Using sports to improve reputations
Sportswashing is a term used to describe the practice of nations, individuals, groups, corporations, or the government using sports to improve reputations tarnished by wrongdoing. A form of propaganda, sportswashing can be accomplished through hosting sporting events, purchasing or sponsoring sporting teams, or participating in a sport.
At the international level, it is believed that sportswashing has been used to direct attention away from poor human rights records and corruption scandals. At the individual and corporate levels, it is believed that sportswashing has been used to cover up vices, crimes, and scandals. Sportswashing is an example of reputation laundering.
Overview.
Internationally, sportswashing has been described as part of a country's soft power. The first usage of the term "sportswashing" may have been applied to Azerbaijan and its hosting of the 2015 European Games in Baku.
Officials and organizations accused of sportswashing: in recent years Gulf states have been the most vocal to push back against these claims, often arguing that they simply want to enjoy sporting events in their home countries, or to engage in new investments. These accused parties often say that sporting boycotts and event relocation are both unfair to sporting fans and are ineffective in changing government policy. In the case of F1, the league has even argued that "the sport is better able to effect change by visiting these countries and holding them to commitments they have made that are legally binding." The 2018 FIFA World Cup held in Russia has been cited as an example to tackle the country's global reputation, which was low due to its foreign policy and the sporting event changed the focus of discussions to the success of the World Cup.
Companies accused of sportswashing include Ineos's sponsorship of professional cycling's Team Sky (now the Ineos Grenadiers) in 2019, and Arabtec's sponsorship of Manchester City F.C.
A key characteristic of sportswashing is the very costly efforts parties must undertake as it is not just about getting the rights to an event but building the infrastructure to hold these games. For example, leading up to the 2022 FIFA World Cup the host country Qatar, the smallest country to ever host the World Cup, invested around $220 billion into luxury accommodations, expanded transport networks, and stadiums to prepare. In March 2021, human rights organization Grant Liberty said that Saudi Arabia alone has spent at least $1.5 billion on its own alleged sportswashing activities.
Hosting.
Combat sports.
Mixed martial arts.
The following were held in Saudi Arabia in 2024.
Rugby Union.
Rugby Union tours involving South Africa during the Apartheid era:
Ownership.
Association football.
Domestic teams:
Foreign ownership:
References.
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