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Eidemiller D.D. [Sportswashing as means to strengthen the reputation of the state: effectiveness and conceptual explanation] World of Science. Series: Sociology, Philology, Cultural Studies, 2025, Vol. 16, No. 2. Available at: https://sfk-mn.ru/PDF/36SCSK225.pdf (in Russian).

Sportswashing as means to strengthen the reputation of the state: effectiveness and conceptual explanation

Eidemiller Ditrich Dmitrievich
Lesgaft National State University of Physical Education, Sport and Health, Saint Petersburg, Saint Petersburg, Russia
E-mail: DitrihEi@yandex.ru

Abstract. In the modern world, sport is increasingly being discussed as means of political influence, and spots mega-events can be used by states to improve their reputation, which has led to the emergence of the term «sportswashing». This paper explores the phenomenon of sportswashing — the strategic use of sports events in order to create a positive image of the country. The problem with the phenomenon is that the existence of such a relationship, despite active discussions, remains controversial. The author seeks to identify whether sporting events contribute to strengthening the reputation of the state, based on the analysis of scientific literature, analysis of secondary data and comparative analysis. Using these methods, the author determines that some empirical studies show that the relationship between these events is insignificant, and the data from the global National Brand Index in different time periods also did not confirm the improvement of the national image through sporting events. In connection with these results, the author attempts to explain the conceptual basis for the emergence of discussions around sportswashing, based on the concept of «soft power» by Joseph Nye Jr. and the concept of «cultural hegemony» by Antonio Gramsci. As a result, the author comes to the conclusion that the phenomenon is a consequence of the global redistribution of the political influence of countries — the erosion of the dominance of the political role of Western countries — while maintaining their economic and cultural hegemony. In such circumstances, the countries of the global South are trying to become involved in some universal humanitarian norms (including sports) in order to join the Western community and gain access to its cultural and other capital. At the same time, such countries do not share Western values in other respects, which leads to a dissonance in the perception of their image.

Keywords: sports diplomacy; soft power; sportswashing; national image; sports events; reputation; World Cup

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