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Brand reputation matters. At least that's what workers' rights advocates were hoping when they kicked off efforts earlier this week to get sponsors of FIFA—including Adidas, Kia, Hyundai, Gazprom, Budweiser, Coca-Cola, McDonald's and Visa—to speak out against the appalling working conditions in Qatar, where new sports facilities are being built for the 2022 World Cup.
The plan, which includes using traditional media outlets as well as social media and letter-writing campaigns, seems to be gaining traction. Coca-Cola, Visa and Adidas have issued statements expressing concern about labor conditions there and urging FIFA, world soccer's governing body, and Qatar to make changes.