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      Pouring Through a Crisis: How Budweiser Salvaged Its World Cup

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      Taken by surprise by Qatar’s decision to ban beer at stadiums, the company remade its marketing strategy in real time.DOHA, Qatar — The theme at the luxury W hotel in central Doha is beer. Budweiser beer. The walls are festooned with Budweiser labels. “Budweiser” is painted in enormous script along the check-in desk. There’s a “Budweiser Player of the Match” corner, where armchair soccer stars can take selfies while hoisting a fake trophy against a Budweiser background. Bathed in red and white, the place has the feel of a giant beer can.Budweiser, which has been the official beer sponsor of the World Cup for the last 36 years, remade the hotel into what it called “a home away from home experience” in anticipation of the 2022 tournament. That was before the moment, two days before the opening match, when Qatar’s government threw Budweiser’s carefully crafted (and quite expensive) beer-selling plans into disarray by suddenly forbidding the sale of alcohol in or around the tournament stadiums during the event.The dismaying nature of the situation — the abrupt contravention of a plan years in the making, the 11th-hour dismantling of the elaborate Budweiser tents at the matches, the financial and related consequences for a longtime tournament sponsor, the public nature of it all — was aptly articulated at the time by Budweiser itself.“Well, this is awkward,” the company wrote in a tweet — which it then promptly deleted, both illustrating and compounding its point.But, like the ghostly tweet, preserved forever in screenshots marked with “lol”s, Budweiser remains a presence at the World Cup, albeit in a watered-down way.Certain fan zones were among the limited places where fans could buy alcoholic beers.Erin Schaff/The New York TimesWhile the stadiums have been scrubbed of regular beer, they are awash in stacks of alcohol-free Budweiser Zero. Ads for the drink play on a loop on stadium screens, and refrigerators full of it sit within arm’s reach at concession stands, right next to the Coca-Cola.But given the average fan’s attitude toward the usefulness of nonalcoholic beer as a sports-experience enhancer (“Why?” asked a fan at Lusail Stadium on a recent night, when asked if he had tried one yet), the available quantities would seem to reflect wishful thinking as much as responsible drinking.At Lusail, the signs next to the Budweiser Zero duly noted that “Budweiser is proud to serve its products in compliance with the local rules and regulations.”“Proud” is one way of putting it.“I’m just glad it wasn’t us,” said a representative for another FIFA sponsor, who spoke on condition that neither she nor her company be identified, saying that she did not want to publicly criticize the Qatari government. “Qatari regulations are very strict and top-down, and it’s hard when you feel that the regulations can change so abruptly.”A Brief Guide to the 2022 World CupCard 1 of 9What is the World Cup? More

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      What Happened to the Qatar Women’s National Team?

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      A squad that featured in the host nation’s bid to host the World Cup in 2010 hasn’t played a game in eight years.DOHA, Qatar — The last official soccer match that the Qatar women’s national team played was on April 19, 2014. Hagar Nader Nessim Aziz Saleh, who was only 15 years old at the time, can hardly remember it now. It was a little cold that day, she recalled, and Qatar was playing in Amman, Jordan, at the West Asian Football Federation Women’s Championship.She remembered screaming and celebrating when Dana al-Jassim scored in extra time, in the 92nd minute, one of Qatar’s only goals of the tournament. Her team lost that day, 8-2. It has not played an official match since.There have been some friendly matches and several cultural exchanges, including a visit from players on an American women’s team in 2020, and a trip to New York and San Francisco earlier this year to learn about women’s soccer in the United States. There are photos of the team, in maroon tracksuits and white jerseys with the official patch for the Q.F.A., the Qatar Football Association. But the jerseys are dated by the sponsor, Burrda, whose partnership with the soccer federation ended years ago.Other than that, there is hardly any trace of a national women’s soccer team in Qatar, even as the country hosts the men’s World Cup. There is no mention of a women’s team on the Qatar Football Association website, and there is no team listed on the FIFA women’s rankings. There’s a Wikipedia page and a curious Instagram account called Women’s Football Qatar with 106 followers.The World Cup in Qatar seemed a good chance to ask: Where did the team go?Members of the Qatar women’s national team at a cafe in Doha, Qatar.Allison McCann/The New York TimesOrigins of a TeamIn 2001, Sheikha Moza bint Nasser al-Missned — the wife of the emir at the time, and the mother of the current emir — established the Qatar Women’s Sport Committee to oversee all sports for women and girls. In 2009, the national women’s soccer team was created, just as Qatar was preparing its bid to host the 2022 World Cup.A year later, and only weeks before FIFA was to choose the host of the 2022 World Cup, the women’s national team played its first-ever official match. It did not go well. Beaten by 17-0 by Bahrain at the Arabia Women’s Cup, the team went on to lose to Syria and Palestine in the same tournament, by double-digit scores each time. But there was a team and a record of its games.A Brief Guide to the 2022 World CupCard 1 of 9What is the World Cup? More

