In June 2021, the IBU launched its new Athlete Ambassador programme. 18 biathletes representing 15 different countries have become Athlete Ambassadors to help raise awareness, educate, and support the aims of Biathlon in three key areas of development: Sustainability, Gender equality and Integrity.
The new Athlete Ambassadors are well-known athletes who are role models to their peers and the global Biathlon Family. They have agreed to help the sport reach the broader community of fans and followers. As Athlete Ambassadors, they will be able to use their voice to promote positive change and ensure a better world for all of us.
A new Athlete Ambassador for integrity, Sebastian Samuelsson, an Olympic and World Championship medallist from Sweden, commented:
“I see it as my responsibility as a top-level athlete to commit to different topics related to my sport. Integrity matters are very important to me and being highly critical of the issues we have in that area, I also wanted to be part of the solution.”
Going forward, the Athlete Ambassadors will play an active part in various IBU activities, such as seminars, conferences, educational programmes and communication campaigns, both in the lead-up to and during the season.