BrewDog Plasters ‘Anti-Sponsorship’ Signs Against Qatar World Cup Across City
While many major brands are gearing their marketing towards the upcoming Qatar World Cup, there’s one company that’s doing the opposite, claiming itself as an “anti-sponsor.”
Taking a loud stance against the world’s most popular sporting competition, craft beer brand BrewDog has come up with a series of out-of-home advertisements in London decrying the host nation.
“Football is meant to be for everyone. But in Qatar, homosexuality is illegal, flogging is an accepted form of punishment, and it’s OK for 6,500 workers to die building you’re stadium. That’s why we’re kicking off,” the company said.
It’s no surprise the competition is a controversial one, with allegations of bribery to reports of migrant worker deaths, and the concerns of LGBTQ+ fans across the participating nations. Furthermore, this is the first time a World Cup is being played in the winter instead of summer, due to the country’s warm climate.
In order to “put their money where their mouth is,” BrewDog is pledging all the profits from the sale of its Lost Larger during the tournament to help tackle human rights abuse, through registered charities directly helping those affected by injustices in Qatar.
“To be clear, we love football, we just don’t love corruption, abuse, and death. So join us. Let’s raise a glass to the players. To the fans. To free speech. And two fingers to anyone who thinks a World Cup in Qatar makes sense.”
