This study examines how the men’s 2022 FIFA World Cup in Qatar, marked by allegations of labor abuses, influenced U.S. viewers’ perceptions of the host nation through the lens of “sportswashing.” Utilizing a survey of self-identified U.S. viewers of the World Cup, the analysis examines how viewers’ personal involvement and recognition of human rights concerns influenced their perceptions of the crisis’s severity. Findings show that recognition of the problem, by viewers themselves, significantly increased perceptions of severity, while involvement with the issue of human rights did not have a direct effect on severity perceptions. Higher perceptions of severity, in turn, negatively affected viewers’ trust in the Qatari government, intentions to speak positively about the country, and willingness to consider Qatar as a travel destination. These results highlight the central role of perceived crisis severity in shaping viewers’ trust and behavioral intentions, underscoring how ethical controversies intersect with nation branding in the context of global mega-sports events. The study contributes to crisis and risk communication scholarship by elucidating how global sporting events intersect with political, ethical, and reputational dynamics on an international scale.
Schneider et al. (Fri,) studied this question.