Abstract
The FIFA World Cup Qatar 2022 had many historic “firsts”, including being the first to be hosted in an Arab, Muslim country and the first to renege on its co-branding agreement with FIFA by not serving alcohol at and around the stadia. The paper first examines the historical context provided by recent World Cup alcohol controversies in light of the co-branding relationships between host nations and FIFA. The specific ways Qatar planned for alcohol availability during the 12-year build up phase are then detailed. Finally, the paper evaluates the late decision by Qatar to not serve alcohol at stadia, in violation of its agreement with FIFA. The analysis, informed by relevant existing literature, is further based on a field observations not available elsewhere; an examination of a sample of social media; and a scouring of official and semi-official statements and documents. The paper argues that Qatar has, perhaps inadvertently, provided a new model for future mega events such as the FIFA World Cup and the Olympics, where local cultural sensibilities can be balanced with governing bodies’ branding and sponsorship agreements, especially concerning alcohol, that have historically overridden national laws and customs.
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