The National Basketball Association (NBA) has recently come under scrutiny for potentially engaging in "sportswashing"—a tactic often used to distract from human rights abuses—through its growing relationship with the United Arab Emirates (UAE), according to Human Rights Watch (HRW). The organization raised concerns about the NBA’s involvement in pre-season games held in Abu Dhabi since 2022 and its new sponsorship deal with Dubai-based airline Emirates, which is backing the NBA Cup. These connections, HRW argues, could be inadvertently supporting the UAE's efforts to improve its global image while distracting from its own human rights record.
"Sportswashing" and Its Implications
Human Rights Watch issued a statement on Wednesday, expressing concern that the NBA’s partnerships with the UAE could be used as part of the Emirati government's broader strategy to deflect attention from its human rights violations. HRW specifically referenced the UAE’s alleged involvement in Sudan's ongoing civil war, one of the world’s most severe humanitarian crises. The UAE has faced accusations of supporting Sudan’s paramilitary Rapid Support Forces, though the UAE government has strongly denied these claims, reiterating its position that it has not provided military support to any warring factions since the conflict began.
“The UAE firmly rejects any claims of providing arms or military equipment to any warring party since the onset of the conflict,” a government statement clarified earlier this week, dismissing allegations as “baseless and unfounded," HRW said in a statement.
Human Rights Concerns in the UAE
In addition to the alleged involvement in the Sudanese conflict, HRW pointed to broader human rights issues within the UAE itself. The country has been criticized for its “zero-tolerance policy” toward dissent, which includes harsh penalties for those who oppose the government. This includes the mass trial of 43 Emiratis who were sentenced to life in prison in July after being accused of having "terrorist" links—a move that sparked condemnation from United Nations experts and rights organizations alike.
Furthermore, HRW called attention to the abusive conditions faced by migrant workers in the UAE, many of whom work under exploitative sponsorship systems that leave them vulnerable to abuse and exploitation.
The Risk of Sportswashing
HRW’s statement warned that the NBA could be inadvertently “sportswashing” the UAE’s poor human rights record, especially as the league has yet to publicly address the country’s ongoing abuses. “The NBA should be aware that the UAE hosts high-profile sporting, entertainment, and cultural events to promote a public image of openness and tolerance, at odds with the government’s rampant systemic human rights violations,” HRW added.
The UAE has long sought to leverage its involvement in international sports as a way to improve its image on the world stage. It has invested heavily in various sports, from Formula One and golf to football, including its ownership stake in English Premier League club Manchester City.
The Growing Trend of Sportswashing
The concept of "sportswashing" refers to the use of sports events, sponsorships, or ownership stakes in sports teams to distract from negative aspects of a country's reputation, particularly regarding human rights or social issues. While the UAE has been accused of using sport for such purposes, it is not alone. Other nations, including China, Saudi Arabia, and Qatar, have also faced similar accusations. Saudi Arabia, for instance, has been accused of using European football to present itself as a progressive, modern nation, despite its own ongoing human rights concerns.
As global attention on human rights issues continues to grow, critics argue that sporting events should not be used to obscure or distract from these problems. The NBA’s involvement with the UAE highlights the challenges faced by professional sports leagues in balancing commercial partnerships with ethical considerations, particularly when engaging with countries that have questionable human rights records.
