As a Canadian, you probably can’t imagine sitting down to watch a sports event without a pint of beer. Even when you see a game live, having a brew is certainly a huge part of the experience. While it certainly is a part of the Canadian sports experience, the same seems to go worldwide. In preparation for the 2014 World Cup, FIFA is fighting for the right for beers to be sold during World Cup matches.
In 2003, Brazilian Congress passed a law that prohibited alcoholic beverages from being sold in sports stadiums. Politicians used this measure in an attempt to cut down on the levels of violence that would take place during games.
FIFA immediately knew that this would be a huge problem for the games, especially since Budweiser is one of the World Cup’s biggest sponsors, offering up over $28 million to the tournament. According to Fifa General Secretary Jerome Valcke, selling beer at the World Cup is “essential”.
“Excuse me if I sound a bit arrogant but that’s something we won’t negotiate,” he says.
Valcke has ordered the Brazilian Congress to sell beer at all World Cup events, but the local government does not seem to want to budge. He hopes that the right to sell beer becomes part of World Cup laws, so that the congress must adhere.
