BrewDog is the host country; Billboards protesting Qatar’s human rights record announced it was a proud sponsor of the 2022 FIFA World Cup.
The beer company unveiled a bold campaign created by Saatchi & Saatchi London, which condemned the “corruption, abuse and death” associated with the race.
Describing this occasion as the “World F*Cup”, The push follows BrewDog’s plan to donate all profits from its Lost Lager during the event to human rights charities.
“Football is meant for everyone. But in Qatar, homosexuality is illegal, caning is an accepted form of punishment, and 6,500 workers dying to build your gyms is okay,” he said. BrewDog founder James Watt wrote on LinkedIn that the business is “a work in progress. [its] Where is the money? [its] mouth.”
The business, which operates more than 80 pubs across the UK, will broadcast matches to fans throughout the four-week play-offs. It has marketed its fan zones as “the best place to experience this year’s football World Cup”. In response to questions about its plans to unveil the World Cup, BrewDog said it did not want to prevent fans from watching.
“Corruption should not be stopped. Also, the more football games are shown, the more sales they lose. The more donations, the better.” said on Twitter..
The company has not yet confirmed the details of which non-profit organization will receive the donation. However, Qatar has confirmed that it will only give to registered charities that help those affected by human rights violations and abuses.
The campaign comes as the official sponsors of the 2022 Games, which have been in dispute since Qatar was awarded hosting duties, have faced concerns from consumers and activists.
Corruption over Qatar’s hosting duties; Bidding; American bribes to FIFA officials Allegations of human rights abuses and exploitation raise questions about migrant workers (mostly) building Qatar’s stadiums; Includes questions from football players and fans. -Questions about LGBTQ+ laws and the safety of women traveling to the Gulf States.
According to Amnesty International, foreign workers make up 90% of Qatar’s workforce, with 1.7 million currently thought to be employed. India Pakistan Nepal According to official embassy data released by Bangladesh and Sri Lanka in 2021, 6,500 workers have died since the successful bid in 2010.
While some title sponsors have raised their voices demanding reparations for the families of affected migrant workers, others have remained silent.
Opinions are divided.
The self-styled “punk” Scottish brand has been a lightning rod for controversy since 2008 due to its shock tactics and legal battles.
In 2013, Watt said he would rather “set the money on fire” than spend it on “shallow” traditional advertising. However, The brand generally flexes its marketing muscle with its aforementioned creative-enhanced stunts—a mix that makes for a controversial lightning rod.
Issues include explicit language and bans from the UK’s advertising watchdog on “deceptive” promotions. In 2014, its “Not for Gays” beer — designed to draw attention to Russia’s anti-LGBTQ+ law ahead of the Sochi Winter Olympics that same year — clashed with the brand’s Andy Warhol-style print of President Vladimir Putin.
Recently, BrewDog has apologized after a series of accusations about its own workplace culture.
In an open letter circulated on Twitter in June 2021, the company’s rapid growth has cut health and safety aspects; Former employees alleged that it undermined its values and created a “toxic” work environment.
British trade union Unite said the craft beer brand’s anti-Qatar campaign was “dishonest”.
Bryan Simpson, industry organizer for the group’s hospitality sector, told City AM: “The treatment of workers in Qatar is an international scandal, but BrewDog, [has] I’m talking about hundreds of workers’ rights [its] In an open letter detailing the culture of fear among private workers—past and present—workers called it ‘harassment; insulting Harassment He demanded an apology for ‘insulting or setting fire’.”
“This is yet another dishonest ad campaign designed to distract consumers from the fact that BrewDog is one of the worst employers in the brewing industry when it comes to doing the right thing by workers,” he added.
In response, BrewDog has increased its investments in mental health; Emphasis was placed on welfare and training as well as other employment benefits.
“We apologize for where we have failed in the past, and today we are a different business — completely focused on becoming the best employer in our sector,” a spokesperson added in a statement.
Another brand that objected to the selection of Qatar as the host nation was the Danish team’s sponsor and sportswear brand Hummel, which reduced the team’s uniforms and reduced its logo to invisibility on the jerseys.