Case A Situation $-$ FIFA Beverage Contract $2026$

Anheuser$-$Busch Companies, headquarters located in St$.$ Louis Missouri USA is

one of the world's largest brewing companies and owns multiple global brands that

include Budweiser, Michelob, Becks, and Stella Artois. Anheuser$-$Busch had a

$$75$ million dollar deal with FIFA $-$ International Association Football Federation

headquarters in Zurich Switzerland to be the official beer supplier for the $2022$

world cup in Qatar. Budweiser is Anheuser$-$Busch's flag ship beer whose product

line includes the original Budweiser beer, Bud Light a calorie reduced beer and

Budweiser Zero a non$-$acholic beer.

Initially, Qatar's officials agreed to allowing the sale of alcoholic beer in World

Cup Stadiums. To Budweiser's dismay, forty$-$eight hours prior to the first match

Qatari authorities pressured FIFA to ban the sales of alcoholic beverages within the

football stadium concession stands. Budweiser Zero, the non$-$acholic beer was

allowed to be sold inside the stadium. The alcoholic beers were only permitted to

be sold at designated licensed locations cutside the stadiums. After planning this

event for nearly a decade, this last$-$minute knee$-$jerk decision left global football

fans without a proper beer to enjoy while watching the matches, drastically

reduced sales for Budweiser and Budweiser holding a multitude of pallets

containing alcoholic beer in Qatar; of which had to be initially shipped via ocean

freighter and store in refrigerated warehouses. Although Budweiser lost out on

liquor sales, their marketing team was brilliant in posting that the winning country

of FIFA $2022$ will be awarded all the unsold beer. This was the best solution for

finding a home for all the unsold beer while maintaining a positive image for the

beer company.

Currently, Budweiser has a contract with FIFA worth $112$ million dollars to be the

official beer supplier for World cup $2026-$ Canada, United States of America, and

Mexico. Due to the unfulfilled contract from the $2022$ FIFA world cup Budweiser

wants a substantial $$50$ million dollars discount on the $2026$ sponsorship contract.

FIFA must have this $$50$ million in sponsorship funding. They are currently

looking into gaining the $$50$ million dollar sponsorship from other big brewing

companies that include Molson Coors United States $-$ Headquarters Chicago Illinois, a brewing giant one of Budweiser's major competitors and Heineken $-$

Headquarters Amsterdam Netherlands.

The marketing personal from each company Budweiser, Molson, and Heineken,

will meet with FIFA in Zurich Switzerland to negotiate the final beer sponsorship

contract.

What will be your arguments and strengths and weaknesses as a president of Molson Coors Canada

Character: Landtmeters$-$ President of Molson Coors Canada $-$ Canada

Fredric sits on the boards of several organizations including the Belgium Canada

Chamber of Commerce, chairman of the board of Beer Canada and the national

association representing the interests of Canadian brewers.

Due to his experience in sales and marketing, Molson Coors corporate is sending

Mr$.$ Landtmeter to Zurich the negotiations meeting. His positions included working

with companies$-$ Proctor & Gamble, Cadbury Schweppes and he even worked with

the company Anheuser$-$Busch owner of Budweiser. Although he hasn't met Brian

Perkins, he is familiar with Budweiser and is very familiar with their negotiating

strategies.

Mr$.$ Landtmeter is extremely interested in possibly getting Molson Coors foot in

the door to be a sponsor with FIFA World Cup $2026.$ He will be gunning for a

spot as a sponsor not only the Canadian division but also the US division of

Molson Coors. Nothing is more North American than having an ice$-$cold beer at a

sporting event. The matches for the World Cup $2026$ will be located throughout

Canada, USA and Mexico. Fredric would love to showcase their product to the

world. Fredric is heading into the negotiations with a large budget for the

sponsorship. Could Molson possibly knock out their competition Budweiser?

Taking ownership as a major sponsor would be a feather in Fredric's cap and a

major marketing win for Molson Coors North America.