Last week was held in London (England), the first event of LIV Golf: a new breakaway golf league, financially supported by Saudi Arabia, which far exceeds the bonuses at stake on the USPGA Tour.
This latest creation in the world of sport is further proof of the development of
sportwashing
which has been shaking up several disciplines for almost 20 years.
Sportwashing
is a portmanteau word resulting from the contraction between the terms
sport
and
washing
,
which could thus be translated as "brainwashing through sport"...
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“There is a dual strategy here. That of using sport as a soft power in order to convey a positive image of the country thanks to sporting values
, affirms Kévin Veyssière, founder of FC Geopolitics.
And that of using the media coverage of sports entertainment as an element of nation branding, that is to say to promote the brand of the country thanks to sports investments but also via sponsors.
Qatar in search of diversification
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