The term “sports washing” has been used to describe the practice of countries or organizations using sports events or sponsorships to improve their public image or distract from negative actions or human rights abuses. However, as more and more instances of this practice come to light, it has become clear that a more menacing term is needed to accurately convey the severity of the situation.
Recently, Saudi Arabia’s Public Investment Fund (PIF) and the ATP tour announced a five-year sponsorship deal, which includes courtside ads at various tournaments. This comes on the heels of other high-profile sports figures, such as golfer Jon Rahm and soccer players Kevin De Bruyne and Mohammad Salah, being linked to lucrative offers from Saudi teams. The lure of money seems to be too great for some athletes to resist, despite the questionable ethics of accepting funds from a country with a history of human rights abuses.
While some may argue that engaging with Saudi Arabia through sports can lead to positive change, it is important to remember that the country still enforces archaic laws on women and LGBTQ rights. Partnering with Saudi organizations only serves to legitimize and normalize these practices, rather than encourage progress.
The term “sportswashing” may not be enough to capture the true extent of the issue at hand. Perhaps a term like “image laundering” or “sports profiteering” could better convey the idea of using sports as a cover for unethical behavior. By shining a light on the darker side of these partnerships, we can hold those involved accountable for their actions and push for more transparency in the world of sports sponsorship.
In a world where social justice and accountability are becoming increasingly important, it is crucial that we do not turn a blind eye to the harmful practices that can be perpetuated through sports washing. By calling out these actions for what they truly are, we can work towards a more ethical and responsible sports industry that prioritizes human rights and fairness above all else.
