BrewDog slammed after ‘disingenuous’ World Cup ‘anti-sponsor’ stunt

A photo of people enjoying drinks at BrewDog, a brewery and pub chain

BrewDog has faced backlash on social media after launching a “confusing” anti-sponsor World Cup campaign – while continuing to advocate screening all matches, saying “corruption shouldn’t stop this”. 

The brewery and pub chain have boldly plastered their “proud anti-sponsor of the World F*Cup” ads on Twitter, stating that all profits from one of its lagers will go towards human rights causes. 

But people have been quick to notice a big fault – the chain will screen World Cup matches from all of its pubs – despite running a campaign that states “two fingers to anyone who thinks a World Cup in Qatar makes sense”. 

One user took to Twitter to highlight that the company can’t be an anti-sponsor and then also “offer a BrewDog Fanzone”, where all the World Cup games will be shown. 

Someone commented underneath the post and called the campaign “confused communication of what could be an OK idea”, they added: “positioned as a fanzone dedicated to raising money to fight human rights abuse, it looks a whole lot different”.

Underneath BrewDog’s announcement of the campaign, someone questioned why the chain will continue showing the tournament if it’s an anti-sponsor.

BrewDog responded: “We are, because we don’t want to stop people watching the football. 

“Corruption shouldn’t stop this. Besides, the more football we show, the more Lost is sold, the more money goes to charity.”

Another user echoed the same concern and stated “don’t show any of the games,” to which BrewDog responded with a similar excuse: “We don’t want to stop people drinking beer and watching football. Fans shouldn’t be denied that just because of corruption.”

The campaign notes that “football’s been dragged through the mud before a single ball’s been kicked”, and highlights that the game is meant “for everyone”, but Qatar’s anti-LGBTQ+ laws go against this.

All profits made from BrewDog’s Lost Lager, sold during the World Cup, will be donated to causes fighting human rights abuses, according to its Twitter announcement.

It comes as footballers including England Lionesses’ Beth Mead and Australia’s Socceroos are using their platform to air their disappointment of the tournament being held in Qatar. 

Under the country’s horrific LGBTQ+ laws queer people can face up to seven years in prison if convicted, while under Sharia law it is technically possible for men found to have engaged in same-sex relationships to be sentenced to death.

PinkNews has contacted BrewDog for additional comment.