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Silence in the Stands: Assessing the Impact of Russian State‐Linked “Sportswashing” on Online Fan Behavior Following the Full‐Scale Invasion of Ukraine

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  • Morgan Wack
  • Beatrice Magistro
  • Kevin Aslett

Abstract

Objective This study examines whether state‐linked sportswashing—through perceived associations between states and sports entities—can shield states from public scrutiny over human rights abuses. We analyze changes in Chelsea F.C. supporters’ online behavior following Roman Abramovich's announcement to relinquish control of the club during Russia's invasion of Ukraine. Method We collected over 700,000 tweets from 7414 profiles of London‐based English Premier League fans. Using a fine‐tuned BERT machine learning model, we classified tweets mentioning the invasion, criticizing Russia, or supporting Ukraine. We applied a generalized synthetic control method to compare Chelsea fans’ online behavior to that of other clubs’ fans before and after the announcement. Results After the announcement, Chelsea fans were less likely than other fans to discuss the invasion, support Ukraine, or criticize Russia. Conclusion The findings suggest that perceptions of state‐linked associations can influence supporter online behavior via social identity mechanisms, potentially mitigating criticism of state actions.

Suggested Citation

  • Morgan Wack & Beatrice Magistro & Kevin Aslett, 2025. "Silence in the Stands: Assessing the Impact of Russian State‐Linked “Sportswashing” on Online Fan Behavior Following the Full‐Scale Invasion of Ukraine," Social Science Quarterly, Southwestern Social Science Association, vol. 106(1), January.
    • Handle: RePEc:bla:socsci:v:106:y:2025:i:1:n:e13485
    DOI: 10.1111/ssqu.13485
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