The demonstration, held on the eve of the start of the World Cup, is an initiative between the company and the institution Stop Homophobia (Stop homophobia). Qatar criminalizes sexual relations between people of the same sex.
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The campaign called Colors of Love was launched as a response to the organization of the event's ban on the use of LGBTQIA+ flags inside stadiums during games. “Because we should always be able to show our true colors”, wrote the brand on its social networks.
Support for the cause
In addition to Pantone, other brands and influential people have supported the cause of diversity by refusing invitations from FIFA to participate in the opening of the event. Recently, singers Dua Lipa and Shakira declined invitations to perform at the opening of the World Cup.
Other brands have launched campaigns with messages critical of local laws. The energy drink brand Lucozade, sponsor of the British football team, decided to withdraw its brand from the country in response to allegations of human rights abuse.
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According to the London newspaper The Sun, the company that has sponsored the team since 2008 will not have its brand displayed in matches, training or press interviews. “Lucozade is a proud and long-standing sponsor of the England team, but we are not an official partner of the FIFA World Cup,” he said in a statement.
Away from the stadiums and outside the list of sponsors, the brewery BrewDog launched a campaign criticizing the choice of Qatar as the tournament's host. In an advertisement published on social media, the company said it was proud to “not be a sponsor of the World Cup”. “First Russia, then Qatar. We can’t wait for North Korea”, he joked.
(With Content Status)
