Fossil fuel companies are normalizing their impact through sportswashing

Fossil fuel companies have spent around USD 5.6 bn on sports sponsorships in the past 3 years of which Aramco accounts for USD 1.3 bn of the share, according to a report (pdf) by the New Weather Institute. The practice of “sportswashing” allows these companies to align themselves with the positive image of sports while diverting attention from their environmental impact.

In context: The report highlights that football, motorsports, rugby, and golf are the top targets for fossil fuel sponsorships, with football alone accounting for 58 active agreements. These partnerships allow companies like Aramco, TotalEnergies, Shell, and Ineos to associate their brands with the positive image of sports, despite their environmental impact.

Aramco leads the pack: A majority of Aramco’s sponsorship spending went towards football, at USD 757 mn, and motorsports at USD 495 mn, according to the report. The oil giant also has an agreement with Aston Martin Racing which aims to develop and commercialize “fuel-efficient engine technologies for road vehicles.” Aramco also has sponsorship agreements with Formula 1 and the Confederation of North, Central America and Caribbean Association Football.

Saudi doesn’t mind the accusations: Saudi Arabia's Crown Prince Mohammed bin Salman has embraced the concept of “sportswashing,” stating that he doesn't care about the accusations as long as they boost the country's GDP, The Guardian reported in 2023. Salman has directed substantial investments into sports, including acquiring Newcastle United and launching LIV Golf, arguing these investments are part of a broader strategy to diversify Saudi Arabia's economy which has seen tourism's contribution to GDP rise from 3% to 7% and sports from 0.4% to 1.5%.

The fossil fuels industry is responsible for 75% of greenhouse gas emissions and 90% of carbon emissions. The industry’s sponsorship of sports is compared to the tobacco industry’s past sponsorships, the report argues, which aims to normalize their activities and divert attention from their role in the climate crisis.