The plight of migrant workers in Qatar, along with LGBTQ+ rights in the Gulf state, has sparked a backlash ahead of the soccer showpiece, which kicks off on Nov. 20.
FIFA’s list of partners includes U.S. corporate titans Coca-Cola Co. KO, +0.31% and Visa Inc. V, +0.40%, who will both be involved in the Qatar event. Anheuser-Busch InBev/Budweiser BUD, -0.05% and McDonald’s Corp. MCD, +0.31% are also signed up as World Cup sponsors. But the plight of migrant workers in Qatar, along with LGBTQ+ rights in the Gulf state, has sparked a backlash ahead of the soccer showpiece, which kicks off Nov. 20.
“We saw a very similar situation not so long ago in Beijing around the Winter Olympics,” Andrews added. “They have made a calculated decision that, as much as they will face some consumer backlash for supporting an event in a country where there are human rights issues, there are enough of their customers and clients that will hold their noses and close their eyes and still watch the soccer.”
So sponsors want to be part of a conversation around education on these issues, according to the marketing expert. “They’ll want dialogue to move on [and] see previously outdated thoughts and philosophies of leaders and governments move into a more progressive outlook,” Kirkham said. In a statement provided to MarketWatch, McDonald’s described “the power of football” to uplift and connect communities. “McDonald’s can be a force for good, including when it chooses to leverage sponsorships, like at the World Cup,” it said.
FIFA’s advocacy has led to some significant reforms to improve the rights of migrant workers in Qatar, according to Coca-Cola. “However, we recognize that further reform remains to be done,” the company added. “We expect FIFA to continue working with Qatar and future host countries to ensure human rights, including workers’ rights and safety, are respected in sport.”
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