If there's one thing FIFA is good at, it's making money. If there's two things FIFA's good at, it's making money and doing it in spite of whatever pesky laws happen to be in a locality they plan on conquering.
In Brazil, site of the 2014 World Cup, rampant crowd troubles led to a ban on the sale of any and all alcoholic drinks at sporting events. This, however, prevents FIFA from extracting exclusive beer sponsor deals and selling overpriced swill to attending spectators. Clearly one side would have to compromise here and since FIFA is above the law, FIFA general secretary Jerome Valcke has made it clear that it won't be them.
From the Irish Times:
"Alcoholic drinks are part of the Fifa World Cup, so we're going to have them. Excuse me if I sound a bit arrogant but that's something we won't negotiate," Mr Valcke said.
Yes, as guests in your country, we say nevermind your silly little laws and the safety of everyone involved in the event. As a "non-profit" organization, we need to be sure we're maximizing our profit.
"The fact that we have the right to sell beer has to be a part of the law," he told the foreign press corps in an interview in Rio de Janeiro, where today he will hold a meeting with the World Cup local organising committee.
"...until we get to Qatar in 2022 and they pay us enough to make us forget that position."
Regardless of the abuses of power and profiteering present here, the most important takeaway is that beer wins. Beer always wins.