Pivovarna declares ‘towards sponsorship’ for the Cup and promises a donation to activists – 23.11.2022

On the eve of the 2022 World Cup, Qatar banned the sale of beer round the stadiums, inflicting a disaster at FIFA (and, after all, Budweiser, the beer model that’s the official sponsor of the FIFA World Cup in Qatar). The Scottish brewery BrewDog, which determined to be the official “anti-sponsor” of the cup, was not shocked by the information.

With 5 billion individuals anticipated to watch it, in accordance to FIFA president Gianni Infantino, the cup attracts huge corporations who’re prepared to make investments a fortune to be certainly one of the sponsors of the occasion and expose their model to the world. This 12 months – as well as to Budweiser – Adidas, Coca-Cola, Hyundai and Qatar Airways are amongst a few of the official companions of the occasion.

The firm owned by CEO and co-founder James Watt, identified for its craft beers and hipsters, has introduced that it’s launching a protest towards the 2022 World Cup event; Arab nation has anti-homosexual legal guidelines; however it has additionally violated a vary of human rights, as 6,500 immigrant staff have died in the development of stadiums and different infrastructure works since 2010 due to appalling working circumstances.

The model has put up a number of billboards throughout the UK, mentioning that it’s protesting the “corruption, abuse and demise” related to the occasion. One of the billboards mentioned “First Russia, now Qatar, I am unable to wait for North Korea,” mocking the undeniable fact that Russia and Qatar are international locations accused of homophobia, authoritarianism and corruption.

BrewDog has additionally created three new beers referred to as Lost Lager. It promises to donate UK gross sales of those beers to establishments combating human rights abuses in Qatar. The marketing campaign was created by the London company Saatchi & Saatchi.

On his LinkedIn web page, Watt mentioned “the soccer was dragged by means of the mud earlier than a single ball was kicked”. He added: “Football ought to be for everybody. But in Qatar, homosexuality is illegitimate, flogging is an accepted type of punishment and it is okay for 6,500 staff to die constructing stadiums.”

When requested why BrewDog would nonetheless promote ‘fan zones’ in its pubs and different venues for followers to watch matches, he mentioned the model didn’t need to forestall anybody from watching the occasion and that the extra soccer they present, the extra beer they create for the protest inventory could be bought and quickly more cash would go to charity.

BrewDog is understood for grabbing consideration with shares that divide client opinion. In 2014, to protest the Winter Olympics in Sochi, Russia, the model created a beer referred to as “Not For Gays” to criticize the nation’s anti-LGBTQ+ legal guidelines. And the firm itself just isn’t with out criticism. In 2021, former Twitter staff denounced working circumstances at the firm, saying the work surroundings was “poisonous” and that the firm had minimize funding and well being and security advantages.


“Proudly anti-sponsor of the bloody cup”, reads the advert for BrewDog in a free and humorous translation

Image: Saatchi & Saatchi London Reveal, BrewDog

Over the previous decade, there have been many complaints about the deaths of staff in Qatar on World Cup-related works. The newest got here from human rights group Equidem, which in November reported the deaths of 6,500 migrant staff – principally from international locations on the Indian subcontinent corresponding to India, Pakistan, Nepal, Bangladesh and Sri Lanka – and circumstances corresponding to unlawful employment practices, unpaid wages. wages, verbal harassment, bodily abuse and xenophobia. Workers had been uncovered to the extreme warmth of the desert due to lengthy working hours and unsure security. There are additionally stories of passports being held.

Human Rights Watch (HRW) condemns the persecution of members of the LGBTQ+ group in Qatar, whose legal guidelines prohibit homosexuality. The HRW doc stories six instances of significant and repeated assaults and 5 instances of sexual harassment of individuals in police custody between 2019 and 2022.

Regarding the corruption scandal involving Fifa, in 2020 the US Department of Justice formally charged a number of brokers concerned in the Qatari election with cash laundering. According to the company, each the 2018 Russian Cup and the present cup had been gained by means of a vote-shopping for scheme. Brazil’s Ricardo Teixeira, a former CBF president, can also be listed as a kind of who acquired cash to select Qatar to host the occasion.

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