The social value of sports, particularly football, was understood early on by Antonio Gramsci, as well as nearly the entire emerging Left. For Gramsci, football was synonymous with democracy because it is played outdoors and in front of the people, possessing a popular character, while for him, it constitutes the best opportunity for the country's social development.
"Italians do not love sports. They prefer to shut themselves in taverns and play cards, amid clouds of smoke, shouts at tables, and fists to faces. Conversely, look at a football game: it is an individualistic model of society: initiative is exercised, but defined by law. Personalities are distinguished hierarchically, but the distinction is not made by career, but by individual ability. There is movement, the struggle. But everything is governed by an unwritten law called fairness, under the constant presence of the referee. Open landscape, air circulation, healthy lungs, strong muscles, always ready for action."
In fact, a myth circulating in Italy says that: While delivering a speech during a meeting at Botteghe Oscure, the leader of the Italian Communist Party, Palmiro Togliatti, turned to his comrade and leading party member, Pietro Secchia, asking him: "What did Juventus do yesterday?". Secchia, visibly embarrassed, remained silent. Togliatti then replied: "And you expect to make a revolution without knowing Juve's results?". How can you lead without knowing the moods of the people you are asking to rise up? The head of the Communist Party, a fan of the "Old Lady," thus rebuked his deputy for ignoring the importance of a mass phenomenon like football, capable of influencing the mentality and customs of the popular classes.
One understands that the relationship between football and politics is particularly significant. The historical trajectory of football is closely linked to politics, society, and its constant struggles. At the same time, however, it was used as a means of social distraction by authoritarian regimes which managed through it to manipulate an entire people, creating a sense of pride through football successes. Who can forget Adolf Hitler and the Berlin Olympic Games, or Benito Mussolini, and more recently the authoritarian regime of Jorge Videla in Argentina and the 1978 World Cup.
The Italian dictator specifically realized quickly that football was the ideal medium to secure popular support for his fascist movement. Moreover, certain aspects of football aligned perfectly with certain manifestations of fascism. As a team sport, its primary concepts were discipline, participation, and collectivity. Especially during that era, sports in general could serve as an ideal outlet for any social tensions and engagement with public affairs. Indeed, Mussolini used other methods such as the oriundi (the first to use naturalized athletes) to win two World Cups.
Why did we review the social and political role of football? Because we are experiencing similar situations now, both with the recent World Cup in Qatar and with what Saudi Arabia is attempting by acquiring great footballers through the practice of sportswashing. But what truly is sportswashing? It is the laundering of a reputation through sports to restore fame or divert attention away from what is actually happening. This terminology is not new, even if it began to be used recently.
From the 1936 Berlin Olympics to the sponsorship programs of Qatar, it has been worked on intensively, "washing" regimes, monarchs, entrepreneurs, politicians, and other controversial figures. And money does not seem to concern anyone. If we look back to ancient times when sponsors invested money in sports, we always reach the same conclusion: That someone who, by trade, is not involved in sports, becomes involved through a sponsorship, for example, to create a positive mark on their image. Essentially, every athlete, every team, and every league has certain characteristics in our minds. If someone not involved in sports becomes involved, some of these positive characteristics, as well as negative ones, can transfer to the sponsor. Or similarly to other companies or organizations involved with it. Thus began the idea of sportswashing, and the idea of sponsorship in general. The concept of image laundering is simple: We improve the image someone holds.
Sportswashing is related to soft power, meaning the ability of a state to structure a situation in such a way that other states develop preferences or define their interests in harmony with its own. And sports is a tool through which soft power can be created. It is a way through which a state can become likable, promote and make its customs known to those who do not know them, its organizational capabilities, the ability—as happened in Qatar—to create incredible stadiums in the middle of the desert, the speed with which they are created, and the resources spent on them. Hosting a successful tournament where fans have a good time are all elements of soft power.
Indeed, in a study by Dr. Elisavet-Argyro Manoli of Loughborough University, the following conclusion was reached: How one feels if their favorite sport or team is used to beautify the image of a person, regime, or organization is a personal matter. However, there are relevant data showing the prevailing trend. In recent academic research on fans and their relationship with the team they support, it appears that accusations of sportswashing or any other strange activity by the team do not affect them significantly. They will avoid expressing criticism of the team for an act they disagree with to protect that feeling of loyalty and love for the team, as well as the love for fellow fans. That is, not only for sportswashing but for any action that might be subject to criticism by the general public; for fans who are already emotionally bonded with a team, any negative action by the team can pass without leaving a result.
It is very interesting in the case of sportswashing, and generally if we look at team actions and whether they are inconsistent with what they should be or with the team's true image. If the team, for example, is supposed to belong to the local community and help it, and its actions are inconsistent, we see that this does not affect the fans who have a special love for it. And Qatar is a prime example. No one spoke of this specific country a few years ago, whereas now everyone talks about Qatar. It was not a topic of discussion 1-2 years ago, let alone before being awarded the World Cup. So of course it works. It does not work in absolute terms. We do not have amnesia. It perhaps changes the image for some, but we cannot say we erase everything else we know about a brand. From then on, based on research, our memory does not last forever. Perhaps in younger generations, those who have not lived through some of the events the older remember or generations that do not have a different view of the duration of our actions' impacts, we will see a different treatment.
