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Brewdog announces ‘anti-sponsorship’ of Qatar World Cup

By Tom Walker    09 Nov 2022

The ad campaign criticises the decision to award the tournament to Qatar / Brewdog

Drinks giant Brewdog has released an ad campaign criticising the Qatar 2022 World Cup

Huge billboard adverts have appeared on buildings in what the company has billed as “anti-sponsorship” of the tournament

Qatar was awarded the rights to hosting the world’s most watched sports event in 2010

However, the oil-rich nation has faced criticism for its human rights record

UK drinks giant Brewdog has released an ad campaign criticising the Qatar 2022 World Cup.

Huge billboard adverts have appeared on buildings in what the company has billed as “anti-sponsorship” of the controversial tournament.

Qatar was awarded the rights to hosting the world’s most watched sports event in 2010.

However, the oil-rich nation was criticised soon after, when claims of bribery and corruption in the bidding process surfaced.

Qatar has also faced growing criticism over its human rights record and the treatment of migrant workers who have arrived in the country to build the stadiums needed for the World Cup.

In a statement, Brewdog said: “This isn’t a World Cup, it’s a World F*cup – and we’re kicking off.

“Football’s been dragged through the mud, before a single ball’s been kicked. Let’s be honest: Qatar won it through bribery. On an industrial scale.

“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. To be clear we love football, we just don’t love corruption, abuse and death.”

As part of the campaign, Brewdog has pledged that all the profits from one of its beers sold during the tournament will go to “fight human rights abuse”.