Explainer: How American Sports Teams Will 'Sanewash' Donald Trump

When you think of NASCAR, you probably picture roaring engines, checkered flags, and the distinctly American tradition of stock car racing. But now, there's something else showing up at the track: politics.

Welcome to “sportwashing”, NASCAR-style.

Video Source: X/@POTUS.

What's Going On?

Racing fans have certainly noticed their favorite sport becoming a new backdrop for presidential photo ops and "special appearances" by a leader whose new administration has been plagued by corruption scandals and accusations of democratic backsliding. But instead of facing questions about these issues, he's sharing stories about his love of American racing and will no doubt pose with drivers in Victory Lane!

Why NASCAR?

NASCAR isn't just a sport. It’s a cultural touchstone that represents core American values like competition, technological innovation, and family tradition. By associating himself with NASCAR, Trump isn't just getting his picture taken–he's wrapping himself in the authenticity and legitimacy that the sport carries, particularly with its passionate fan base.

Sports tap into something deep in our psychology.

When we're cheering for our team or celebrating a national victory, we're not thinking about geopolitics or human rights violations. We're caught up in the moment, the joy, the pride.

That's exactly what sportwashing counts on.

When a nation or organization invests heavily in popular sports, they create positive emotional associations that can overshadow negative press coverage or international criticism. The psychological impact is particularly effective because sports naturally evoke feelings of unity, achievement, and celebration.

How Does It Work?

Unlike other sportwashing efforts where oligarchs buy entire teams or where countries host massive tournaments, this approach is more subtle. It might look like:

• VIP appearances at major races

• Special partnerships with racing teams or drivers

• Sponsored events that connect NASCAR with his country's business interests

• Social media campaigns highlighting his "connection" to American racing culture

Every handshake with a driver or wave from the owner's box will be amplified across social media. Soon, news coverage starts focusing more on his apparent love of racing than his administration's controversial actions. Racing broadcasts mention his presence in the same breath as celebrities and business leaders, lending him an air of legitimacy.

Sports investments generate constant positive content streams across traditional and social media, effectively flooding the information space with favorable coverage that can diminish the visibility of critical reporting.

What makes this Public Relations strategy particularly effective is how it taps into NASCAR's unique position in American culture. When fans see their favorite drivers or team owners embracing this leader, it creates a cognitive disconnect: How bad could he really be if he's part of our racing family?

By integrating themselves into the sporting community, controversial actors gain a form of social license that can help normalize their presence in other international contexts. The association with or acquisition of prestigious sports teams or hosting of major tournaments can provide a veneer of respectability and cultural integration.

This version of sportwashing is especially clever because it doesn't require billions in investment–just strategic appearances and carefully cultivated relationships within the racing community.

Bottom Line

Trump is using NASCAR's cultural capital to build his own political capital in the face of growing opposition to his corruption and lawlessness.

Understanding this doesn't mean fans need to stop enjoying race day, but it does mean being aware that sometimes there's more happening in Victory Lane than just celebrating the fastest car.

Expect Trumpworld to continue employing this sportwashing strategy across multiple American sports organizations.