{"id":684,"date":"2021-06-21T12:51:54","date_gmt":"2021-06-21T12:51:54","guid":{"rendered":"https:\/\/blogs.sussex.ac.uk\/global\/?p=684"},"modified":"2022-06-21T15:01:54","modified_gmt":"2022-06-21T15:01:54","slug":"how-qatar-sports-washed-its-global-image","status":"publish","type":"post","link":"https:\/\/blogs.sussex.ac.uk\/global\/2021\/06\/21\/how-qatar-sports-washed-its-global-image\/","title":{"rendered":"How Qatar \u2018sports-washed\u2019 its global image"},"content":{"rendered":"\n<p>by <em>MA International Relations student Matthew Da<\/em>re<\/p>\n\n\n\n<p>*<strong>The views in the following article are the personal views of the author and are not an official position of the School.<\/strong>*<\/p>\n\n\n\n<p>In this blog post, I will discuss the questionable means through which Qatar altered global perceptions, and the global impact on the future of the sports industry. <\/p>\n\n\n\n<p>The 2022 FIFA World Cup in Qatar promises to be a sporting experience like no other. Awarded under <a href=\"https:\/\/www.theguardian.com\/football\/2017\/nov\/14\/fifa-bribery-corruption-trial-qatar-2022-world-cup\">suspicious circumstances<\/a> by disgraced former FIFA President Sepp Blatter in 2010, its build-up has been less than smooth. Such is the Middle East\u2019s incompatibility with elite sports that the tournament has been <a href=\"https:\/\/www.bbc.co.uk\/sport\/football\/24401699\">delayed<\/a> until the winter for player welfare marking a significant break with tradition. The state has also faced criticism for its deployment of slaves and reliance on <a href=\"https:\/\/journals.sagepub.com\/doi\/abs\/10.1177\/233150241600400403\">migrant workers<\/a>. Despite this, Qatar remains undeterred in its quest to deliver the 2022 World Cup. This blog explores why that is and how it is endemic of Qatar\u2019s foreign policy mission to rebrand and establish itself as a global superpower.<\/p>\n\n\n\n<figure class=\"wp-block-gallery aligncenter columns-1 is-cropped\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><a href=\"http:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018.jpg\"><img loading=\"lazy\" width=\"648\" height=\"364\" src=\"http:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018.jpg\" alt=\"\" data-id=\"685\" data-full-url=\"http:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018.jpg\" data-link=\"https:\/\/blogs.sussex.ac.uk\/global\/?attachment_id=685\" class=\"wp-image-685\" srcset=\"https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018.jpg 648w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018-300x169.jpg 300w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018-100x56.jpg 100w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018-150x84.jpg 150w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018-200x112.jpg 200w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018-450x253.jpg 450w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/copyrightEuronews-2018-600x337.jpg 600w\" sizes=\"(max-width: 648px) 100vw, 648px\" \/><\/a><figcaption class=\"blocks-gallery-item__caption\"><br><\/figcaption><\/figure><\/li><\/ul><figcaption class=\"blocks-gallery-caption\"><strong>FIGURE 1: <\/strong>Emir of Qatar Shiek Tamim bin Hamad al-thani, FIFA President Gianni Infantino and Russian president Vladimir Putin at the 2018 FIFA World Cup (Euronews, 2018)<\/figcaption><\/figure>\n\n\n\n<p><strong>What is sports-washing?<\/strong><\/p>\n\n\n\n<p>\u2018A process where states attempt to <a href=\"https:\/\/www.theguardian.com\/sport\/2019\/sep\/02\/sportswashing-saudi-arabia-sports-mohammed-bin-salman\">improve their image<\/a> through involvement in the world of sport\u2019. Here the iconic image and global brand power of sporting clubs, nations, and competitions are hijacked to whitewash against a state&#8217;s existing poor image. This is problematic as it creates sinister ulterior motives for sport\u2019s governing bodies. Deciding where to host a competition is no longer about who can promise the best tournament. Instead, it involves decisions on ethics and rights. Furthermore, these decisions often involve a great deal of <a href=\"https:\/\/www.bbc.co.uk\/sport\/football\/30042309\">corruption<\/a> calling their