Harper Lin
Sportswashing is a term that has gained prominence in recent years, referring to the use of sports by controversial entities to improve their reputation and divert attention from unethical conduct or human rights violations. Golf, a traditionally exclusive sport, has become a new arena for sportswashing, with the most notable example being the Saudi-backed LIV Golf league. The Public Investment Fund (PIF) of Saudi Arabia has invested heavily in LIV Golf, luring top golfers from established tours with lucrative deals and contracts. This has sparked widespread criticism, with accusations that Saudi Arabia is attempting to sportswash its history of human rights violations, including the treatment of women, imprisonment of political opposition, and the assassination of journalist Jamal Khashoggi. The normalisation of sportswashing in golf raises ethical concerns and highlights the intersection of sports and politics.
| Characteristics | Values |
|---|---|
| Use of sport to redirect public attention away from unethical conduct | Human rights violations, domestic crime, political strife, national representation, climate-unfriendly activity |
| Improvement of the reputation of the offending entity | Normalization of criminal practice and unethical associations |
| Use of the popularity of sport to ‘wash’ away poor publicity | Huge investments to increase the profile of sports |
| Carried out by authoritarian states or governments | Saudi Arabia, China, Gulf States, Russia, Qatar, South Africa |
| Use of hosting of global sporting events as a mechanism | Olympics, World Cup, Grand Prix, Euro football matches, LIV Golf |
| Purchase or sponsorship of teams and competitions by government-owned entities | Newcastle United, Sydney Swans, Melbourne City |
| Sponsorship by controversial companies | Deutsche Bank |
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What You'll Learn
Saudi Arabia's involvement in the LIV Golf series
Sportswashing is the use of sport to redirect public attention away from unethical conduct, with the intended effect of improving the reputation of the offending entity. Typically, sportswashing is carried out by authoritarian states that have committed human rights abuses.
LIV Golf has been widely criticized as a political strategy by Saudi Arabia to cleanse its repressive global image and distract from its serious human rights abuses. Human Rights Watch denounced the Saudi endeavour, stating that it was "an effort to distract from its serious human rights abuses by taking over events that celebrate human achievement". Additionally, Saudi Arabia's links with the September 11 attacks, where 15 of the 19 hijackers involved were Saudi nationals, have further fueled concerns about the country's involvement in the golf series.
The Public Investment Fund's ownership and operation of the league have been a source of controversy, with league officials expressing panic when questioned about their association with Saudi Arabia. Despite the criticism, LIV Golf has attracted major champions, including Cameron Smith, Dustin Johnson, and Bryson DeChambeau, who have opted to leave the PGA Tour for the Saudi-backed series.
The series has a 14-tournament schedule in 2023, spanning across Mexico, the USA, Australia, Singapore, Spain, England, and Saudi Arabia, with each tournament carrying a total purse of $25 million. The winner of each event receives a cheque for $4 million, and even finishing last in an individual event guarantees a substantial payout.
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The 2034 World Cup in Saudi Arabia
Sportswashing is the use of sport to redirect public attention away from unethical conduct. It is often used by authoritarian states that have committed human rights abuses to improve their reputations by using the immense popularity of sports to 'wash' away poor publicity.
The 2034 World Cup, hosted by Saudi Arabia, has sparked concerns about sportswashing. Saudi Arabia has been attempting to increase its involvement in global professional sports, with the Saudi Public Investment Fund's interest in golf being a notable example. The country's efforts to host major sporting events and invest in international sports have raised questions about its intentions, especially in light of its controversial human rights record.
Saudi Arabia's selection as the host nation for the 2034 World Cup has been controversial due to allegations of human rights violations. The bidding process was expedited, reducing competition from other bidders. This, along with the uncontested nature of the bidding process, led to accusations of FIFA bending the rules in favour of Saudi Arabia.
The 2034 World Cup will be a significant event, with 48 teams competing across 15 stadiums in 5 host cities: Riyadh, Jeddah, Al Khobar, Abha, and Neom. The tournament will showcase Saudi Arabia's diverse landscapes and innovative destinations, with 8 UNESCO World Heritage Sites. The host cities will also feature FIFA Fan Festival sites, integrating digital and physical experiences to celebrate football and Saudi culture.
The concerns about sportswashing in the 2034 World Cup in Saudi Arabia highlight the complex relationship between sports and politics. While many fans wish to keep sports separate from politics, the reality is that sportswashing can have significant implications for human rights and social issues. The public, athletes, advertisers, the media, and governing bodies all play a role in influencing the success or failure of sportswashing attempts.
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The history of sportswashing
Sportswashing is a relatively new term that has emerged to describe a growing phenomenon: the use of sports as a tool by governments and corporations to distract from human rights abuses, corruption, and other issues. The term itself is a play on the word "whitewashing," indicating a deliberate attempt to cover up or distract from negative or controversial actions. In the context of golf, sportswashing refers to the utilization of the sport by individuals, organizations, or nations to enhance their reputation and distract from or improve their image in light of questionable behavior or human rights violations.
