Just over two years ago, the 2022 FIFA World Cup was held in Qatar where billions of people across the world tuned in making it the most viewed sporting event of all time.
Despite the packed out stadiums, the thrilling matches, and the celebration of soccer internationally, Qatar’s hosting of the 2022 FIFA World Cup sparked major controversy. Critics and journalists internationally have claimed that this was not just a sporting spectacle, but an attempt made by the Qatari government to use the World Cup as a cover up for their attempts at cleaning up their global reputation.
This is a prime example of sportswashing, which is the use of a sport to redirect public attention from unethical conduct. Although the term was coined in 2015, countries have been exploiting this since the 1934 FIFA World Cup.
Since then, sportswashing has evolved and become increasing in popularity as well-known American sports organizations, such as the UFC and the NBA, are hosting their events in countries such as Saudi Arabia, Abu Dhabi, and China.
Though sportswashing brings in financial gain for the sports organizations and the countries involved, as well as improving global image along with boosting national unity within these countries, the ethics behind it are questionable.
For example, when soccer stadiums were being built in Qatar in preparation for the 2022 World Cup, the working conditions of these workers were incredibly poor. These poor working conditions led to even the deaths of some of the workers, yet excitement over the World Cup overshadowed these tragedies.
When fans of sports like soccer and basketball get heavily involved in the electric gameday experience where thousands of people are tailgating, chanting, and more, it devalues the extremely unethical practices going on behind the scenes in preparation for these events, and these countries abuse this.
While these countries attempt to cover it up, many believe part of the blame should be shifted to the media as well. Media outlets tend to shine all of their light on the upcoming sports event rather than paying any attention to human rights violations.
However, in recent years, awareness of sportswashing has been growing.
A group in the United Kingdom called “Newcastle United Fans against sportswashing” works to bring awareness to human rights violations committed by the Saudi Regime.
Additionally, athletes such as Formula One racer Lewis Hamilton and former United States Women’s Soccer player Megan Rapinoe have resisted sportswashing as well by refusing to participate in promotional events and wearing clothes with messages supporting human rights and opposing unethical practices.
Sportswashing will continue to be used by governments in countries with generally poor reputations to improve their global image and relationships among other countries; however, if awareness of the ethics behind sportswashing continues to grow, the future for this governmental tactic may no longer be permissible.