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


Wednesday, 16 November 2022
By David Cakebread, Brinsley Dresden

With the 2022 FIFA World Cup now lower than per 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 group (together with manufacturers) are paying nearer consideration than they might be usually.  

As explored in a current article on the topic by Alex Kelham, this political highlight offers prime circumstances for ambush advertising campaigns.  Ambush is generally related to companies attempting to move themselves off as sponsors of an occasion in an effort to profit from the goodwill generated by it. However additionally it is 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 essential or detrimental.

Earlier this week, BrewDog (the Scottish brewery) proclaimed itself, by means 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 in the course of the World Cup to human rights charities.

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

Proceed studying this text…

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Written by

David Cakebread

David Cakebread

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

Brinsley Dresden

Brinsley Dresden

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