sportswashing: meaning, definition, pronunciation and examples

No, while commonly associated with nation-states, corporations or wealthy individuals with controversial backgrounds may also use sportswashing (e.g., through sponsorships or club ownership) to improve their public image.

The key difference is intent and context. Sportswashing specifically implies the sponsor's primary motive is to obscure or distract from serious wrongdoing or a poor reputation. Ethical sponsorship by a company with a good record is not sportswashing.

The term gained widespread currency in the late 2010s and early 2020s, particularly in relation to the hosting of major events like the FIFA World Cup and investments in European football by state-backed entities.

It can be partially successful in shifting short-term media narratives and attracting some tourism or investment. However, increased critical media scrutiny and activism often counter the effect, making the criticism of sportswashing itself a major part of the story.

The practice of using major sports events or investments in sports to improve the reputation of a country, government, or organization, especially to distract from or obscure unethical or problematic practices such as human rights abuses or corruption.

Sportswashing is usually formal, journalistic, political discourse, academic (media studies, politics, sociology). in register.

Sportswashing: in British English it is pronounced /ˈspɔːtsˌwɒʃɪŋ/, and in American English it is pronounced /ˈspɔːrtsˌwɑːʃɪŋ/. Tap the audio buttons above to hear it.