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In today’s world, sports aren’t just about winning—they’re about winning the narrative. From dramatic buzzer-beaters to stadium-sized spectacles, athletic events have become powerful tools for shaping public perception. And for a growing number of governments and organizations, that power isn’t just entertaining—it’s strategic. Welcome to the era of sportswashing, a practice as subtle as a World Cup opening ceremony and as subtle as a nation trying to rehabilitate its image through soccer. Whether it’s authoritarian regimes hosting massive tournaments or professional leagues partnering with governments, the line between sports and spin control is getting blurrier than a slow-mo VAR review.
Sportswashing, at its core, is public relations through athletic excellence. Countries and corporations use major sporting events to divert attention from less-glamorous realities—like human rights abuses, censorship, or that small matter of systemic inequality. You host a Formula 1 Grand Prix? Suddenly, people are talking about your race strategy instead of your prison system. You buy a Premier League club? Now you’re a lovable football superfan, not a petrostate with a censorship problem. But this isn’t just happening overseas.
In the United States, sports leagues have developed their own versions of the tactic. The WNBA, for instance, has earned praise for being openly political and progressive. Players protested police violence, championed voting rights, and even helped sway an election. Many see this as a powerful example of athletes using their platforms to spark change. But it also turns the league into a marketing tool for brands and political figures eager to be associated with the “right” kind of politics. The activism is real—but so are the sponsorship deals that follow.
The NFL has taken a more complicated path. After years of sidelining Colin Kaepernick, the league now embraces messaging about social justice and works closely with federal and military institutions. Depending on your perspective, this is either a meaningful evolution or a PR pivot worthy of an Olympic gymnast. Major League Baseball, meanwhile, leans into patriotic pageantry with military flyovers, anthem performances, and themed uniforms. It’s a feel-good moment, sure—but one that can easily deflect from internal issues like labor disputes, diversity gaps, and uneven treatment of international players.
Globally, the trend is even more transparent. From Qatar hosting the 2022 World Cup to Saudi Arabia’s billion-dollar push into golf, nations are clearly using sports to reshape global perception. Hosting international competitions can promote tourism and infrastructure—but it can also distract from issues like limited free speech, surveillance, or the suppression of women’s rights. Fans may care deeply about those problems in theory, but when their team makes it to the finals? Suddenly, the priority becomes who’s taking the last shot—not who’s funding the tournament.
To be fair, not every sporting event hosted by a controversial government is inherently corrupt or misleading. In many cases, these events do bring attention to underrepresented regions and help develop opportunities for athletes who might otherwise be overlooked. But there’s a clear difference between showcasing your country’s progress and using sports as a smokescreen for ongoing harm.
In 2025, fans are more connected and aware than ever. Athletes are increasingly outspoken. Journalists are asking sharper questions. But when billion-dollar TV deals, corporate sponsorships, and political influence all collide on the playing field, things get messy fast. Sportswashing isn’t always easy to detect, and even harder to challenge—especially when the spectacle is so compelling. Still, it’s worth asking who’s really benefiting from all this athletic glory. Because in the game of sportswashing, the final score doesn’t always reflect what’s happening off the field.
Author Profile
- Tessa Winkleman is a dynamic scholar-athlete and aspiring sports law professional. Raised in Las Vegas before heading to Michigan (Go Blue!), she earned a Division I volleyball scholarship to St. Francis College in Brooklyn. After transferring to Hunter College, she led her team as MVP, earning numerous athletic and academic honors. Tessa has interned at McShane & Bowie LLP and the PREA Investigation Unit at Rikers Island, combining her passions for justice and advocacy. She is set to pursue a master’s degree in Sports Law and Management at the Universidad Europea de Madrid, in partnership with Real Madrid FC.
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