Sportswashing?

Today, we’re talking about a powerful and controversial term that’s gaining more attention in the world of global athletics — sportswashing.

Sportswashing refers to the use of sports by governments, corporations, or individuals to improve a damaged reputation or to shift public focus away from unethical or controversial actions. It’s when the universal values of sports — fairness, unity, and inspiration — are used as a cover for something less noble. While sports have the power to heal and unite, they can also be strategically used to hide political, economic, or human rights problems.

One of the most classic examples of sportswashing is what happened in China in the early 1990s. In June 1989, the world watched as the Chinese government violently cracked down on student-led protests in Tiananmen Square. The event drew international criticism and led to sanctions and global outrage. But just one year later, in 1990, China hosted the Asian Games in Beijing — its first major international sports event. The purpose wasn’t just athletic. It was a calculated move to present a peaceful, progressive image of the nation, rebuild diplomatic ties, and redirect global attention. The stadiums were filled, the cameras rolled, and the message was clear: look at our athletes, not our politics.

And China isn’t alone. Countries like Russia, Saudi Arabia, and Qatar have all been accused of using sportswashing. The 2018 FIFA World Cup in Russia came during a time of geopolitical tension and criticism over human rights. The 2022 World Cup in Qatar drew concern over migrant worker abuse and LGBTQ+ rights — but the spectacle of the game pushed many of those stories to the sidelines. These nations invest heavily in stadiums, sponsorships, and image management, all to benefit from the global glow of sports fandom.

It’s not just governments. Corporations also engage in sportswashing. For example, a company facing environmental or labor controversies may sponsor a major football club or marathon to appear socially responsible. Individuals, too — business leaders or celebrities with tarnished images — may try to attach themselves to respected sports teams or events to rebuild their personal brand.

The impact of sportswashing is complicated. On one hand, it brings money and attention to sports. Events like the Olympics or World Cups generate billions in tourism, media, and business. Athletes get more exposure. Fans enjoy high-level competition. But on the other hand, it raises tough ethical questions. Are we cheering for the game, or helping to whitewash injustice?

Athletes themselves often find themselves caught in the middle. Some choose to speak out, using their platform to highlight issues. Others stay silent, either out of fear, pressure, or simply wanting to focus on sport. Meanwhile, fans are left to wonder: can we separate the event from the politics behind it?

Understanding sportswashing helps us become more conscious viewers, more responsible fans. It doesn’t mean we can’t enjoy the game — but it does mean we should pay attention to who’s hosting it, funding it, and what stories are being told — or not told — around it.