The measure seemed logical. Rowdy, passionate fans and alcohol don't make the best of combinations. The ban has had limited success since there is no ban on the consumption of alcohol outside the stadiums.
The Brazilians wanted to set aside some discounted tickets for students and seniors. FIFA didn't like that idea as it would reduce the filthy lucre that Sepp Blatter and his cohorts can take back home to Europe. But the biggest dispute has to do with alcohol.
Budweiser, maker of
Now once upon a time sport was just that - sport. Now it is a business and the actual sporting event is but a marketing device for any corporation that wishes to peddle its products to the viewers. It is beyond absurd that FIFA is demanding that the Brazilians serve alcohol at World Cup venues.
Now I understand the network and cable folks view sports as the ultimate reality show. I also know that there are quite a few universities that are more than happy to let the broadcasters tell them when and where to play. But that doesn't make it right.
I hope the Brazilian government holds its ground and refuses to sell out for a beermaker. But I'm also fairly certain that that is exactly what will happen. And what message does that send to the Brazilian people? And what message does that send to other multinational corporations who don't like the laws in a particular country?
FIFA and Budweiser knew the rules before the tournament was awarded to Brazil. They need to learn to live with it. After all, it's all about the (beautiful) game.