When supporting events such as the Olympic Games or the World Cup, brands can take a risk, especially when the even is held in a place with a dark reputation. Qatar has been heavily criticized for exploiting labor from Asia, letting companies have workers treated like slaves.
For companies like Coca-Cola, McDonalds, Adidas or Visa, being related to that should be an issue if they had any kind of moral compass. Unfortunatly, morality isn’t really something large corporations care about, unless their bad behavior is called.
That’s exactly what this spontaneous Internet campaign is doing. Artists worldwide have been creating anti-logos of the 2022 World Cup in Qatar to urge the sponsor to stop supporting the event.