During the Cold War, both the United States and the Soviet Union used sports as a battleground for ideological superiority. The space race and the arms race were accompanied by a sports race, with each superpower investing heavily in their athletic programs to demonstrate the success of their political system. This led to boycotts and counter-boycotts of the Olympic Games in 1980 and 1984, as sports became a tool for political posturing and a means to exert soft power.
More recently, countries with controversial human rights records have hosted major sporting events, a tactic often employed to enhance their international reputation and present an image of openness and progress. For example, the FIFA World Cup in Russia in 2018 and Qatar in 2022, and the upcoming 2023 Golf World Cup in Saudi Arabia, have all faced scrutiny and criticism for sportswashing. These countries have been accused of using these events to distract from issues such as corruption, human rights abuses, and the treatment of migrant workers, LGBTQ+ individuals, and women.
The term "sportswashing" has also been applied to the involvement of controversial companies and individuals in sports. For example, the involvement of Saudi Arabia's Public Investment Fund (PIF) in golf through the LIV Golf Series has sparked debates about sportswashing. The PIF's involvement aims to enhance the country's image and divert attention from its human rights record and other controversial issues.
While the ethics of sportswashing are questionable, the impact of sports on society is undeniable. As awareness of sportswashing grows, so too does the potential for sports to be a force for good, with athletes, fans, and organizations increasingly recognizing their role and responsibility in promoting positive change.
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Examples of sportswashing in golf
The concept of sportswashing in golf has gained prominence with the recent merger between the PGA Tour and the Saudi-backed LIV Golf. This merger has been criticised as an attempt by Saudi Arabia to sportswash its history of human rights violations.
Saudi Arabia's involvement in golf has been increasing, with the kingdom investing heavily to attract top golfers to its LIV Golf tour. The kingdom's Public Investment Fund (PIF), led by Crown Prince Mohammed bin Salman, has been a key player in these developments. The PIF has been accused of using sportswashing to divert attention from issues such as the assassination of journalist Jamal Khashoggi and airstrikes on civilian targets in Yemen.
LIV Golf has lured several top golfers, including Dustin Johnson, Brooks Koepka, Bryson DeChambeau, and Phil Mickelson, with large prize funds and contracts. The PGA Tour's decision to merge with LIV Golf has drawn criticism from various quarters, including former PGA Tour professionals and human rights groups.
Another example of sportswashing in golf is the case of South Africa during the apartheid era. Golf has been used as a tool to attempt to improve the country's image on a global stage, although the effectiveness of these efforts has been questioned.
Additionally, the Augusta National Golf Club has been mentioned in discussions about sportswashing due to its history of racial and gender discrimination. Deutsche Bank's sponsorship of golf tournaments has also been cited as a potential example of sportswashing, depending on one's perspective of the company.
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The ethics of sportswashing
Sportswashing is a relatively new term that has emerged in the sports lexicon over the last few years, typically with a negative connotation. It refers to the use of sports by an individual, government, corporation, or other groups to redirect public attention away from unethical conduct and improve their reputation, especially amid controversy or scandal. The term was coined in 2015 to describe Azerbaijan's use of the European Games to divert attention from human rights concerns.
In the context of golf, the LIV Golf Invitational Series has been accused of becoming a vehicle for sportswashing with Saudi Arabia. Saudi Arabia, through its Public Investment Fund (PIF), has invested significant sums into the LIV Golf Series, luring top golfers from established tours with lucrative contracts and prize funds. Critics argue that these investments are attempts to divert attention from Saudi Arabia's history of human rights violations, including the deportation of migrants, the treatment of women, political oppression, and the assassination of journalist Jamal Khashoggi.
While some may argue that sportswashing can bring about positive change, as seen in the case of golfer Elder's impact on Black golf and education programs in South Africa, it often fails to address the systemic issues within a country. Ultimately, the ethics of sportswashing are complex and multifaceted, and it is essential to consider the potential consequences and implications for all stakeholders involved, including athletes, advertisers, the media, and the public.
As the normalization of sportswashing continues across various sports, it is crucial for governing bodies and the public to remain vigilant and hold accountable those who engage in such practices.
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Frequently asked questions
Sportswashing is the use of sport to redirect public attention away from unethical conduct. It is often used by authoritarian states to improve their reputations and promote a positive public image.
Sportswashing in golf can occur when a country with a history of human rights violations sponsors a golf tournament or invests in a golf club or organisation. For example, the LIV Golf series has been accused of sportswashing due to its sponsor, Saudi Arabia, which has been accused of human rights violations.
The LIV Golf series, sponsored by Saudi Arabia, is often cited as an example of sportswashing. Additionally, the Augusta National Golf Club has been accused of sportswashing due to its history of racial and gender discrimination.
Sportswashing can be problematic because it allows governments to deflect attention from human rights violations, domestic crime, and other social issues. It also normalises the association between sports and unethical practices, which can have lasting impacts on the perception of the sport and the host country.