legitimacy into question. In the case of football, the true nature of the \u2018beautiful game\u2019 must be called into question. <a href=\"https:\/\/www.theguardian.com\/law\/2018\/nov\/11\/manchester-city-owners-accused-sportswashing-gulf-image\">Manchester City<\/a> have managed to reach the summit European football with the help and finance of the Abu Dhabi United Group led by the Abu Dhabi royal family. This partnership has been mutually beneficial. Manchester City have achieved a decade of footballing success and have seen significant investment in the blue half of Manchester. <\/p>\n\n\n\n<p>Meanwhile Abu Dhabi have achieved great exposure, managing to market the country and its assets and detract from its history of inequality and oppression. Manchester City\u2019s rise has come from <a href=\"https:\/\/www.theguardian.com\/commentisfree\/2018\/nov\/23\/uae-human-rights-man-city-jailing-british-academic\">\u2018dirty money\u2019<\/a> and their successes should be questioned. This provides a stain on the nature of football as a fair and equal sporting contest. Sports-washing is therefore something to be concerned about. Sport cannot be a vehicle through which states hide their oppressive nature. Authorities should do their utmost to limit its impacts and prevent this from happening in the future.<\/p>\n\n\n\n<figure class=\"wp-block-gallery aligncenter columns-1 is-cropped\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><a href=\"http:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1.jpg\"><img loading=\"lazy\" width=\"2048\" height=\"1152\" src=\"http:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1.jpg\" alt=\"\" data-id=\"695\" data-full-url=\"http:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1.jpg\" data-link=\"https:\/\/blogs.sussex.ac.uk\/global\/?attachment_id=695\" class=\"wp-image-695\" srcset=\"https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1.jpg 2048w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-300x169.jpg 300w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-1024x576.jpg 1024w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-768x432.jpg 768w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-1536x864.jpg 1536w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-100x56.jpg 100w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-150x84.jpg 150w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-200x113.jpg 200w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-450x253.jpg 450w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-600x338.jpg 600w, https:\/\/blogs.sussex.ac.uk\/global\/files\/2021\/06\/CopyrightFIFA.com-2021.-1-900x506.jpg 900w\" sizes=\"(max-width: 2048px) 100vw, 2048px\" \/><\/a><\/figure><\/li><\/ul><figcaption class=\"blocks-gallery-caption\"><strong>FIGURE 2:<\/strong> Proposed \u2018Education City Stadium\u2019 in Qatar. A project currently in construction, built predominantly by migrant slaves (FIFA.com, 2021)<\/figcaption><\/figure>\n\n\n\n<p><strong>Why are Qatar so involved in Western sporting practices?<\/strong><\/p>\n\n\n\n<p>Qatar is a state of <a href=\"https:\/\/www.businessinsider.com\/how-qatar-got-so-rich-so-fast-2015-5?r=US&amp;IR=T\">immense wealth<\/a> backed by the world\u2019s third-largest natural gas and oil reserves. It boasts immense futuristic cities in the middle of some of the world\u2019s harshest deserts such as its capital Doha. The UN classifies it as a country of \u2018<a href=\"http:\/\/www.hdr.undp.org\/en\/countries\/profiles\/QAT\">very high<\/a> human development\u2019 with an impressive HDI score. It also financed oppressed and minority groups during the Arab spring. Despite this, Qatar\u2019s international standing is less than favourable.<\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p>The gulf state\u2019s dramatic rise came at the cost of its migrant work force. It\u2019s believed 90% of its workers are migrants, most of which are <a href=\"https:\/\/www.theguardian.com\/world\/2013\/sep\/25\/revealed-qatars-world-cup-slaves\">slaves<\/a>. They come from countries such as Nepal and Bangladesh in efforts to escape poverty yet are subject to great exploitation. Qatar has since been found guilty of mass human rights abuses. They also have great <a href=\"https:\/\/www.theguardian.com\/global-development\/2021\/mar\/29\/were-treated-as-children-qatari-women-tell-rights-group\">gender inequality<\/a>.