FIFA 2022: The Qatar controversy

Sponsorship turned nightmare?

-Jahanvi Dhingra

Football is not simply an ordinary sport but an emotion for millions worldwide. So it is no surprise that the FIFA World Cup invariably has all the eyes set on it, from the enthusiastic spectators to the brands bidding for a spot on the reserved spotlight podium of sponsorships The neck-to-neck is all to ( cue in the unforgettable Puma vs Nike brawl in 2018 that turned as ugly as it gets in the battleground called marketing) get a piece of the buzz generated by the tournament, with 32 nations participating each season and the rich assortment of players waiting to be hackled by brands for the opportunity of representation However, in the eventful showdown that was FIFA 2022, it wasn’t exactly Messi or MBappe that were a matter of concern for brands, but the host country Qatar. If you have not been living under a rock, you are aware of how the country dissents homosexuality and has laws against the practice of the same Qatar is well known about their radical line of thought. This is just one of the many skeletons in Qatar’s cupboard; the nation is also accused of grossly mistreating its migrant workers With such dark spots surrounding the cup host, and the consequences for marketers in their extended support of an event clouded in controversy, it was a rather big question mark how brands would deal with it.

The Big Dilemma:

The dilemma elicited varied responses from the sponsor ’ s list, with brands holding strong legacy ties with the tournament, such as Coca-Cola and Hyundai maintaining their association decision, saying that sport is an opportunity to bring everyone together They claimed to continue to be an active ally and said they only aim to reinforce their ideals of equity and togetherness through their relationship with FIFA. Brands with a similar stance further expressed that they advocate equal access to all during the event and are not, in any case, compromising on their values by their support for FIFA in Qatar Then there were brands in the same industry at loggerheads with their opinions While BrewDogs held itself as a proud antisponsor of the World Cup, defining its views and opinions in writing and across viral billboards that spoke for it in volumes On the other hand, Budweiser seemed to have no apparent plans of withdrawing its sponsorship but had to bow out of the original deal due to an unprecedented law regarding public alcohol consumption. It diverted the kegs to the winning team, so the support was evident even though it disrupted for a while Not every brand was on the same side, but each had their own issues with the country's policies. Meanwhile, brands such as Mcdonald’s and Puma provided no response to their decision to have their name across the FIFA banners, among many others

Backlash, being part and parcel of such controversies, was witnessed in the comments, boycotts, and anti-support stance adopted by the masses as their way of backward communication to the brands through the marketing funnel with different socioverse tools to their avail, including but not limited to Instagram, Twitter, and Reddit. It wasn't just limited to the general public, but certain brands participated as well, Including but not limited to Hummel Sports.

Responsible Marketing

The crux of the saga is that marketing today requires not a fisheye view but a holistic one that considers all the social, legal, and political implications of a particular association Since millennials and gen-z, the target market of most brands listed above, are not sold on a brand simply by an eye spot or an advertisement but by the ethics of that brand, Alas, this controversy also sheds light on how event marketing is a rather complex phenomenon in this day and age, and the logistics of it are enough to put the decision-makers in a dilemma, as in this case.

Responsibility marketing is not a choice anymore but a prerequisite for firms aiming at a good market standing. Also, it is not simply the brands in sponsorship that might be under fire here, but the brand created over the years by FIFA for itself too The authority made an informed decision to conduct the event in Qatar, which in hindsight does not seem so. many activist organizations lashed out at the organization for backing the choice of location and were in a complete boycott of the tournament A domino effect follows such a decision where if the audience drops, the value of FIFA drops, the channel ratings dip, the advertisement views drop, and the players’ valuation drops. Meanwhile, the cause of the great fall here ends up making millions

To wrap up, marketing itself is no less than a sport today and the brands on the field need to ensure they are not committing any injurious fouls in a bid to score, which may only have a long-term impact on their center players, including reputation and image. Though it was not all as dampened as it may appear by the situation that had the globe divided in two, and not by the teams this time While World Cup 2022 may not have had a smooth run initially, it certainly concluded on a jolly note where all brands pitched in to congratulate Messi and Argentina for their roller coaster win and had a shot at being featured in the topical spot without any strings attached From Zomato to Adidas to Amul, it was a celebration through and through with word plays, puns, and creative ads At the end of the day, football continues to be a beloved sport and a moment for marketers to capture through their lens At the end of the day, the lines blurred and the victory unified most groups segregated in the controversy, to make a marketable moment that took over the globe.