McDonald’s wanted to use The Farm’s 90s hit “Altogether Now” for a World Cup advertising campaign. The band turned down the request. The plight of migrant workers in Qatar and LGBTQ+ rights in the Gulf state sparked a backlash against the World Cup.
Members of British band The Farm have described how they turned down an offer from McDonald’s Corp. to use one of their hits in an ad tied to the controversial World Cup in Qatar.
Branding experts have warned that the Qatar World Cup poses challenges for the big-name corporations involved in the event. The treatment of migrant workers in Qatar, along with LGBTQ+ rights in the Gulf state, sparked a backlash long before a ball had even been kicked. FIFA’s list of partners includes U.S. corporate titans Coca-Cola Co. KO, +1.54% and Visa Inc. V, -2.13%, which are both involved in the Qatar event. Budweiser is the World Cup’s beer sponsor.
Full details of the promotion have not been released, but a spokesperson for Anheuser-Busch InBev told MarketWatch that more will be revealed during the tournament. “Over the past two decades, Qatar has initiated an overhaul of its labor system, with extensive action taken to benefit the millions of workers in our country,” said a Qatari government official in a statement emailed to MarketWatch earlier this month.
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