The Hidden Game: How Governments Use Sports and Entertainment to Shape Public Opinion

What has affected almost every aspect of modern sports? The answer extends beyond just the plays and players—it's the intricate dance of politics and entertainment, a strategy known as sportswashing. This term, which emerged in 2015 and caught widespread attention by 2018, describes the efforts of governments, corporations, and individuals to utilize sports to launder their tarnished reputations. From hosting grand sporting events to purchasing teams, the world of sports serves as a sprawling stage for powerful entities aiming to polish their public image.

This article delves into the historical examples of sportswashing, unraveling the mechanics behind it and its impact on international relations. As technology in sports advances, so does the ability to reach and influence a global audience. Spotlighting cases like Qatar's FIFA World Cup 2022 and the 1936 Berlin Olympics, we trace how sports and politics interweave, shaping not only the game but also our understanding of societal and ethical norms. Through exploration and analysis, the narrative uncovers how sportswashing operates, posing critical questions about the ethicality of such maneuvers and the burgeoning efforts to counteract them.

Historical Examples of Sportswashing

Throughout history, numerous instances have unfolded where sports events were utilized as platforms for political agendas, subtly altering public perception and international opinions. These occurrences span across various regimes, from ancient civilizations to modern-day governments, showcasing the timeless nature of this strategy. Below are some notable examples:

• Ancient to Modern Examples:
• Ancient Rome's "bread and circuses": Utilized free food and entertainment, including sports, to placate citizens and distract from political issues.
• 1936 Olympic Games in Berlin: Served as a propaganda tool for Nazi Germany, aiming to showcase the regime's strength and ideologies.
• 1978 World Cup in Argentina: Held during a military dictatorship, subtly promoting a sense of normalcy and legitimacy on the global stage.
• 2018 World Cup in Russia and 2008 Beijing Olympic Games: Both events have been associated with sportswashing, intending to bolster the host countries' international image amidst controversies.
• Corporate and Organizational Influence:
• Corporations have not shied away from using sports partnerships to alter perceptions of their actions or brands. For example:Cigarette companies and baseball stars: Glorified smoking while downplaying its risks.
• Saudi Arabia and LIV Golf: A recent instance where sports are used to divert attention from non-sporting controversies, such as the assassination of journalist Jamal Khashoggi.
• Sporting Events Under Authoritarian Regimes:
• The list of sporting events used as vehicles for sportswashing under various authoritarian regimes is extensive, including:The 1978 FIFA World Cup held in Argentina under a military dictatorship.The 1988 AFC Asian Cup in Qatar and the 1995 FIFA World Youth Championship, also in Qatar, showcasing the country's growing influence in global sports.Matches like the 1974 "Rumble in the Jungle" and the 1975 "Thrilla in Manila", held in countries under dictatorship, using the global appeal of boxing to shift the international focus.

These examples underscore the pervasive nature of sportswashing across different eras and regimes. By hosting grand sporting events or aligning with popular sports stars, entities aim to craft a favorable image, often diverting global attention from less savory aspects of their governance or practices. This strategy, deeply embedded in the intersection of sports, politics, and entertainment, continues to shape public opinion and international relations, demonstrating the profound impact sports can have beyond the field.

The Mechanics of Sportswashing

Sportswashing, while a relatively new term, has quickly become a critical concept in understanding the interplay between sports, politics, and societal issues. Its mechanics are as intricate as they are impactful, operating across various platforms and societies.

• Mechanics of Sportswashing:
• Influence Operations in Irregular Warfare: Sportswashing is identified as a phenomenon within irregular warfare, where it serves as a tool for influence operations. The United States Department of Defense defines irregular warfare as activities that are indirect, non-attributable, or asymmetric, aimed at assuring or coercing states or groups.Diversion from Unethical Conduct: The primary goal of sportswashing is to divert global attention from a country's unethical behaviors, both domestically and internationally. This includes human rights concerns, chronic social issues, and support for nefarious causes.Stoking Nationalism and Global Perception Management: By leveraging major international or national sporting events, teams, or players, sportswashing stokes nationalism and manages global perceptions. This can be seen in both democratic and authoritarian societies, capturing the attention of foreign and domestic markets alike.
• Investment and Ownership for Perception Change: A notable method of sportswashing involves buying controlling interests in sports markets to alter perceptions in another. This includes state-owned enterprises acquiring teams or wealthy individuals purchasing clubs for personal or political gain.
• Exploitation of Sporting Values: Sportswashing exploits the valuable elements of sports, such as heritage and tradition, and intertwines them with problematic politics and injustice. This corruption of sports heritage is a significant concern, as it impacts how governments organize and control sports events, ultimately affecting public order, fairness, human rights, and national identity.
• Examples and Impact:
• The 2018 World Cup in Russia and the 2022 World Cup in Qatar are prime examples of sportswashing in action. Despite controversies surrounding human rights records and other issues, these events served to improve the host countries' global image.
• Investments in sports by entities like Saudi Arabia, through the LIV Golf tour and the purchase of Newcastle United, highlight how sportswashing extends beyond national governments to include individuals and corporations seeking to launder their reputations.

