Inside a marketer's mind

As we all know, the World Cup is being held in Qatar these days. The second most watched sport event in the world, only surpassed by Olympic games and overcoming by far other sports events like Superbowl, the Rugby Worldcup or the NBA finals. The graph below is useful to understand the magnitude of this event that only happens every 4 years. Once we understand the magnitude of the World Cup, we can understand why the major brands want to be present in Qatar 2022.  But It´s not that simple, Qatar has been involved in a lot of controversies since the selection as host of the World Cup. Many newspapers, journalists and influencers have criticized this election because it is a country that does not have fundamental rights for women, does not respect the LGBTQ community and more than 6500 people died during the World Cup construction works, apart from not being a country with a great football culture. And this It´s something that Qatar doesn´t want to change because the World Cup ambass...