Budweiser will still be the official World Cup beer through the 2026 tournament in North America, after brewer AB InBev renewed with FIFA on Thursday despite a troubled time with men’s 2022 World Cup host Qatar.
Two days before the tournament began in Qatar, World Cup organizers withdrew a longstanding promise to let fans at stadiums buy beer with alcohol.
The move blindsided the brewer, whose Budweiser brand has been the World Cup beer since the 1986 tournament.
FIFA seemed unable to protect AB InBev under pressure from Qatar in a dispute that appeared to be a potential breach-of-contract issue for soccer’s world body. The nation signed up to honor FIFA’s commercial partners when it started bidding to be host in 2009.
Though sales of Budweiser dropped in stadiums, the global publicity over the dispute arguably boosted the brewer and left little doubt which brand was tied to the World Cup.
A renewal for the 2026 World Cup seemed a done deal even during the dispute in Doha. FIFA president Gianni Infantino said then that relations with AB InBev were good and handshakes had been exchanged before arriving in Qatar.
There was no mention of past problems Thursday in a FIFA statement confirming AB InBev would sponsor the Women’s World Cup that kicks off next month in…
