Research shows the strength of team loyalty.
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A replica of the FIFA World Cup trophy is pictured on the pitch during the opening ceremony ahead of the Qatar 2022 World Cup Group A football match between Qatar and Ecuador at the Al-Bayt Stadium in Al Khor, north of Doha on November 20, 2022.
Fifa’s choice of Qatar as host of the 2022 men’s football World Cup has been controversial since day one. Questions continue to be raised about the nation’s attitude to human rights, and its treatment of migrant workers.
To some, the entire event exemplifies the concept of “sportswashing” – using sport as a tool of soft power, to clean up (and distract from) a murky political or humanitarian reputation. And as a PR exercise, the men’s World Cup is a massive deal. The last one, hosted by another controversial host nation, Russia, attracted 3.5 billion viewers across the world.
The use of sport as a means to improve perceptions is not a new phenomenon. Brand management through sport has long been high on the agenda of many of the world’s best known companies.
This is partly because sport is able to evoke such powerful emotions from fans. Supporters often form strong bonds with teams and individual athletes – and those bonds can be used to great effect by corporations (as major sponsors) and nations (as event hosts) to improve their public image and popularity.
And of course, it’s not just football which is susceptible to accusations of sportswashing.
