Spectacular International Labor Law: Ambush Counter-Marketing In the Spotlight of Qatar's 2022 FIFA World Cup

One year ago, the Qatar World Cup was in full swing, and Qatar was omnipresent in our public and private spheres. For many, the Qatar 2022 World Cup will forever be intimately connected with the plight of migrant workers. This Article dives into the confluence of spectacle, counter-marketing, international-labor and human rights-law, and local reforms, which came together in the long decade which followed FIFA's fateful decision in December 2010 to give the 2022 World Cup to Qatar. It starts by situating the FIFA World Cup 2022 within Qatar's drive for soft power and nation branding, before turning to re-counting how the 2022 World Cup was "ambushed" in the name of Qatar's migrant workers and their rights, putting the issue on the global agenda and triggering the involvement of the ILO. Thereafter, the Article discusses the effects of this ambush counter-marketing by engaging with the labor reforms introduced by the Qatari government, while highlighting their limits in terms of scope and implementation. The Article concludes with a general discussion on the blind spots and shortcomings of the turn to counter-marketing as a strategy to vindicate international human rights or labor rights.