Exclusive: Russia 2018 move closer to accepting beer advertising in stadiums

By David Gold in Sochi

February 14 – Russia 2018 have reaffirmed their commitment to ensure that beer companies can advertise in stadiums during the World Cup.

A World Cup law is currently before the Russian Government awaiting review, and in a statement issued to insideworldfootball, Russia 2018 say it “may be adopted this year”.

“The Government of Russia has already signed guarantees which protect FIFA’s commercial partners [beer companies are a current FIFA sponsor category] against any restriction of their advertising rights for the 2018 FIFA World Cup,” the statement reiterated.

“These commitments will be restated and supported through the 2018 FIFA World Cup law which will amend the country’s legislation accordingly.”

Current legislation prevents beer from being sold or advertised at sporting venues in Russia, but Prime Minister Vladimir Putin (pictured) recently said that he was reconsidering overturning those rules.

The news is sure to be welcomed by FIFA, who are battling with the Brazilian authorities to get them to draft a World Cup law allowing beer to be sold in stadiums for the 2014 tournament which they are hosting.

Budweiser is one of the main sponsors of the World Cup and currently has a sponsorship deal with FIFA which runs until the conclusion of Qatar 2022.

The wrangling has exasperated FIFA general secretary Jérôme Valcke (pictured), who during a tour of Brazil last month insisted: “Alcoholic drinks are part of the World Cup, so we’re going to have them.

“Excuse me if I sound a bit arrogant but that’s something we won’t negotiate.

“The fact that we have the right to sell beer has to be a part of the law.”

Alcohol is banned at matches in Brazil to limit the possibility of violence and disorder.

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