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After it became known that German beer will not be sold at the 2006 World Cup matches in Germany's stadiums, a revolutionary situation unfolded in Bavaria. FIFA is preparing to introduce "beer censorship" - that's the talk at every corner. However, the river Isar, flowing through Munich, will change its course faster than Bavarians will agree to such a dictatorship.
The consumption of American "Budweiser" during the 2006 World Cup matches, which will take place in the new Allianz Arena, is a loss of national pride that needs to be resisted in every way. Bavarians already remember the fateful year of 1844 in Munich, when after a rise in beer prices, enraged citizens rioted against beer barons. While so far the police have not had to use their special forces to protect the building where the World Cup Munich Organizing Committee is headquartered. However, the situation in the city is heating up as it is about a product that is a symbol of the Bavarian region. The organizing committee and the regional government are concerned enough about maintaining peace.
The American brewery giant Anheuser-Busch with their brand "Budweiser" is an official FIFA partner and according to the contract has special advertising and sales conditions at the World Cup stadiums. The great world of big sports is a market world, and the people of Munich have to accept that. However, there are recommendations suggesting that at regional events during the championship, local producers' goods should be featured. And if the city of Munich hosts any event during the World Cup, the rule of exclusivity for "Budweiser" will not apply to them.
However, the people of Munich are not very happy with this verdict. They can endure that in 2006 footballers will be driven in Korean Hyundai cars instead of German ones - Hyundai, the South Korean conglomerate, also has an agreement with FIFA: "If you need motorized rickshaws, we didn't see that coming! But American beer?!"
"Of course, if it really comes to it, you can even drink it in the Gobi Desert," - that's how the friendliest Bavarian beer lovers talk.
