| Beyond Deflection: A Comparative Analysis of Foundational Legitimacy (Iran) Vs. Reputation Laundering (Gulf States) in Geopolitical Sport Strategy |
| Paper ID : 1665-SPORTCONGRESS |
| Authors |
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Bahare Ehteshami *1, Morteza Dousti2, HAMIDREZA GHEZELSEFLOO3 1Master in Sport Management, University of Mazandaran, Mazandaran, Iran 2Professor of Sport Management, University of Mazandaran, Mazandaran, Iran 3Associate Professor of Sport Management, Gonbad Kavous University, Golestan, Iran |
| Abstract |
| Introduction: Sportswashing is a calculated geopolitical strategy defined as information manipulation and reputation laundering. It involves leveraging the global appeal of sports—analytically distinct from conventional soft power—to distract public attention from serious ethical wrongdoing or political corruption. Modern campaigns, particularly those orchestrated by Gulf States like Qatar and Saudi Arabia, rely heavily on hosting mega-events and deploying massive Sovereign Wealth Funds (SWFs) for asset acquisition and normalization. This study aims to compare the prevalent deflection model used by Arabian nations with that of Iran. Methods: This comparative analysis employed a qualitative approach and, through 12 deep interviews, identified six core mechanisms necessary for the image enhancement of Iran through sport, including isolation reduction, enhancement of the qualification for hosting sporting events, remediation of infrastructure, domestic capacity activation, structural reforms, and outreach. These required components were critically evaluated against the strategic objectives and financial mechanisms documented in major international sportswashing campaigns.. Results: The comparison reveals two distinct strategic paradigms. The Gulf States Model employs overwhelming financial resources for reputation laundering and external deflection. In contrast, the Iranian model’s components suggest a focus on foundational legitimacy, prioritizing the achievement of necessary institutional and physical capacity. Key internal imperatives for Iran include resolving infrastructure liabilities such as the low quality and lack of standard venues and addressing systemic issues like gender discrimination through budget allocation and strengthening women's sports facilities. Conclusion: The findings suggest that for Iran, leveraging sport is currently less about deflecting criticism of an established reputation and more about implementing the structural prerequisites—ranging from infrastructure modernization to internal social reform—required to gain the diplomatic capacity to participate effectively on the international stage. This contrasts sharply with the aggressive, financially disruptive deflection strategy employed by the Gulf States. |
| Keywords |
| Mega sporting events, manipulation, sport diplomacy, sportswashing |
| Status: Abstract Accepted (Oral Presentation) |
