Athlete ambassadors take centre stage in safeguarding sport’s integrity

Athlete ambassadors are playing an increasingly central role in the global fight against competition manipulation, combining education, advocacy and personal engagement to boost integrity across the sporting community. Recent initiatives in Canada, Spain and Moldova highlight how athletes are helping translate complex integrity frameworks into practical, relatable messages for their peers.

At the Sport Integrity Canada Symposium held on 3 and 4 June 2026 in Ottawa, a diverse group of stakeholders – including athletes, national and multisport organisations and experts – came together to examine the future of sports integrity. The event featured discussions on real-life case studies, emerging risks such as the expansion of sports betting, and the shared responsibility of protecting clean competition.

A dedicated panel on competition manipulation, titled “Competition Manipulation: Domestic and International Perspectives”, explored both global trends and national responses. Contributions from the Canadian NOC’s Single Point of Contact and expert Jerome McEniry outlined the regulatory landscape; while Mark Fraser, who also attended the Milano Cortina 2026 Olympic Games as a Believe in Sport Ambassador, highlighted the importance of education and athlete-led advocacy. His intervention underscored how athletes can act as credible voices in raising awareness and promoting ethical decision-making.

This emphasis on education and peer engagement is also evident in Spain. In preparation for the Taranto 2026 Mediterranean Games, the Spanish Olympic Committee launched a training and awareness initiative targeting both athletes and officials. The programme included a dedicated video on competition manipulation prevention and safeguarding in sport, featuring PMC ambassador Felipe Perrone, who outlined the key rules sportspersons should be aware of. By integrating ambassador voices into formal education tools, the initiative aims to enhance understanding and accountability across delegations.

At the national level, Moldova has similarly leveraged athlete ambassadors to connect with the next generation. During a seminar held on 31 March, shortly after the adoption of rules by the NOC on the topic, around 40 athletes and sports students participated in sessions on financial literacy and integrity in sport. PMC ambassador Anna Dulce delivered a focused intervention on the prevention of competition manipulation, providing practical insights that were well received by the participants.

Together, these examples illustrate how athlete ambassadors are becoming key agents of change. By sharing experiences, promoting education and engaging directly with peers, they help bridge the gap between policy and practice – strengthening the collective effort to protect the fairness, transparency and credibility of sport.