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, in fact, 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 folks anticipated to watch it, in accordance to FIFA president Gianni Infantino, the cup attracts large firms who’re keen to make investments a fortune to be certainly one of the sponsors of the occasion and expose their model to the world. This yr – 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 match; Arab nation has anti-homosexual legal guidelines; but it surely has additionally violated a vary of human rights, as 6,500 immigrant employees have died in the building of stadiums and different infrastructure works since 2010 due to appalling working situations.

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 stated “First Russia, now Qatar, I can not wait for North Korea,” mocking the indisputable 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 preventing human rights abuses in Qatar. The marketing campaign was created by the London company Saatchi & Saatchi.

On his LinkedIn web page, Watt stated “the soccer was dragged by means of the mud earlier than a single ball was kicked”. He added: “Football needs to be for everybody. But in Qatar, homosexuality is against the law, flogging is an accepted type of punishment and it is okay for 6,500 employees 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 stated 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 offered 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 isn’t with out criticism. In 2021, former Twitter staff denounced working situations at the firm, saying the work surroundings was “poisonous” and that the firm had reduce 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 employees 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 employees – largely from international locations on the Indian subcontinent similar to India, Pakistan, Nepal, Bangladesh and Sri Lanka – and situations similar 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+ neighborhood 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 type of who acquired cash to select Qatar to host the occasion.

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