FIFA has introduced a significant change to its Player of the Match award presentation at the ongoing FIFA World Cup, allowing Muslim footballers to receive the honour without appearing in front of branding associated with an alcohol producer. The decision has been widely interpreted as an effort to respect the religious beliefs of Muslim players while preserving the tournament’s commercial partnerships.
The issue has been debated for several years. During the 2018 FIFA World Cup in Russia, Egypt goalkeeper Mohamed El Shenawy declined to accept the official Player of the Match award after his impressive performance against Uruguay because it was sponsored by an alcoholic beverage company. His decision attracted widespread attention and highlighted the tension between commercial sponsorship and the religious convictions of some athletes.
For the current tournament, supporters select the Player of the Match through online voting. The award is presented with the support of Michelob Ultra, one of FIFA’s commercial partners. Under the usual format, the winning player poses with the trophy in front of a backdrop featuring the sponsor’s branding, while the sponsor’s name also appears on the trophy. Those photographs are then distributed through FIFA’s official social media channels and other promotional platforms.
This year, however, FIFA has introduced a subtle but meaningful modification. When a Muslim footballer wins the award, the alcohol sponsor’s branding is removed from the presentation backdrop. Instead, the background displays only the words “Superior Player of the Match” alongside the FIFA World Cup logo. Although the trophy design remains unchanged, the alcohol company’s name is omitted from the official presentation for Muslim recipients.
The move reflects FIFA’s acknowledgement of Islamic teachings, which prohibit the consumption and promotion of alcohol. It also recognises that many Muslim-majority countries maintain strict regulations concerning alcoholic beverages, making such sponsorship particularly sensitive for Muslim athletes.
The revised presentation has already been implemented for several Muslim players, including Canada’s Ismaël Koné, Qatar’s Mahmoud Abu Nada and Morocco’s Ismael Saibari. In each case, the standard sponsor-branded backdrop was replaced with the neutral version used specifically for Muslim award winners.
The relationship between football and alcohol sponsorship has attracted attention before. During the 2022 FIFA World Cup, France forward Kylian Mbappé was seen covering the logo of an alcohol sponsor while posing with his Player of the Match trophy. The French international has consistently avoided participating in promotional activities linked to alcohol or gambling companies.
Football authorities have gradually become more sensitive to cultural and religious considerations in recent years. Across several domestic competitions, including aspects of English football celebrations, non-alcoholic sparkling drinks are increasingly used instead of traditional champagne to accommodate players from diverse backgrounds and beliefs.
Although FIFA has not altered its sponsorship agreements, the adjustment to the award presentation has received a positive response from many supporters on social media. Many view it as a practical compromise that respects the religious values of Muslim footballers while allowing the governing body to fulfil its commercial obligations during one of the world’s biggest sporting events.