The History of Sport Washing: Golf and the Rise of LIV

Sportwashing, the practice of using sports to enhance a nation or organization’s image and distract from controversial practices or policies, has become a significant focus in recent years. Originating in various forms over the decades, sportwashing has expanded into numerous sports, with major powers leveraging the global appeal of events to build positive public perception. One recent high-profile example is the Saudi-backed LIV Golf League, which has garnered attention for its substantial financial backing and attempts to reshape professional golf. By analyzing the history of sportwashing and focusing on LIV Golf, we gain insights into how sports have become powerful vehicles for image management and international influence.

Sportwashing: Origins and Evolution

The concept of sport washing can be traced back to the early 20th century when governments used major sporting events to promote ideologies or soften public perception. Some key milestones include:

• 1936 Berlin Olympics: Nazi Germany’s hosting of the 1936 Olympic Games remains a notorious example. Adolf Hitler used the Games to promote the supposed…