Saudi government to relax their laws. The Riyadh shop selling alcohol was opened as an attempt to clamp down on illegal alcohol sales by diplomats who have smuggled bottles of spirits in the country rather than as a first step to making alcohol legal.”
It’s unclear if anything will change inside Saudi Arabia when it comes to alcohol for the tournament. Advertiser pressure will remain, with Budweiser parent company InBev, who has a marketing agreement with FIFA, asking for clarification about the 2034 cup as it pertains to alcohol.
For fans, it will be the second tournament in 12 years hosted by a muslim nation with alcohol bans. For FIFA the money is vastly more important than the fan experience, freedom, or caring about the human rights record of its host.
