Nivea and Skoda officially confirmed: in the case of the World Hockey Championship in Belarus, these brands will not sponsor an event. What actually means such a position of world famous companies, and whether the rest of the sponsors of the World Cup will be connected to the boycott? With these questions, we turned to Ekaterina Dyaklo, an expert on human rights in the field of business, a candidate of legal sciences, associate professor.
- Why did Brands actually refused to sponsor the championship if he passes in Belarus?
- Nivea and Skoda did it not just because they are sorry for Belarusians or they are impressed by the horrors of what is happening. Although certain human empathy is also present. There is an international standard for which business should comply with human rights and undertakes not to violate them either directly nor indirectly. What is an indirect violation? This is when you, including, sponsor, support the money of those who violate human rights.
Volkswagen Group [Skoda enters this concern. - approx. Onliner] There is a whole human rights policy, where all key conventions on human rights and obligations are mentioned, which voluntarily takes on the corporation. The main document in this area is the UN business and human rights guidelines.
That is, such a solution is their standard of behavior, which is registered in the corporate policy. They do not want to associate themselves and their brands with those who do ... such things.
Ekaterina Dyaklo
- Sponsors at the World Hockey Championships are clearly more than two. Does this mean that the remaining brands will also take the position of Skoda and Nivea?
- As a rule, sponsors of such championships are transnational corporations, these are global businesses. And, in general, the whole business of this level adheres to certain framework. For example, if the championship had large international companies and minor Belarusian companies - then we would see the difference in behavior. Because in our business environment, unfortunately, the framework is not yet exhibited by virtue of various reasons.
Of course, all major business speaks in the same language. And this language is "We do not want to be friends with bad guys, because it affects our reputation." Including this can affect financial aspects. How did Belarusians react on Nivea? Immediately began to post in social networks that only their creams will be used. They will accurately grow sales, and this is a contribution to their reputation.
Any company of the Nivea and Skoda level understands that human rights are good not only from the point of view of the modern development of civilization, but also economically helps business to be more sustainable.
Note: Nivea was the first, and Skoda thought. But when you realize that in your circle, it is customary to behave like this and someone first led yourself - then if you choose another way, you will be somewhat different perceived.
Image: Skoda-auto.com.
- Local importers, Nivea and Skoda dealers will be able to support the championship, or agreements with central offices will not allow this to do?
- Of course, they cannot support if such a line of the general office. Make it - the question of the cleanliness of the supply chain will arise. After all, business responsibility is not only when the general office makes a statement in Twitter, and then some dealer will do everything differently. Even if they do it, it will definitely be a proceeding, attention will pay attention to it.
- Let's look on the other side. It turns out that brands can put pressure, dictate the international hockey federation: here in this country we want to hold a championship, and we do not want to be held in this?
- It is no secret that the global business level Skoda and Nivea is a very influential player and his opinion is sometimes more important than some states. Nevertheless, the question is: if the championship is held in the country where there are no problems - how can I refuse? They do not comply with this framework to indicate everything. And because they do not want to associate with bad things. When there are no bad things - there is no damage to reputation. And then what's the point to put pressure on the federation?
In general, the federation itself was to abandon the championship in Belarus, and without any pressure. I think it will happen. Because all sports and Olympic charters are against any violence, discrimination.
We saw that the phase came and he had an unstable position. At that moment, it is possible that he would support the championship. And then such mechanisms [brand statements] are included. It is as a counterweight. Big business says: "Yes, you can count this way, but then we do not participate in it, look for other sponsors if you share these values. Because we are not divided. "
Our channel in Telegram. Join now!
Is there something to tell? Write to our Telegram Bot. It is anonymously and fast