Nations and players, and even a number of French cities have criticised Fifa’s decision to award the 2022 men’s football World Cup hosting duties to Qatar. But when a company does the same, it can run the risk of being accused of “greenwashing” or even “wokewashing” – that is, taking an inauthentic stand on a cause to benefit sales.
Some companies have been openly critical of the host country. But, for many companies, the money to be made from TV rights, merchandising and corporate sponsorship still makes the association worthwhile.
