The Spectacle of Sports: A Look at Sportswashing in America

As we bask in the glory of our favorite sports teams’ victories, it’s important to ask: what are we missing while caught up in the spectacle of sports? It can be hard to tell. Sports have a way of capturing a society’s complete attention and imagination. From thrilling underdog stories to buzzer-beating winners, sports weave together storytelling and narrative with competition, ultimately resulting in a product that is designed to capture the attention of the masses. However, the motivations behind the American sporting spectacle tell a story of their own. By examining the power of sports through different historical and modern examples, it will be evident that sports are one of the world’s oldest and most commonly used political tools and that they are strategically utilized by governments and organizations to distract and influence the behavior of their constituents.

In modern discussions of sportswashing, Saudi Arabia and Russia are the most commonly cited examples; they clearly show an intent to use the allure of sports to distract the international community from their nefarious practices. As discussed in my WP1, members of the BRICS alliance(Brazil, Russia, India, China, Saudi Arabia) are the most well-known sports washers(Lenkin). In fact, in a survey, I conducted on the public’s basic knowledge of sportswashing, I found that 100% of the respondents thought BRICS or other Middle Eastern countries were the most likely to engage in sportswashing. Why is this?

Although sportswashing is simply defined as “the practice of an organization, a government, a country, etc. supporting sports or organized sports events as a way to improve its reputation”, the survey indicates the public’s definition would be better understood as “the practice of a Middle Eastern or other non-democratic country supporting sports as a way to distract from their human rights abuses (Cambridge Dictionary).” Sportswashing is a new term and an even newer academic concept meaning the field of study surrounding it is still evolving. Thus, it is important to question where our attention and study of sportswashing are focused and by whom. It is no coincidence that the public holds these opinions. All media and academic discussions of sportswashing only talk about non-democratic, mostly Eastern “regimes” engaging in the practice(Archer). All it takes is googling the word “sportswashing” to see that the headlines exclusively mention either “Qatar”, “Russia”, or “Saudi Arabia.” Thus, the word “sportswashing” has come to adopt a different meaning than its original definition; it has become a word associated with demonizing BRICS and other Middle Eastern countries. While claims against these countries are certainly justified due to their attempts to distract from persistent human rights abuses, what public discussions of sportswashing have consistently left out is that there is a long, interconnected history of sports and politics outside of the BRICS realm, a history that is championed by the United States(Rosenberg).

Historically, the American government has been one of the most infamous users of sports as a political tool, but they were not the first. Sports were utilized by governments even in the earliest renditions of “organized” societies like Ancient Greece and Rome. In classical times, the Greeks created the first Olympic games which were originally meant as a religious festival but quickly transitioned into an event of entertainment, identity, and unity(Lenkin). The Olympics united numerous Greek city-states, fostering a sense of community among otherwise competitive and often warring groups. The governments of the individual city-states set aside current conflicts and hostilities in an effort to bring their people together and build a Greek identity through sport. Additionally, the city-states used the games as a way to promote traditional Greek ideals such as beauty, moral virtue, and physical prowess. Athletes were seen as embodiments of these ideals, giving society something to look up to and strive for(Lenkin).

Similarly, the Roman Gladiatorial Games were used by Roman emperors and officials as a tool for social control. By providing elaborate and violent entertainment, they aimed to distract the masses from political unrest or dissatisfaction. The elites carefully curated the narratives, participants, and outcomes of the games to convey political and nationalistic messages, often focusing on the overwhelming power of the Romans(Discentes).

These strategies are similar to the United States’ use of sport throughout its history. Broadly, the United States capitalizes on the popularity of sports to inspire immense nationalism and pride in being “American.” Sports like football and baseball have been deemed as essential to the American identity and often tie themes of freedom and liberty into sport. Historically, the United States has not been shy to capitalize on these dynamics when beneficial. However, their impact has not only been limited to American citizens but those living abroad as well.

