How Adidas and McDonald’s defend their advertising

Munich, Dusseldorf Whether it’s Adidas, Coca-Cola or McDonald’s: just a week before the soccer World Cup kicks off on November 20, the sponsors of the controversial tournament are finding it difficult to position themselves publicly. In fact, there is hardly a more prominent advertising platform for advertising companies than a major sports tournament, which enables them to reach a global audience for a month.

However, this year’s host Qatar has come under criticism, especially in Europe, because human rights are being disregarded in the emirate. Women and homosexuals are oppressed, guest workers on the World Cup construction sites have hardly any rights, and there have been fatal accidents. Critics also accuse the Fifa football association of corruption in the awarding of the tournament.