Building a new global network of ambassadors to prevent competition manipulation
The OM Unit PMC has enhanced its ambassadors programme for the IOC’s Believe in Sport campaign. Following a successful campaign for the Olympic Games Paris 2024, which involved six Believe in Sport Ambassadors and the rapid growth of the ambassadors network, the OM Unit PMC has restructured its programme, establishing two official groups of ambassadors. The first group includes all ambassadors selected and managed by their National Olympic Committee (NOC) or International Federation (IF) for their respective activations. The second group of ambassadors is appointed by the OM Unit PMC to support IOC activities. This revamp allows all IFs and NOCs to benefit more effectively from the campaign’s outreach and resources.
Global Network of PMC Ambassadors
The Global Network of PMC Ambassadors consists of ambassadors nominated and managed directly by the IFs and NOCs who will play a vital role in raising awareness of the threat of competition manipulation among athletes, coaches and officials in the respective country or sport.
Following a call at the end of 2024, many NOCs and IFs have nominated one or more PMC Ambassadors, and the Global Network of PMC Ambassadors now consists of 42 members spread out across the 5 continents. A global onboarding webinar was held successfully on 28 February to equip all ambassadors with the necessary knowledge and tools to fulfil their mission.
Andreas Cariolou from Cyprus, a five-time Olympian in windsurfing, said about the session: “It was a very interesting webinar for me and, although I've been immersed in sports all my life, I learned quite a few things I was completely unaware up to that day! For example, I never knew we were not allowed to bet in any sport if we compete in a multisport event, and I didn't know it was breaking the code if I bet on myself!”
Saulius Ritter, a three-time Olympian from Lithuania and an Olympic medallist in rowing, added: “The webinar was a truly valuable experience – it was very inspiring to see how the programme has evolved and built a strong global network. It also served as a great opportunity to refresh and expand my knowledge about the prevention of competition manipulation. Additionally, it gave me the chance to connect with other ambassadors and learn from their experiences.”
Furthermore, the OM Unit PMC organised a series of continental webinars in April, bringing together the PMC Ambassadors by region. These sessions created a space for the ambassadors to connect, exchange insights, and discuss challenges they face in fulfilling their roles. A highlight of these continental webinars was the participation of some of the Paris 2024 Believe in Sport Ambassadors, who shared valuable experiences and practical advice with the new generation of PMC Ambassadors, helping to inspire and guide them on their journey.
One of them was Maria Barakat from Jordan who joined in the continental webinar for Asia and Oceania: “Sharing my experience with the new batch of PMC Ambassadors was a meaningful reminder of why this work matters,” she said, adding: “my key message to them: stay informed, stay alert, and carry integrity as a constant mindset, because protecting sport starts with awareness and continues with action.”
The next global PMC Ambassadors onboarding session is scheduled for 10 October, with additional regular training sessions lined up in the following months. For more information, please contact believeinsport@olympic.org.
Believe in Sport Ambassadors
In addition to the global network, the OM Unit PMC will appoint a smaller group of Believe in Sport Ambassadors to support specifically IOC activations during the 2025-2028 Olympic cycle. These ambassadors will be managed by the OM Unit PMC and will be involved in activations in the run-up to and during upcoming Olympic events, namely the Olympic Winter Games Milano Cortina 2026, the Youth Olympic Games Dakar 2026, the Winter Youth Olympic Games Dolomiti Valtellina 2028 and the Olympic Games Los Angeles 2028.