‘We want beer’: an analysis of online posts written about the alcohol ban during Qatar’s soccer world cup

While just over half of Tweets opposed the alcohol ban, they focused on the ban's enactment and concerns over sponsor agreements rather than the absence of alcohol itself. Conversely, pro-ban tweets highlighted improved fan experience. Policymakers should consider how alcohol companies use social media to shape public opinion. Analysing online discourse can provide valuable insights for implementing and reviewing alcohol control strategies in sport.