Read on to find out the answer

[asikurrahmanshuvo]

I am writing this article while watching the football match between France and Australia in the group stage at the 2022 World Cup . I felt like I needed some inspiration, once I am not a big football fan, but I am definitely a fan of big events that bring all communities and cultures together.

These global events are great opportunities to talk about something really important to brands: purpose .

Qatar was chosen as the host of the 2022 World Cup in 2010. Since then, the discussion about the country has begun and reflects today's controversies.

Three main themes stand out in the criticism of the first Middle Eastern country to host the most important sporting event:

restrictions on women ;
discrimination against the LGBTQIAP+ community ;
rights of migrant workers.
You may not like it, but football and the World Cup have a social purpose: these types of events share cultures, move the economy and entertain the audience . With this huge impact, it is obvious that brands cannot stay out of the party.

However, more than ever, consumers have a desire to feel afghanistan phone number list represented through the causes your brand supports. We brought this topic to a head in this article and we recommend you read it as well.

And this is where things get complicated: how do you unite your brand with the purpose of the World Cup if they seem to be going in different directions?


Do brands have a real purpose at a World Cup hosted by Qatar?
When consumers and important social organizations began to question the brands that sponsor (or do not sponsor) the World Cup, all the responses demonstrated that any choice is made with a purpose.

For some , being a sponsor of a major event at this social moment in Qatar is a great combination to promote positive changes from within.