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      Stadiums as High Art in a World Cup Fantasyland

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      From a desert tent to a golden bowl, the spectacular arenas Qatar has built in and around Doha showcase the majesty, and the folly, of this World Cup.AL KHOR, Qatar — It’s hard to convey how strange it is to come upon Al Bayt Stadium, an enormous stylized tent decorated with black stripes, for the first time. Designed for the World Cup as a homage to traditional nomadic dwellings, Al Bayt, the centerpiece of a manicured park 22 miles north of Doha, rises as if from nowhere and seems at once apt and incongruous, spectacular and otherworldly — an oasis in the desert, or maybe just a mirage.Completed just last year, Al Bayt is one of seven new stadiums built for the World Cup in and around Doha, the capital of Qatar. (An eighth is a spruced-up version of an old stadium.) Each is more spectacular, more unexpected than the next. Each contributes to the relentless sense of cognitive dissonance that pervades this World Cup.Qatar spent a reported $220 billion preparing for the tournament, conjuring new buildings, new neighborhoods and even an entirely new city. To be here now is to exist in a bubble of high unreality: a place in which everything is newer and better, and which exists, for the time being, only in reference to itself.On match days, it takes nearly an hour by bus to get to Al Bayt. All of the other stadiums are easily reachable on the underground metro system, or connected to it by free buses, so this has become a commuters’ World Cup, an event more reminiscent of an Olympics than previous tournaments. In Russia in 2018, for instance, some fans had to travel to Yekaterinburg, nearly 1,000 miles from Moscow, for a handful of matches. In Brazil four years earlier, the trip from Manaus to Pôrto Alegre was more than twice as far.But here you can visit all the stadiums in a single day.Education City Stadium in Al Rayyan.Julian Finney/Getty ImagesStadium 974 in Doha.Clive Mason/Getty ImagesTake the train west on the green line, for example, past the Qatar National Library (architect: Rem Koolhaas), and you find yourself in Education City, a 2,900-acre campus comprising schools, research centers and incubators. Walk a little way along the path and there is the 40,000-seat Education City Stadium, looming like a spaceship from a superior civilization whose inhabitants have a taste for bling. During the day, it changes color as the sun moves across the sky; at night, disco-style lights streak across it, fueled by thousands of diodes.A Brief Guide to the 2022 World CupCard 1 of 9What is the World Cup? More

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      Morocco Win in World Cup Brings Celebration Across Africa and Middle East

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      Arabs and Africans around the world joined in an outpouring of pride and joy over Morocco’s World Cup success after it defeated Spain.Just after Achraf Hakimi dinked a penalty kick into the net in Education City Stadium in Doha, Qatar, on Tuesday evening, capping a major upset that made Morocco the first majority Arab team to qualify for a World Cup quarterfinal, a Moroccan journalist in the press box burst into tears.A Moroccan security guard at the stadium hid his face in his hands. A roar went up in Casablanca, in Cairo, in Gaza City, in Algiers, in Riyadh, in Sana, in Paris, in Turin, and even in Madrid, the capital of the country that was supposed to win not only this match, but maybe even the whole tournament.But it was Morocco that had won instead, sending millions of Moroccans at home and in the global diaspora into a lung-emptying, horn-tooting, flag-waving frenzy. Their joyful yells were amplified by those of Arabs across the Middle East and beyond, whose Pan-Arab solidarity, if sometimes absent or muted when it comes to political matters, has thrived on a series of shock wins by Middle Eastern teams this tournament.Thousands of Moroccans gathered in the capital, Rabat, to celebrate their country’s win over Spain in a World Cup match in Qatar on Tuesday.Mosa’Ab Elshamy/Associated PressFans celebrating in Rabat on Tuesday.Jalal Morchidi/EPA, via ShutterstockMorocco fans were also celebrating on the Champs-Élysées in Paris.Yoan Valat/EPA, via ShutterstockOn Wednesday morning, having partied through the night, Moroccans in Casablanca were still congratulating one another.“Congratulations to us,” they greeted each other, smiling. “Dima Maghreb!” — “Always Morocco,” the rallying cry of Morocco fans. Their Parliament opened its Wednesday session with a rendition of the national anthem.“My joy is indescribable,” said Zoubida Boutaleb, 40, a communications professional in Casablanca and longtime soccer fan. “I’m still on cloud nine!”For certain fans, the Disney-prince-like looks of Yassine “Bono” Bounou, the Moroccan goalkeeper who saved three Spanish penalty kicks at Tuesday’s match, may have contributed to the euphoria.A Brief Guide to the 2022 World CupCard 1 of 9What is the World Cup? More

