BrewDog’s bold anti sponsor of Qatar World Cup
By Shadia Muse on Monday, November 7, 2022
BrewDog has launched an OOH campaign reflecting many concerns people in the UK have about Qatar 2022. Various billboards put up by the brand read ‘Proud anti-sponsor of the World F*Cup,’ ‘The Beautiful Shame,’ ‘Eat, Sleep, Bribe, Football’ and ‘First Russia, then Qatar. Can’t wait for North Korea.’
Explaining the purpose of the campaign a BrewDog release read: “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 stadium.”
They have also pledged to donate all net profits from its Lost Lager sold during the tournament between 20th November and 18th December 2022 to fight human rights abuse.
James Watt, CEO at Brewdog, said: “We’re proud to be launching BrewDog as an anti-sponsor of the World F*Cup. To be clear, we love football. So join us. Let’s raise a glass to the players. To the fans. To free speech.”