'We want beer': an analysis of online posts written about the alcohol ban during Qatar's soccer world cup.

Introduction: The FIFA Men's World Cup is one of the largest global sporting events, with alcohol playing a notable role, evident from major sponsor Anheuser-Busch. Indeed, Brazil altered policies to allow alcohol in the 2015 tournament stadiums. Qatar, the 2022 World Cup host, initially assured alcohol availability in stadiums but reversed this decision 2 days before the tournament began, sparking widespread online discussions about alcohol's role in sports and policies. This study analyses the online discourse surrounding this alcohol ban.

Methods: We collected Tweets from a week prior to the tournament to a week after, using keywords referencing the World Cup, alcohol, and the ban. After excluding retweets, 5252 independent posts were coded by stance on the ban and underlying rationale.

Results: Anti-ban tweets dominated (55.1%; 15.9% pro-ban; 29% neutral). We identified five primary themes. Three opposing the alcohol ban: (i) Timing Backlash: Sudden implementation, (ii) The Power of Budweiser: Impact on sponsor brands, and (iii) A Troubled World Cup: Contribution to other issues, and two supporting it: (iv) Spectator Sobriety: Alcohol's relevance in sport, and (v) Dry Stands, Safer Crowds: Potential to mitigate public disturbances.

Discussions and conclusions: While just over half of Tweets opposed the alcohol ban, they focused on the ban's enactment and concerns over sponsor agreements rather than the absence of alcohol itself. Conversely, pro-ban tweets highlighted improved fan experience. Policymakers should consider how alcohol companies use social media to shape public opinion. Analysing online discourse can provide valuable insights for implementing and reviewing alcohol control strategies in sport.