January 31, 2023


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

2 min read

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 document and varied different query marks hanging over the legitimacy of the nation’s bid to host the match, many exterior of the soccer group (together with manufacturers) are paying nearer consideration than they might be usually.  

As explored in a latest article on the topic by Alex Kelham, this political highlight offers prime circumstances for ambush advertising campaigns.  Ambush is often related to companies attempting to go themselves off as sponsors of an occasion to be able 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 unfavorable.

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 marketing campaign run by BrewDog together with the criticisms of the marketing campaign and potential authorized points which will come up.

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Written by

David Cakebread

David Cakebread

David is an Affiliate within the Digital, Commerce & Artistic 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 and marketing Regulation Sector Focus Group at Lewis Silkin, in addition to the only UK member of the International Promoting Attorneys’ Alliance. 

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