SportsA beer brand announces itself as the anti-sponsor of...

A beer brand announces itself as the anti-sponsor of the “World F*Cup”


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“First Russia, then Qatar. Can’t wait for North Korea” (“First Russia, then Qatar. Can’t wait for North Korea”), “Proud anti-sponsor of the World F*Cup” (“Proud anti-sponsor of the whore of World Cup”)… Everyone will judge the position taken by the BrewDog beer brand as they wish, but we can at least recognize the meaning of the formula.

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The Scottish brewer, who has opened bars in his name around the world (including France), has decided to make noise about his opposition to the 2022 World Cup. “Let’s be honest: Qatar won thanks to bribery. On an industrial scale,” he explained in a statement released earlier this week. To mark the occasion, BrewDog announces that all profits from the sale of its “Lost Lager” beer sold during the tournament “will be donated to fight against human rights violations”.

Beyond being a way to advertise inexpensively, according to some, this initiative conceals contradictions, as many football fans on social networks have not failed to point out. In particular the fact that the bars of the brand will broadcast the matches on their screens, and therefore participate in highlighting the competition. “Don’t broadcast them then!” “, thus urged several people.

More money raised with the broadcasting of matches

Faced with these criticisms, BrewDog justified its position on Wednesday. “There’s been a lot of talk about us showing the games in our bars. We thought about it for a long time, but we finally decided to do it for two reasons, exposes the brewer in the Manchester Evening News. First, we believe that we should not deny our loyal customers the opportunity to enjoy it together just because of this questionable choice by Fifa. Second, we will raise more money for charities if we show the matches in our bars. »

BrewDog insists on its opposition to Fifa and Qatar, and its support “for those who love the game and hate to see it dragged through the mud like this”. In any case, here is an example of “ambush marketing” to show in all schools.

Source: 20minutes

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