It's a bit annoying although perhaps not that surprising that searching for "sportswashing" provides you with lots of links to information about washing machines. The concept seems to have peaked in association with the so-called European Games in 2015. It will probably take a while before it shows up in Google's Ngram Viewer.

I must admit that I hadn't heard of this event before I saw the huge signs still visible in Baku in September 2015. However, since I prefer doing sports instead of watching it this was not so strange.
The Danish initiative Play The Game claims that it's unsure whether Azerbaijan was successful in its sportswashing since it has resulted in at least some relationships gone sour although apparently not with Britain.

"The supposed ideal of the Olympics – and by extension the European Games – is to unite people through sport. With this in mind, a regime that relentlessly proves itself to be an autocratic oppressor of civil liberties is not the sort of partner the International Olympic Committee should be aligning themselves with, let alone actively supporting." Vice Sports

According to The Guardian, Azerbaijan continues its sportswashing, holding the European Grand Prix recently. However, according to Sport for Rights, their luck might be changing since the UN Human Rights Committee has published its findings on the civil and political rights record of Azerbaijan which it examined during its latest session.

I only whish they had used a bit stronger language than that they are "concerned" about the state of affairs...

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