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BrewDog has declared itself the “proud anti-sponsor” of the 2022 FIFA World Cup in a series of billboards protesting the human rights record of host country, Qatar.
The brewer has unveiled a punchy campaign, created by Saatchi & Saatchi London, condemning what it said was the “corruption, abuse and death” associated with the tournament.
Describing the occasion as the “World F*Cup,” the push promotes BrewDog’s plan to donate all profits made from its Lost Lager during the event to human rights charities.
“Football is meant to be for everyone.