Qatar 2022: World Cup becomes advertising flop – companies fear image loss

Next Sunday, the World Cup kicks off in Qatar, but Expectations know no bounds – also with companies that otherwise advertise at large events for millions of francs. Migros and Coop, for example, invested little in marketing. “Due to controversial discussions” one behaves “more cautiously”, says Coop. Credit Suisse, which has been the main sponsor of the Swiss national soccer team for 30 years, will also not lead its own World Cup campaign. She writes it “The Sunday Paper”.

At the last World Cup, the bank presented TV ads before all national team matches, customer events, branch promotions or flashy films on social networks with stars like Xherdan Shaqiri or Granit Xhaka. The World Cup in Qatar is for companies such as Credit Suisse or Coca-Cola, which deal with topics such as climate, homosexuality and they want to gradually show women’s rights, which is an image risk.

Another problem is the timing of the main event. “Black Friday” and the pre-Christmas period fall within four weeks of the World Cup. “Many of our customers are faced with the decision of whether to advertise for Christmas or the World Cup,” says the media agency. There will also be lower advertising budgets in countries such as the UK, Germany and France.

Leave a Comment