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      A Beer Run in Qatar, and an Oasis That Isn’t Open to All

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      At the only government-sanctioned store selling alcohol during the World Cup, strict rules keep it out of reach for most residents.DOHA, Qatar — The questions spilled out almost as soon as the car doors closed.Was it crowded? How was the selection? And what about the prices?The taxi driver, who went by Shaj, then peered into the rearview mirror and politely asked to see my receipt. I passed it forward, and he scanned it up and down as we swayed through traffic.Shaj had picked me up along a side street on the southern fringes of Doha, inside the razor-wire-topped walls of the Qatar Distribution Company. The Q.D.C., as it is widely known, is the sole importer and distributor of alcohol in Qatar, a Muslim country where the sale and consumption of booze is heavily regulated. Cocktails, wine and beer are served at a smattering of luxury hotels in the country, but the Q.D.C.’s two branches are the only places that sell alcohol for home consumption.“It’s probably one of the happiest places in Doha,” said Rachel Harris, who is originally from Australia but has lived in Qatar for 15 years.The Q.D.C. has stood for years as a colorful example of a broader, delicate dance within Qatari society that predated the World Cup: The country’s effort to balance its conservative values — including, in this case, a religion that forbids alcohol consumption — with its desire to open itself to the world. That line between tradition and accommodation rarely seems fixed in place.“Everyone is welcome to come to Qatar,” Hassan al-Thawadi, the head of the World Cup’s local organizing committee, said in an interview during the long run up to the tournament. “What we ask is that when people come, just to respect that we’re a relatively conservative nation.”For international residents looking for a taste of home, then, the Q.D.C. offers a boozy lifeline. Access to the store is granted through a state-run application process. The privilege was extended in recent weeks to teams, sponsors and news media organizations here for the World Cup. (Fans were not allowed to apply.)On a visit one recent morning, three employees of the United States national soccer team were pushing around three shopping carts piled high with bottles and cases of beer — and wondering aloud if they should grab a fourth.Access to the Qatar Distribution Company is granted through a state-run application process. A permit grants the holder a monthly quota of 2,000 Qatari riyals, roughly $550.Andrew Keh/The New York TimesThey were presented with an international selection of drink options: aperitifs from France, sake from Japan, wines from Chile and Australia, beers from Mexico, Brazil and the Philippines. There was even a separate room stuffed with freezers and devoted entirely to pork products, which are otherwise unavailable in restaurants and grocery stores around the country: frozen pepperoni pizzas and shrink-wrapped pork chops, cans of Spam and cocktail wieners, overstuffed packs of bacon. A sign above the door was both a label and a warning: “Pork Shop,” it read, “For non-Muslims.”Signs around the building announced special deals tied to the World Cup. Artificial stadium crowd noise filtered out through speakers near the entrance. A German journalist in loafers examined a bottle of Italian wine.A Brief Guide to the 2022 World CupCard 1 of 9What is the World Cup? More

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      Twists and Turns: A World Cup Fitness Coach Explains Pregame Warm-Ups

