‘Proud Anti-Sponsor’ billboards protesting 2022 FIFA World Cup in Qatar

Scottish brewery and pub chain company BrewDog has declared itself as the ‘proud anti-sponsor’ of the 2022 FIFA World Cup in a series of billboards protesting the human rights record of the 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.