B.C. brewery disappointed with FIFA decision to deny watch party

Patina Brewing beer glasses filled.

Residents in Port Coquitlam, B.C., were excited to see an announcement from Patina Brewing that the local beer company would be hosting an outdoor World Cup watch party on June 27.

The event was being promoted as a family-friendly street party with big screens outside where residents could enjoy the games as part of the community.

Sarah Harbord, director of operations for Patina Brewing, said the main focus of the event was to raise money for local youth soccer association, PoCo FC.

Patina has worked with the soccer club in the past, including a special can with the PoCo FC logo on it, with $1 from each can sold being donated to the club.

“So, we thought with FIFA coming, let’s have a huge party and raise money for them,” said Harbord. “It was going to be a lot of fun.”

Patina would go on to apply for a licence through FIFA, but were shocked when the organization denied their application, saying the local business was a direct competitor to FIFA’s sponsor, Anheuser-Busch.

“I’m so curious, if I would have applied as Patina Restaurant, would we have been approved,” Harbord considered. “I really thought if we followed the rules and did the right thing, this would be a go.”

The brewery is still showing all the games on its existing TV screens inside the brewery, but the denied application prevents Patina from bringing in rented screens.

Despite the disappointment from FIFA’s decision, the Harbord said the response from the community has been incredibly positive and supportive.

“Since this came out on social media, people are coming in just to support us, watch the games and buy PoCo FC cans to support the association,” she said.

Patina have supported several local sports teams in the community, including the Port Coquitlam Pirates hockey team, Port Coquitlam Saints and Coquitlam Adanacs lacrosse teams.

‘It’s just disappointing’

Port Coquitlam Mayor, Brad West, said he was disappointed by FIFA’s decision to deny a local business in the area, but not exactly surprised either.

“FIFA has a bit of a reputation for this they’ve been going after a number of different businesses,” said West. “It’s just disappointing because outside of that people are feeling very positive.”

West brought up the cost for British Columbians to host the seven matches over the course of the tournament, as well as the high-ticket prices that make it more difficult for families to attend the matches in person.

“A lot of folks are not going to make it to a game or go downtown to experience the vibe there, so you want to be able to do that kind of thing close to home,” said West.

The mayor said, while he understands FIFA has a sponsorship agreement with Anheuser-Busch, he thinks it feels petty they would deny a small, local business like Patina.

“I really don’t think that any harm was going to come to FIFA or its sponsors by essentially allowing them to do what they’re already doing inside but move it outside and maybe have a few more people,” said the mayor.

West is still encouraging residents in and around Port Coquitlam to come to the city to enjoy the World Cup again, including at Patina Brewing.

The city will continue to host watch parties, including on Wednesday for Canada’s final group stage match against Switzerland.