BrewDog announces ‘anti-sponsorship’ of the World Cup

By Staff Writer in Alcohol 7th November 2022

Independent craft brewer BrewDog has announced itself as the “proud anti-sponsor of the 2022 Qatar World Cup” which it has dubbed the “World F*Cup” due to the controversy that has surrounded Qatar’s hosting of the competition.

An advertising campaign begins this week featuring posters and print ads that call out the corruption engulfing the tournament and human rights abuses in Qatar.

“Football is meant to be for everyone. But in Qatar, homosexually is illegal, floggings are an acceptable form of punishment, and it is OK for 6,500 workers to die building a stadium,” said the Brewer in a statement, adding that it is “kicking off about this and putting its money where its mouth is”.

It has pledged that all net profits generated from Lost Lager sold in the UK during the tournament between 20 November – 18 December 2022 will be donated to registered charities involved in fighting human rights abuse in Qatar.

James Watt, chief executive 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, we just don’t love corruption and abuse. So join us. Let’s raise a glass to the players. To the fans. To free speech.”