sportswash

American  

[spawrts-wosh, -wawsh] / ˈspɔrtsˌwɒʃ, -ˌwɔʃ /

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.

---

Etymology

Origin of sportswash

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

Example Sentences

The Kingdom has spent billions to bring elite sport to its country but critics, such as human rights organisation Amnesty International, have accused Saudi Arabia for trying to 'sportswash' away the country's "abysmal" human rights record.

From BBC

Saudi Arabia has been routinely accused of human rights violations and has faced claims of attempting to “sportswash” its reputation.

From Seattle Times

Amnesty International, which describes the human rights records of both countries as "extremely troubling", says the regimes are attempting to 'sportswash' their global reputations.

From BBC

"The top Formula 1 driver refusing to compete in Saudi Arabia or speaking out could go a long way toward convincing Saudi Arabia to finally adhere to human rights," the petition reads, "This would send the message that the world is not blind to MbS trying to 'sportswash' his war crimes and human rights violations."

From Salon

Bahrain, which has held F1 races since 2004, has been accused of exploiting the series to gloss over, or “sportswash,” its human rights record — by using a high-profile sporting event to project a favorable image of the country.

From Seattle Times