Bud the official beer at the German World Cup? ...
"IT IS brown-gold and alcoholic but, then, in the scathing verdict of German beer fans, so is paint thinner.
The Germans are furious that Budweiser will be the official tipple for the World Cup, which starts next month. The American lager has secured a near-monopoly of beer sales inside World Cup stadiums and within a 500m radius of the grounds, supplanting more than 1,270 domestic breweries.
And what most upsets the fans is that Budweiser — advertised as the “King of Beers” in the US — fails to meet the ancient German standards for purity, which stipulate that beer can be brewed only from malt, hops and water. Budweiser uses rice in its production process and therefore does not qualify as a beer in the German sense.
Budweiser’s World Cup status is a slap in the face for a country that attaches such importance to beer production. When Germany was a patchwork of principalities and duchies, a sponsored brewery was seen as the stamp of in- dependence. German pride at hosting the tournament is being dented by the fierce marketing of the American beer."
Re: Bud the official beer at the German World Cup? ...
Budweiser has been helping to sponsor FIFA for 20 years. Furthermore, they agreed to share space with a local brewery in Germany to alleviate the tension.
So attendees will have a choice of brew; considering concessions is a business and Budweiser paid 40 mil for the privilege, I don't see an issue. I don't necessarily like or support a lot of sponsors for athletic events, but it's the athletics that ultimately benefit from such an arrangement. As long as the effort has been made to recognize German pride in brewing excellence, I think this should be OK - particularly since it benefits the sport itself?