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The Guardian - UK
The Guardian - UK
Business
Mark Sweney

The £100m Qatar whitewash: how UK advertisers put profit before protest

World Cup Qatar United Kingdom Fifa David Abraham Adidas Brewdog Budweiser Channel 4 CocaCola
An advert for Budweiser inside the Lusail stadium before a match at the World Cup in Qatar.
An advert for Budweiser inside the Lusail stadium before a match at the World Cup in Qatar. Photograph: Kai Pfaffenbach/Reuters

More than £100m will be spent by brands hoping to cash-in on World Cup fever, but when it comes to taking host Qatar to task over its human rights record protest marketing has taken a back seat to sales targets.

In the run-up to kick off of the football tournament in Qatar criticism of the gulf state was akin to shooting at an open goal.

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