Sportswashing: Defining, Reframing, and Measuring Its Soft Power Impact
As global attention turns toward the next World Cup, questions about the relationship between sports, politics, and national image are receiving renewed attention. In this report, Vedant Khadiya and Kristian Coates Ulrichsen explore the concept of sportswashing — the practice of using sports to divert attention from alleged ethical concerns. The report examines how sportswashing has been defined and assessed across academic and media discourses, calling for further research into its real-world impacts and effectiveness as a tool of soft power.
Vedant Khadiya, Kristian Coates Ulrichsen June 11, 2026