Saudi Arabia's upcoming 2034 FIFA World Cup will be an alcohol-free event, marking a significant departure from previous tournament traditions, according to the nation's ambassador to the United Kingdom.
Prince Khalid bin Bandar Al Saud has made it clear that the conservative Middle Eastern nation will maintain its strict prohibition on alcohol during the tournament, diverging from the approach taken by Qatar during the 2022 World Cup, where alcohol was permitted in designated fan zones.
"At the moment, we don't allow alcohol," the ambassador stated in an interview with LBC, adding that "plenty of fun can be had without alcohol." He challenged the notion that alcohol is essential for enjoying the tournament, pointedly asking, "I mean, really? You can't live without a drink?"
The ambassador emphasized that while Saudi Arabia is willing to accommodate visitors within the boundaries of their cultural norms, they have no intention of altering their fundamental cultural values. "Everyone has their own culture. We're happy to accommodate people within the boundaries of our culture but we don't want to change our culture for someone else," he explained.
This stance could potentially create complications for FIFA, as beer company sponsorships have historically been a significant source of revenue for World Cup events. The governing body now faces the challenge of navigating this situation over the next nine years leading up to the tournament.
Saudi Arabia secured the hosting rights in December after emerging as the sole bidder for the 2034 World Cup. However, the decision has not been without controversy, with FIFA facing criticism over the selection due to concerns about the nation's human rights record and its treatment of the LGBTQ+ community.
The alcohol ban represents just one aspect of the cultural considerations that international fans will need to navigate when attending the tournament in Saudi Arabia, highlighting the intersection of global sporting events with local cultural values and traditions.
