This chapter examines two Danish public service broadcasters’ coverage of the FIFA World Cup 2022 in Qatar. It contributes an understanding of sportswashing as a communicative process, as it focuses on the many layers of contextual, localising interpretations, which characterise media coverage and thus makes the implementation of sportswashing a very complex process. The analysis illustrates how the Nordic media system provides a particular sociocultural context raising many and widely shared critical concerns regarding the circumstances around the Qatar hosting of this event. This and the Danish national team’s participation produce ambivalent feelings with both media, audiences and sports organisations and subsequently a strategic hybrid coverage of the Qatar event, in which critical and performance-oriented perspectives are combined by public service broadcasters in shifting ways before and throughout the event.