Sportswashing

Sport. We all love it. Well, even if you hate it, there is no denying its gargantuan value that it brings to both people and economies. In 2022, the global sports industry racked $403 billion in 2022 and is expected to rise to $680 Billion in 2028. However, a grotesque plague is spreading like no other in modern sport. Sportswashing. It is quite astonishing that such a prevalent topic is not common knowledge, and I am sure many reading this are sports fans. It is a term used to describe the practice of nations, individuals, groups, corporations, or the government using sports to improve reputations tarnished by wrongdoing. The term was fist coined at the 2015 European Games in Baku, Azerbaijan. Amnesty International voice that although it is a safe country, defending human rights and free speech is a difficult game there. The Guardian and certain other news outlets were barred from covering the games. The West were also quick to criticize Aliyev’s (PM) intention to close OCSE (Organization for Security and Co-operation in Europe (aims for free and fair elections, human rights, and freedom of the press)) Offices in Baku. The term may have been first coined in 2015, but it does not mean that this has not occurred before. A prime example is the 1936 Berlin Olympics in Nazi Germany, no prizes for what that is trying to cover(!) This is something that we must speak out upon. Ever since an early age, I have been a sport fan and I know a multitude of you are as well, but must we comprise ethics to get to what we want, when we want?

It hits closer to home when you learn its your people who suffer which is evident in through the Qatar World Cup in 2022. This stadium is in the thumbnail is a work of art, isn’t it? But how would you feel to know blood built these walls? Disgusted, right? Thousands of migrants have flocked to nations like Qatar (mostly South Asians) in order to earn a living; to send back money to their innocent families only to be brutally exploited under the Kafala System and the sweltering 50-degree weather. It is so scorching that the June-July fixtures were moved to November and December. According to The Guardian, 6,000 migrants have died from stadium building in Qatar. I am not here to slander Qatar who have seemed to listen to the voice of the community, abolishing the system and establishing a minimum wage, however they are a yet to grant heavy compensation to the victim’s families and have only seemed to act due to international pressure.

Another reason Qatar was under heavy controversy was due to their treatment of certain groups (which was a concern for welfare of paying tourists) and the way they supposedly ‘bought’ their way into this World Cup mirrored by Russia who also had their 2018 bid confirmed at the same committee. There is heavy evidence to support that millions of dollars in bribes were offered (denied by both) but the fact that eleven out of the twenty-two committee members were banned or arrested is really telling. The big reveal of the hosts occurred in December 2010 and the arrests occur during the 2015 FIFA Corruption Scandal. The President of FIFA at the time (Sepp Blatter) resigned as was subsequently banned until 2027.

The term of ‘sportswashing’ has appeared repeatedly in recent news due to the possible monopolising of sports by Saudi Arabia seen in tennis, football, golf and boxing. Recently they have had their 2034 World Cup bid accepted (on fair terms) but the same pressing issues seen in Qatar could be mirrored there. According to human rights group Grant Liberty, Saudi Arabia has spent $1.5 billion on ‘sportswashing activities’ between 2014 and 2021. And additionally, have spent at least $6.3bn (£4.9bn) in sports deals since early 2021.

There is absolutely no issue with an Arab Nation or smaller nations running a major sporting event, I heavily encourage this to happen after all these major sporting events have ‘World’ in them such as the World Cup, which is a symbol of unity over a simple game that we can all enjoy! For example, 1.5 billion people united and watched the World Cup Final. That is 18.75% of the world population! It is understandable that the Arab World wants to show that it can represent it, for example this World Cup has brought Qatar into higher relevance and a chance where they can gain revenue, diversifying away from oil. However, it should have been done under ethical practices.

This idea of sportswashing is not only used to cover up tarnished representations but also as a political tool. This can be seen in India’s hosting of the 2023 Cricket World Cup. The Prime Minister of India has used it to his advantage, put on a spectacle especially with a newly refurbished 132,000 capacity stadium which he aptly named after himself. Despite India not winning the competition, the tournament created national pride which therefore increased his popularity and therefore was a substantial influence in his 2024 election victory especially as his support is dwindling. It also hid the fact that they failed to send a team to Pakistan for the 2023 Asia Cup.

A famous moment in sports was the ‘The Rumble in the Jungle’, a heavyweight clash between George Foreman and Muhammad Ali in 1974 which occurred in Kinshasa, Zaire (now the DRC) run by a dictator. Other examples of sportswashing throughout history is the 1978 FIBA World Championship in the Philippines, the 2015 AIBA World Boxing Championship in Qatar, the 2016 UCI Road World Championships (also Qatar), the 2003 Cricket World Cup in Zimbabwe and the hosting of the 2025 Italian and Spanish Super Cups in Saudi Arabia and the 2021 Trophée des Champions held in Israel.

Solutions:

-          Creation of a UN body that oversees the governmental aspect of sports, collaborating with such corporations like FIFA and the IOC.

-          Offer higher penalties for corrupt sports decisions and bribery.

-          Create larger awareness of this happening in the world so it can be disputed and so justice can prevail.