Charlotte Rawlings
Dec 26, 2022

BrewDog creates football shirt in response to World Cup controversy

It was created in partnership with Saatchi & Saatchi London

BrewDog creates football shirt in response to World Cup controversy
BrewDog has teamed up with Saatchi & Saatchi London to create a football shirt made up of things that Fifa and Qatar tried to ban at the World Cup.
“The free love shirt” is a response to the treatment of the LGBT+ community during the tournament and the illegality of homosexuality in Qatar.
The shirt is inspired by symbols of love, like OneLove armbands, Welsh rainbow bucket hats and the Danish and Belgian kits, which both protested against the host country.
The shirts are available to buy on BrewDog’s online shop with the profits being donated to human rights charities.
It follows BrewDog’s “anti-sponsorship” campaign, during which the brand released a series of billboards protesting against the 2022 World Cup.
BrewDog pledged that its Lost Lager profits from the campaign would also go to human rights charities. This raised £111,153 for human rights causes.
James Watt, chief executive and co-founder of BrewDog, said the shirt expresses what was suppressed at the tournament, “inclusion, joy and free expression”.
He added: “We are proud to have taken a stand for what we believe in and to have been able to support some great charities in what is incredibly important work.”
McCann London also created a football shirt in November with charity Show Racism the Red Card.
“Fabric of England” showcased the nations that make up the England squad, which resembled a “patchwork quilt” design and was created from the England shirt and 13 other national football team shirts.

(This article first appeared on

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