Human Rights Watch has raised concerns about the UAE-backed cycling team Emirates-XRG, arguing that its success on the international stage could help improve the country’s public image while serious human rights concerns remain in the background. The group says the team’s prominence in elite cycling creates a risk of "sportswashing" through high-profile competition and sponsorship.
The criticism centers on the team’s financial backing. According to the rights organization, key sponsors are tied to the UAE state, linking the squad’s sporting achievements to a broader national branding effort. In that context, victories and visibility in major races can bring reputational benefits that go well beyond cycling.
The issue has gained attention during the Tour de France, where images of leading riders and team branding reach a global audience. Human Rights Watch argues that such exposure can shift focus away from allegations surrounding the UAE’s rights record and instead associate the country with sporting excellence, innovation and prestige.
The latest comments add to a wider debate over the role of governments and state-linked entities in global sport. As cycling becomes more commercially and politically visible, scrutiny is also growing over how teams are funded and whether success in competition can be used to soften international criticism.
