Advertising a Controversial World Cup
Beginning on November 20th, soccer teams from 32 countries around the world will gather in Qatar to compete to be crowned FIFA World Cup champions. For a competition that should be the centerpiece of sportsmanship, teamwork, and international acceptance, the tournament is saddeningly controversial.
The decision in 2010 for Qatar and its sweltering climate to host the tournament was only the start of the controversies. Numerous corruption scandals followed, including some FIFA officials being accused of accepting millions of dollars in bribes. Qatar also has a poor human right’s record, such as still having anti-LGBTQ+ laws and not allowing women many of the same rights as men. Further, Qatar had very little of the infrastructure required to host the event, and has spent billions to catch up in time. Tens of thousands of migrant workers have been employed to accomplish this, of which at least 6,500 have died and many more are trapped without adequate worker’s rights.
The international soccer community has rightfully focused its attention on these disasters and a number of players, teams, and companies have used their global advertising power to raise awareness. According to CNBC, the 2022 World Cup is expected to generate $4.7 billion in revenue, making it the center of attention for companies and organizations around the world. Advertising from FIFA as well as major corporations like Coca-Cola, Puma, Pepsi, and Hyundai all cover the corruption with lively and friendly promotions that paint the World Cup as the stunning worldwide attraction it should be. Even so, they cannot completely distract from the underlying issues, and other groups aiming to expose these problems have been equally vocal.
Advertising that promotes the World Cup:
To start, Fox Sports will be broadcasting the tournament in the US, and has unveiled its TV set in Doha. Modern, bright, and colorful, the set serves as a physical advertisement to create a welcoming and popular atmosphere where people who don’t have tickets to a game can still enjoy the event. The set is only miles from multiple brand new stadiums that workers have died to construct.
Similarly, the Qatar National Bank produced an ad featuring superstar Neymar Jr. and social media influencer Khaby Lame. It generates excitement for the tournament with action-packed scenes and energetic spectators, as well as kids playing in the street to emphasize that the World Cup is for everyone (supposedly).
FIFA has also advertised their various sustainability efforts, such as new air conditioning technologies being built directly into the stadiums. While the actual environmental footprint of these efforts is debated, they divert focus towards these innovations rather than the countless controversies that led to their installation.
Advertising against the World Cup:
Conversely, teams and players themselves have been publicly utilizing their platform to raise awareness, which is a positive use of advertising. Before a qualifying match, the Norwegian national team wore shirts that read “Human rights — on and off the pitch.” Germany and the Netherlands joined them, wearing “Human Rights” and “Football supports change” pregame shirts respectively. While some say they don’t need to get involved in advocacy, players and teams hold a unique position to leverage their global image and bring attention to the injustices surrounding the tournament.
According to USA Today, 30-second Super Bowl ads now cost over $5 million, and are watched by around 100 million people. Since the 2022 World Cup is expected to be seen by over three billion people, it’s hard to imagine how much advertising revenue is wrapped up in it as a result. Players and teams making statements, such as with their shirts, will inarguably have a worldwide impact on the tournament’s image.
Denmark and its jersey provider Hummel have also taken a unique approach to advertising opposition to the World Cup. As countries announced their new kit designs, Hummel went against the typical colorful, innovative styles and released three monotone red, white, and black uniforms for the Danes to wear. The trio of jerseys, which featured barely-visible Hummel and Denmark logos, was accompanied by a statement explaining, “We don’t wish to be visible during a tournament that has cost thousands of people their lives.” In a step beyond just releasing a statement, Hummel have turned their products into advertisements to make their opposition clear.
Fans have also voiced their opposition. In Hamburg, fans hung massive posters called tifos in their stadium that read “BOYCOTT QATAR.” Fanbases in Dortmund and Berlin, among others, have created similar posters expressing their objection. High-profile advertisers affiliate themselves with events that promise a large audience, such as the World Cup. However, if there are other circumstances that affect this audience like fans boycotting, it becomes increasingly likely that they will pull some or all of their advertising. This could lead to an immense impact on the revenue of the host nation and FIFA.
The world must wait four years between World Cups, and when one comes it should be a time of celebration and excitement. The contentiousness surrounding this year's competition creates a difficult decision for many who want to enjoy the games but do not want to support the decision to hold it in Qatar. Advertising can be a highly influential tool in addressing controversies like this, and how companies choose whether to cover up or expose the issues will continue to play a significant role in the tournament’s global perception.
Ian Katan