The Russian State Duma`s Committee on Physical Culture and Sport is preparing to discuss the potential return of beer sales at sports stadiums during its autumn session. This initiative was first proposed by Minister of Sport Mikhail Degtyarev, who highlighted that such sales could generate additional income for the development of sports.
According to Oleg Matytsin, Chairman of the Committee, speaking at the Eastern Economic Forum (EEF), the proposal will be a key topic. Earlier this spring, Degtyarev`s similar suggestion was met with plans in the State Duma to hold a roundtable discussion on the matter.
Reasons Behind the Renewed Discussion
Vladimir Lednev, head of the Sports Management department at Synergy University, offers several reasons for revisiting this idea:
Vladimir Lednev
Head of Sports Management Department, Synergy University
“It`s challenging to estimate potential revenues at this stage, but I believe there are several factors at play. Firstly, it`s a common practice globally, in many countries, and doesn`t significantly compromise safety. Secondly, we must remember that some clubs have been affected by Fan ID implementation, leading to a loss of spectator engagement, especially among young people. Reintroducing beer sales could be a way to attract some of this audience back, as average attendance at Russian football matches, to put it mildly, isn`t great. Thirdly, it concerns the revenues of those associated with stadiums. Most clubs lease stadiums, and stadiums primarily earn from rent. Therefore, it`s crucial for both clubs to boost their commercial activities and for stadiums to increase their earnings. During major events like the FIFA World Cup, security was well-organized. We need to find a middle ground here; both clubs and sports facilities are interested parties.”
Actor, parodist, and football fan Mikhail Grushevsky also shared his perspective on the initiative:
Mikhail Grushevsky
Actor, Parodist, and Football Fan
“I`m not a beer drinker, and personally, I don`t need it; I feel perfectly fine at the stadium without it. However, global experience shows that a football stadium and beer aren`t merely a `sweet advertising couple` but rather an organic combination. Beer has been associated with watching football for decades. I recall many commercials depicting a group of men enjoying a thrilling football match with beer. I certainly don`t object to beer returning to our stadiums. This also ties into the Fan ID issue. I understand that Fan ID is now a mandatory requirement for attending football matches, and many football fans are still boycotting Russian Championship matches in protest. Perhaps the return of beer to stadiums is seen as a gesture towards these fans.”
However, Anton Dorofeev, a journalist and host of the “V Dvize” program on Sport24, is skeptical that beer sales alone will bring back fans who are boycotting matches due to Fan ID.
Anton Dorofeev
Journalist, Host of “V Dvize” on Sport24
“Beer is available at stadiums across Europe, and there`s nothing terrible about it. Firstly, its price is usually such that you can`t get excessively drunk even if you wanted to. Moreover, beer is a diuretic, so if you`re watching a game in autumn, you won`t drink much anyway. So, there`s nothing wrong with its return. Those who intend to behave inappropriately will do so with or without beer. I`m not sure how much this can bring back the audience that refused to get a Fan ID, because for them, the issue of not obtaining that document is clearly far more important than something like beer at stadiums. It`s a matter of principle for them, not just consuming low-alcohol beverages.”
The ban on beer sales at stadiums has been in effect for 20 years, since 2005. Traditionally, the Ministry of Health and the federal project “Sober Russia” have opposed the sale of alcohol at sports events. The ban was lifted only in exceptional cases, such as during the 2018 FIFA World Cup.
Rupert Blackwood 
Clement Ashworth