What does the term sportswashing refer to?

The term sportswashing primarily refers to the practice of improving a country's or corporation's reputation by sponsoring or hosting sporting events, thereby distracting from negative perceptions or controversial actions. This strategy involves utilizing the positive appeal and widespread popularity of sports to reshape public opinion, often in an effort to draw attention away from issues such as human rights violations, political controversies, or other unethical behaviors.

By hosting major sporting events or investing in sports teams, entities can project an image of progressiveness or benevolence, which can help rehabilitate their public image. This tactic has been observed in various contexts, where governments or corporations seek to align themselves with the values of sportsmanship, competition, and unity—values that are typically celebrated globally—while other aspects of their policies or actions may starkly contradict those values.

Understanding this concept helps clarify how sports can be leveraged as a tool in broader social and political strategies, emphasizing the impact of sporting events on national and corporate branding efforts.