The Evolution of Sportswashing Strategies: Small Autocratic States and Global Presence

This study explores the evolving strategies of sportswashing employed by small autocratic states to enhance their global presence. Sportswashing, the practice of using sports events and affiliations to improve international reputation and distract from political and human rights issues, has become increasingly sophisticated. The research examines case studies of Cuba, Russia, and Qatar, analyzing how they leverage major sporting events and sponsorships to project a positive image, gain influential power, and achieve geopolitical goals. The findings reveal a shift in tactics from mere event hosting and sporting success to more nuanced approaches, including strategic partnerships with global sports organizations and investments into the production of sport media. This evolution underscores the complex interplay between sports, politics, and international relations in the contemporary era.