Despite Qatar’s human rights record dominating the early coverage of the World Cup, companies have still been eager to take advantage of the World Cup hype.
👉 Background: Qatar’s human rights record has dominated the early coverage of the World Cup. Its treatment of migrant workers and the country’s stance on homosexuality has been in the spotlight (just to name a few).
👉 What happened: Despite all this, companies have still been eager to take advantage of the World Cup hype. In fact, forecasts indicate companies like Ford, Coca-Cola and Samsung could spend around $2 billion USD on promotions. Yikes!
👉 What else: In 2018, the World Cup drew in a record 3.6 billion viewers. And this year’s World Cup is expected to attract a record 5 billion viewers - eyeballs-galore!
💡Despite opposition to Qatar’s conduct, the World Cup’s 70+ major sponsors are all continuing to spend big on the event.
💡But sadly, controversial hosts for major events isn't new. Remember 2018 World Cup in Russia? The Russians were also criticised for ignoring local human-rights abuses.
💡And clearly, it hasn't affected FIFA, soccer’s governing body. In fact, it made a record $7.5B USD from 2022 sponsors. A new record.
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