Over the weekend my father asked me what I thought about the Budweiser uproar at this year's World Cup event in Germany. I had to confess that I didn't know what he was talking about. Apparently, folks in the host city are upset that Budweiser is the official beer sponsor. My dad asked me in the context of how could Budweiser, one of the world's most recognizable brands, make such a PR/marketing blunder. As we talked it was easy for us to appreciate the German's reaction. We all know that German's take great pride in their beer and even my father, a die hard nationalist and Bud man, admits that Bud doesn't stack up to German brew. How would we like it if a foreign bought the rights to passing out a new kind of apple pie on July 4? So I found this story about the situation. It's quite a conundrum. Bud is the beer sponsor and McDonald's is the food sponsor. So the folks watching Cup games are eating and drinking two huge American brands whenn American sentiment isn't, shall we say, at an all time high. I'm not a huge soccer fan but I know that it's an extremely prideful event for most of the world and the host city takes it seriously. I'd have a hard time if another country bought the rights to distribute food and beverages at the Super Bowl or World Series. You'll see in the article that Bud didn't know where the Cup would be hosted when it bought the beverage sponsorship rights. So where is the line in the sand and who crossed it? Is FIFA trying too hard to commercialize the Cup? Should Bud not force itself into events that are more popular outside it's home country? Or should soccer fans in Germany take the opportunity to expand their palate for a few weeks and focus on their team's Cup performance?