Brands weigh cost of teaming with Qatar as World Cup nears

Lineker's reluctance to host the draw — which left FIFA scrambling to find a replacement — is only one recent example of the line celebrity athletes and sponsors are having to tread when it comes to the Qatar World Cup . Multiple companies, even the federations of some participating nations, are taking steps to distance themselves from the host country over its treatment of migrant workers and the gay community. Big pullouts Many brands, having paid millions of dollars in sponsorship fees, would have been expected to leverage the world's most popular sporting event. But they have instead chosen to step away. For instance, ING Group, a major international financial services group that sponsors the Netherlands and Belgium national teams, has said it would not accept any of its ticket allocation for the tournament or engage in any World Cup-related promotion either. "Given the discussion and concerns around the human rights situation of the tournament infrastructure, we think it's inappropriate," a spokesperson said, adding that ING will instead focus its efforts on the women's European soccer championships to be held in England this year. GLS, another sponsor of the Belgium team, said it won't take up its ticket allocation for… Read full this story

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