BrewDog has announced itself as the anti-sponsor of the 2022 Qatar World Cup ahead of the tournament’s kickoff in November.
The beer giant announced that a campaign featuring posters and print ads that call out alleged corruption engulfing the tournament and reported human rights abuses in Qatar will begin this week.
It comes after it was revealed that nearly 6800 migrant workers died in the run-up to the tournament.
The brand confirmed it would show the World Cup at its outlets but “all the profits from our Lost Lager sold during the tournament going to fight human rights abuse”.
Co-owner James Watt said: “Football is meant to be for everyone.
“But in Qatar, homosexuality is illegal, flogging is an accepted form of punishment, and it’s OK for 6,500 workers to die building your stadium.
“That’s why we’re kicking off. And we’re putting our money where our mouth is, with all the profits from our Lost Lager sold during the tournament going to fight human rights abuse.
“We’re proud to be launching Brewdog as an anti-sponsor of the World F*Cup.
“To be clear we love football, we just don’t love corruption and abuse.
“So, join us. Let’s raise a glass to the players. To the fans. To free speech.”
The campaign is the latest in a serious of protests, after Scotland’s largest trade union body urged fans to “show FIFA and Qatar the Red Card” with a protest outside Hampden before the national team’s clash with Ireland in September.