sportswashing

Sportswashing is the use of sport to improve the image of a person, organization, or country whose reputation has been damaged by human rights abuses, corruption, or other controversial practices. The term gained prominence in the early 2010s and describes efforts to associate a positive public narrative with sport-related activities in order to overshadow negative conduct elsewhere. Practices range from high-profile sponsorships and ownership of teams to hosting major events or funding athletic success.

Actors include governments, state-owned companies, sovereign wealth funds, private investors, and professional sports organizations. Common mechanisms include acquiring clubs or leagues, backing star athletes, constructing new venues, and sponsoring global campaigns around events. Examples frequently cited include Russia's hosting of the 2014 Winter Olympics and the 2018 FIFA World Cup; the 2008 Beijing Olympics; Qatar's 2022 FIFA World Cup; and extensive Saudi and Gulf region investment in football, tennis, and golf, such as ownership of clubs and sponsorships by state-backed entities.

Critics argue sportswashing can normalize or obscure wrongdoing, undermine the integrity of sport, and divert attention from reforms; supporters say it can spur investment, modernization, and development, though benefits are contested. Assessing impact is difficult; calls for greater transparency, independent governance, human rights impact assessments, and sunset clauses or performance-based conditions in sponsorships and licensing have been made.