World Cup Drama
“Make popular what needs to be said.”
“Everywhere, as it has for over a century, football creates and dramatises our social identities, our amities and our antipathies. No other sport, no popular cultural form, has been subject to this degree of adulation. Football is first: the most global and most popular of popular cultural phenomenon in the 21st century.” David Goldblatt, In The Age Of Football
World Cups are typically opportune and winning moments for brands - particularly for tournament sponsors. FIFA President Gianni Infantino estimates this year’s World Cup will be watched by 5 billion people, yet others argue viewership will be down with reports claiming up to 81% of people think home nations should boycott the sporting event. The 2022 FIFA World Cup in Qatar has been rife with controversy for over a decade. Now that it’s finally kicked off, there’s plenty more to discuss, not least that Qatar and FIFA have been called out for corruption and ‘sportswashing’ (the practice of using sports to improve reputations tarnished by wrongdoing).
This week’s 52INSIGHTS breaks down the big news so far - players’ attempts at protest, fan reaction and the role brands play in it all.