SPORTSWASHING: INTERSECTION OF SPORTS AND ETHICS

Sporting events provide a shared experience that brings people together, fostering a sense of unity and solidarity across borders. They transcend cultural, linguistic, and geographical barriers, appealing to people of all ages, backgrounds, and walks of life. It is no surprise then that sports hold deep cultural significance within our society.

We understand the term “sportsmanship” to mean the conduct and behaviour exhibited by athletes, coaches, and participants in sports that aligns with the principles of fair play, integrity, and respect for the game and its participants. However, a recent trend has emerged wherein the positive associations and emotions people have with sports is being used with questionable intentions.

The term "sportswashing" describes the tactic of using major sporting events or financial investments in sports teams to boost a nation's or organization's standing. This is frequently done to hide or minimize political unrest, human rights violations, or other unfavourable aspects of their reputation.

While the term "sportswashing" has gained traction more recently, the practice itself reflects a longstanding strategy of using sports as a tool for propaganda, diplomacy, and nation-building. In 1936, Adolf Hitler's Nazi regime in Germany engaged in what could be considered a form of sportswashing, although the term itself wasn't used at the time.

The regime invested heavily in infrastructure, organized mass sporting events, and supported athletes who embodied their racial and political ideals. The Berlin Olympics of 1936 served as a platform for Hitler to showcase his vision of supremacy. It presented the image of a peaceful, welcoming Germany to the world, while behind the scenes, they were already implementing discriminatory laws targeting Jews, Romani people, and other minority groups.

Increased media scrutiny, social activism, and awareness of human rights issues have contributed to greater attention being paid to the potential misuse of sports for image management purposes, leading to the popularization of the term "sportswashing" in public discourse.

China's hosting of the 2008 Summer Olympics in Beijing was seen as a significant moment for the country's global standing and economic development. However, the event also raised concerns about issues such as censorship, human rights violations, and restrictions on freedom of expression, leading to accusations of sportswashing.

Russia's hosting of the 2014 Winter Olympics in Sochi was seen by some as an attempt to showcase the country's modernization and development. However, the event also drew attention to controversies such as allegations of corruption, environmental damage, and human rights abuses, leading to accusations of sportswashing.

More recently, Qatar's hosting of the 2022 FIFA World Cup has been criticized as a form of sportswashing due to concerns about human rights abuses, particularly regarding the treatment of migrant workers involved in construction projects related to the event. Qatar has invested heavily in sports, including hosting major events like the World Cup, to improve its international image while deflecting attention from these issues.

These examples illustrate how sports can be used as a tool for public relations and image management, sometimes with the intention of being deceptive and manipulative, allowing governments or organizations to whitewash their reputations without addressing underlying issues.

However, proponents argue that sportswashing can have positive effects, such as promoting cultural exchange, fostering economic development through sports-related investments, or encouraging diplomatic dialogue through international sporting events. It may also be claimed that engagement with sports can lead to positive social change over time, even if it is initially used for less noble purposes.

Because it involves using sports as a tool for public relations or reputation management rather than engaging in criminal activity, sportswashing is not necessarily illegal. While there can be overlap between unethical and illegal behaviour, not all unethical actions are necessarily illegal. However, both unethical and illegal behaviour can have harmful consequences and should be avoided to maintain integrity, trust, and respect within society.

Corporations also frequently use sports-related activities or initiatives to enhance for various purposes, ranging from marketing and branding to corporate social responsibility. Here are some ways in which corporations leverage sports:

CSR Initiatives: Schedule VII of the Companies Act, 2013 (“Act”) recognises expenditure towards “training to promote rural sports, nationally recognised sports, Paralympic sports and Olympic sports” as being incurred towards Corporate Social Responsibility obligations of a company as per the terms of Section 135 of the Act.

Brand Image and Marketing: Companies might invest in development of marketing strategies that incorporate sports themes or imagery to enhance the company's brand image. This could involve sponsoring sports events or athletes, leveraging sports endorsements in marketing campaigns, or aligning the company's values with those associated with sports, such as teamwork, competition, and integrity.

While these initiatives can yield positive outcomes for companies in terms of brand visibility and consumer loyalty, they can also be subject to scrutiny and criticism if perceived as insincere or opportunistic. It is therefore important for companies to ensure that these efforts align with genuine corporate values and contribute meaningfully to the well-being of stakeholders.

Whether sportswashing is considered wrong or unethical depends on one's perspective and the specific context in which it is being used. From a moral standpoint, many people believe that using sports to divert attention from serious issues such as human rights abuses or political oppression is deceptive and manipulative.

Ultimately, ethics serve as a guiding force in shaping the behaviour and culture of both sports and corporations, influencing how they operate, interact with stakeholders, and contribute to the society as a whole. By prioritizing ethical conduct, organizations can enhance their reputation, foster trust, and contribute positively to their respective fields.