Qatar, which has laws to punish gay people with one to three years in prison, will be the next World Cup host, in 2022. And on June 13, FIFA will vote between a joint United States-Canada-Mexico bid and Morocco to host the 2026 cup — even though Morocco’s national penal code punishes same-sex relations with prison terms. The law has resulted in numerous arrests in recent years, including of two teenage girls in 2016 for kissing.

These anti-gay laws clash with FIFA’s statutes, which warn that discrimination of any kind “is strictly prohibited and punishable by suspension or expulsion.” As part of a two-year process of implementing the rights reforms promised in 2015, FIFA’s president, Gianni Infantino, created the organization’s first human rights policy, which says that FIFA “is committed to addressing discrimination in all its forms.” Mr. Infantino also agreed to apply the United Nations guiding principles on business and human rights across all operations.

FIFA claims it will act on violations. “If there are any cases of abuse, or even possibility of human rights defenders or journalists being forced into a difficult corner, then according to our statutes and human rights policy, FIFA will intervene,” Federico Addiechi, FIFA’s head of sustainability and diversity, told The New York Times last year. In a 2017 letter on Chechnya’s anti-gay purge to activists, the secretary general of FIFA, Fatma Samoura, wrote that the organization’s events need to be “discrimination-free environments, including concerning discrimination based on sexual orientation.”

Hosting the World Cup entails trading away some sovereignty. FIFA has demanded and been given changes to domestic laws ahead of past World Cups. South Africa set up dozens of “instant courts,” chiefly to prosecute petty crimes related to the tournament, and Brazil overturned legislation that banned beer in stadiums. This kind of pressure should be used to further basic human rights.

FIFA needs to say publicly to Russia that it expects a welcoming atmosphere for L.G.B.T. people at all World Cup events and make clear that the country will be held responsible for conveying that message to all of local officials and staff, at the matches and beyond the playing fields.

This would send a strong signal to countries like Qatar and Morocco that they won’t be able to host major FIFA tournaments unless they reform anti-L.G.B.T. laws and policies.

If FIFA is not able to enforce its rules, top sponsors should act. Coca-Cola, Adidas, McDonald’s, Visa and other multinationals with policies banning discrimination need to protect their own reputations by insisting that FIFA live up to its promises. McDonald’s has already expressed “concerns to FIFA regarding human rights issues in Qatar,” and announced it will not be a World Cup sponsor after 2018.

Thinking beyond Russia this year, FIFA needs to put Qatar on notice that four years is enough time to repeal its anti-L.G.B.T. laws, and to make the requirement public and essential in selecting future hosts. In short, FIFA needs to say: If you can’t play by the human rights rules, you can’t play.