We see that sportswashing has a different influence on various societies, thus it is affected by sociopolitical factors, the way we have been educated, and so on. But as a general rule, it certainly works. And the moment comes when the Qatar World Cup is held normally. An event for which corruption and bribery scandals, as well as obvious human rights violations, have come to light. A World Cup that has cost human lives, with the families of deceased workers seeking justice.
And if we experienced Qatar and the December World Cup with the deaths of workers and the "washing" by Greek sportswriters themselves with despicable texts in December, now another problem appears before us: the plan of Saudi Arabia. The crown prince of Saudi Arabia, Mohammed bin Salman, has prepared a plan in an effort to change his nation's image—both in the eyes of the global community and within his own country. Who Bin Salman is is well known, as he is accused of a scourge of human rights violations, such as the criminalization of homosexuality, strict restrictions on freedom of speech and women's rights, his role in the Yemen civil war, imprisoned journalists and activists, while the murder of Jamal Khashoggi also weighs on him. Wanting to change this image, the heir to the throne turned to sports, which he considers the appropriate tool to project a different image.
According to the plan announced in 2016, Saudi Arabia would attempt an opening to the rest of the world through an "economic and social restructuring." Sports, and specifically football, constitute the best weapon for Bin Salman. It is important to know two things about Saudi Arabia. 70% of the population is under 35 years old and is obsessed with football. When in the recent World Cup Saudi Arabia defeated Messi's Argentina, a national holiday was declared in the country. The arrival of Cristiano Ronaldo has brought a 143% increase in Al Nassr's spectators, and this is set to multiply across the league. Last month, the league announced that the country's sovereign wealth fund, the Public Investment Fund (PIF), had taken control of Al Hilal, Al Ittihad, Al Nassr, as well as Al Ahli of Jeddah, with four other teams assigned to state enterprises and the rest of the league ready to follow suit soon. The Fund will have 75% control, while 25% will be controlled by a non-profit organization.
Many wonder why now? Why this explosion. Most point to four main reasons:
-
It distracts public opinion from the nightmarish history of human rights violations.
-
Diversification of state income. The country's goal is now to end exclusive dependence on oil.
-
To improve their chances of hosting a FIFA World Cup.
-
Improving high rates of obesity, heart disease, and diabetes in their young population. This resulted in mass participation in sports which increased from 13% in 2015 to nearly 50% in 2022, and the number of sports federations grew from 32 in 2015 to 95 in 2022, demonstrating investment potential. Besides, there is a public health benefit. 70% of the population is under the age of 35, with the government wishing to improve statistics, since 60% of this specific segment of the population is overweight or obese.
However, the truth is that global publicity constitutes a key part of Saudi Arabia's plan. According to Bin Salman, a basic "strategic goal" is "the creation of quality opportunities and an attractive environment for investments in sports." As mentioned, a key motive behind this plan is to steer the Saudi Arabian economy away from fossil fuels. The goal is to triple the market value of the league to 8 billion Riyals (£1.7 billion, $2.1 billion) through a combination of commercial revenues and private sector investments. Since Ronaldo joined, ticket prices rose to 150 Riyals (£30), having previously been around 10 Riyals.
The arrival of all these big names in the Saudi Arabian league has changed the world's opinion of the leadership since now the only topic of discussion is who will be the next to follow Benzema. And this is the truth behind the Bin Salman agenda. Vision 2030 is not just about how Saudi Arabia is presented to the world, but how it is presented to its own people.
"What Mohammed bin Salman and his advisors do not want is gangs of 26-year-olds going out into the streets and planning the overthrow of the royal family because they have to live their lives differently from the rest of the world," says Simon Chadwick, professor of sports and geopolitical economy at Skema Business School. "Essentially, what the government is doing now is saying: 'Well, if you want Cristiano Ronaldo and Lionel Messi, we will give them to you.' Their clear goal is not to be challenged by the citizens. So far this year, there have been more arrests of people in Saudi Arabia for posting negative comments about the government than ever before. The plan is that you can have whatever you want, but do not challenge us. Saudi Arabia sees itself at the center of a new world order and through sports, it tries to gain the legitimacy it seeks." That is why the plan is for the country's league to become one of the top 10 leagues in the world by 2030 and to host the World Cup in 2034.
Characteristic is the video of the Saudi Pro League at the top of their Twitter feed. In it, the Portuguese star says: "Riyadh is one of the best places I have ever seen, with the highest quality restaurants. Everything the country is building for the future is wonderful—I love seeing different things, trying different things. That's why I'm here." This video has over 2 million views. And the plan has already progressed at least within the borders; Bin Salman has managed to distract the people, as fans state they are not concerned if this plan is sportswashing since what interests them is seeing Cristiano and Benzema.
And just as in Ancient Rome the emperor used to offer the people a little wheat and a spectacle, aiming to distract them from the great problems of society, so too has Saudi Arabia managed, at least in the first degree, to distract the interest of the masses from major problems and offer them an easily digestible extravaganza of mass consumption.
Source: www.bnsports.gr
www.bankingnews.gr
Σχόλια αναγνωστών