Play the Gay Away

Harry Lang
5 min readOct 28, 2022

When will sponsors realise they can’t win at the 2022 FIFA World Cup in Qatar?

Every four years, squads of highly paid professionals gather together to unite the world, hammer their opposition and prove to everyone that their team is number one. These teams are marketing departments, and their tournament will have kicked off many years before players arrive in Qatar for the 2022 FIFA World Cup in early November.

The World Cup is sports marketing’s Valhalla — a broadcast utopia of passionate global viewers, high stakes, even bigger media spends and lofty brand aspirations…

Harry Lang

VP of Marketing and author of 'Brands, Bandwagons & Bullshit' - a guidebook to marketing for students and students of marketing, advertising, media and PR