How to not get trap, the playbook for brands & announcers

In the arena of global sports, where brands and athletes are often as much in the spotlight as the games themselves, a new threat is lurking: sportswashing. It’s not just about playing the game. It’s about playing the perception game.

As sports continue to intertwine with politics, the stakes have never been higher. In 2024, the whispers about sportswashing—the practice of using sports to improve the reputation of regimes with controversial track records—are getting louder. But how does this affect brands, athletes, and fans?

Let’s take a step back and unpack this concept. Picture a sports event. A shiny, exciting spectacle, filled with passion, talent, and global audiences. Now, imagine this event is used to distract attention from something darker happening behind the scenes. Think of it like a magician pulling a rabbit out of a hat—except the magic here is masking human rights abuses, environmental neglect, or political repression.

The Global Game of Image Building

Historically, sportswashing has been part of the playbook for authoritarian regimes. We’re talking about classic examples like the 1934 FIFA World Cup in Italy, the 1978 FIFA World Cup in Argentina, and the infamous 1936 Berlin Olympics. These were more than just games—they were political platforms designed to shine a light on regimes while conveniently dimming the realities of their human rights records. It was a game of image manipulation, and in the past, it worked.

Fast forward to the 21st century. The game has changed. But has the strategy? Absolutely.

Recent years have seen a resurgence of sportswashing, albeit with a modern twist. Think of the 2014 Winter Olympics in Sochi or the 2022 Beijing Winter Games. The grandiose spectacle, the billions of dollars invested, and yet, there was always something under the surface. In the case of Sochi, it was a question of LGBTQ+ rights and corrupt officials; for Beijing, it was the treatment of Uyghur Muslims. Sports became the vehicle for governments to boost their global stature while glossing over inconvenient truths.

But let’s pause for a second. Can we really blame nations for using sports to enhance their image? After all, sport has always been a tool of soft power. Why shouldn’t they use it to their advantage? Well, because when the cost of that advantage is human rights, the playing field becomes ethically questionable. And that’s where the conversation turns for brands and athletes.

The Growing Influence of Sportswashing in Local Markets

Now, here’s the kicker: sportswashing isn’t just for global events anymore. It’s creeping into our everyday sports experiences. Take Paris Saint-Germain (PSG), owned by Qatar Sports Investments. A team with stars like Messi, Neymar, and Mbappé. Yet, Qatar’s human rights record—especially concerning migrant workers—has cast a shadow over the glitz and glamour of the club.

Then there’s Manchester City, owned by the ruling family of Abu Dhabi. The club’s meteoric rise in the English Premier League? Sure, it’s exciting. But can it be separated from the oil-rich nation’s drive to change the narrative around its domestic and international reputation?

Let’s be real. Fans love their teams. They invest emotionally. But at what cost? Are they unintentionally endorsing regimes whose practices they wouldn’t otherwise support? It’s a moral dilemma that’s playing out in living rooms across the world.

In Australia, it’s happening too. Melbourne City, an A-League team, is part of the same Abu Dhabi-based group that owns Manchester City. The ripple effect of sportswashing is now hitting local leagues. But here’s where it gets tricky: Is it possible to cheer for your team and still oppose the practices of the owners? Are fans unknowingly complicit in a wider political game?

Brands, Athletes, and the Art of Avoiding Sportswashing

So, what does this mean for sports marketers and athletes? How do they navigate this minefield of global reputation, ethical concerns, and brand partnerships? Let’s break it down.

Raising Awareness and Taking a Stand

Athletes like Lewis Hamilton have been outspoken about their opposition to countries like Qatar hosting major sporting events, particularly because of the nation’s treatment of the LGBTQ+ community. He wore a rainbow flag on his helmet during the 2021 Qatar Grand Prix. Pat Cummins, Australia’s Test cricket captain, refused to participate in marketing with sponsor Alinta Energy, due to the company’s environmental record. These actions weren’t just symbolic—they created real impact. They highlighted a glaring issue: when athletes speak out, it forces brands to reconsider their associations.

But how can this be applied at the marketing level? The first step is awareness. Brands must recognize the power they wield in choosing partners. As a brand, aligning with regimes or organizations linked to sportswashing is a gamble. The backlash can be swift and unforgiving. Look at the case of Bayern Munich, whose fan protests against their Qatari sponsorship forced the club to reconsider their deals.

Transparency and Authenticity Are Key

When brands choose sponsorships or partnerships, they must ask themselves: Are we just using sport to sell our product? Or are we genuinely aligned with the values of the sport and its community?

Transparency isn’t just a buzzword—it’s an expectation. Fans today are smarter than ever. They can smell disingenuous sponsorship from miles away. In this climate, brands that choose to work with regimes that prioritize their reputation over human rights will eventually be exposed. The best way forward? Be authentic. Align your brand with those whose values match your own.

Creating Positive Impact with Sponsorships

Rather than engaging in sportswashing, brands should focus on creating positive, long-lasting impact through their sponsorships. Take Cadence™ as an example—when you focus on sponsoring athletes who embody your values and who connect with audiences on a personal level, you build something far more powerful than just a logo on a jersey.

Consider FIFA’s 2022 World Cup in Qatar—amidst controversy, brands like Coca-Cola and Visa remained sponsors. Yet, they had to tread carefully. Aligning with events that raise serious ethical questions requires more than a sponsorship deal—it requires ongoing efforts to advocate for positive change. For Cadence™, a brand in the electrolyte space, aligning with athletes who not only represent physical endurance but also advocacy can amplify both the product’s message and the athletes’ voices. That’s the kind of partnership that transcends sportswashing.

Ethical Fan Engagement: The Power of the Fans

Fans, too, have a voice. As we saw with Newcastle United’s supporters and their protests against Saudi ownership, fans are no longer passive consumers of sport. They are active participants in shaping the narrative. So what should brands do? Listen to the fans. Engage them in meaningful conversations about the values that matter. Support fan-led movements that seek to drive positive change in the sport.

This doesn’t mean ignoring success—after all, success on the field does matter. But the true test for brands and teams is whether that success is built on solid ethical ground. Fans will support teams and brands that align with their own values.

Moving Beyond the Noise: Building Sustainable Relationships

Here’s where the future lies. Brands and sports organizations that want to build trust and loyalty must look beyond just the next big deal. They must foster sustainable relationships that focus on real impact—whether that’s in grassroots sports, community programs, or partnerships that prioritize social responsibility over profits.

Conquering the Sports Market Without Falling into the Sportswash Trap

Sportswashing is a tightrope walk. For athletes and brands, the line between leveraging sport for growth and perpetuating harmful narratives is razor-thin. But here’s the thing—it’s a choice. We don’t have to play by the same rules as those using sport for image manipulation.

For marketers, this means embracing transparency. For athletes, it’s about standing up for your values, even when it’s uncomfortable. And for fans? Well, they hold the power. They can demand better and shape the future of sports by supporting the brands and teams that align with their values.

As sports marketers and athletes, the time is now to ask: What kind of legacy do we want to leave in the world of sports? The choice is ours—let’s make sure it’s the right one.