PUSARLA V. SINDHU AND MICHELLE LI APPOINTED ATHLETE AMBASSADORS FOR IOC'S BELIEVE IN SPORT' CAMPAIGN

PRESS RELEASE

Monday 3 May 2021

The Badminton World Federation (BWF) is delighted to announce that India’s Pusarla V. Sindhu and Canada’s Michelle Li have been nominated as athlete ambassadors for the International Olympic Committee’s (IOC) ‘Believe in Sport’ campaign aimed at preventing competition manipulation.

Pusarla and Li will be working alongside other athlete ambassadors from around the world to raise awareness on the topic of competition manipulation amongst athletes and entourage.

The pair have been global ambassadors for BWF’s ‘i am badminton’ campaign since April 2020.

‘i am badminton’ Ambassador: Pusarla V. Sindhu

‘i am badminton’ Ambassador: Michelle Li

World champion and Rio Olympics silver medallist Pusarla said of joining the IOC’s ‘Believe in Sport’ campaign: "It is an honour to be nominated by the IOC as an ambassador. I stand alongside my fellow athletes in the fight against any form of cheating or competition manipulation. Together we are stronger."

2014 Commonwealth Games champion Li added: "We all want to be on the same start line. It’s so important to be fair as that’s a true representation of what your ability is."

In badminton, manipulation or match fixing includes influencing the course or the result of a badminton match in order to obtain an advantage for the individual or others; and removing all or part of the uncertainty normally associated with the course or results of a competition.

Protecting honest athletes and keeping sport fair is a top priority for the Olympic Movement and both the IOC and BWF are committed to fighting all forms of cheating that threaten the integrity and essence of sport.

BWF Secretary General Thomas Lund said: "Competition manipulation has become an increasingly global concern and protecting honest players is a top priority for the BWF. By joining forces with the IOC in nominating two of our most popular players, Pusarla and Li as ambassadors, we believe we can have a positive impact in the fight to protect integrity in sport."

As part of the ‘Believe in Sport’ campaign leading up to the Tokyo 2020 Olympic Games, Pusarla and Li will be engaging with the badminton athlete community through online webinars and social media messages to highlight the risks involved and educating them on how best to safeguard and protect themselves in light of opportunities to manipulate their competition.

The IOC's ‘Believe in Sport’ campaign was launched in 2018 to raise awareness among athletes, coaches and officials of the threat of competition manipulation.

ENDS

Contact:

pressoffice@bwfbadminton.org

Lloyd Green

Communications & Media Manager

Mobile: +60 19-384 0556

Dianne Pierre

Deputy Communications & Media Manager

Mobile: +44 7961 714540

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ABOUT BWF

The Badminton World Federation (BWF) is the international governing body of the sport of badminton, recognised by the International Olympic Committee (IOC) and the International Paralympic Committee (IPC). It was originally the International Badminton Federation (IBF) which was founded on 5 July 1934, before being rechristened the Badminton World Federation in 2006.

The purpose and objectives of BWF include regulating, promoting, developing and popularising the sport of badminton throughout the world and organising, conducting and presenting international events at the highest level.

The BWF’s vision is to make badminton a leading global sport accessible to all – giving every child a chance to play for life. Its mission is to lead and inspire all stakeholders; to deliver entertainment through exciting events to drive fan experience; and to create innovative, impactful and sustainable development initiatives.

BWF has its headquarters in Kuala Lumpur, Malaysia, with 196 Member Associations worldwide.

Poul-Erik Høyer is the BWF President and Thomas Lund is the BWF Secretary General.

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