--- title: Budweiser’s dry World Cup saga - The Hustle description: Budweiser employed smart marketing moves to stay relevant at an alcohol-free World Cup. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/971162369-HS-News-Brief_2022-12-13T010121.430Z.webp --- # Budweiser’s dry World Cup saga ![Mark Dent](https://thehustle.co/wp-content/uploads/2020/04/0-3-1.jpeg?width=48&height=48&name=0-3-1.jpeg) [Mark Dent](https://hs-sbup.thehustle.co/author/mark-dent) Published: April 11, 2023 Updated: October 11, 2023 Maybe the most shocking result at this year’s World Cup — aside from Saudi Arabia over Argentina — was Qatar declaring its stadiums alcohol-free on the eve of the tournament. ![Budweiser’s dry World Cup saga](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/971162369-HS-News-Brief_2022-12-13T010121.430Z.webp?width=595&height=400&name=971162369-HS-News-Brief_2022-12-13T010121.430Z.webp) In addition to reminding soccer fans of the dictatorial impulses of [Qatar’s authoritarian government](https://www.hrw.org/news/2022/11/14/qatar-rights-abuses-stain-fifa-world-cup), the decision put Budweiser in a bind. As *The* *New York Times* [explained](https://www.nytimes.com/2022/12/11/sports/world-cup/budweiser-world-cup.html), the exclusive beer sponsor of the World Cup stayed relevant despite not selling a single alcoholic beer at a soccer game. #### **Things were awkward at first…** … in part because Budweiser [tweeted](https://twitter.com/BillNeelyReport/status/1593570622780723201?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1593570622780723201%7Ctwgr%5Efc0f2fd9e20410090d4f591dd7f3dcf15d939c71%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.snopes.com%2Ffact-check%2Fbudweiser-tweet-world-cup-qatar%2F) — and quickly deleted — “Well, this is awkward” after Qatar made its decision to ban beer. Then, the brand recovered: - Budweiser [announced](https://twitter.com/Budweiser/status/1593893410062143488?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1593893410062143488%7Ctwgr%5E5b74b637133cdfb7d58bad0581f7c4f43e53a979%7Ctwcon%5Es1_&ref_url=https%3A%2F%2Fwww.nytimes.com%2F2022%2F12%2F11%2Fsports%2Fworld-cup%2Fbudweiser-world-cup.html) the winning country would be awarded the thousands and thousands of beers it could no longer sell. - It stocked concession stands with Bud Zero, an alcohol-free brew. - It blasted ads throughout the stadiums. #### **But, at best, this tournament is a draw for Budweiser** It paid FIFA [**~$75m**](https://frontofficesports.com/budweiser-to-seek-47m-from-fifa-for-world-cup-reversal/) for the exclusive rights to supply beer in Qatar, [according to *Front Office Sports*.](https://frontofficesports.com/budweiser-to-seek-47m-from-fifa-for-world-cup-reversal/) Plus: - An industry source told the *Times* that Budweiser likely spent another **$5m** in the run-up to the World Cup — on brewing, refrigeration, transportation, etc. That’s money it can’t get back. Budweiser’s best chance for a victory will come during negotiations for the next World Cup in 2026. Because of the debacle in Qatar, the company may seek a $47m discount from FIFA on its $112m contract. **BTW: **Not everyone stayed sober in the stadiums. An American [used](https://www.si.com/soccer/2022/12/08/world-cup-qatar-usa-fan-sneak-alcohol-stadium) fake bottles of suntan lotion as flasks. 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