World Cup 2022 - (K)ein Wintermärchen für Promotions?

One topic that is currently occupying brand owners and retailers intensively is the question of whether the 2022 World Cup in Qatar is a suitable marketing event for the pre-Christmas period, given the controversial political debate about money, power and monarchy.

Those who answer this question in the affirmative must be prepared for a tough duel with Santa Claus, who will defend his traditional placements in the run-up to Christmas by cleverly covering the surfaces – or make common cause with him.

Against this backdrop, POSpulse and UGW surveyed a representative sample of more than 1,000 buyers in the German food retail sector on their opinions and attitudes towards the 2022 World Cup.