Document Type : Research Paper
Authors
1
Master in Sport Management, Faculty of Sports Sciences, University of Mazandaran, Mazandaran, Iran
2
Department of Sport Management, Faculty of Sports Sciences, University of Mazandaran, Mazandaran, Iran
3
Associate Professor of Sport Management, Gonbad Kavous University, Golestan, Iran
10.22059/jsm.2026.413323.3625
Abstract
Introduction: Recently, the concept of sportswashing has emerged as a pervasive media term, yet it remains analytically ambiguous, typically referring to the use of sport to conceal negative information and launder a nation's image. Researchers argue that such a simplistic definition may lead to the neglect of its contextual complexities.
Methods: This exploratory qualitative study utilized a Reflexive Thematic Analysis (RTA) approach to identify the distinct aspects of Iranian sportswashing. Twelve in-depth interviews with experts were analyzed using the five-step model of Castleberry and Nolen (2018).
Results: The analysis revealed seven main themes, which at the core of these findings is the nature of Iranian sportswashing: "Dustwashing of Iranian Sport Culture," which refers to a restorative process aimed at cleaning away layers of structural, hardware, and software neglect. Subsequent main themes organized around this concept include the enhancement of international hosting qualifications, infrastructure remediation, and activation of domestic capacities, structural reforms, informational adequacy, and strategic isolation reduction.
Conclusion: The findings indicate that while Gulf States primarily employ massive foreign investments for reputation laundering, the Iranian model pursues Foundational Legitimacy. Specifically, Iranian sportswashing is grounded in achieving the necessary institutional and physical capacities by relying on internal domestic strengths rather than external deflection.
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