In line with UEFA regulations all alcohol sales will prohibited from sale in the former Olympic Stadium this Thursday evening when West Ham face Domzale in the second leg of the third qualifying round.
Under Europa League rules, clubs participating in its cup competitions cannot sell alcohol in the stands.
A spokesman at Uefa said the policy had been in force since Euro 2000 saying: ‘It’s a policy of Uefa that alcohol and sport don’t match. Beer can be sold in stadiums, but only zero alcohol.’
A club spokesman confirmed the ban saying “Correct, the sale of alcohol in concourses is not permitted in UEFA competitions.”
We understand alcohol will be sale as normal for the Betway Cup friendly against Juventus on Sunday.
Dutch brewer, Heineken won the pourage rights for the London Stadium although West Ham will receive no share of the lucrative ‘Pourage Rights’ deal.
Shouldn’t make any difference to the enjoyment as everyone is going for the game, if we are going to qualify for europe reguarly we’ll have to get used to it. Small price to pay
Oh well ! The team will have to refresh the parts another way ???
Drinking Heineken is the closest you can get to non-alcoholic lager anyway.Awful stuff imo.Im sure watered down badger pee must taste better Lol
‘It’s a policy of Uefa that alcohol and sport don’t match…’ How typically arrogant of Football authorities. Drink fits in, and usually in a perfectly civilised a manner, with MOST sports thank you very much, its only YOUR sport where it has such serious associated problems and ALL sport is rather wider than Association Football thank you for your condescension UAFA.
So fans smash 10 pints down the throat before game ? What a drum rule ?
I bet the stadium vendor is happy ! First game , profits. 0% !!
The biggest p#ss take of all is that Heineken did or does sponsor UEFA Champions League.What a joke.