From image to impact: scoping review of sportswashing and greenwashing in sport

This study explores the emerging phenomena of sportswashing and greenwashing in sport through a scoping review of existing literature. Sportswashing and greenwashing in sport are tactics employed to enhance corporate or national reputations while deflecting scrutiny and have become increasingly relevant in the context of global sustainability concerns. By synthesising the current research, this study aims to clarify definitions, examine theoretical frameworks, and provide recommendations for fostering ethical and sustainable practices in sport. Utilising the scoping review methodology, this research systematically analysed 36 peer-reviewed studies from major academic databases, including Scopus and Web of Science. The study identified trends, research contexts, and theoretical underpinnings, with key search terms including ‘greenwashing’, ‘sportswashing’, ‘environmental greenwashing’, ‘corporate sportswashing’, and ‘sustainability in sport’. Our findings indicate a sharp increase in interest in sportswashing and greenwashing since 2020, coinciding with heightened sustainability pressures and global sporting events. The literature is predominantly qualitative, with significant gaps in quantitative and empirical research. Theoretical perspectives include corporate social responsibility, ecological modernisation, stakeholder theory, and soft power dynamics. We emphasise the importance of methodological diversity and interdisciplinary approaches to enhance understanding, identify, and address these ethically questionable practices. By consolidating fragmented research, we refine definitions and offer practical recommendations for sport marketing, sponsorship strategies, and policy development. We underscore the potential of sport to serve as a platform for authentic sustainability and ethical leadership, advocating for more transparent sponsorship practices and regulatory frameworks that ensure credibility in environmental and social advocacy.