2022 FIFA World Cup in Qatar—Lessons for Future Sports Sponsoring?

Abstract

The awarding of the 21st and 22nd Men’s Football World Cup in 2018 and 2022 took place jointly following the decision of the FIFA World Football Association. FIFA announced the decision on the awarding of the two final rounds on December 2, 2010, in Zurich. Upon conclusion, it was confirmed that the 2018 World Cup would be held in Russia and the 2022 World Cup in Qatar, which had already hosted the Asian Football Championships in 1988 and 2011. No World Cup in Europe has been discussed as much and as controversially in advance as the one in Qatar. Although there was also criticism in earlier years (for example, when Russia and Brazil were the host countries), these debates largely faded into the background with the start of the tournaments. The events that had an impact on the sponsors, how they dealt with them, and the consequences that resulted from them, are made apparent through further explanations and extensive numerical data. This chapter refers to sponsors such as Budweiser, Adidas, Rewe, Hummel, and the non-sponsor Brewdog. This acknowledges the current relevance of the topic in order to discuss implications for upcoming major sporting events.