Khalid Salman (60), the official ambassador of the World Cup in Qatar, made several problematic statements in an interview with ZDF. For example, homosexuality is “psychic damage” and homosexuals are “mentally ill”. As a result, voices are rising again saying the controversial World Cup visit should be avoided. Or the World Cup shouldn’t be televised at all.
How does Swiss television see this? When asked by Blick, SRF media spokesperson Lino Bugmann said: “SRF and other SRG broadcasters are reporting the World Cup from a critical distance.” In addition to sporting events, SRG broadcasters will therefore be watching the big event, world football federation Fifa and host country Qatar from a wide variety of perspectives. “The SRF also reports on homophobic statements and related criticisms made by the Qatar World Cup ambassador,” said Bugmann.
work comes first
However, it should be noted that the World Cup is primarily about sports. Swiss sports fans would be very interested in the world championships and the national team. An example: up to 1.6 million people from German-speaking Switzerland watched Switzerland’s last 16 rounds against Sweden at the 2018 World Cup live on SRF zwei. This is why World Cup tournaments remain on the sports schedule at SRF and other SRG broadcasters, even though SRF “condemns any form of discrimination”.
The same applies to advertising spots in the context of the World Cup: there are no restrictions for customers advertising. But it may also have something to do with the fact that this World Cup is due for Christmas.
Homophobic statements seem to have little effect on sponsors. A distinction must be made here between the sponsors of the Swiss national team and the sponsors of the 2022 World Cup in Qatar. Questions to Fifa and World Cup sponsor Adidas have so far remained unanswered. “We are aware of the comments but we are not actively commenting,” Coca-Cola said.
“Dialogue instead of boycott”
When it comes to sponsors of the Swiss national team, the question is whether sponsorship campaigns on the site should be rethought because of homophobic statements. The statements of the FIFA ambassador were unanimously condemned. Amag, Carl F. Bucherer, Puma, Swiss and Credit Suisse emphasize their cosmopolitan values. Carl F. Bucherer is not planning any activities in Qatar. Amag and Swiss support the Swiss national team “according to their contractual obligations”. Puma is also of the opinion that the boycott will not solve anything: “Change can only happen through dialogue and mutual respect.”
“We fully support the position of the Swiss Football Federation in connection with the discussions regarding the World Cup in Qatar,” the Swiss said. He spoke early in favor of dialogue and against the World Cup boycott, and plans, among other things, for the national captain to wear the “one love bracelet” at World Cup matches. A symbolic gesture with little explosive power.
Credit Suisse says: “Our engagement is closely aligned with SFV, taking into account the country and context in which each event takes place. Internal details of partnership activities will not be disclosed.” And: “Our focus in the 2022 football year is the women’s national football team.”