FIFA World Cup Sponsors Need Defensive PR Tactics
Writer’s Note: On April 27, I wrote an article on how to gain earned media during the World Cup by looking beyond sports writers. In this essay, I argue that no World Cup PR program is complete without preparation for potential protests.
Mega sporting events, especially international ones, have long attracted protests. The FIFA World Cup will almost certainly be a focal point, and brands sponsoring the competition may also face scrutiny.
During my time leading sports marketing efforts at Advance Public Relations and later at Burson-Marsteller, I often emphasized that no major sports marketing program is complete without a “what if” crisis component. In practice, that level of preparation has not always been consistent.
History offers several examples where a stronger defensive public relations strategy may have benefited sponsors. The 2014 Winter Olympics in Sochi, Russia and the 2008 Beijing Olympics, for example, drew significant public criticism tied to broader geopolitical and human rights concerns.
In those instances, some corporate responses were perceived as overly generic or noncommittal, which contributed to continued negative coverage. Similar approaches during the FIFA World Cup could produce comparable outcomes.
While many past protests have been largely symbolic or limited to public criticism, there is potential for more disruptive demonstrations tied to current geopolitical and social issues. Such developments could become part of the broader media narrative surrounding the tournament.
Brands cannot control the occurrence of protests, particularly those involving public safety concerns. That responsibility lies with local authorities. However, organizations can prepare thoughtful communications strategies to respond effectively.
To date, host countries have already faced criticism from various groups over issues such as environmental impact, community displacement, immigration enforcement concerns, ticket pricing, and social policies. Additional calls for boycotts or sponsor accountability are possible, as seen in prior global sporting events.
With that in mind, several proactive steps may help brands better navigate this environment:
• Engage with stakeholder and advocacy groups to understand concerns and factor them into communications planning.
• Support the principle of lawful and peaceful expression, consistent with local regulations.
• Clearly communicate the company’s position and values, including how sponsorship aligns with them.
• Consider providing space within owned media channels to acknowledge differing perspectives while outlining the brand’s rationale for participation.
• Establish a rapid response team with regional expertise across the U.S., Canada, and Mexico, and strong relationships with local media.
In the past, marketing campaigns for major sporting events often followed familiar playbooks with only minor adjustments. That approach is less viable today. The evolving media landscape and heightened public scrutiny require more adaptive and responsive strategies.
Recent Olympic cycles demonstrated that sponsors can be drawn into broader societal debates in ways that were less common in earlier decades. As a result, companies should ensure they have communications plans in place that can be activated quickly if issues arise.
Public discussion around the 2026 World Cup and the 2028 Los Angeles Olympics is already underway, and it is reasonable to expect continued debate on a range of issues connected to these events.
For communications professionals, the priority is clear: prepare strategies that both protect brand reputation and demonstrate awareness of the broader context in which these events take place.
Positioning a brand as thoughtful, responsive, and open to dialogue may not eliminate criticism, but it can contribute to more balanced coverage and reinforce credibility with key audiences.
At this stage, many World Cup marketing plans are likely finalized. However, they are not fixed. If a defensive strategy has not yet been developed, there is still time to incorporate one.
