That is an interesting point I have also thought about for a bit. But in the end public image is only a small part of sports washing. It is also about creating dependencies. And it is about creating connections. Getting into the room with the right people. Create an environment wherein favors and bribes can easily be exchanged. Get important people do your bidding. Public image doesn't even have to improve for sports washing to be effective. It is enough to have people dependent on you so they defend you when criticism is voiced.
This is frankly bullshit and moving of the goalposts
"Sportswashing is done by bad states to launder/improve their reputation"
"But it brings attention to their bad acts, more than if they never tried to "sportswash""
"Well actually sportswashing is much more than improving their reputation"
Yeah sure, ok.
And regarding the bolded, do you understand those dependencies, connections, rooms, environments you speak of, literally exist already, and have existed for years prior to the Newcastle acquisition? There is no need for Saudi Arabia to do what you have mentioned, today.
I await another "definition" of "sportswashing" conveniently constructed to evade the logical loopholes that have been pointed out