Unpacking the politics of ‘sportswashing’: It takes two to tango

The concept of ‘sportswashing’ serves as a short-hand way of criticising non-democratic regimes for using investment in sport, sports clubs, and sports events to detract from illiberal practices in their home countries. This article makes a contribution to the extant literature and debates on ‘sportswashing’ in three key ways by (1) showing that, paradoxically, without the encouragement and opportunities afforded by notionally democratic global capitalism and the ‘West’, ‘sportswashing’ strategies would not be available to non-democratic regimes; (2) highlighting the ‘mechanisms’ by which ‘sportswashing’ actually occurs and how it ought to be understood as an initial step on a long-term journey towards ‘soft power’ gains. The article does this by (3) examining two empirical examples of ‘sportswashing’: first, the 2022 Qatar World Cup and the broader international sports investment strategies pursued by Qatar and Saudi Arabia. Second, we introduce the WWE partnership with Saudi Arabia to demonstrate that ‘sports washing’ can be rendered bidirectional such that both participants reap a reputational boost, inverting the presumed reputational damage that otherwise constitutes the main disincentive to participation by Western capital. Such a process embeds non-democratic regimes in the sports industry leading to their becoming ‘normalised’ in international business.