Many brand manufacturers are wondering whether they are allowed to advertise with the football World Cup in Qatar.
(Photo: WITTERS)
There is a great deal of uncertainty among many brand manufacturers: Should one, and should one even be allowed to, advertise with the World Cup? The moment the name Qatar appears in a marketing campaign, waves of indignation erupt. How can you want to earn money with this sporting event when elementary human rights are not respected in the emirate and women are oppressed and homosexuality is a punishable offense?
Many of the accusations are correct and it is necessary to point them out again and again. But it seems a little strange that public outrage and calls for a boycott are so focused on the World Cup.
After all, Qatar is, of course, an increasingly important trading partner for Germany. The exchange of goods between the two countries increased by 75 percent last year. And the desert state is also welcome as an investor, not only with large companies such as VW or Deutsche Bank, but also with many start-ups.
No fan needs to be ashamed of World Cup enthusiasm
We have to make a decision: do we rely on the principle of “trade through change” and hope that the situation in the country for minorities will change as a result of close economic ties? Or are we boycotting the country because it doesn’t live our values to the same extent? Those who demonize the football World Cup in Qatar, but at the same time crave liquid gas from the emirate in order not to get cold feet in winter, are rightly open to accusations of double standards.
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There is a great danger that football will become a moral fig leaf. Here everything is processed that is otherwise only discussed in passing. But if we calm our conscience with loud criticism of the World Cup, but otherwise do good business with Qatar, regardless of the problems in the country, nothing is gained.
>> Read also: The Uncanny Friend – Germany’s Risky Alliance with the Sheikhs
There are many things about the World Cup that need to be clarified and criticized, from allegations of corruption in the award process to deaths on construction sites. And the oppression of minorities must not be shamefully concealed – especially during the World Cup. That’s why it’s wrong when Fifa forbids the Danish national team to train in jerseys that say “human rights for all”.
Despite this, Qatar, like any other country, has the right to host a soccer World Cup, just as they have hosted Formula 1 races and a World Handball Championship. And if you’re looking forward to the sporting event and cheering for your national team, you don’t need to be ashamed of it. Just as little as brand manufacturers who advertise with the tournament.
More: Which companies benefit from the tournament in Qatar – and which do not