Most fans attending football matches during the World Cup in Qatar are said to no longer be able to purchase beer at stadiums, but fans at corporate hospitality lounges will be able to do so for a fee.
For a cost of $3,000 (£2,522) per ticket, fans can enjoy premium alcoholic beverages and fine dining in eight stadiums’ luxurious hospitality lounges, suites and restaurants built and refurbished for football’s biggest events. You can have fun.
£4,000 throws in a mixologist and premium spirits.
Admission is $950 (£799) per person, but customers of long-time FIFA partner MATCH Hospitality can serve wine, beer and ‘street food on the move’ in a tented village adjacent to the stadium .
“We can deliver exactly the kind of experience people expect from a fine dining restaurant or sports bar,” MATCH Chairman Jaime Byrom told The Associated Press.
It will be a very different experience than the average fan in the tournament, which starts on Sunday when the host nation will face Ecuador in their opening match. Qatar decided to reverse its in-stadium beer sales decision just two days before the opening game..
Photo: A.P.
Although access to alcohol is severely restricted in conservative Islamic states, it was originally allowed for tournaments. Currently, only non-alcoholic Bud Zero is sold inside the stadium grounds of the 64 games. .
It was a surprising reversal and possible breach of contract for Budweiser’s parent company, AB InBev, and the brands they have served in football. World Cup 36 years.
In a statement, the company said it was “a situation beyond our control.”
However, the U-turn delay does not affect the luxury end of the supporter market. All 250,000 tickets sold to MATCH Hospitality customers can serve alcoholic beverages as promised.
Qatar’s souks are full of football fans
Those who purchase tickets in the ‘Pavilion’ category ($1,900 or £1,597) can drink spirits as well as wine and beer.
To add champagne and cocktails, fans will have to purchase a ‘business’ class ticket for $3,050 (£2,564).
“Old World Grandeur and Charm”
But the pinnacle of luxury is the Pearl Lounge on the mid-line of Lusail Stadium. This venue will host the final and nine of his other matches. Prices start at his $4,950 (£4,161) and include “mixologist, champagne selection, sommelier and premium spirits.”
“Like the symbol for which it is named, the Pearl Lounge exudes old-world grandeur and charm,” says MATCH’s pitch.
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How World Cup ‘beer ban’ news sank among Qatari fans
The Byrom family, who run the company, have been working with FIFA since the 1980s, even though MATCH has reached record sales for its hospitality provider at the 4th World Cup.
“Our program has been far more successful than we expected,” a Byrom spokesperson told The Associated Press.
When MATCH had an update with FIFA in 2011, it was agreed that alcohol could be served sparingly and without restrictions in Qatar. That was the year after FIFA chose Qatar as their host.
MATCH agreed to pay FIFA a $300 million bond in 2011 and a portion of its profits covering all tournaments for the eight years from 2015 to 2023.
This is at least double the amount FIFA made from Budweiser’s sponsorship over the same period.
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What to expect from the World Cup
MATCH has also tailored its services for Middle Eastern cultural sensitivities. A separate lounge area is provided for families and those who do not drink alcohol.
