World Cup is perhaps synonymous to beer. Considering the fact that the World Cup is one of the biggest sporting events, and the most celebrated, in the world, beer would be the ultimate partner to join in the festivities whether you are at the actual matches or enjoying the comforts of pay television.
On the other hand, beer is also synonymous to wild behaviour, and sometimes unfortunate accidents or deaths especially if one has drunken himself into a stupor for reasons ranging from a favorite team losing spectacularly to a bitter rival to just enjoying the festivities of the soccer event a little too much. But the rowdy, almost scandalous behavior from a drunken person multiplied to the number of soccer fans has sent some authorities to pass measures limiting beer consumption.
Brazil, which is arguably one of the most passionate soccer aficianados in the world, has resorted to imposing limitations on beer sales in World Cup venues. According to UK's The Mirror, vendors in all 12 World Cup stadiums have limited the sale of beer to just three per male customer, and two per female customer.
FIFA partner Ambev representative Ricardo Rolim, who has been organizing the vendor training, said about the sale limits, "We're not interested in making a profit from the illicit consumption of alcoholic beverages. Salespeople have been told and trained to offer alternatives to those who appear drunk already, such as non-alcoholic beer, water or food."
Even local businesses think this is a good idea, considering that the trade-off is higher revenue. Bar manager Henrique Silva, whose business is at Arena Corinthians, said, "I think high-spirited fans like the "barra bravas" from Argentina will take a bit of work and control. But drunk is drunk and we won't allow anyone to go to excess with their drinking, whatever the nationality."
Tampa Bay Times said that the beer sales limit is already a relaxed measure considering the fact that the presence of alcohol in stadiums in Brazil has been long banned 11 years ago. However, as Budweiser is one of the major sponsors of the World Cup, lawmakers had managed to allow the soccer organization to skirt the law with restrictions.
"Last Week Tonight" host John Oliver, in his monologue about controversies surrounding FIFA, commented about the alleged beer bill, "The amazing thing is here FIFA won. They successfully pressured Brazil into passing a so-called Budweiser bill, allowing beer sales in soccer stadiums," Oliver said June 8 on his HBO show Last Week Tonight. "And at this point you can either be horrified by that or relieved that FIFA was not also sponsored by cocaine and chainsaws."
