Why BrewDog’s ‘Anti-Sponsoring’ World Cup Campaign May Land Them In Trouble

With the 2022 FIFA Planet Cup now fewer than a week away, the minds of the soccer-looking at public are turning to Qatar.  Given Qatar’s human rights file and a variety of other concern marks hanging over the legitimacy of the country’s bid to host the event, several outdoors of the soccer community (together with brand names) are spending nearer awareness than they would be commonly.  

As explored in a latest write-up on the subject by Alex Kelham, this political spotlight presents key disorders for ambush marketing strategies.  Ambush is typically related with businesses hoping to move on their own off as sponsors of an celebration in purchase to benefit from the goodwill created by it. But it is also not unusual for opportunistic makes to seize on pleasure and fascination encompassing events, even if these curiosity is (as with the Qatar Globe Cup) mainly critical or negative.

Before this 7 days, BrewDog (the Scottish brewery) proclaimed alone, by means of a collection of physical billboards and on the net posts, the “Happy Anti-Sponsor of the Environment F*Cup“.  This punchy strapline is backed up by a declare on BrewDog’s web-site that it will donate the profits from all gross sales of its Dropped Lager throughout the Globe Cup to human rights charities.

This short article explores the marketing marketing campaign run by BrewDog along with the criticisms of the marketing campaign and potential lawful problems that could crop up.