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      In the final hour before a game, teams’ activities can look as random as recess at the local elementary school. But there is order in the chaos.DOHA, Qatar — Watching players perform their pregame warm-ups on the field is one of the more delightful World Cup rituals. They’re skipping, they’re lunging, they’re sashaying. They’re stretching and sprinting. Some are running drills or rocketing balls at goals (or goalkeepers). Others are playing what looks like backyard keep-away, firing one-touch passes around a small circle as two players in the middle dodge and dart to try to win the ball.It can look as random as recess at the local elementary school (albeit if the kids were professional athletes), but there is organization in the chaos.To help us understand what is going on, we turned to Andrew Clark, the high-performance coordinator for Australia’s team, known as the Socceroos. (Currently No. 38 in the FIFA rankings, the team exceeded expectations by placing second in Group D; it will play Argentina on Saturday in the first knockout round.)Clark talked us through the importance of finding the sweet spot between too little and too much pregame preparation, and how to keep the players’ nerves from shredding before the match.This interview has been edited and condensed.What is the goal of the warm-up?The purpose of a warm-up is to prepare the players to perform in the most efficient way, to get them 100 percent ready physically and mentally for the match. There’s a whole lot of detail underneath that of raising body temperature, turning on decision-making and performing the sort of actions that are going to be required in a game. But we have to make sure that we don’t overdo it. We don’t want to overload the players and take away energy that’s needed for the match.Neil Hall/EPA, via ShutterstockDan Mullan/Getty ImagesMatthias Hangst/Getty ImagesWhy can’t you just do the exercises out of sight, inside the stadium?You want to give the players a sense of what they’re about to walk into. Little things like the wind, the temperature, how wet the grass is, what it feels like, the speed of the pitch. Where are the shadows on the field? Also, just being there and feeling the atmosphere in the stadium gives them energy and takes away a bit of their anxiety.All the players — the starting lineup as well as the substitutes — are out there, but they’re doing different things.We’ve got 26 players, but only 11 players can play, plus five players off the bench. For the players on the bench, we’re trying to make sure they’re ready in case they’re called at short notice during the match. But they’re warming up 50 minutes before kickoff, and it might be nearly two hours before they enter the field. What we need is basically just to make sure their systems are starting to turn on, their core temperature is up, their spine is activated.And then those players will go off and do something more relaxed, like the little circle groups that you see. If you push them too hard, they can go over the top, and you can actually kill their performance. So it’s very important that we keep them calm and relaxed.In a tournament situation, it’s a constant struggle to try to expose the players who aren’t playing in the matches to enough training. All of them have put in all the work to get to this point. And emotionally it’s difficult. They’re not getting the same gratification as the guy who scores the winner. We work really hard to make sure that we don’t neglect them, that we give them the best opportunity when the time comes.Fabrizio Bensch/ReutersWhat about the starting players?They’re going through a process of turning their body on and slowly working through the dynamic ranges of motion that they’ll be required to perform in the match. Then they’ll do some maximum-velocity type activities.And then we go into a game-based situation where it becomes spatial and decision making. Usually it’s some sort of position game — 5 versus 5, plus one spare player, or 4 versus 4, plus 3. We want to make sure they’re starting to make decisions similar to what they’re doing in the game.What about when they seem to be all doing different things?After that, you start to see things that are specific to certain players. Some players are finishing on goal, some players are crossing. We have our own ideas, but we take guidance from what a player needs in those last few minutes. We know what a central defender needs; we know what a midfielder needs, and we design activities that allow them to do that.The last thing we do is come together and do something as explosive as possible just to finish off. It’s called post-activation potentiation, or PAP, and it involves an excitation of the neuromuscular system. They walk into the changing room fully activated, fully charged and ready to start the game.What do they do back in the locker room, after the warm-up but before the game begins?There’s still 15 minutes to the match, so the challenge for a player is filling that 15-minute gap. It’s a chance to refuel, it’s a chance to go through some final checks, put their pads on, say a few words.Matthias Hangst/Getty ImagesWhat if they’re super-nervous — or not nervous enough?Once we’re spread out on the field, the stadium swallows up communication, so this is the time everyone can talk. You have to understand how they’re feeling, whether they need a rocket or whether, OK, there’s a lot of anxiety in this group, we need to be very calm. They can be either overstimulated or under-stimulated, and we try to balance that out, to get back to the midpoint where people are nice and stable and ready to perform their best.There’s less pressure on you than on teams from places like Argentina and Brazil. Does that make it any easier?Because of the weight of expectation placed on them, other teams can be overly anxious about needing to beat us. We see that as an opportunity. We prey on their anxiety. More

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      Watching Qatar’s World Cup, Off the Field

