The World Cup in Qatar: Just an Image Campaign or Sportswashing?

Throughout the history of sport, there have been many events that sparked political controversy. Yet few have been debated as fiercely as the upcoming FIFA World Cup. The reason: the human rights situation in host country Qatar.

Human rights organisation Amnesty International has repeatedly reported on the exploitation of migrant workers employed on World Cup construction sites. Employers have allegedly withheld already low wages, confiscated passports and denied workers access to water for drinking or cooling down – in temperatures approaching 50 degrees Celsius. According to estimates, several thousand migrant workers have died in recent years while working on construction projects. Qatar has also faced criticism over discrimination against women and gay people.

Following the decision to award the World Cup to the Gulf state, and amid growing criticism of that decision, the phenomenon of “sportswashing” increasingly entered the public debate. But what exactly does the term mean? Put simply, countries such as Qatar seek to host major sporting events in order to enhance their reputation and project a friendly, cosmopolitan image to the outside world. Sport and the positive headlines it generates can then serve to overshadow existing problems.

Gulf states lure sport with millions

In recent years, the Gulf states in particular have invested heavily in sport, using revenues from oil and gas exports. Qatar alone has hosted a whole series of prestigious events – from the 2015 World Men’s Handball Championship and the 2016 UCI Road World Championships to the 2019 World Athletics Championships. The FIFA World Cup is merely the tip of the iceberg.

Other countries in the region have also recognised the benefits that sport can bring. The United Arab Emirates and Saudi Arabia have followed Qatar’s example. Alongside hosting a Formula One race, Saudi Arabia is now also home to an international golf series competing with established tournaments in Europe and the United States. Its organisers are attracting leading players with prize money that can reach astronomical levels.

Moral concerns over the murder of journalist Jamal Khashoggi, the oppression of women or mass executions? Apparently not. For sports governing bodies and sports marketers, one thing seems to matter more than ever: keeping the money flowing.

Positive coverage can obscure abuses

Yet for all the criticism directed at the approach taken by such countries, where exactly is the line between an image campaign and sportswashing? Admittedly, there is no simple answer. Western countries, too, use sport as a platform to enhance their image, yet few people would describe this as sportswashing.

The line is crossed, however, when the rule of law is violated and positive attention at home and abroad is used to “wash away” serious human rights abuses and arbitrary repression.

Until recently, consequences such as threats to boycott these events were rarely part of the debate. A familiar argument is that “sport and politics must be kept separate”. But that separation has long ceased to reflect reality. The reality is rather that sport, too, is subject to political interests.

Qatar is a case in point: through its investments, the country has succeeded in expanding its role as a major player in international sport – thereby increasing its political influence, strengthening its position and advancing its economic interests.

You can find more interesting articles in our blog overview.