<\/p><\/blockquote><\/figure>\n\n\n\n<p>Women are subject to oppression and censorship on almost all matters. They are restricted by \u2018male guardianship laws\u2019 and punishments are often fatal. Access to health care and education are also limited and, in some cases, prohibited. This is frowned on by Western culture which has condemned Qatar and distanced itself from their regime.<\/p>\n\n\n\n<p>Qatar\u2019s bid to host the 2022 World Cup and 2030 Asian games are attempts to distract from this. Through <a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/026654399364184?casa_token=U7KMBtCJnTsAAAAA:tb8jHe5XCRbK1nHbO9cAp9NGy6qNpb9KNX9SAZuJHv7dXCkQsyuLbRIqHFU8EP5BdgUJ2g97niwO5pQ\">hosting<\/a> the World Cup, Qatar will become a global hub for the world\u2019s biggest sporting tournament. It will attract thousands of fans, tourists and journalists and provide a significant economic boost. Hence, it is a prime opportunity for Qatar to market itself to the West. This would complete Qatar\u2019s transition to a global superpower within the international community.<\/p>\n\n\n\n<p><strong>How successful will this approach be?<\/strong><\/p>\n\n\n\n<p>This is a risky strategy. Many poorly organised or unsuccessful global events have left host countries in difficult positions. The 1976 Olympics left Montreal in great financial ruin that outlived any beneficial legacy of the games. In truth however, Qatar\u2019s sports-washing agenda is already working. The state has been subject to global exposure for a decade before the tournament has even begun. In this time its image has begun to change with more and more people associating the gulf state with the football rather than its human rights records. It\u2019s benefited from lucrative sponsorship deals with FIFA and UEFA and has seen successful \u2018feeder events\u2019 such as the FIFA Club World Cup in 2019 and 2020.<\/p>\n\n\n\n<p><br><strong>References<\/strong><br><br>Figures<\/p>\n\n\n\n<p>[1] Euronews, 2018, Russia hands over World Cup mantle to Qatar, Euronews. Available from: <a href=\"https:\/\/www.euronews.com\/2018\/07\/15\/russia-hands-over-world-cup-mantle-to-qatar\">https:\/\/www.euronews.com\/2018\/07\/15\/russia-hands-over-world-cup-mantle-to-qatar<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>[2] FIFA.COM, 2021, Education City Stadium, Qatar, FIFA World Cup Qatar 2022, Available from: <a href=\"https:\/\/www.fifa.com\/worldcup\/photos\/galleries\/education-city-stadium-qatar#education-city-stadium-qatar-x3153\">https:\/\/www.fifa.com\/worldcup\/photos\/galleries\/education-city-stadium-qatar#education-city-stadium-qatar-x3153<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>Hyperlinks<\/p>\n\n\n\n<p>[1] Laughland O, 2017, FIFA Official took bribes to back Qatar\u2019s 2022 World Cup bid, court hears, The Guardian, Available from: <a href=\"https:\/\/www.theguardian.com\/football\/2017\/nov\/14\/fifa-bribery-corruption-trial-qatar-2022-world-cup\">https:\/\/www.theguardian.com\/football\/2017\/nov\/14\/fifa-bribery-corruption-trial-qatar-2022-world-cup<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>[2] BBC Sport, 2013, World Cup 2022: FIFA taskforce to seek new dates for Tournaments, BBC Sport Football, Available from: <a href=\"https:\/\/www.bbc.co.uk\/sport\/football\/24401699\">https:\/\/www.bbc.co.uk\/sport\/football\/24401699<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>[3] Ganji S K, 2018, Leveraging the World Cup: Mega Sporting Events, Human Rights Risk, and Worker Welfare Reform in Qatar, Journal on Migration and Human Security, Vol 4, Issue 4, p. 221-259.<\/p>\n\n\n\n<p>[4] Zidan K, 2019, Sportswashing: how Saudi Arabia lobbies the US\u2019s largest sports bodies, The Guardian, Available from: <a href=\"https:\/\/www.theguardian.com\/sport\/2019\/sep\/02\/sportswashing-saudi-arabia-sports-mohammed-bin-salman\">https:\/\/www.theguardian.com\/sport\/2019\/sep\/02\/sportswashing-saudi-arabia-sports-mohammed-bin-salman<\/a> Accessed: 18\/06\/2021<\/p>\n\n\n\n<p>[5] Conway R, 2014, FIFA Corruption Report: Who is to blame and what happens now? BBC Sport, Available from: <a href=\"https:\/\/www.bbc.co.uk\/sport\/football\/30042309\">https:\/\/www.bbc.co.uk\/sport\/football\/30042309<\/a> Accessed: 18\/06\/2021.