Sportswashing – Far from fair play

Looking back at the hotly debated but still widely visited, reported on, and watched, World Cup in Qatar, LUSEM researcher Stephan Schaefer, Kristianstad University researcher Christian Koch and MFF CEO Niclas Carlnén discuss sportswashing as a branding tool. Why do organizations, companies, and countries use it? And furthermore, why are so many people willing to look past breaches of human rights?

Stephan Schaefer is a Senior lecturer in Organizational studies at LUSEM. His research focuses among other things ignorance in managerial work and the impact of digitalisation and technology on organizations.

Christian Koch received his PhD at LUSEM and is now a senior lecturer in Marketing at Kristianstad University. His main focus includes subjects like Brand Management, Corporate Reputation Management and Strategy.

Niclas Carlnén is the CEO at Malmö FF since 2014.