Denmark might have qualified for the World Cup in Qatar next year, but that does not mean they are necessarily happy about the idea.
In particular, they object to the awarding of the tournament in dubious circumstances to a country with poor human rights record. It is estimated that over 6,500 migrant workers, subject to inhumane working conditions, have died constructing the stadia where matches will take place.
Many more have been injured, while workers have been housed and kept in terrible circumstances.
Noway, another Scandinavian nation, took the lead back in March. Before a World Cup qualifier, they lined-up wearing t-shirts calling for human rights on and off the pitch.
There was even a vote on a potential boycott should they qualify, with Norwegian league side Tromsø arguing it was morally wrong to sit and watch people die in the name of football.
Norway have not qualified, but Denmark has now picked up the protest baton instead.
Their Football Association has issued a statement setting out a series of measures the team intends to take in support of improved human rights in Qatar.
They include a ban on the national team undertaking any commercial activity while in the Middle East state, unless in furtherance of the human rights agenda.
Commercial partners will give up their spots on the side’s training kit in favour of human rights messages.
Travel activity by the team to Qatar will be limited only to activities related to sports, or for initiatives that can help improve migrant workers.
Players from Germany and the Netherlands have also held protests against Qatar during World Cup qualification, and there have been suggestions that England players may be ready to lend their voice as well to draw attention to Qatar’s human rights record.
The World Cup starts on November 21, 2022 – a year from now.
It remains to be seen if whether the protests are visible or if FIFA will sweep then under the carpet in choreographed manner.