Lionel Messi getting draped with the ‘bisht’ – a traditional woollen cloak worn throughout the Middle East – marked the culmination of an iconic FIFA World Cup in 2022. Though I’d already left Qatar, having watched a couple of group games, the sight of the world’s greatest ever player standing with the world’s greatest prize but wearing the gown left a sour taste. What may have seemed like a celebration of our beautiful game actually proved to be an insightful eye opener to the stark alternate reality that we are faced with.
However, this was not an isolated event. Sportswashing’s insidious touch is ever present where the beautiful game is played. In India, cricket is used as a cover-up when it comes to the mismanagement and ignorance of authorities towards sport in the country. In its pursuit to seem competent and convincing in the eyes of the average Indian, multiple past governments have used sport as their shield.
“Why do we have to go as far as FIFA, UEFA or Qatar to understand how corruption has polluted the annals of football? Just look at the state of our local boards in India,” demanded Aaryan Chetan – a journalist and authorised D-License coach as per the All India Football Federation (AIFF).
Europe has been the hub of football for well over a century now – there is a purse of over £2 billion up for grabs in renowned competitions like the UEFA Champions League today. According to Goal, Cristiano Ronaldo earned a mammoth £218 million in 2024, while Lionel Messi pulled in £103 million. The 2022 World Cup in Qatar led to several peculiar observations outside of the marvellous football that was on display.
According to The Guardian, over 6,500 migrant workers from Asia lost their lives during the period leading up to the World Cup – due to poor living conditions, excess work under high temperatures and suicide. The mere verbal discussion about ‘touchy’ topics such as sex, public display of affection, the LGBTQ community, etc. was sternly looked down upon, and extremely exorbitant fines as well as possible arrests were enforced. Yet, everything was brushed under the carpet and the atrocities of the World Cup were sugar coated with grandeur.
Sportswashing is a detrimental practice by certain individuals, nations or institutions to use sport in order to cover up controversy and conflict for the betterment of the concerned party’s image. A common form of propaganda in today’s day and age, it aims to glorify a tarnished image that the country or body has – most often through an athletic event or participation in sport. In the modern era, Qatar has been viewed as one of the most blatant sportswashing projects.
In a country as vast as India, the crass corruption in sports like football does not receive as much coverage or importance as cricket. With the BCCI more or less overpowering the ICC, they have completely monopolised cricket – controlling private leagues at the grassroot and national level, selling media rights, and having Indians fill the top seats in the ICC. When over a billion people consider this sport a religion, it is challenging for games like football to rise up the ranks. The Hero ISL, I-League and several other projects have made efforts in growing the football culture in India; yet, the journey is a long one.
With an evident class and ethnic divide in Qatar, there was a clear distinction between the jobs done by Asians or people of colour, and locals or whites. Speaking about the same, an English shop owner (who wished to remain anonymous) at the official FIFA Store in Villagio Mall, Doha, made some honest revelations.
“I honestly do not know [if there is an element of ethnic division and disguised racism]. Perhaps there is, but perhaps there isn’t. I know for a fact that I don’t look down upon anyone who is working in other occupations. But I also do feel there are whites who are indulged in those jobs, so I don’t really feel there’s racism as such. But maybe FIFA feels that the Westerners and Europeans are more capable in certain areas, but I do not endorse this [laughs].”
How does a country like India, with its enormous population and talent pool, evolve in a sport like football? While some surveys suggest that the beautiful game has a fan base of around 300 million as compared to 610+ million in cricket, a large chunk of these fans enjoy European football and not their roots itself. Cognisant of the same, Aaryan remains sceptical that things will change in his country.
“I am someone who follows football at all levels – grassroots, Indian football, international football, Futsal; everything. My latest initiative aims at taking football to every nook and corner of India’s rural establishments, and eventually expand it to the level of cricket. But how can any of us possibly accomplish anything in such sports, if the people in charge of the AIFF, KSFA (Karnataka State Football Association), etc. are all politicians or people who have no interest in the sport? I have approached the authorities on multiple occasions to work on my project, but the communication and interest is purely a one-way street.”
Bengaluru, the fourth most populous city in India and a metropolitan hub, is home to Indian Super League Club Bengaluru FC. Having been established in 2013, the club has tasted extended success in domestic competitions. The side is also the home of Sunil Chhetri – India’s most capped player and the fourth highest international goalscorer at present.
“Coming from Bangalore, I am ashamed to say that Bengaluru FC and other local teams play their matches at the Kanteerava Stadium and not the officially designated KSFA Arena for football,” Aaryan states. “Not to mention that both these stadiums have almost been left high and dry with zero infrastructure and care. To people like me, Qatar and Russia are macro level sports-washing projects. But what about the sports-washing that is happening in my own city?”
The Al Bayt Stadium played host to nine matches at the 2022 FIFA World Cup in Qatar. Mr. Razi – Operations Manager at this state-of-the-art sporting facility, was bold in his defence of the country and its stance against the LGBTQ+ community. Teams such as England and the Netherlands were forced to wear FIFA’s ‘No Discrimination’ armbands instead of ‘One Love’ rainbow bands during the tournament.
“There are always two sides to a coin,” Razi debriefed. “You can look at all these issues and keep complaining if you want. But it is also a matter of where you are coming to play the tournament.”
His view, and arguably the general consensus among the locals, was about respecting and blending in with the cultural experience one has immersed themselves in. “You have to be respectful of the region’s values, culture and traditions. Nobody is forcing things on people in their private spaces outside our control. So many people whined about the alcohol ban, but here at Al Bayt I have witnessed pure joy and passion. Did you know this is the first time any English fan has not been arrested at a World Cup? Maybe the alcohol ban is a blessing after all! On the other hand, this competition has given employment; tourism has peaked in a small country; the sport is being put on the map. Overall, I feel the pros outweigh the cons.”
Unfortunately, reality suggests otherwise.
