[Commlist] cfp: Sportswashing: Manging state relations and reputations through associations with sport

Sportswashing: Manging state relations and reputations through 
associations with sport

A one-day symposium hosted by Centre for Research in Communication & 
Culture, Loughborough University

Wednesday 29th May, 2024: 0900-1700

Loughborough University, London Campus, Queen Elizabeth Olympic Park, 
The Broadcast Centre Here East, Lesney Ave, London E20 3BS

Sportswashing is a neologism that has become a mainstay of Western media 
reporting in the last few years, whether in relation to the hosting of 
sporting mega events, the ownership of professional sports clubs or the 
sponsorship of high-profile sports tournaments. It refers to the ways in 
which a country invests in sports to promote its reputation on a global 
stage and deflect attention away from less favourable perceptions of its 
actions and institutions.

Yet, despite its growing profile, there has been little empirical 
research into sportswashing and, as a result, many of the claims about 
its utility are yet to be substantiated. In short, we require better 
ways of evaluating the impact (or otherwise) of sportswashing. Some of 
the current debates seem to assume that the hosting of an event or 
purchase of a sports club naturally leads to favourable reviews or 
attitudes, whether among fans of a given club or the sport in general. 
Research around the hosting of mega events has shown a good deal of 
resistance from a range of actors. Therefore, we need to actively 
investigate who supports and who resists, through what means and 
channels and to what ends. This is particularly the case in relation to 
sports fans who can play a key role in supporting an owner or organiser 
that they believe is likely to offer their athletes, team, or sport 
greater success. It would also be good to know more about the kinds of 
reputational capital that are generated by such associations with 
sporting events, organisations, and personalities and to what extent 
they persist over time.

Adopting a critical approach, that calls into question the records and 
activities of states, is also important but such a perspective cannot 
only be limited to particular actors. For instance, it is notable that 
sportswashing tends to focus on a narrow range of non-Western actors, 
the most notable of which are Russia, Saudi Arabia, and China. This does 
not mean falling into a dangerous form of relativism, but if 
sportswashing is to become more than an empty slogan, it needs to be 
applied to other parts of the world as well, where salient.

To address these issues, we will be holding a one-day symposium on 
Wednesday 29th May 2024 at Loughborough University’s London campus.


https://www.lborolondon.ac.uk/about/location/

The event will draw together academics, non-governmental organizations 
and journalists with an interest in the topic. The day will consist of 
panel presentations followed by a round-table discussion with key 
figures from the world of sport-media, sports governance and sport and 
social justice campaigning.

We therefore call for the submission of proposals that offer novel 
theoretical and/or empirical perspectives on the topic. Submissions 
might want to address, but are not limited to, the following issues;

    Explanations for the rise of the term, sportswashing, and its 
growing profile, notably in Western media
    Empirical studies of sportswashing across sports and regions
    Sportswashing as a form of neo-Orientalism
    The possibility of sportswashing in Western states
    The success (or otherwise) of sportswashing
    Responses from those accused of sportswashing
    The role of sports fans (and other stakeholders) in critiquing / 
defending those accused of sportswashing
    The difference between sportswashing and other cognate terms such 
as soft power, nation branding and public diplomacy

Send 300-word abstracts, by Thursday 28th March 2024, to Michael Skey, 
(m.skey /at/ lboro.ac.uk)

Final decisions will be communicated by Thursday 11th April 2024. 
Accepted papers should be no more than 15 minutes.

The event will be free to attend. The event is supported by the Centre 
for Research in Communication & Culture at Loughborough University
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