– Everything that has been documented shows a country with systematic discrimination and oppression that collides with values we like to emphasize in our part of the world. It is also the world where the big advertisers are. That’s what NHH professor and expert on marketing, Tor W. Andreassen, says to news. Qatar is the World Cup host for the championship which starts on 20 November. Among other things, the WC organizer has been criticized for a lack of human rights and for his laws against homosexuality, which can lead to several years in prison. Several of the main sponsors of this year’s football World Cup in Qatar are big on the Norwegian market. Strong brands in Norway and globally, such as Coca-Cola, McDonald’s, Adidas, Visa and Hyundai have been sponsors of the men’s world championship for a number of years – including this year. Several of these sponsors nevertheless choose not to do any marketing campaigns on Norwegian soil in connection with the championship. Strong brands use the WC as part of their promotion. Just not in Norway. Photo: AP/news – We recognize the concerns related to the upcoming football World Cup in Qatar. Rather than ending our historic commitment to football, we believe we can accomplish more by staying. That’s what communications director at Coca-Cola in Norway, Inger Marie Ingdahl, told news. The company is one of the world’s best-known brands, and has, among other things, been an official sponsor of the football World Cup since 1978. – We will not do anything locally, but will focus on Christmas, which is one of the year’s most important campaigns in November and December , says Ingdahl. In Norway, Christmas is prioritized ahead of the football World Cup in Qatar. Photo: MIKE BLAKE / Reuters – Better to withdraw The controversial football championship in Qatar has created a marketing problem for the sponsors, Tor W. Andreassen believes. He says they deserved to withdraw from the championship. – I mean it. I also believe that it has brought FIFA into a bad light and that Qatar has been exposed as the country it is, he says to news. NHH professor and expert in marketing, Tor W. Andreassen. Photo: NHH – In this sense, by not withdrawing, the sponsors are on a collision course with societal norms and thus many of the norms and values of the customers, he believes. Andreassen says that withdrawing as sponsors will be an important signal that you are distancing yourself from the host country. – This argument was well advanced among managers of large global companies when they withdrew from Russia after 24 February, he points out. Several of the sponsors write in their answers to news that they have taken a number of initiatives to influence from within. news’s sports commentator Jan Petter Saltvedt believes this is an orchestrated game for “us in the gallery.” – If there is a real intention to contribute to change, then you have to take action on a global level and not just camouflage yourself away in the market where it is most obvious that they will encounter resistance. Coca-Cola is on a tour to show off the World Cup trophy in all 32 participating countries. Here from the launch in Dubai, where, among other things, the two former footballers, Kaká and Iker Casillas, were represented. Photo: Kamran Jebreili / AP – They run WC burgers and targeted campaigns in many other countries. There is no desire for any real change in any of what they say, says Saltvedt. Selling WC burgers Globally, McDonald’s is running a number of campaigns aimed at the Qatar WC. Among other things, they are launching their own “World Cup burger” in some selected countries. They do not choose to do that in Norway. – McDonald’s in Norway has no activities or campaigns related to this championship. Your questions must therefore be addressed to McDonald’s globally, says communications manager at McDonald’s in Norway, Kristina Johansen. – Is this something that stands out from other world championships for you? – We carry out the activities and campaigns we believe are right for the Norwegian market and our guests. – McDonald’s in Norway has also previously chosen not to have local activities and campaigns linked to championships that are sponsored by McDonald’s globally, she adds. Globally, but not in Norway Hyundai is also dropping marketing in Norway, despite the fact that they are one of the main sponsors of this year’s championship. The car brand has been a partner with FIFA since 1999. – Hyundai is still sponsoring FIFA during this year’s men’s world championship, but this time to help create a sustainable event, says PR manager for Hyundai in Norway, Øyvind Knudsen. The company has launched a sustainability campaign in the run-up to the WC. It is international, but is not used in Norway. Promo images from Hyundai’s sustainability campaign in connection with the WC. Photo: Hyundai – In other words, it has been decided locally that Hyundai Motor Norway will not do any marketing activities or communication in connection with this year’s men’s soccer world championship, says Knudsen. – We expect FIFA to continue its initiatives with host countries to fully respect human rights, and continue to closely monitor its efforts to do so, says Knudsen. Adidas stands out Adidas is the only sponsor to inform news that they will run advertising campaigns in Norway. Visa has not responded to our inquiries. – We want to strengthen our global campaign in Norway, says communications advisor at Adidas, Stefan Pursche. Among other things, Adidas is responsible for this year’s WC ball. The ball is called “Al Rihla”, which means “the journey” in Arabic. The design will be inspired by the culture, the architecture, the iconic boats and the flag of Qatar. Photo: MOHAMED ALI ABDELWAHID / AFP He clarifies that Adidas was not involved in the decision to award the WC to Qatar, and that they have been close to Fifa and Qatar’s government to improve the situation around human rights in the country. In May, Pursche gave a statement to SVT, with whom news has collaborated in the Qatar coverage, where he says that Adidas expects the championship to be fully accessible to all visitors. – This is regardless of nationality, religion, sexual orientation or ethnic background, said Pursche. Just a couple of days ago, World Cup ambassador Khalid Salman’s interview with German TV was stopped when he started talking about homosexuality. – It is an injury to the mind, he said in an interview with German ZDF. Qatar nevertheless claims that everyone is welcome to the championship. Salman was nevertheless aware that the visitors must adapt. – They must accept our laws. Homosexuality is haram. Do you know what haram (forbidden in Islam) is? he says in the TV feature. Then the interview was interrupted by a colleague of Salman. The reactions have not been long in coming following the WC ambassador’s comments. Here from a protest in front of the FIFA museum in Switzerland on Tuesday this week. Photo: Michael Buholzer/AP
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