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BrewDog: the World Cup ‘anti-sponsor’
BrewDog: the World Cup ‘anti-sponsor’

BrewDog: the World Cup ‘anti-sponsor’

James Watt, BrewDog’s CEO has has shared the brand’s most recent ad campaign on LinkedIn. The out-of-home billboard reads “First Russia, then Qatar. Can’t wait for North Korea”. He went on to say: “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 your stadiums. That’s why we’re kicking off.”

The Scottish brewing company is being accused of trying to steal the focus away from the game and players during the 2022 FIFA World Cup – while facing backlash for this stunt: BrewDog has promised to donate all proceeds from the sale of its Lost Lager to groups battling violations of human rights during the competition. Many people have pointed out the brewer’s hypocrisy on social media, though, considering that it still intends to show games at its venues and sell its drinks in Qatar.