Sportswashing and the Global Attention Economy: Can Mega Events Mask Concurrent Geopolitical Crises?

In this commentary, BIPSS Research Assistant Jannatul Toba Jhumu explores the intersection between sport, politics, and the global attention economy through the lens of sportswashing. She argues that mega sporting events are not merely platforms for athletic competition but powerful instruments of soft power, nation branding, and image management that can redirect global attention away from ongoing geopolitical crises and human rights concerns. The commentary further highlights the role of global media and international sports governance in determining which conflicts receive attention and which are marginalized. Toba concludes that while sport has the unique power to unite people and bring joy, it is important to remain aware of the political realities beyond the stadium and ensure that major sporting events do not distract the world from pressing global crises.