Since the Qatar World Cup began every form of LGBTQIA+ representation across the tournament has been shut down.
From rainbow-wearing fans being refused entry to stadiums, to FIFA threatening yellow card penalties to players wearing ‘one love’ armbands – the tournament, already plagued by human and women’s rights abuse controversy, has so far succeeded in muting the advocating efforts of its opposition.
It seems the only acts of courage that have slipped through the net are Denmark’s ‘protest’ kits and the Germany team’s hands-over-mouth display seen before the game against Japan last Wednesday.
What’s more, Lucozade has been the only sponsoring brand to pull out of the tournament.
Why have none of the other brands used the biggest tournament in the world as a platform to speak out against homophobia?
Last week, Outvertising, an independent voice for LGBTQIA+ inclusion and representation within the ad industry, asked brand owners and agencies for ‘allyship’ during the tournament.
In a statement to the industry, the group voiced its opinion that the Qatar World Cup is a “step backwards in football’s long path towards becoming an inclusive sport”.
It also cited a report from the IPA (Institute of Practitioners in Advertising) which found almost half of all consumers have “more respect” for brands who address the many issues around Qatar 2022 than those who “stay silent”.
Outvertising co-director of advocacy and activism, Marty Davies speaks out on what brands can do to support a queer community feeling shunned by the biggest sporting tournament in the world.
‘Allyship is not just showing support during Pride month’
Most if not all brands have affiliated themselves with Pride month in recent years, but Davies is a strong believer that true allyship is more than “showing support during pride month when it may prove to be beneficial to do so.”
“LGBTQIA+ community support needs to be both active and participatory,” they said.
“Allyship from brands looks like substance and action behind the words that they use. It’s important that they continue to display inclusivity support when there may be consequences that are negative for parts of brands’ business.”
As a volunteer-led organisation made up of queer people across disparate networks and agencies, Outvertising’s “growing focus” is on inclusion and the level of representation in the World Cup has definitely disappointed.
“There’s a lot more that needs to be done as there is a lot of silence at the moment,” Davies added. “It’s disappointing because the World Cup is a magnificent and massive platform for brands.”
‘The silence is harmful… Pride isn’t just for Christmas’
Davies does accept that sponsors or the World Cup are “not in an enviable position” right now, adding that “It’s very difficult to pull support from the tournament at this stage. I do have empathy for that.”
“However as an organisation that is independent of any industry influence we must say how harmful the silence is. This doesn’t feel great for our community working in advertising and marketing.”
While Outvertising has not specifically called for brands to boycott the World Cup, the independent group commends the likes of Lucozade and German grocery chain Rewe from pulling their sponsorship of the England and German national teams respectively.
Davies believes, however, that most brands are getting it horribly wrong.
“Pride isn’t just for Christmas… I don’t think this phrase has ever been made more starkly than this year,” they said.
“We’ve got a huge problem with homophobia and queer-phobia in football. I truly believe that brands can actually play one of the biggest roles in leading on ending homophobia in sport as they have such power and influence. It’s ultimately beneficial for them to support the community commercially.”
While the level of commitment brands have to the Qatar World Cup has made it hard for them to declare allyship, Davies feels that there is an opportunity to be “creative about what support really looks like”, pointing out that “it needs to be substantive, meaningful and authentic”.
“Brands have a unique position and voice with their sponsorship. I don’t think it’s too late to show allyship.”
Davies believes that “brands have a stark responsibility”, adding that “it would be good to see them actually put some action in place.”
“The silence is deafening and hurtful. There’s no doubt that brands will say stuff during pride month next year but I don’t think the brand will be as welcome with their pride collections. It’s a clear display of hypocrisy.”
‘LGBTQIA+ marketing professionals are having to push their basic human rights aside’
According to Davies, “there are a lot of agencies working on brands that are involved in the World Cup in some tangential way.”
“It’s quite sad that people might feel powerless about it,” they added.
“When you’re working for an agency and you feel included it’s great because you can be your full authentic self and you can bring your most creative self to work so that you can really succeed and thrive.
“However when you find people having to work on projects that are associated with the World Cup, helping brands to attach themselves to the tournament, your inclusion and your basic human right to exist feels like it’s pushed to one side in favour of a greater need, which is to serve a client.
“Our community is very upset about this. The queer community aside, imagine what it must feel like for people who are just coming to terms with their sexuality or gender identity.”
Davies believes that LGBTQIA+ people within the marketing industry feel awkward about speaking out because “there’s so much money swirling around.”
“Workers feel powerless than empowered,” they added.
“It’s a real shame when there’s been so much empowerment through a lot of the amazing work that’s being produced that is very queer inclusive. We award and promote this work and exist to guide agencies.
“We live and breathe cultivating the creative energy of our queer community within advertising and marketing, but it has been dampened, silenced and sidelined in this huge moment for brands.”
‘I want to watch England win the World Cup, but it’s making it difficult for me’
Davies, who is also the founder of creative strategy consultancy Smarty Pants, is trying to be hopeful that there will be “displays of balance” and that brands “really believe in their inclusivity statements”.
“I’d rather be hopeful and then disappointed, as opposed to just cynical,” they said.
“But I’m avoiding watching the football on the telly as I don’t feel comfortable with it at all. The situation, that we all want to enjoy and participate in, has been tainted. Football historically, for the queer community, has always felt gate-kept from us. This feels like a rollback of inclusion around football.”
“I want to get behind watching England win the World Cup, of course, but it’s making it difficult for me to enjoy the process.”
“It just hurts.”
