Why BrewDog’s ‘Anti-Sponsoring’ World Cup Marketing campaign Could Land Them In Bother

Wednesday, 16 November 2022
By David Cakebread, Brinsley Dresden

With the 2022 FIFA World Cup now lower than every week away, the minds of the football-watching public are turning to Qatar.  Given Qatar’s human rights report and varied different query marks hanging over the legitimacy of the nation’s bid to host the match, many outdoors of the soccer neighborhood (together with manufacturers) are paying nearer consideration than they’d be usually.  

As explored in a latest article on the topic by Alex Kelham, this political highlight gives prime circumstances for ambush advertising and marketing campaigns.  Ambush is generally related to companies making an attempt to move themselves off as sponsors of an occasion so as to profit from the goodwill generated by it. However it’s also not unusual for opportunistic manufacturers to grab upon pleasure and curiosity surrounding occasions, even when such curiosity is (as with the Qatar World Cup) largely important or destructive.

Earlier this week, BrewDog (the Scottish brewery) proclaimed itself, by way of a collection of bodily billboards and on-line posts, the “Proud Anti-Sponsor of the World F*Cup“.  This punchy strapline is backed up by a claim on BrewDog’s website that it’ll donate the earnings from all gross sales of its Misplaced Lager throughout the World Cup to human rights charities.

This text explores the advertising and marketing marketing campaign run by BrewDog together with the criticisms of the marketing campaign and potential authorized points that will come up.

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Written by

David Cakebread

David Cakebread

David is an Affiliate within the Digital, Commerce & Inventive follow group at Lewis Silkin with a selected deal with the sports activities, media and leisure sectors.

Brinsley Dresden

Brinsley Dresden

Brinsley is the Accomplice that leads the Promoting & Advertising and marketing Regulation Sector Focus Group at Lewis Silkin, in addition to the only UK member of the International Promoting Legal professionals’ Alliance.