Budweiser's World Cup nightmare continues as the beer giant is forced to make 'alternative, culturally appropriate' player of the match award to accommodate Kylian Mbappe and others who DON'T want to promote alcohol

Budweiser is in the process of making 'alternative, culturally appropriate' arrangements for player of the match awards to accommodate stars such as Kylian Mbappe who do not want to promote alcohol.

The French forward has picked up the player of the match award in three out of four games, but has repeatedly snubbed the beverage giant by holding the trophy backwards in order to hide the logo.

It was noted after he picked up the gong against Australia and Denmark and he again snubbed any promotion of the Budweiser branding after claiming the award against Poland.

Kylian Mbappe has hidden Budweiser's name after winning the player of the match three times at the Qatar World Cup so far - winning it against Australia, Denmark and against Poland

Kylian Mbappe has hidden Budweiser's name after winning the player of the match three times at the Qatar World Cup so far - winning it against Australia, Denmark and against Poland 

Budweiser is in the process of making 'alternative, culturally appropriate' arrangements for player of the match awards for players who do not want to promote alcohol

Budweiser is in the process of making 'alternative, culturally appropriate' arrangements for player of the match awards for players who do not want to promote alcohol

Mbappe is not alone either with other players including Cameroon's Vincent Aboubakar, Tunisia's Wahbi Khazri and Morocco's duo Yassine Bounou and Hakim Ziyech also opting to do the same.


Budweiser - who have had a torrid World Cup so far - has now addressed the claims that Mbappe has been hiding its logo deliberately, the Athletic reports.

A spokesperson for AB InBev, which brews Budweiser, said: 'Alternative, culturally appropriate, arrangements have and will continue to be made for players with bone fide objections on religious grounds.'

This reportedly would include the same trophy but without the Budweiser logo and any branding in the background. 

It comes after Sportsmail exclusively reported this week that FIFA have become embroiled in a series of legal disputes with the Qatari authorities with relations between the two main World Cup organisers at an all-time low as the tournament reaches the knock-out stages.

The Budweiser affair is just one of the contractual issues that have arisen before and during the tournament.

Mbappe has not yet publicly declared the reasons that he is hiding the logo. However, A report in L'Equipe, via AS, this week detailed how the decision is deliberate on behalf of Mbappe with a stipulation in his image rights not to advertise alcoholic drinks, as well as sports betting and junk food.

Hakim Ziyech
Yassine Bounou
Vincent Aboubakar

Cameroon's Vincent Aboubakar and Morocco's duo Yassine Bounou and Hakim Ziyech have also hidden the logo

The French star was also avoiding the press after picking up the awards which is not permitted.

However, after grabbing a brace and making the other in France's 3-1 last-16 victory over Poland on Sunday, Mbappe did address the media, saying: 'It wasn't anything personal, I have nothing against journalists.

'I just needed to focus on the tournament and my football.

'When I want to concentrate on something, that's the way I function. That's why I didn't do press before. Now I know the FFF get fined and I said I would pay the fine myself, I didn't think they should pay on my behalf.'

The French Football Federation, had been offering Mbappe their full support during his press conference boycott, and said they would pay any fines picked up by players who refuse to speak to the media after winning a player  of the match award.

England fans will be hoping that Mbappe won't need to snub Budweiser's logo again if he does not pick up the player of the match award after Saturday's quarter-final clash. 

Other big names to collect the award, including England's Harry Kane and Wales's Gareth Bale, have had no issue posing for photos with branding on display.

Budweiser was left with thousands of cans of surplus beer after an 11th hour decision to ban the sale of alcohol in stadiums

Budweiser was left with thousands of cans of surplus beer after an 11th hour decision to ban the sale of alcohol in stadiums

Budweiser stands, which would have sold beer to fans before and after matches, are only able to sell Bud Zero

Budweiser stands, which would have sold beer to fans before and after matches, are only able to sell Bud Zero

It has been a difficult tournament so far for Budweiser, who have not been able to sell beer in the stadiums because of Qatar's stance on alcohol. 

As a result of the ban - which came two days before the start of the tournament - thousands of Budweiser beer cans were left piled up at a warehouse.

Sportsmail reported last month that Budweiser were seeking around $47million from FIFA after the U-turn decision to prohibit beer inside stadiums at the World Cup.

FIFA president Gianni Infantino lashed out at European critics of Qatar after the state banned the sale of beer in its stadiums two days before the start of the competition.

He said: 'Honestly, if this is the biggest issue we have for the World Cup, I will sign immediately, go to the beach and relax until the 18th of December.

'Every decision we take at this World Cup is a joint decision between Qatar and FIFA.

'I think personally if for three hours a day, you cannot drink a beer, you will survive.'

 

 

 

 

 

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