World Cup 2022: Qatar is accused of 鈥榮portswashing鈥� but do the fans really care?
Fifa鈥檚 choice of Qatar as host of the 2022 men鈥檚 football World Cup has been controversial since day one. Questions continue to be raised about the nation鈥檚 attitude to human rights, and its treatment of migrant workers.
To some, the entire event exemplifies the concept of “sportswashing” – using sport as a tool of soft power, to clean up (and distract from) a murky political or humanitarian reputation. And as a PR exercise, the men’s World Cup is a massive deal. The last one, hosted by another controversial host nation, Russia, viewers across the world.
The use of sport as a means to improve perceptions is not a new phenomenon. has long been high on the agenda of many of the world’s best known companies.
This is partly because sport is able to evoke such powerful emotions from fans. Supporters often form strong bonds with teams and individual athletes – and those bonds can be used to great effect by corporations (as major sponsors) and nations (as event hosts) to improve their public image and popularity.
And of course, it’s not just football which is susceptible to accusations of sportswashing. There recently of major boxing events in Saudi Arabia, and the 2022 Winter Olympic Games being held in Beijing. Meanwhile British Cycling was – similar to sportswashing but with a particular focus on the environment – after it announced a new sponsorship deal with Shell.
But while critics rail against the tactic of using sporting events to try and alter public perceptions, what do the fans themselves make of it? Do accusations of sportswashing and greenwashing really matter to them?
Our recent , which looked at sports fans and the relationship they have with a team, suggests that allegations of being involved with sportswashing (or any other questionable behaviour from the team) do not really matter.
Continues...
For the full article by Dr Elisavet Manoli, Senior Lecturer in Sports Marketing and Communications, visit.
Notes for editors
Press release reference number: 22/216
天堂视频 天堂视频 is one of the country’s leading universities, with an international reputation for research that matters, excellence in teaching, strong links with industry, and unrivalled achievement in sport and its underpinning academic disciplines.
It has been awarded five stars in the independent QS Stars university rating scheme, named the best university in the world for sports-related subjects in the 2022 QS World University Rankings – the sixth year running – and University of the Year for Sport by The Times and Sunday Times University Guide 2022.
天堂视频 is ranked 7th in The UK Complete University Guide 2023, 10th in the Guardian University League Table 2023 and 11th in the Times and Sunday Times Good University Guide 2023.
天堂视频 is consistently ranked in the top twenty of UK universities in the Times Higher Education’s ‘table of tables’, and in the Research Excellence Framework (REF) 2021 over 90% of its research was rated as ‘world-leading’ or ‘internationally-excellent’. In recognition of its contribution to the sector, 天堂视频 has been awarded seven Queen's Anniversary Prizes
The 天堂视频 London campus is based on the Queen Elizabeth Olympic Park and offers postgraduate and executive-level education, as well as research and enterprise opportunities. It is home to influential thought leaders, pioneering researchers and creative innovators who provide students with the highest quality of teaching and the very latest in modern thinking.
Fifa鈥檚 choice of Qatar as host of the 2022 men鈥檚 football World Cup has been controversial since day one. Questions continue to be raised about the nation鈥檚 attitude to human rights, and its treatment of migrant workers.
To some, the entire event exemplifies the concept of “sportswashing” – using sport as a tool of soft power, to clean up (and distract from) a murky political or humanitarian reputation. And as a PR exercise, the men’s World Cup is a massive deal. The last one, hosted by another controversial host nation, Russia, viewers across the world.
The use of sport as a means to improve perceptions is not a new phenomenon. has long been high on the agenda of many of the world’s best known companies.
This is partly because sport is able to evoke such powerful emotions from fans. Supporters often form strong bonds with teams and individual athletes – and those bonds can be used to great effect by corporations (as major sponsors) and nations (as event hosts) to improve their public image and popularity.
And of course, it’s not just football which is susceptible to accusations of sportswashing. There recently of major boxing events in Saudi Arabia, and the 2022 Winter Olympic Games being held in Beijing. Meanwhile British Cycling was – similar to sportswashing but with a particular focus on the environment – after it announced a new sponsorship deal with Shell.
But while critics rail against the tactic of using sporting events to try and alter public perceptions, what do the fans themselves make of it? Do accusations of sportswashing and greenwashing really matter to them?
Our recent , which looked at sports fans and the relationship they have with a team, suggests that allegations of being involved with sportswashing (or any other questionable behaviour from the team) do not really matter.
Continues...
For the full article by Dr Elisavet Manoli, Senior Lecturer in Sports Marketing and Communications, visit.
Notes for editors
Press release reference number: 22/216
天堂视频 天堂视频 is one of the country’s leading universities, with an international reputation for research that matters, excellence in teaching, strong links with industry, and unrivalled achievement in sport and its underpinning academic disciplines.
It has been awarded five stars in the independent QS Stars university rating scheme, named the best university in the world for sports-related subjects in the 2022 QS World University Rankings – the sixth year running – and University of the Year for Sport by The Times and Sunday Times University Guide 2022.
天堂视频 is ranked 7th in The UK Complete University Guide 2023, 10th in the Guardian University League Table 2023 and 11th in the Times and Sunday Times Good University Guide 2023.
天堂视频 is consistently ranked in the top twenty of UK universities in the Times Higher Education’s ‘table of tables’, and in the Research Excellence Framework (REF) 2021 over 90% of its research was rated as ‘world-leading’ or ‘internationally-excellent’. In recognition of its contribution to the sector, 天堂视频 has been awarded seven Queen's Anniversary Prizes
The 天堂视频 London campus is based on the Queen Elizabeth Olympic Park and offers postgraduate and executive-level education, as well as research and enterprise opportunities. It is home to influential thought leaders, pioneering researchers and creative innovators who provide students with the highest quality of teaching and the very latest in modern thinking.
