By Dr. Monica Sainz | 06/17/2025
Sportswashing refers to the practice of using sports events or teams to improve the reputation of a country or a company. Often, sportswashing is done to distract people from human rights violations or other controversies. This tactic includes investing in sports infrastructure, sponsoring events, or the acquisition of sports teams to create a positive public image.
The Origin of Sportswashing
The term “sportswashing” was originally coined to describe the use of sports as a tool for reputation laundering. It was first used in 2015 when the first European Games were held in Baku, Azerbaijan. The Azerbaijani government used this sporting event to shift attention away from human rights concerns, such as silencing journalists and political activists.
Examples of Sportswashing
Throughout history, political leaders have used sports to distract public attention away from their notorious behavior and poor human rights records. Germany, Russia, Qatar, and Saudi Arabia are all countries that have used sportswashing.
The 1936 Summer Olympics in Germany
The 1936 Summer Olympic Games, held in Berlin, Germany, became a notable example of sportswashing. Hitler used the Olympic Games as propaganda to deter people from focusing on the genocide perpetuated by Nazi Germany.
Through the Games, Hitler intended to demonstrate the superiority of the Aryan race. However, African American athlete Jesse Owens disproved that superiority by becoming the first person to win four gold medals in a single Olympics.
The 2014 Winter Olympics in Russia
In 2014, Russia hosted the Winter Olympics in Sochi, Russia, under the leadership of Vladimir Putin. At the time, there were allegations of massive corruption, destruction of the environment, human rights violations, and doped athletes.
Several heads of state boycotted the opening ceremony, and three nations decided not to send their teams to the Winter Olympics. There were also allegations that the Russian mafia had influenced officials to help Russia host the Sochi Games.
2022 FIFA World Cup in Qatar
The Fédération Internationale de Football Association (FIFA) World Cup has also received allegations of sportswashing. The Qatar Investment Authority sought to use the 2022 FIFA World Cup and its soccer players to distract public attention from labor and human rights violations.
With the FIFA World Cup, Qatar wanted to present soccer/football fans with a modern sporting event with new stadiums, new airport, and luxury accommodations. But behind the scenes, over 30,000 laborers worked in extreme heat to build the facilities.
The number of injuries and deaths from Qatar's endeavor is still not clear. Workers were living in desperately filthy rooms and had their passports taken away to prevent them from escaping.
FIFA’s former President Sepp Blatter later stated that it was a mistake to have awarded the World Cup to Qatar.
Saudi Arabia Competitions, Human Rights Violations, and Sportswashing
Human Rights Watch has criticized the government of Saudi Arabia for its sportswashing tactics. Among other high-profile events, the Saudis hosted the Spanish football Super Cup and is set to host the 2034 Asian Games.
Human rights abuses have been ongoing concerns in regard to Saudi Arabia. Crown Prince Mohammed bin-Salman, the country’s leader, has been blamed for the kidnapping and death of Washington Post journalist Jamal Khashoggi, a critic of the regime. Also, there have been accusations that political protesters are thrown into prison.
Saudi Arabia has a poor human rights record. It is a country where capital punishment is enforced through beheadings and amputation is the penalty for robbery.
Crown Prince Mohammed bin-Salman has largely been using soft power to shape athletes and fans’ preferences rather than using coercion. He is using various sports to impact the cultural and political values of Saudi Arabian citizens.
The Saudi Arabian Grand Prix Race
The Saudi Arabian Grand Prix race will be in Jeddah, Saudi Arabia, until 2027. This race is part of the well-known Formula One motor racing series.
This event draws millions of fans from around the world, including 1.3 million from the United States. The Saudi Arabia Grand Prix race in Jeddah usually has 150,000 or more fans in attendance on the race weekend.
LIV Golf Series League
Saudi Arabia also owns the LIV Golf League, according to the Louisiana Illuminator. This league was created to complete with the Professional Golfers’ Association (PGA) league, and a golf tournament is scheduled to be held in New Orleans this year. However, the Louisiana Illuminator notes that the New Orleans tournament is seen “as an effort by Saudi Arabia to ‘whitewash’ the country’s record on human rights.”
Soccer
Saudi soccer (also known as football) has a number of teams with members such as megastar players Cristiano Ronaldo of Portugal and France’s Karim Benzema, who both have previously played for Real Madrid. In 2022, Ronaldo signed a contract with Saudi soccer club Al-Nassr that is worth $207 million annually.
In 2023, Benzema signed a three-year contract with the Al-Ittihad football club for $214 million per year. While Saudi soccer fans are delighted to see some of the world’s best players in their local clubs, bringing such famous players to Saudi soccer has drawn attention away from the human rights being violated in Saudi Arabia.
