sportswash

[ spawrts-wosh, -wawsh ]

verb (used with object)

1. to rehabilitate (a bad reputation) or downplay (negative press coverage) with a sports event, especially with an appeal to unify and reconcile groups in conflict by celebrating fans’ shared love of a game:

   The energy giant sportswashed away lingering images of oil-covered wildlife with their sponsorship of the Olympic and Paralympic teams.

Word History and Origins

Origin of sportswash¹

First recorded in 2010–15; sports ( def ) + wash ( def ); modeled on greenwash ( def )

Example Sentences

Now, with a divide that seems as gaping as ever, he’s one of the most prominent faces on a tour that has been called everything from the future of the game — with its shotgun starts and team element — to a refuge of sellouts who are helping the Saudis sportswash the image of a repressive regime.

From Seattle Times

Saudi Arabia has been accused of using events to 'sportswash' its reputation amid accusations of violating human rights and restricting women's lives and freedom of speech.

From BBC

Activists accuse it of trying to “sportswash” a human rights record marred by its involvement in the war in neighboring Yemen, a heavy crackdown on dissent and the 2018 killing of Jamal Khashoggi, a Washington Post columnist and government critic.

From Seattle Times

Saudi Arabia has invested heavily in sport in recent years and has been accused of using events to 'sportswash' its reputation.

From BBC

Several Middle Eastern nations have made huge investments in sport in recent years, leading to criticism that they are trying to "sportswash" their images.

From Reuters