The 2026 FIFA World Cup for men will be played in the USA, Mexico, and Canada from June 11 to July 19. Sweden will participate in the tournament, but due to the time difference, several matches will be broadcast late at night or early in the morning Swedish time. Sweden's opening match against Tunisia on June 15 starts at 04:00 Swedish time, according to multiple reports.
Region Gotland has decided to temporarily extend serving hours during the World Cup, allowing serving until 08:00 when Sweden plays. The decision was made on the day of the announcement by Ragnar Gustavii (M), chair of the environmental and building committee, on delegation of the committee, Region Gotland said. Under normal rules, alcohol may be served between 11:00 and 01:00, according to official sources. Previously, the latest permitted serving time granted by Region Gotland's licensing authority was 03:00. In exceptional cases, after special review, temporary extended serving hours can be granted outside the ordinary time frames. A decision on further extension may be linked to special conditions, such as requirements for extra security guards or other preventive measures, official sources said.
Gävle kommun's social committee has proposed an initiative to allow restaurants and other serving establishments to be open during matches, Gävle kommun said. The initiative has been sent to the police and the municipality's environmental and health protection unit for their opinions. If the initiative passes, establishments with a valid serving permit can apply to serve alcohol until 07:00 to show World Cup matches. They can also receive guests without a requirement for pre-booking, and serve without a requirement for food in connection with matches, provided the food requirement in the Alcohol Act is removed on June 1. A final decision on extended serving hours in Gävle is expected during week 17 or 18. Gävle kommun recommends that establishments wait to apply for extended serving hours until further information is provided.
Stockholm's position on extended serving hours has been contradictory. Stockholm has said no to extending serving hours beyond 05:00, according to Emilia Bjuggren (S). However, Stockholm's socialnämnd has voted yes to a temporary change allowing opening until 08:00 between June 11 and 14, SVT Stockholm reported. The final decision in Stockholm will be made in the fullmäktige in May, according to multiple reports.
Moderaterna and Miljöpartiet in Göteborg have proposed extending serving hours during the World Cup, according to Göteborgs-Posten. Göteborg's red-green coalition has proposed temporary permits until 06:00, according to Klara Holmin (MP). Socialdemokraterna in Växjö are positive to extended hours and will review the matter, according to Arijeta Rechi (S). Eight restaurants in Strängnäs and Mariefred have been granted extended outdoor serving until midnight from April to October, according to multiple reports. Örebro's Bygg- och miljönämnd is expected to adopt temporary guidelines for extended hours from June 11 to July 19, according to Elisabeth Malmqvist (C). Extended hours in Örebro will not apply to nightclubs or venues with live performances, according to multiple reports.
Internationally, in Norway, the prime minister has opened for a law change regarding serving hours during the World Cup, according to Expressen Sport. Beer is allowed at football matches in many European countries including Germany, England, Ireland, Czechoslovakia, Denmark, Belgium, the Netherlands, Switzerland, and Hungary, according to multiple reports. In Russia, LDPR deputies Igor Lebedev and Dmitry Svishchev proposed amendments to lift the ban on retail sale of beer at official football competitions, except children's and youth events, according to official sources. The London Organizing Committee appointed Heineken as official sponsor of the 2012 Olympics, and Budweiser is a key partner of the World Cup and title sponsor of the IOC, according to multiple reports.
FIFA's structure lends itself to being dominated by its President, according to experts. Stanley Rous and Joao Havelange had differing attitudes to FIFA involving itself in political disputes between member states. World Cup tournaments became a 'cash cow' for FIFA. Under Havelange, FIFA moved towards a sort of virulent crony commercialism. After WWII, Jules Rimet focused on restabilising the World Cup competition. By 1974, FIFA had 140 members, with the original 54 predominantly European and South American countries comprising less than a third. Stanley Rous was a grammar school boy and son of a grocer. Rous served in Africa during the First World War. Rous concluded that football could maintain Britain's profile as its empire receded. In 1943, Rous wrote that FA War Emergency Committees had developed links with countries through army work. Rous was a school master and leading referee in the 1930s.