The 2034 FIFA World Cup
With its massive investments into global sport and the withdrawal of Australia’s bid, Saudi Arabia has been awarded the 2034 FIFA World Cup. It is a huge win for Saudi Arabia to get this highly popular sporting event.
Overall, Saudi Arabia hosts an average of 85 major events yearly. Other events such as World Wrestling Entertainment (WWE), sailing, tennis, and horse racing are also included.
Saudi Arabia and Vision 2030’s Health Goals
Saudi Arabia created a Vision 2030 plan, which includes not only economic goals but also social reform goals and changes for society. Besides adding increased positive exposure to the world by hosting so many sports, Saudi Arabia’s other goals are to increase:
- Physical health and activity
- Personal freedoms
- Leadership development
- Well-being across the generations and genders
According to studies, Saudis have generally not been physically active for decades. Becoming sports fans and attending events to watch athletes perform can hopefully have an impact on improving the health of Saudi citizens.
Women in countries like Saudi Arabia have traditionally faced restrictions based on gender discrimination, including a lack of access to sports facilities. Saudi women are now allowed to attend some events like soccer matches, and gyms are now being created for women to exercise.
College students have also had problems finding places to exercise. However, people are now encouraged to use existing facilities while more clubs are being built.
Saudi Arabia Is Encouraging Sport Tourism
In the last four years, Saudi Arabia has welcomed more than 2.5 million sport tourists. Both sports tourism and regular tourism has led to the creation of new jobs and brought in revenues of up to 444.3. billion SAR (almost $118.4 billion) in 2023.
Saudi Arabia and TV Exposure
Saudi Arabia's sports events are broadcast globally through Saudi channels and Qatar’s Al-Jazeera, but also American and British TV stations. Some Saudi events such as motor racing or golf can be broadcast to fans around the world to engage their loyalty.
Exposure through sport is beneficial to Saudi Arabia because it enables the country to form partnerships with other leagues and sponsors. Through all these alliances, the mutual goals are growth, innovation, and global influence.
Saudi Arabia Seeks a New Role in Global Power
Saudi Arabia established the Public Investment Fund (PIF) in 1971 to inject more than $40 billion into the economy every year. The goal is to increase the fund each year, with over $1 trillion after this year.
These actions encourage other countries to invest in the Saudi Arabia’s sports market while ignoring the sportswashing that continues to occur. With billions of dollars being spent on sports competitions, athletes, sports tourism and media exposure, it’s easy to wonder whether Saudi sportswashing works.
However, the Crown Prince is not particularly concerned with the sportswashing criticism he has received. Instead, he and his allies are working on diversifying the economy and job creation in the private sector.
Overall, Saudi Arabia is intent on being prepared for the day that there won't be any oil revenue left. The Crown Prince and his allies are counting on Vision 2030 to prepare for a post oil revenue-generating world.
The Crown Prince’s strategy is eventually going to change not only his society but also how other countries see his nation. However, sports organizations like the International Olympics Committee (IOC), FIFA, LIV Golf, and Formula One, as well as major sponsors, need committees to regulate and oversee how to conduct business with foreign countries. They need measures in places to bring ethics into play, particularly in countries where human rights abuses or other concerns are occurring.
Hopefully, the United States, Europe, and China can encourage the positive evolution of Saudi Arabia and its place on the global stage. In the meantime, the Crown Prince's strategy through sport diplomacy can advance the country to a new position of power with other nations.
Saudi Arabia remains authoritarian and has continuing human rights issues, but the Crown Prince is working to ensure economic freedom. The Crown Prince envisions financial security, alliances to improve the peace efforts in the Gulf states and other countries in the Middle East, and a continued and stable dynasty.
APU’s Sports Management Degrees
To suit the educational needs of students interested in sports, American Public University (APU) offers several degrees:
The courses in these two sports management programs enable students to discuss topics such as sports psychology, the foundations of sports management, and ethics in sports. Other courses include the history, culture, and social context of sports, the sports industry, and sports events managements.
Both of these degree programs have earned specialized accreditation through the Commission on Sport Management Accreditation (COSMA). This specialty accreditation ensures that each program has been carefully examined for high academic quality.
For more information, visit APU’s nursing and health sciences program page.
Dr. Monica Sainz has been a faculty member with APU since 2005. She holds a bachelor’s degree in multi-/interdisciplinary studies from Glenville State University, a master’s degree in business administration from California State University-Dominguez Hills, and a master’s degree in sport management/marketing from the United States Sports Academy. Dr. Sainz has earned 18 credit hours toward a DBA in international business from Northcentral University (now National University). She is originally from France and speaks several languages.
