Qatar World Cup

Emmet Ryan: No sign of a World Cup bounce as advertisers stay on the sidelines

Pre-tournament turnover is down as the controversies surrounding host country Qatar have seen brands act cautiously around promotions, while the Christmas timing is also a factor

The Lusail Stadium in Qatar, which will host the final of this year’s Fifa World Cup 2022: This is not a normal World Cup. The big brands know it, and consumers have already made their minds clear on the matter. Picture: Getty

There has been no Nike ad showcasing the stars. Nothing from Coca-Cola about the world coming together. Neither Pepsi nor Adidas have produced their standard counter-ads to their arch-rivals.

This is not a normal World Cup. The big brands know it, and consumers have already made their minds clear on the matter. Even the gambling sector, one not normally known to be concerned by moral dilemmas, has noticed things are quieter as controversy surrounds the ...