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      DOHA, Qatar — If you’re watching the World Cup from home, you can become numb to the brilliance of athletic feats that drive the world’s fascination. But away from the stadiums, the World Cup — every World Cup — has a distinct local flavor. Far from the manicured lawns of the tournament’s eight gleaming stadiums, New York Times photographers documented the flavor of the first Arab World Cup.Erin Schaff/The New York TimesThe fans are the heartbeat of any World Cup. They come from all over the world, in varying numbers, but some countries — like Mexico, Argentina and, this year, Saudi Arabia — really represent. Flags and scarves and jerseys carry hope and optimism through the streets and the market, but it doesn’t always end well: Mexico is out, despite earning its first win, 2-1 against Saudi Arabia, on Wednesday night in Lusail.Tasneem Alsultan for The New York TimesErin Schaff/The New York TimesWhere do all the million-plus fans go when they’re not filling the stadiums with their voices and drumbeats? Fan zones, like the ones in Doha and Lusail, offer gathering places filled with entertainment and spectacle.Erin Schaff/The New York TimesTasneem Alsultan for The New York TimesTasneem Alsultan for The New York TimesTasneem AlsultanDespite the variety of national loyalties, it’s not uncommon for rooting interests to blur into one: fans from Morocco joining forces with supporters from Saudi Arabia; Americans posing for photographs with Iranians; the colors of Brazil and England at either end of the same bench.Tasneem AlsultanErin Schaff/The New York TimesErin Schaff/The New York TimesErin Schaff/The New York TimesThe Souq Waqif, Doha’s purposefully vintage marketplace, is one of the most popular destinations for World Cup visitors. The traditional market, rebuilt to look old, offers plenty of authentic dining options, but also shops selling clothes, spices, household goods and, if you’re in the market for one, falcons.Erin Schaff/The New York TimesErin Schaff/The New York TimesTasneem Alsultan for The New York TimesSoccer pervades every scene these days, from children dashing back and forth with a ball at their feet to adults in thobes showing off their skills on a patch of artificial turf.Erin Schaff/The New York TimesErin Schaff/The New York TimesErin Schaff/The New York TimesErin Schaff/The New York TimesAccommodations vary nearly as much as the people who stay in them. A cruise ship, docked along Doha’s waterfront, has been repurposed as a hotel for a month. Tents at the Al Khor fan village were being marketed as “Arabian camping”; you can book one, but it will set you back more than $400 a night. A more cost-sensitive option is one of the parks filled with rows of shipping containers closer to the action. Looming behind it all, in downtown Doha, are the highest-priced options. The Katara Towers in Lusail comprise two hotels. One is home to FIFA’s executive class for the duration of the World Cup.Erin Schaff/The New York TimesErin Schaff/The New York TimesErin Schaff/The New York TimesStepping away from the shine of Doha, there’s another side of Qatari life in Al Khor, the country’s second-biggest city but one removed from the World Cup’s hustle and bustle in Doha. More

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      It’s the World Cup’s Hot Accessory. But Should Fans Wear It?

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      Head scarves in the colors of the participating teams have become fan favorites in Qatar. Rather than object, locals say they like the twist on a traditional look.DOHA, Qatar — Jean Marc Berger left his home in Geneva to follow Switzerland’s adventures in the World Cup with perhaps the most neutral piece of headgear in existence. His protection against the blazing Gulf sun would extend no further than a red cap emblazoned with a white cross, a homage to the Swiss flag.By the time he arrived at Stadium 974 for his country’s second game, though, the cap was long gone. In its place, Berger, 52, had adopted a ghutra, the traditional head scarf worn by men across the Arabian Peninsula. His was red and white, a nod to his homeland. Holding it in place was an agal, the tightly bound black band around which the scarf is carefully folded.It had never occurred to Berger, before arriving in Qatar, that he would wear one. He had worried that doing so might be seen as offensive by his hosts, assumed that it might be seen as making light of Qatari culture, feared that it would transgress local sensitivities. “I did not think it would be possible,” he said.He did not, as it turns out, have any cause for concern. Ghutras in the distinctive colors of the 32 teams in the tournament have emerged as this World Cup’s must-have accessory among the hundreds of thousands of visitors who have arrived in Qatar to follow their teams. They are for sale in stalls in Souq Waqif, the rebuilt market in downtown Doha, and in immaculate stores in upscale malls. They are even stocked in some supermarkets.Mexico fans and others have embraced Arabian headgear.Tasneem Alsultan of The New York TimesThe truly dedicated can even go one step further, pairing the head scarf with a colored thobe, the flowing tunic that Arabian men mostly wear in white but which, it turns out, also comes in a lurid yellow and green (Brazil), fetching sky blue stripes (Argentina) and even the red, white and blue of the United States.“They are selling well,” said Ali, one of five founders of a pop-up store selling colored ghutras and thobes at locations in the city. “We are a little bit surprised by how well. All of the American countries — the United States, Canada, Brazil, Argentina — have showed up spectacularly.”A Brief Guide to the 2022 World CupCard 1 of 9What is the World Cup? More