Sportswashing's role in the global sports arena is multifaceted, involving not just the manipulation of sports events for political gain but also the broader implications for cultural heritage, ethical considerations, and international relations. By understanding its mechanics, stakeholders in the sports world can better navigate the challenges posed by this phenomenon and work towards more transparent and ethical practices in the intersection of sports and politics.

Impact on International Relations

In the intricate ballet of international relations, sports often pirouette into the spotlight, not just as a display of physical prowess but as a stage for political maneuvering and soft power plays. The phenomenon of sportswashing illuminates how countries with tarnished reputations due to human rights abuses or corruption scandals deftly employ sports to launder their international image. This strategic move is not merely about hosting grand events but intertwining sports with the nation's identity, diplomacy, and global perception management.

• Soft Power and Reputation Laundering:
• Sportswashing as Soft Power: Utilizing sports as a lever to pivot a state's image from negative to positive. This involves hosting global sporting events, such as the Men's World Cup, which are deeply intertwined with politics and serve as a platform for countries to showcase a more palatable face to the world.
• Reputation Laundering: The act of using sports to distract or divert global attention from pressing issues within a country. Qatar and Saudi Arabia, for instance, have been accused of employing sportswashing tactics to overshadow their poor human rights records.
• Stirring Nationalism: Moderate patriotism in sports can sometimes escalate into extreme nationalism, leading to brutal attacks on others. This underscores the potent influence of sports in stoking national fervor.
• Political Propaganda and Social Unrest: Stadiums have historically served dual purposes as arenas for sports and as venues for political messages, social protests, and even terrorist attacks. Football clubs in Europe, for instance, have become emblematic of political leanings, with Sunderland AFC supporters known for their tilt towards the political left.
• Case Studies in Political Change:
• East Germany and Cuba: Governments investing in sports to cultivate a positive international image through the production of successful athletes.
• China's 2008 Olympic Games: An example of sports leading to political changes, with China adjusting its foreign policies in the lead-up to the Games.
• Unifying Force: Beyond the political machinations, sports also serve as a unifying force, reinforcing national identity and creating a sense of unity among the populace.

The convergence of sports with international relations and political propaganda highlights the multifaceted role sports play beyond the field. Whether as a tool for asserting superiority, expressing political views, or as a mechanism for social change, the intersection of sports and politics remains a powerful conduit for influencing public opinion and shaping international dynamics.

Case Study: Qatar's FIFA World Cup 2022

In the lead-up to the 2022 FIFA World Cup hosted by Qatar, public opinion in Great Britain showcased a stark perspective on the event and its host nation. Survey data revealed a significant portion of the British population held an unfavorable view of Qatar, a sentiment that slightly intensified post-tournament:

• Public Opinion Shifts:
• Before the World Cup: 67% unfavorable, 9% favorable.After the World Cup: 72% unfavorable, 12% favorable.

This shift in public opinion underscores the complex interplay between sports, politics, and societal values, where initial political discussions gradually gave way to a focus on sporting achievements and cultural exchange. The narrative around the World Cup evolved, involving various stakeholders:

• Stakeholders in Narrative Contestation:
• The host country (Qatar)European countries participating in the World CupFans globallyCelebrities and public figures influencing the discourse

The juxtaposition of Qatar's ambitious showcase as a capable host for a global event against the backdrop of its human rights record, particularly concerning migrant workers and LGBTQ+ rights, painted a multifaceted picture:

• Qatar's Global Stage and Scrutiny:
• Showcased the Arab world's capability to host global events.Put Qatar's human rights issues, especially the treatment of migrant workers and the ban on homosexuality, under intense international scrutiny.Led to reforms such as the abolition of the kafala labor system, introduction of a minimum wage, and creation of a workers' welfare program.

Despite these efforts, a significant portion of the global audience remained critical of FIFA and Qatar's handling of the event, with calls for compensation to migrant workers who suffered during the preparations for the World Cup. The #PayUpFIFA campaign, in particular, highlighted a growing demand for accountability, urging FIFA to allocate a portion of its significant revenues towards addressing these concerns.

