Across the world, more voices are joining the call to boycott Qatar. It is not only athletes weighing in; several brands have chosen not to be linked to a country they view as violating human rights.
The latest move came from hummel, the sportswear brand that outfits the Danish national team. This week it announced that all logos would be removed from the jerseys the Scandinavian side wears at the championship.
We want to send a message about a country that does not respect human rights, especially towards migrant workers who built the stadiums for the event, hummel stated when making the announcement.
Hummel was not alone in taking a stand. GLS, the package delivery company that sponsored Belgium, has paused its involvement in this World Cup since 2011. Other brands such as ING Belgium, Carrefour, Jupiler, and the Côte d’Or chocolate company have not pulled their sponsorships of Belgium’s “red devils” but have said they will not send delegations or ticketed representatives to Qatar. The Belgian federation communicated this to them.
Inside Holland, some big names pulled back too. ING Bank, KPN, Albert Heijn, the state lottery, and Bitvavo, a cryptocurrency trading platform, chose to withdraw sponsorship so their names would not appear alongside Qatar in events.
#Danish national team, it was said, will appear in uniforms for the World Cup in a protest style. That stance was described by some as controversial and labeled as political by others, sparking heated debate about sports and politics.
Amid the conversation, Louis van Gaal supported efforts from Amnesty International to establish a compensation fund. The aim is to assist families affected by the workers who died during stadium construction, with figures cited by various outlets ranging from a few hundred million to well over four hundred million euros depending on the source.
According to van Gaal, compensation funds should be part of the overall reckoning, especially given the billions FIFA has earned from the tournament, and he suggested that if the World Cup is hosted in a country with serious human rights concerns, those involved must face the consequences and take responsibility.
The OneLove anti-discrimination bracelets have also taken center stage. Captains from several nations, including England, Belgium, Switzerland, Wales, France, Denmark, and Germany, will wear bracelets featuring a colorful heart and the inscription One Love as a statement against discrimination and exclusion. German captain Manuel Neuer described the gesture as an important message to the world, underscoring the idea that every person matters.
The OneLove symbol, worn by players like Harry Kane, carries a heart multicolored to represent everyone. The gesture has been shared across social channels by teams and supporters alike, emphasizing unity and inclusion in a tournament that has triggered intense discussions about rights, culture, and global sport.
Hans Flick, the German coach, voiced concerns about holding the World Cup in a country with what he called ongoing human rights violations. He noted that Qatar’s penal code imposes harsh penalties for same-sex relationships and extramarital affairs, and that women operate under a guardianship system. These realities added fuel to the broader debate about whether major events should proceed in places with such laws, even as fans and players navigate a complex mix of sport, ethics, and politics.
As the discussion broadens, more voices join the call to boycott and reexamine the relationship between sports, sponsors, and human rights. The conversation spans brands, federations, and fans alike, reflecting the growing expectation that global competitions should align with universal values while still delivering the thrill and unity that sports can inspire. The debate continues to evolve as events unfold and more stakeholders weigh in with perspectives on responsibility, accountability, and the power of collective action. [citation]