The introduction of American football to the Philippines during its colonial era(1898–1946) is a perfect example of American sportswashing and exemplifies the United States’ use of sports to gain power and influence behavior. American football, with its strong associations with American traditions, was introduced to the Filipino populace as a symbol of progress and modernity, aligning with the narrative of American exceptionalism(Gallagher). By showcasing football as a sport of discipline, teamwork, and modernity, the U.S. aimed to win the hearts and minds of the Filipino population, diverting attention from the harsh realities of colonial exploitation, land grabs, and cultural suppression.

In addition, the United States used football in the Philippines as a way to soften criticism at home and garner support for their exploitative policies. Although many supported this foreign policy, much of the American population criticized their government when learning of the realities of colonial rule(Gallagher). To combat this, football was introduced to the Philippines. It provided a distraction from the harsher realities of colonial rule and highlighted the positive aspects of American culture and values while downplaying the negative consequences of imperialism(Gallagher).

Another instance of American sportswashing can be seen in the true story behind the 1992 film “A League of Their Own”. During World War 2, Major League Baseball was dying as most male baseball players were serving in the military. In a response meant to entertain the public and keep baseball alive, the All-American Girls Professional Baseball League (AAGPBL) was created(Lang). The league afforded unprecedented opportunities for women to engage in the professional sports sphere at a time when these chances were basically nonexistent. However, in the context of sportwashing, the league was used as a distraction from the war and its hardships on the homefront. By showcasing professional baseball, the league offered the country a sense of normalcy and patriotism during a tumultuous time. It was a way for the government to carefully boost morale, promote unity, and emphasize patriotism. Players were portrayed as heroic figures, contributing to the war effort by entertaining the public and providing a symbol of American resilience(Lang).

However, it should be noted that beneath the guise of patriotism and unity, there were complexities related to gender roles and societal expectations for the AAGPBL. The league was a response to a temporary need, and once the war ended and men returned, the AAGPBL began to decline(Lang). The emphasis on traditional gender roles returned and the league was eventually dissolved reflecting the government’s ability to use sports as a political when they see fit.

While it’s easy to look back and criticize the government for sportswashing, we must recognize that these practices are still being used today. Examples are abundant in modern American society where sports are utilized as a means of diverting attention from pressing issues, promoting certain narratives, and fostering a sense of national unity. One newer trend that is indicative of this is the significant investment in the development of state-of-the-art stadiums and arenas for professional sports teams(Archer). These investments are typically touted as a boost to local economies and a source of pride for communities. Oftentimes, these stadiums are purposefully built in low-income areas as a part of gentrification(Cowelindsey). However, this massive expenditure on sports infrastructure can also serve as a distraction from more critical needs such as education, healthcare, and social services. While fans cheer for their home teams in gleaming stadiums, systemic issues of inequality and poverty outside the gates can be overshadowed by the spectacle of sporting events.

Additionally, the militarization of sporting events, with flyovers, military tributes, and the honoring of veterans, subtly reinforces the connection between sports and patriotism. These displays, while meant to honor the sacrifices of service members, also serve a political purpose. They create an atmosphere of nationalism and a sense of duty, intertwining the love of one’s country with the love of sports. This association, ingrained through repeated exposure during sporting events, can influence public perception and create a sense of unity in support of government initiatives(Rosenberg). These tactics not only divert attention from critical societal issues but also reinforce the narrative of American exceptionalism and the righteousness of its actions, all under the guise of sportsmanship and national pride.

Furthermore, the rise of sports betting as a mainstream form of entertainment has also become a tool of distraction and influence. While gambling has long been a part of sports culture, the legalization and promotion of sports betting by various states and corporations have reached new heights. Television broadcasts of sports events now feature constant advertisements for sports betting platforms, enticing viewers to participate in the action(Lang). This not only normalizes gambling but also brings the focus off of the game and on the potential for financial gains or losses. The allure of placing bets and the promise of quick riches can divert attention from important societal issues that would otherwise have garnered the public’s attention and encourage a traditionally American culture of consumerism and individualism.