The case of Qatar's FIFA World Cup 2022 stands as a poignant example of sportswashing, where the grandeur of hosting a global sporting event is used to divert attention from pressing human rights issues. It also emphasizes the evolving nature of public discourse around such events, where initial skepticism can shift towards acknowledgment of sporting and cultural achievements, albeit without fully absolving the host of its broader societal obligations.

Case Study: The 1936 Berlin Olympics

The 1936 Berlin Olympics, held under the shadow of the Nazi regime, presented a complex tableau of politics, propaganda, and athletic prowess. At the heart of this spectacle were several key elements:

• Boycott Debates and Participation:
• Boycott Considerations: Discussions on boycotting the games were ignited by Germany's racist policies and human rights violations, yet 49 countries participated, marking it the largest attendance till that date.American Involvement: The American Olympic Committee, led by Avery Brundage, opposed the boycott, arguing politics should not interfere with sports, a stance that President Franklin D. Roosevelt chose not to challenge, maintaining a tradition of non-interference.
• Nazi Propaganda Machine:
• Aryan Ideology Promotion: The German government seized the international spotlight to portray a benign and progressive image of the country while promoting Aryan superiority.Jewish Athletes and the Games: Despite international pressure, the IOC's requirement for Germany to accept qualified Jewish athletes saw limited compliance, with notable exclusions and replacements raising international eyebrows.
• Athletic Triumphs Against Odds:
• Jesse Owens' Historic Wins: Owens, an African-American athlete, clinched four gold medals, directly challenging the Nazi narrative of Aryan supremacy. Despite his victories, Owens and other African American athletes faced neglect from their own government, with President Roosevelt failing to publicly acknowledge their achievements.African American Athletes' Impact: The participation of 18 African Americans, who brought home 14 medals, served as a powerful counter-narrative to racism, both in Nazi Germany and back in the United States, though they continued to face discrimination upon their return.

The 1936 Berlin Olympics thus stand as a poignant reminder of the power of sports as a platform for political and social commentary, demonstrating how athletic excellence can defy oppressive ideologies and inspire change, even in the most daunting circumstances.

The Role of Athletes and Teams

In the realm of sports, athletes and teams are not just participants but pivotal figures in the ongoing narrative of political and societal discourse. Their roles extend far beyond the physical confines of their sports, touching upon the intricate web of politics, mental health, and public relations. This multifaceted involvement has led to a dynamic where athletes often find themselves at the intersection of performance and political expectation, a balance that demands both resilience and strategic communication.

Athlete Well-being and Political Pressures:

• Mental and Emotional Impact: Athletes, under the weight of representing specific political ideologies, may experience overwhelming pressure, detracting from their focus on the sport and affecting their mental health.
• Encouragement Over Silence: It's crucial for athletes to be supported in using their platforms for change, highlighting the need for sports organizations to foster an environment where speaking out is not just permitted but encouraged.
• Strategic Public Relations (PR) and Media Management:
• Sports PR Specialists: Play a critical role in managing athletes' public images, preparing them for interviews, and navigating the complex landscape of media scrutiny.
• Best Practices in Sports PR: Include utilizing social media for fan engagement, practicing swift and cautious crisis management, and individualizing media training to equip athletes with the skills to handle public and media interactions effectively.

Fan and Athlete Activism Against Sportswashing:

• Drawing attention to human rights abuses and the misuse of sports events for political gain has become a critical aspect of undermining sportswashing efforts. This activism is a testament to the power of collective voice, where fans and athletes alike can shift the narrative and demand accountability.
• Media's Role in Shaping Perceptions:
• The influence of sports journalists and commentators extends far beyond game analysis, venturing into the realm of public opinion shaping and narrative building. This power, wielded with responsibility, can amplify the voices of athletes and fans advocating for change, spotlighting issues often overshadowed by the spectacle of sports.

In navigating the complexities of their roles, athletes and teams are supported by a network of PR specialists, mental health advocates, and an increasingly aware and vocal fan base. This ecosystem not only aids in managing the pressures that come with the territory but also empowers athletes to leverage their platforms for meaningful impact, transforming the sports arena into a stage for societal and political discourse.

Ethical Considerations

When the worlds of sports and politics collide, the ripple effects can challenge the very essence of fair play and unity that sports are meant to embody. The ethical considerations arising from politicizing sporting events are multifaceted, touching on the integrity of the games, the welfare of athletes, and the broader societal implications.

