BrewDog has addressed the huge backlash it received this week, which stemmed from the brewery declaring itself an ‘anti-sponsor’ of the World Cup in Qatar while still screening the games in its bars.
The Scottish beer brand has been accused of hypocrisy and of profiting from the tournament, despite taking a very public stance against Qatar.
Its ‘World F*Cup’ campaign will see profits from all Lost Lager sold during the World Cup given to fight human rights abuse.
BrewDog said: “Football’s been dragged through the mud, before a single ball’s been kicked. Let’s be honest: Qatar won it through bribery. On an industrial scale.
“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.
ADVERTISEMENT
“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.
BrewDog’s anti-World Cup posters. Credit: Saatchi & Saatchi / BrewDog
“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, abuse and death.
ADVERTISEMENT
“So join us. Let’s raise a glass to the players. To the fans. To free speech. And two fingers to anyone who thinks a World Cup in Qatar makes sense.”
The campaign has been described as ‘superficial and meaningless’ after the brewery confirmed its bars across the country would still be showing the games.
They replied to one critic on Twitter to say: “We are, because don’t want to stop people watching the football. Corruption shouldn’t stop this. Besides, the more football we show, the more Lost is sold, the more money goes to charity.”
ADVERTISEMENT
BrewDog co-founder James Watt has now addressed the criticism in a post on LinkedIn, saying that the company thought ‘long and hard’ about its decision to screen the World Cup matches.
He said that BrewDog didn’t want to ‘deny our loyal customers the chance to enjoy them together just because FIFA bizarrely chose to award the world cup to Qatar in very questionable circumstances’.
He also wrote: “All profits from Lost Lager sold during the tournament will be donated to human rights charities. The truth is, we will raise more money to do good if we show the matches in our bars.”
James’ post said: “People are still going to watch the games – so giving them the opportunity to watch the games both to raise awareness and raise money to drive positive change at the same time is worthwhile.
“To be very clear, in doing so we aren’t supporting FIFA or Qatar’s human rights track record, we are supporting those that love the game and hate to see it dragged through the mud like this.”
ADVERTISEMENT
He continued: “We will never please all the people all the time. We are now very used to our critics piling in. But in the space of 24 hours we’ve massively raised awareness of this incredibly important issue and we will follow this up, we hope, with a sizeable donation to charity to further support the cause.
“At BrewDog we have always taken a stand for the things that we believe it and that is something we will always continue to do.”
Featured image: Saatchi & Saatchi / BrewDog
News
Entertainment union Equity makes £1 bid for Manchester Pride to protect workers from ‘further exploitation’
Emily Sergeant
Performing arts and entertainment trade union Equity has made a £1 bid for Manchester Pride.
You may remember that, back in October last year, Manchester Pride – the charity / organisation that ran the Manchester Pride Festival – entered into voluntary liquidation, and news emerged last week that the assets were being sold off to the highest bidder by liquidators.
By offering a ‘symbolic’ £1 for the assets – which include the Manchester Pride brand name and associated domain names – Equity says its bid has been made to give workers the opportunity to ‘decide the future’ of the event.
The bid is also said to have been made to prevent a repeat of 2025 – which apparently left Equity union members more than £70,000 out-of-pocket in unpaid fees.
Equity’s variety organiser, Nick Keegan, warned that selling the Manchester Pride brand to a commercial buyer risks ‘undermining the values’ of the event and the community that built it.
He worried it could also leave performers and workers ‘vulnerable to further exploitation’.
“Manchester Pride is not just a city-wide party,” Mr Keegan explained. “Its roots in protest are as important today as then.”
He added: “Manchester Pride was built by the LGBTQ+ workers of Canal St and beyond who provide a space and a community for LGBTQ+ people all year round. The event should not be treated as a commodity to be bought and sold off to the highest bidder.
“The cultural workforce are at the heart of Pride, without them, there is no festival.
“After what happened in 2025, with members left tens of thousands of pounds out of pocket, we don’t want to see history repeat itself.”
Equity says that if its bid is successful, the workers will have control over who the ‘asset’ goes to.
“Our bid is about protecting Pride as a community asset, not a commercial one,” the union’s statement continued.
“Allowing the people whose labour was used to build this ‘asset’ to decide how the trademark of Manchester Pride is used in the future will help protect them from further exploitation, as well as preserve the values and the longevity of the event itself.”
Featured Image – Manchester Pride (Supplied)
News
New police hub to be set up in Piccadilly Gardens to help reduce anti-social behaviour
Emily Sergeant
A new police hub is set to be established in Piccadilly Gardens.
In case you missed it, it was announced last week that council tax in Greater Manchester could be increased to help fund improvements to policing, and that a consultation on it has been launched – with local residents urged to have their say.
The police precept helps Greater Manchester Police (GMP) to build on a range of improvements, including the speed of answering 999 and 101 calls, road and transport safety across Manchester city centre, and bringing more sex offenders to justice, among many other things.
Greater Manchester council tax is set to be increased again to help fund improvements to policing, and a consultation is now live. 🏘️🚔📝
But on top of this, Mayor Andy Burnham has also pledged to deliver a new police hub in Piccadilly Gardens as part of a wider drive to improve policing.
GMCA says its ‘top priority’ is to build strong communities where people feel safe, and it is Mayor Andy Burnham and his Deputy Mayors’ responsibility to enable GMP to be an ‘effective and efficient’ police force.
Local leaders say their ambition for 2026 is to maintain a ‘high-performing’ police service by tackling crime and anti-social behaviour, and protecting residents and businesses along the way – and part of this ambition is to increase police visibility in Piccadilly Gardens, which is a much-maligned part of the city centre, by launching a new ‘prominent’ police hub.
The increase in the police precept is also being touted to help increase ‘hot spot policing tactics’ in town centres and other key locations to help drive down theft and other violent retail crimes.
A new police hub is to be set up in Piccadilly Gardens to help reduce anti-social behaviour / Credit: Gerald England (via Geograph) | Rawpixel
“We need GMP to be properly funded if it is to continue to deliver an effective and responsive service for people in Greater Manchester,” commented Mayor Andy Burnham. “The cost of running a modern police force is going up and this is at a time when our city region has become the fastest-growing economy in the UK, with visitor numbers increasing year after year.
“So much is happening here and that includes a number of major and complex incidents over the past year, including a terrorist attack. These incidents added significant pressure to police resources.
“We recognise the ongoing impact of the rising cost of living and do not take the decision to increase the precept lightly. But right now, this increase is our only option to ensure GMP can continue delivering an effective police service that ensures that people feel safe in their own communities.”
Daisy Jackson -
9th November 2022 
