Last week Mastercard announced their ‘Goals That Change Lives’ campaign ahead of the World Cup, which kicks-off in Russia next week. The company promised to donate 10,000 meals to hungry children across the globe for every goal scored by Lionel Messi and Neymar during the tournament.
However, the campaign – set up to be a combined ambush and CSR marketing initiative during the World Cup, where Visa is the official FIFA sponsor - has received massive backlash. People have criticised Mastercard for putting an online stunt for impressions, ahead of the well-being of humans.
Even Brazilian head coach, Tite, expressed frustration and disappointment with the campaign as it only relied on two players to provide these meals. Tite said: “Mastercard, I will tell you something. This donation is very beautiful. It is beautiful and great. And it will still be if you give meals if every Argentina and Brazil player scores.”
On Monday however, Mastercard announced that they would be pulling the plug on ‘Goals That Change Lives’ and instead will be providing 1 million meals in 2018, in addition to the 400,000 already donated.