World Cup watch parties: What Edmonton bars can and cannot do
FIFA licensing rules restrict how sports bars promote games. Here's what you need to know about legal viewing parties across the city.
As the FIFA World Cup kicks off, Edmonton sports bars face strict licensing rules governing how they can advertise and host viewing parties — and not all establishments are playing by the rulebook.
Mo Blayways, managing partner of 1st RND's two locations, navigates these restrictions carefully. The bars near MacEwan University and in West Edmonton Mall carry broadcast subscriptions (TSN, Sportsnet, Fubo, DAZN) and sponsor partnerships to legally show games.
For World Cup broadcasts, 1st RND partners with Michelob Ultra, FIFA's official beer sponsor. "Their sponsors pay a lot of money to be associated with the World Cup," Blayways said. "FIFA carries an awfully big hammer."
Other Edmonton venues have secured similar arrangements. Greta in Downtown Edmonton positions itself as the "headquarters" for Argentina's matches, also heavily promoting Michelob. The Canadian Icehouse, steps from Rogers Place, is the official home for Canada's games, offering $10 tickets that include a drink and guaranteed seating. England's local supporters' groups have chosen the Icehouse as their base.
The Edmonton Scottish Society is charging $10 (plus fees) for Scotland matches through Eventbrite.
Blayways said he's frustrated seeing some Edmonton pubs advertising watch parties without proper licensing. While 1st RND has invested in the legal infrastructure, unauthorized screenings remain visible across the city — a risk those unlicensed bars may eventually face from FIFA's enforcement.