In all of these examples, the government is capitalizing on the spectacle that is American professional sports. Looking at Guy Debord’s work titled “The Society of the Spectacle” we can better understand the nature of sportswashing in the United States. Debord describes the spectacle as “the ruling order’s nonstop discourse about itself, its never-ending monologue of self-praise, its self-portrait at the stage of totalitarian domination of all aspects of life(Debord).” While the language can sound quite lofty, this perspective is shedding light on how a spectacle, in this case, sports, serves as a tool for the government to maintain its control and shape societal narratives. The constant stream of sports events, filled with military tributes, flag-waving patriotism, and celebrity endorsements, presents a glorified image of American values and power. It’s a carefully crafted narrative that portrays the ruling order as virtuous, strong, and deserving of admiration.

Moreover, Debord focuses on the superficial nature of a spectacle when he states “The loss of quality that is so evident at every level of spectacular, from the objects it glorifies to the behavior it regulates, stems from the basic nature of a production system that shuns reality(Debord).” This notion reflects the often superficial and commodified nature of modern sports, where the focus is more on entertainment value, commercial interests, and maintaining the status quo rather than on genuine fun and competition. Every investment in sports facilities, every political interview with a famous athlete, and every applause for a service member is done for a reason in the context of a spectacle. It creates narratives that seem to control our minds rather than engage with them critically. The spectacle of American sports becomes a means of distraction, a way to divert attention from pressing social and political issues, and a tool for reinforcing the dominant narratives of the ruling order. The flashy halftime shows, the strategic placement of political advertisements, and the promotion of sports betting all play into this spectacle, serving as mechanisms to maintain control, shape public opinion, and perpetuate the status quo.

While some may argue that the effects of American sportswashing are intangible and may not affect them personally, I challenge everyone to look at other organizations in their life where sports, media, or other entertainment may be used to distract you. Personally, I see my university, the University of Southern California(USC), take advantage of the “spectacle” all the time. Whether it’s the massive amounts of money and promotion put into football, the hosting of huge concerts, or the decision to bring Travis Scott to campus, USC always provides its students with something to be distracted and appeased by. However, at the same time that the university creates this spectacle of entertainment, they increase tuition, revoke necessary scholarship programs, and consistently make decisions that harm student life.

This parallels the larger issue of how institutions, both in the realm of sports and beyond, often use the allure of entertainment and spectacle to mask suspect actions. In the case of USC, the glitz and glamour of high-profile sporting events serve to draw attention away from the financial burden placed on students and the erosion of essential support systems. It becomes a form of distraction, a way to keep students occupied and content while the university makes decisions that prioritize profit over the well-being of its community.

This tactic is not unique to USC but reflects a broader trend in how institutions across the country, from universities to corporations to governments, utilize the spectacle to divert attention from their less savory practices. By creating an environment of constant excitement and entertainment, these organizations can maintain control and manipulate perceptions. As we analyze these examples, it becomes clear that sportswashing is not a novel concept limited to Eastern, non-democratic countries but a contemporary manifestation of the spectacle. A manifestation that is persistent in modern American society and one that we must recognize and critically engage with to understand its implications for our society.

Works Cited:

Archer, Alfred. “Sportswashing: Complicity and Corruption.” Taylor and Francis, 2022.

Cowelindsey. “Sofi Stadium: A History.” Cowe.Com, 14 Dec. 2023, cowe.com/sofi-stadium-a-history/.Discentes. “Beyond the Gladiator: A Guide to Ancient Roman Debord, Guy. Society of the Spectacle. Black & Red, 1977.

Gallagher, Evan. “American Football in the Philippines: A Little-Known but Enduring Legacy” JSTOR, 2021

Lang, Kevin. “How Accurate Is a League of Their Own? True Story of the AAGPBL.” HistoryvsHollywood.Com, History vs. Hollywood, 17 Aug. 2022, www.historyvshollywood.com/reelfaces/a-league-of-their-own/.

Lenkin, Claire. “The Dangerous Game of Sportswashing.” Common Sense, woottoncommonsense.com/15545/sports/the-dangerous-game-of-sportswashing/. Accessed 14 Apr. 2024.

Rosenberg, Michael. Sportswashing Is Everywhere, but It’s Not New. Sports Illustrated, 2022.

Sports.” Discentes, 22 Oct. 2023, web.sas.upenn.edu/discentes/2023/09/17/beyond-the-gladiator-a-guide-to-ancient-roman-sports/.