Brands weigh cost of teaming with Qatar as World Cup nears – ETBrandEquity

Marketing

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Though they’ve paid millions of dollars to attach themselves to the world’s most high-profile sporting event, many brands feel that endorsing Qatar is a bridge too far. Multiple companies, even the federations of some participating nations, are taking steps to distance themselves from the host country over its treatment of migrant workers and the gay community.
The brand aspires to connect fans around the world with the FIFA World Cup Qatar 2022. Through this partnership, vivo will leverage its rights to the FIFA World Cup 2022, including the emblem, official brand identities, and run unique promotions to connect with passionate football fans globally…
EA Sports FC will be introduced from 2023 after the company creates the final game in partnership with FIFA later this year. EA has been producing a FIFA game for around three decades and its fond association with fans worldwide helped the Zurich-based organisation’s brand when it was tarnished amid a wave of arrests of soccer officials in 2015 …
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