BrewDog Declares Itself 'Proud Anti-Sponsor' of 2022 FIFA World Cup

BrewDog has declared itself the “proud anti-sponsor” of the 2022 FIFA World Cup in a series of billboards protesting the human rights record of the host country, Qatar.

The brewer has unveiled a punchy campaign, created by Saatchi & Saatchi London, condemning what it said was the “corruption, abuse and death” associated with the tournament.

Describing the occasion as the “World F*Cup,” the push promotes BrewDog’s plan to donate all profits made from its Lost Lager during the event to human rights charities.