![]() ![]() This has resulted in human rights principles being embedded into FIFA’s contracts with hosts, while work alongside the International Labour Organization has led to reform of workers rights in Qatar, including an increase in the minimum wage. A spokesperson for the company claims that “sport has the unique potential to bring the world together and be a force for good”, although it recognises that “further reform remains to be done”.īoth Coca-Cola and Adidas point to their involvement with human rights organisations as an “example of tangible progress”. One of the longest-serving FIFA partners is Coca-Cola. Others contest that they can better influence change in Qatar by being involved in the tournament. “It’s a simple communication trick they are using to limit exposure,” says founder of Sport By Fort Consulting Ricardo Fort. Some companies have responded by not referencing Qatar in their World Cup messaging, such as in Adidas’ latest advertisement. Only four (AB InBev, Adidas, Coca-Cola and McDonald’s) issued a statement of support. A coalition of human rights groups approached 14 FIFA partners to press the football governing body and the Qatari government to properly compensate migrant workers. Sponsors pledge to leave ‘positive legacy’Īccusations of sportswashing have left many of the tournament’s headline corporate sponsors in a difficult position. The other FIFA partners for the Qatar World Cup are Wanda Group, Visa, Adidas, Hyundai Motor Group and Coca-Cola. ![]() This comes despite Castrol, Continental Tires, Emirates Airlines, Johnson & Johnson and Sony all ending deals with FIFA after the Brazil World Cup, in the wake of the scandal surrounding the awarding of Russia and Qatar with the following two tournaments.įootball’s governing body responded by courting Middle Eastern companies, with Qatar Airways signing up in 2017 and state-owned oil company QatarEnergy partnering with FIFA earlier this year. “And there has been an increase in spending from local partners.” ![]() “We’ve not seen huge drop-offs in terms of sponsor spend at this tournament,” says Conrad Wiacek, head of sport analysis and consulting at GlobalData. While this is down on some previous tournaments (data from GlobalData estimates sponsorship deals will generate $1.1bn (£960m) for FIFA this year, a 16% drop since the 2014 World Cup), it’s clear brands believe the rewards of an association with the event outweight the risks. ![]() However, the country’s stance on LQBTQ+ rights and treatment of migrant workers – some 6,500 of which are estimated to have died – still threaten to overshadow the competition.ĭespite this, companies continue to spend large sums in order to be associated with the event, which FIFA predicts will be watched by 5 billion people. The tournament is taking place in winter to avoid the worst of the heat and an estimated $200bn (£175bn) has been spent on infrastructure and stadia. With kick-off in a little over a week, some of those questions have been answered. Many questioned how a small Middle Eastern nation with one stadium, 40-degree summers, little footballing history and a questionable record on human rights could be assigned as host of one of the world’s premier sporting events. The decision to award Qatar the 2022 FIFA World Cup in 2010 raised a number of eyebrows. The FIFA World Cup Qatar 2022 Official Countdown Clock at Doha’s Corniche Fishing Spot with flags of participant countries ![]()
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