Inserting social media influencers into the sportswashing debate: driving the narrative in the PGA-LIV Golf rivalry

The role of influencers in sportswashing represents a fascinating and complex intersection of social media, sport and international geopolitics. As a relatively new development in established marketing communications practices, influencers provide relatively unprecedented reach and engagement compared to traditional sports marketing. Sports social media influencers have the potential to play an increasingly significant role in nation-branding efforts by authoritarian nation-states, through activities like the promotion of sports events in (or by) countries attempting to improve their international legitimacy. This paper seeks to critically analyse the rise and impact – both realised and potential – of social media influencers as novel actors in steering the contours of the jurisdictional contest between the Professional Golf Association (PGA) Tour and LIV Golf; namely the hosting by both rival institutions of novel ‘influencer’ tournaments on YouTube. Through a three-stage analysis of initial press releases, follow-up media coverage and follower engagement during live coverage of both events, this paper argues that the usage of influencers by both parties, while acknowledged by fans as potentially problematic, is not generally perceived as and cannot be reduced to simplistic ‘sportswashing’; it is more indicative of a wider shift in consumption trends and subsequent engagement strategies within the sporting arena. These changes have important implications for politics in its role as exercising power and persuasion to convince key stakeholder groups – in particular, fans and consumers – of an institution’s legitimacy.