• Politicization and Division:
• Compromising Event Purity: Sports events are celebrated for their ability to unite diverse groups. Introducing political agendas can, however, morph these unifying experiences into battlegrounds of division, detracting from the universal joy and camaraderie sports are supposed to foster.
• Polarization Among Fans: Political undertones can breed animosity among spectators, transforming arenas from spaces of shared enthusiasm into echo chambers of discord. This polarization not only diminishes the enjoyment of the game but also fractures fan communities.
• Fairness and Integrity:
• Undermining Competitions: The infusion of political motives jeopardizes the principles of fair play, casting shadows of doubt over the credibility of competitions. Manipulation for propaganda, unfair treatment of athletes, or biased competition outcomes can erode trust and tarnish the reputation of regions and sports alike.
• Human Rights and Governance: Integrating human rights into sports governance addresses power imbalances and ensures the protection of vulnerable stakeholders. Efforts to tackle social injustices, institutional racism, and the legacies of colonialism are gaining momentum, reflecting a global call for fairness and inclusion in sports.
• Health, Democracy, and Sportswashing:
• Addressing Health Impacts: The ongoing health impacts of Covid-19 and access to vaccines, especially in the Global South, remain pressing concerns for the sports community, highlighting the intersection of global health inequalities and sports.
• Sportswashing Concerns: The practice of sportswashing poses a significant threat to democracy, enhancing the legitimacy of wrongdoers and potentially emboldening further unethical actions. High-profile examples, such as MTN Irancell's involvement with Spain's La Liga and Saudi Arabia's ownership of Newcastle United, underscore the need for robust Know Your Customer (KYC) mechanisms to prevent inadvertent engagement in sportswashing.

Through these lenses, the ethical considerations surrounding the intersection of sports and politics unfold, revealing the delicate balance between maintaining the integrity of sports and acknowledging their power as platforms for societal change. The challenge lies in navigating these waters without compromising the values that make sports a beacon of hope, unity, and fair competition.

Efforts to Combat Sportswashing

In the face of the COVID-19 pandemic, the world saw an unprecedented 'lockdown' of sports competitions, leading to a reflective pause on the integrity of sports. Despite the hiatus, the specter of corruption and the manipulation of competitions loomed large, necessitating a robust response as activities resumed. A comprehensive policy framework and playbook have been proposed, drawing on the collective expertise of the United Nations, the International Olympic Committee (IOC), INTERPOL, and the United Nations Office on Drugs and Crime (UNODC). This collaborative effort underscores the necessity of placing sports integrity at the heart of pandemic recovery efforts, ensuring that the spirit of fair play emerges stronger in the post-pandemic era.

Key Recommendations for Combatting Sportswashing:

• Prioritize Integrity: Ensure that combating corruption in sports, especially preventing the manipulation of competitions, is integral to pandemic response strategies and remains a priority in the post-pandemic landscape.
• Leverage Expertise: Utilize the experiences and guidelines established by international organizations such as the IOC, INTERPOL, and UNODC, tailoring responses to effectively address corruption and uphold the integrity of sports.

The role of fans and local communities in countering sportswashing strategies cannot be overstated. Fans possess the unique ability to draw attention to abuses, especially within the emotionally charged atmosphere of stadiums, potentially undermining the sportswasher's narrative. Research highlighting the impact of controversial Gulf investment in football clubs, such as those in Manchester and Newcastle, points to the weakening of local democratic institutions. This underscores the importance of fan activism and the potential of increased fan sovereignty over sports teams, despite the challenges in implementation outside of Europe.

• Fan Activism Strategies:
• Awareness and Boycotts: Fans can amplify awareness of human rights abuses associated with sports events, considering boycotts of events held by dictatorial regimes as a potent, albeit challenging, strategy.
• Increased Fan Sovereignty: Advocating for greater fan control over sports teams to ensure that the values and integrity of the sport are preserved, recognizing the hurdles particularly in non-European contexts.

These efforts represent a multifaceted approach to combat sportswashing, emphasizing the critical role of integrity, international collaboration, fan activism, and the strengthening of local democratic institutions in safeguarding the true spirit of sports.

FAQs

1. How do governments influence sports? Governments play a significant role in the world of sports by funding both grassroots and elite sports initiatives, including the development of sports facilities and coaching programs. They also encourage public participation in sports through various educational campaigns aimed at promoting the benefits of physical activity.
2. What is the term for using sports to affect social and political relationships? The practice of leveraging sports to impact diplomatic, social, and political relations is known as sports diplomacy or the politics of sports. This approach can bridge cultural divides and foster unity among diverse groups.
3. Why do governments often sponsor and oversee sports programs? Governments may sponsor and manage sports for several reasons, including the desire to gain international prestige, demonstrate national strength, enhance the reputation of public educational institutions, and foster a sense of identity and unity among a diverse or rapidly changing population.
4. What is the significance of sports in society? Sports hold a significant and complex role within society that extends beyond mere entertainment. They possess the unique capacity to unite individuals, overcome cultural barriers, and shape diplomatic, social, and political relationships in meaningful ways.