Image Laundering, Sport Washing and Greenwashing in and through Football

Image laundering, or reputation laundering as it is often termed, delineates a nuanced process intricately woven into the fabric of public perception, seeking to rectify or enhance the standing of an individual, organisation or entity beleaguered by adverse publicity or the fallout of scandalous affairs. This intricate process entails a spectrum of calculated manoeuvres, including meticulously crafted public relations endeavours, strategic advertising initiatives and various modes of persuasive messaging, all aimed at reconfiguring the narrative surrounding the subject at hand. In the case of football, we see image laundering taking place either within it or through it in primarily two forms, sport washing or greenwashing, both of which are explored in this chapter.