Get in Line ASA, FIFA Might Just Have Something to Say About BrewDog’s Latest Stunt…

Your social channels are probably lighting up right now with BrewDog becoming the latest brand to attempt an ambush marketing campaign on the Qatar World Cup, but this one comes with an unexpected twist. For those of you that haven’t caught up yet, BrewDog have just this afternoon announced themselves as the official “Anti-sponsor of the World F*Cup” and are calling out the event for Qatar’s more than tainted human rights record, appalling laws against homosexuality and the allegedly contentious means in which they were awarded the championships in the first place.

You can view BrewDog CEO James Watt’s LinkedIn post here and their press release here.

We all know that BrewDog’s appetite for provocative PR stunts is somewhat gargantuan, but this very well may be the only time (at least in my memory) that they are on the right side of morality with this one, compared to their previous controversial attempts at gaining public attention.

BrewDog are no wallflower, they are renowned for their use of asterisked swearwords within their slogans and are certainly not unfamiliar with an ASA ruling or two for “causing widespread offence”. However, the ASA might have to get in line to issue another ruling against them thanks to their inspired adaptation of the trademarked World Cup. Because you can be sure, given the phenomenal amount of traction this campaign has already garnered on LinkedIn alone in the last five hours (66,000 likes & 1900 reposts, and climbing), that this is going to find its way into the hands of FIFA. And they’re certainly going to have something to say about it.

FIFA issued a statement to participating teams only a few days ago essentially urging them to forget about the controversy and “focus on the football” now that we’re two weeks away from the opening ceremony. But that’s one monumental pile of dirt to sweep up underneath a relatively small Qatari-made rug, if we’re entirely honest now, FIFA.

Not only is this campaign an obvious trademark infringement thanks to the blatant positioning of the phrase “World Cup” within their campaign – there’s no missing it. Which comes with it the beckoning opportunity for litigation against breaches of the Trade Marks Act and the laws of Passing Off here in the UK. But what is equally, if not more likely to cause FIFA concern is the potential argument for slander against their beloved flagship event within the bold claims made by BrewDog within their press release:

“This isn’t a World Cup. It’s a World F*Cup. Football’s been dragged through the mud, before a single ball’s been kicked. Let’s be honest: Qatar won it through bribery. On an industrial scale.”

“Football is meant to be for everyone. But in Qatar, homosexuality is illegal, flogging is an accepted form of punishment, and it’s OK for 6,500 workers to die building your stadium. That’s why we’re kicking off”

“We’re proud to be launching BrewDog as an anti-sponsor of the World F*Cup. To be clear we love football, we just don’t love corruption, abuse and death. So join us. Let’s raise a glass to the players. To the fans. To free speech. And two fingers to anyone who thinks a World Cup in Qatar makes sense.”

Now, if I were a betting woman, I would confidently stake a sizeable sum on the chances of a FIFA issued cease-and-desist letter finding its way into BrewDog’s inbox over the coming days. But what I’d be less inclined to bet on is what side the general public will fall on in the end. Just scrolling through the thousands of LinkedIn comments already posted thus far, it’s clear BrewDog’s approach is (unsurprisingly) dividing opinion. One contributor wrote:

“Qatar won by Bribery? Hmm where’s the proof? oh I forgot you don’t have any cos your boycotting based on a bunch of lies. I don’t think Qatar will give two pence about whether you boycott or not because frankly it’s your loss.”

Whilst swathes were keen to offer their support with responses such as:

“BrewDog doing it right!” and “Huge fan of your brand” or “Great job bringing up a necessary conversation!”

Another highlighted Brewdog’s announcement regarding their Fanzone placements in the UK throughout the tournament, accompanied by the words “you’re not an anti-sponsor, you’re a commercial beneficiary. I think this might be what you’re calling sportswashing”.

Whatever side you sit on, you can be sure that Brewdog are going to be on the receiving end of a large proportion of Twitter conversation and news coverage in the coming days. It’s clever, it’s controversial and it’s definitely got people talking.