The BBC talk about Qatar while the advertisers want you to forget the World Cup hosts

You won't find much mention of Qatar in the World Cup advertisements but credit to the BBC for facing this head on, says JohnnyTheNic

World Cup advertising is everywhere. The likes of Nike, McDonalds, Adidas , Müller Rice , Beats by Dre , Lucozade Sport, Coca-Cola, Pringles, Paddy Power with Crouchy and many more.

That looks like a better commercial decision than just pretending the bad stuff never happened. Those Budweiser ads look like they were made for a different tournament, one where they’re notBecause the fact is, many fans – what percentage is unknowable but if anecdote is worth anything, I have yet to meet anyone who has got their usual World Cup buzz on, at least not yet – are not in a mood to be especially receptive.

Companies are already annoyed that the tournament is being held at this time of the year, just when they want to throw resources at Christmas advertising. Seasonality is everything in marketing and December Is Christmas and nothing but Christmas, not a bit of Christmas and a bit of World Cup football.

, but it underlined how different this tournament is. Advertisers can’t be pleased. They didn’t pay the big bucks to embrace a tournament so drenched in negativity. They didn’t hook up with Fifa to be devalued by Johnny Infant’s mad rants. But all of this grizzling is no good to advertisers either. No-one wants to push ads to appeal to the angry people who don’t understand what hypocrisy means and no amount of Declan Rice dancing is going to wipe away all their spittle-flecked faux fulminations.

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