Some brands have addressed the human rights issues surrounding Qatar 2022.
Traditionally billions of viewers watch the World Cup, and as they concentrate on what is happening on the pitch, the names of some of the world’s biggest companies flash behind the players on a rolling, technicolored loop – Budweiser, Visa, Coca-Cola, Qatar Airways, Adidas, McDonalds, Wanda, Vivo, Hyundai Kia. But Qatar 2022 is different.
President Gianni Infantino said on Friday at a news conference that the organization has earned a record $7.5 billion in revenue through commercial deals tied to the 2022 World Cup, $1 billion more than what it earned from the 2018 World Cup. And during the next cycle building up to the 2026 World Cup held in the United States, Mexico and Canada, Infantino forecasts a revenue of $11 billion. It is not just companies who have aligned their ‘brand’ to this World Cup.
, but also reflects the globalization of Asian consumer brands, Peppi adds. Wanda, a conglomerate based in China, Qatar Airways and Qatar Energy all belong to ’s decision to punish players wearing “OneLove” armbands that aimed to promote inclusivity. But aside from these examples – notably taken by national team sponsors rather than tournament sponsors – companies have remained relatively quiet during this month-long competition, one of the biggest, most lucrative events in sport.
World Cup is one of the most valuable pieces of intellectual property within sport, if not the most valuable and, as a result of that, is very tightly controlled and governed,” Peppi adds. In July, three human rights organizations – Amnesty International, Human Rights Watch and Fair Square – wrote to
and the Supreme Committee for Delivery and Legacy to build on Qatar’s development of a regulatory and remedy framework for the protection of migrant worker rights…While these efforts have been groundbreaking, we recognize that more can be done to ensure respect for the human rights of all workers involved in the Qatar World Cup, including providing effective remedy to those who are unable to access avenues for redress.
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