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.
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“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.
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“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.”
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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.”
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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
When does the UK’s fourth heatwave of the year hit Greater Manchester?
Danny Jones
Brace yourselves: ANOTHER heatwave is set to hit the UK – the fourth in 2026 so far – and, understandably, Greater Manchester residents are already preparing for the latest blast of hot weather and wondering when it gets here.
Yes, in case you missed the news, more high temperatures are set to spread across Great Britain and Ireland this month and heading into August.
The increase will gradually build throughout this week, with Wednesday tipped to be the hottest day according to various meteorological sources.
Fortunately for us here in the North West, parts of the Midlands and the usual suspects down south are set to hit the highest numbers, but the thermometers are still on course to reach around the mid-20s over the coming days.
Temperatures are set to rise this week across some areas, bringing a return to hotter conditions 🥵
The heat looks to be fairly short-lived, however, with temperatures expected to fall again towards the end of the week 🌡️ pic.twitter.com/IKsunEdwhU
Estimates of 26°C have been predicted for this coming Tuesday, with the levels floating in and around 24/25 on the following Wednesday.
The heat is then due to drop off slowly, with top scores of no higher than 21°C on the cards for Thursday and Friday. Although the weekend forecast is less certain at present, one thing that has been announced is reduced rainfall.
Aside from a few more trickles today (Mon, 27 July), the showers or lack thereof cease rather soon, with some of the driest parts of the country already having various effects; for instance, parched parts of Wales have even revealed lost archaeological sites last Friday (24/7/2026).
It would be remiss if we didn’t mention the obvious moorland fires across our region, which were sadly exacerbated by hot weather earlier this month.
Following on from the hottest June on record, the Dovestone and Tinwhistle areas of Oldham and parts of Derbyshire saw hundreds of hectares turn into a deeply dangerous blaze for several days.
As per the latest statistics, it’s said that the equivalent of 1,250 football pitches were scorched following the alarming wildfire, which also raised concerns for wildlife and surrounding air quality.
Former US President Barack Obama is coming to Manchester for a special ‘Evening With’ event
Danny Jones
No, not a prank: the former President of the United States, Barack Obama, is coming to Manchester on his upcoming UK tour.
Confirming just three domestic dates across Great Britain and Ireland, the 44th President turned successful global speaker has delivered talks all over the world, and now he’ll be coming to the Co-op Live arena.
We always knew the industry-leading events space was going to lead to some big names, but no one was expecting this one.
Set to deliver his first-ever ‘An Evening With’ here in Greater Manchester, Barack Obama will be coming to the Co-op later this year.
Officially announcing the live show in line with a key American date, Obama will be making his first-ever visit to our city.
The Co-op Live post reads: “As America marks 250 years since the Declaration of Independence, President Barack Obama joins us in Belfast, Glasgow and Manchester to discuss what comes next – for America, and for all of us.”
More than two and a half centuries on from the start of the nation becoming the United States, the series of intimate interviews comes alongside a significant anniversary for both countries.
Always praised for being a talented orator, the 64-year-old ex-Commander in Chief has found a fruitful second career on the so-called ‘keynote circuit’ following his time as POTUS.
Having served two consecutive terms in the post, it feels undeniably surreal to hear that he will be coming to visit, especially amid the obvious recent development of our very own Mayor of Greater Manchester, Andy Burnham, having now become the 59th British PM.
As for Obama, it’s no surprise that he booked the biggest venue possible for his debut talk in 0161.
Presented by SeatUnique, who specialise in affordable but premium hospitality seats/tickets for live entertainment, it goes without saying that this is an unprecedented moment for the venue, specifically.
Set to arrive on 15 October, tickets go live from 10am at the end of this month, with official Co-op members pre-sale passes available from the same time on Wednesday, 29 July.
You can get ready to grab your tickets right HERE.
Manchester is an international city and its popularity is growing rapidly. Barack Obama, former US President is reportedly coming to Manchester this October. pic.twitter.com/9twbfaIWbI
Daisy Jackson -
9th November 2022 
