The quest for authenticity amid activism and sportswashing: a netnographical study of Chinese satellite fans during the 2022 FIFA Men's World Cup

The 2022 FIFA Men's World Cup is poised to leave a complex legacy, marked by the array of social, economic, and political controversies that enveloped the tournament. In this study, we utilized a netnographic approach to explore the identities of satellite fans within two online communities during the World Cup tournament. By specifically focusing on the cooptation and dismantling of sport activism within a non-western satellite fan context, we offer critical insights into the intricate interplay between politics and sport on an international platform. Through a case study on Chinese satellite fans, our findings reveal a pronounced inclination among fans towards seeking authenticity, which acts as a defensive mechanism for rationalizing their role identity.