The English term "sportswashing" refers to when countries use sporting events as a way to improve their reputation and shift their focus away from their unlucky human rights.

This criticism is now directed at this weekend's big boxing match in Saudi Arabia between the British Anthony Joshua and the Mexican Andy Ruiz Jr, a return meeting at this summer's sensational sweep where Ruiz Jr knocked out the previously undefeated world champion Joshua.

- The entire world is now looking at Saudi Arabia in a way that no previous sporting event has succeeded. It's probably the ultimate form of "sportswashing," Amnesty International's campaign manager Felix Jakens told the BBC.

- We are not saying that Anthony Joshua should not be boxed in Saudi Arabia, but when he is there he should use his strong brand to highlight the situation in the country and raise the issue of human rights.

Joshua wants to focus on boxing

The human rights situation in Saudi Arabia is subject to widespread international criticism and ranks among the worst in the world.

- Their reputation is well deserved. They have a frightening history of, for example, oppression of women and LGBT people, beheadings, and journalist assassinations, says Felix Jakens.

Boxing star Anthony Joshua says he would "absolutely be badly affected" if his World Cup tie was used for propaganda purposes.

- But my only focus right now is boxing. I think it's a world champion's job to spread boxing globally and compete around the world, he says according to the BBC.

The former Olympic gold medalist also got the issue of his role as role model weakened by his competing in Saudi Arabia.

- Not necessarily. I look around and everyone seems happy and relaxing. I haven't seen anything negative with my own eyes.

Joshua earns 820 million

This weekend's big match is a small part of the Kingdom's larger strategy called "Vision 2030" and aims to change the world view of the country. Some of the world's greatest artists have performed in the region, while the European Tour in Golf, Formula E and the WWE wrestling organization will organize or have organized sporting events in the region.

Joshua's promoter Eddie Hearn dismisses the criticism in an interview with the BBC.

- There are so many hypocrites. You're here yourself and watching the match, right? Why? Because you want to get as many readers and viewers as possible to the BBC. No journalist can tell a coward where they can or can't go to make money. This is a great sport and we offer our clients opportunities that can change their entire lives, says Hearn.

According to The Sun, Anthony Joshua is reportedly earning around $ 820 million for Saturday's match, the biggest figure ever for a British boxer. Ruiz Jr. earns "only" about SEK 125 million, even though he is entering the match as world champion.