Sportswashing in Academic Literature: Growth, Tensions, and Global Dynamics

Sportswashing generally refers to the strategic use of sport to manage reputation and shape global perceptions in sensitive contexts. Often tied to investments in sport, it is enacted through hosting mega-events, sponsorships, and media visibility. Several authors describe it as an attempt to redirect attention from political or ethical controversies and influence public narratives. However, the concept remains contested, with scholars debating its analytical clarity and selective application. Given these debates, this study aims to provide a bibliometric analysis that maps the intellectual landscape of Sportswashing and examines its theoretical and empirical evolution. To answer these research questions: Which authors, journals, and institutions have contributed most significantly to the field? What are the dominant theoretical frameworks and conceptual debates shaping Sportswashing research? The study was conducted following the PRISMA protocol, collecting data exclusively from the Scopus database. In total, 168 relevant journal articles were included, published between 1999 and March 2025. The analysis was performed using VOSviewer and Bibliometrix software for network visualisation, in addition to Excel for analysis. Findings highlight the strong proximity between Sportswashing and related frameworks, such as sport diplomacy, soft power, and nation branding, reflecting the interdisciplinary and contested nature of the field across politics, media, and international relations. The present study elucidates whether Sportswashing is a new representation of these existing theories or an independent concept. It sheds light on critical gaps, providing a deepening understanding of Sportswashing as a dynamic phenomenon.