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BrewDog’s World Cup ‘anti-sponsorship’ is a shameless PR stunt, and it’s a good one!

The move will raise awareness and money against corruption and humans rights abuses.

Independent craft brewer, BrewDog, has announced itself as the anti-sponsor of the 2022 Qatar World 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 alleged corruption engulfing the tournament and reported human rights abuses in Qatar.

In Qatar, homosexuality is illegal, floggings are an acceptable form of punishment, and 6,500 migrant workers have died since Qatar won the right to host the tournament. BrewDog has pledged that all net profits generated from Lost Lager sold in the United Kingdom during the tournament between November 20– December 18 2022 will be donated to registered charities involved in fighting human rights abuse in Qatar.



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