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15 Nov 2021

FIFA & Qatar World Cup 2022 sponsors

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FIFA states the World Cup is “the most effective international marketing platform, reaching millions of people in over 200 countries throughout the world.” Association with the world’s greatest sporting event is lucrative and attracts high-profile international brands.

Sponsors have duties under the UN Guiding Principles on Business & Human Rights to carry out due diligence of their sponsorship decisions and to mitigate adverse impacts. We will be following the actions of sponsors ahead of the World Cup in relation to the human rights situation in Qatar.

In 2015 we asked several sponsors specific questions about their sponsorship of FIFA and human rights. None of the sponsors responded to the specific questions, but Adidas and Coca-Cola did provide general statements. See more on this here.

In May 2022, six months ahead of the World Cup, we asked sponsors to provide information on their human rights due diligence. Only four out of 19 responded to our request. See our outreach in full here.

Explore the human rights records of the sponsors and partners of the FIFA Qatar 2022 World Cup below:

Analysis: FIFA & World Cup sponsor engagement on risks to migrant workers

With just under 100 days until the FIFA Qatar World Cup 2022 kicks off in Doha, most tournament sponsors remained tight-lipped on their human rights policies and processes to protect migrant workers in Qatar.

Outreach to tournament sponsors: questions and responses

We asked sponsors a set of questions regarding their human rights due diligence processes and policies relating to the recruitment of migrant workers to the region and in preparation of the tournament.