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Toward a Theory of Sportswashing: Mega-Events, Soft Power, and Political Conflict

Sportswashing has emerged full force in the 21st century, highlighting the gap between word and deed in the sports world. Yet, the term suffers from definitional imprecision and is often applied solely to autocratic hosts. This article offers a robust definition of sportswashing and—building from the soft-power approach to analyzing mega-events like the Olympics and World Cup—creates a sportswashing typology. This paper offers four advances in conceptualizing sportswashing: (a) the practice is not just the domain of autocrats, but can emerge in democracies as well; (b) domestic audiences are crucial to understanding the political complexities of sportswashing; (c) sportswashing often sets the stage for military intervention; and (d) new forms of sportswashing are emerging, with authoritarian regimes funding teams and events in democratic states.