&nbsp; &nbsp;<\/p>\n\n\n\n<p>[6] Doward J, 2018, Amnesty criticise Manchester City over \u2018Sportswashing\u2019, The Guardian, Available from: <a href=\"https:\/\/www.theguardian.com\/law\/2018\/nov\/11\/manchester-city-owners-accused-sportswashing-gulf-image\">https:\/\/www.theguardian.com\/law\/2018\/nov\/11\/manchester-city-owners-accused-sportswashing-gulf-image<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>[7] Hattenstone S, 2018, The UAE is trampling human rights, Man City must finally speak out, The Guardian, Available from: <a href=\"https:\/\/www.theguardian.com\/commentisfree\/2018\/nov\/23\/uae-human-rights-man-city-jailing-british-academic\">https:\/\/www.theguardian.com\/commentisfree\/2018\/nov\/23\/uae-human-rights-man-city-jailing-british-academic<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>[8] Jacobs H, 2015, How Qatar got so rich so fast, Business Insider, Available from: <a href=\"https:\/\/www.businessinsider.com\/how-qatar-got-so-rich-so-fast-2015-5?r=US&amp;IR=T\">https:\/\/www.businessinsider.com\/how-qatar-got-so-rich-so-fast-2015-5?r=US&amp;IR=T<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>[9] UN, 2021, Human Development Report, United Nations Development Programme, Available from: <a href=\"http:\/\/www.hdr.undp.org\/en\/countries\/profiles\/QAT\">http:\/\/www.hdr.undp.org\/en\/countries\/profiles\/QAT<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>[10] Pattisson P, 2013, Revealed: Qatar\u2019s World Cup \u2018Slaves\u2019, Modern day slavery in focus, the Guardian, Available from: <a href=\"https:\/\/www.theguardian.com\/world\/2013\/sep\/25\/revealed-qatars-world-cup-slaves\">https:\/\/www.theguardian.com\/world\/2013\/sep\/25\/revealed-qatars-world-cup-slaves<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>[11] Grant H, 2021, \u2018We\u2019re treated as children\u2019, Qatari women tell rights group, Rights and Freedom: Women\u2019s rights and gender equality, The Guardian, Available from: <a href=\"https:\/\/www.theguardian.com\/global-development\/2021\/mar\/29\/were-treated-as-children-qatari-women-tell-rights-group\">https:\/\/www.theguardian.com\/global-development\/2021\/mar\/29\/were-treated-as-children-qatari-women-tell-rights-group<\/a> Accessed: 18\/06\/2021.<\/p>\n\n\n\n<p>&nbsp;[12] Chalkey B, Essex S, 1999, Urban Development through hosting international events: a history of the Olympic games, Planning Perspectives, Vol 14, Issue 4, p. 369-394.<\/p>\n\n\n\n<p>[13] Essex S, Chalkey B, 1999, Olympic Locations and Legacies: A study in Geography and Tourism, Pacific Tourism Review, Vol 3, Issue 1, p. 3-4.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>by MA International Relations student Matthew Dare *The views in the following article are the personal views of the author and are not an official position of the School.* In this blog post, I will discuss the questionable means through<span class=\"ellipsis\">&hellip;<\/span><\/p>\n<div class=\"read-more\"><a href=\"https:\/\/blogs.sussex.ac.uk\/global\/2021\/06\/21\/how-qatar-sports-washed-its-global-image\/\">Read more &#8250;<\/a><\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":324,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[175983,140630,140047],"_links":{"self":[{"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/posts\/684"}],"collection":[{"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/users\/324"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/comments?post=684"}],"version-history":[{"count":16,"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/posts\/684\/revisions"}],"predecessor-version":[{"id":904,"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/posts\/684\/revisions\/904"}],"wp:attachment":[{"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/media?parent=684"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/categories?post=684"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.sussex.ac.uk\/global\/wp-json\/wp\/v2\/tags?post=684"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}