Turning sportswashing against sportswashers: an unconventional perspective

We examine how sportswashing can be transformed into an opportunity to advance the morally charged cause(s) that prompted its use. After characterizing sportswashing through a literature review, we develop conceptual arguments that show how sportswashing can bring positive change. We employ a two-dimensional framework, incorporating control over media narratives and the capacity for action, to map the extent to which cause promoters can leverage sportswashing situations. We propose three rationales through which sportswashing can advance the cause agenda: (i) leveraging media coverage of the sportswashed event to raise awareness of the cause, (ii) transforming key stakeholders of the sportswashed event into cause promoters, and (iii) leveraging the sportswashing experience to raise future standards. We also provide anecdotal evidence to support our rationale. Rather than accepting sportswashing at face value, promoters of various causes can innovate and advance their agendas by viewing these events as opportunities to reframe sportswashing and subvert the original intent of the sportswashers. These promoters need to be equipped and trained to enhance their abilities in managing sportswashing. Our study also serves as a catalyst for future research and discussion on the potential for repurposing sportswashing.