In 2010, Qatar announced that it would host the 2022 World Cup. Since then, discussions about the country have begun that mirror today's controversies. to host the most important sporting event highlighted three main topics: restrictions on women, discrimination against the LGBTQIAP+ community and the rights of migrant workers. You may not like it, but football and the World Cup serve a social purpose: the event shares culture, drives the economy and entertains audiences.
Given such a huge reach, brands clearly cannot chinese thailand data be left out. However, consumers are more eager than ever to feel represented through the causes your brand supports – we’ve highlighted this topic with lots of data in this article, and we highly recommend you read it too. It's here that things get complicated: if your brand goals and those of the World Cup seem to be following different paths, how do you combine them. Do these brands have a real purpose in hosting the World Cup in Qatar. As consumers and key social organizations begin to question brands that sponsor (or do not sponsor) the World Cup, all the answers suggest that any choice is purposeful.
For some, becoming a sponsor of this event in this country during this social moment is a great combination to promote positive change within. For others, deciding not to sponsor is also a way to promote positive change, making it clear that investments will not be made in places that do not respect human rights. All brands, even if they are small, or will indirectly use this event to carry out some special actions to increase sales, have a certain purpose with the Qatar World Cup.