The fight to preserve the essence of clean and transparent sport has taken a new step with the appointment of ten athletes from different disciplines and continents as ambassadors of the Believe in Sport campaign, an initiative of the International Olympic Committee (IOC). Their mission is clear: to raise awareness about competition manipulation, a threat that endangers both the integrity of athletes and the public’s trust in the values of Olympism.

The ambassadors come from diverse sporting realities, yet share the same purpose: to be role models of integrity on and off the field. From swimming in Fiji to gymnastics in Brazil, through ice hockey in Canada or athletics in South Africa, they embody the conviction that fair play is the heart of sport. Their voices, experiences, and leadership will be key to inspiring new generations ahead of the Winter Olympic Games Milano Cortina 2026.

Ambassadors with purpose at Milano Cortina 2026

Within the framework of the upcoming Winter Olympic Games, three of these ambassadors —Dominik Windisch, Mark Fraser, and Yura Min— will interact directly with athletes and teams at the Believe in Sport stands in the Olympic Villages. Their role goes beyond representing a campaign: they aim to instill trust, guide in moments of pressure, and remind that true victory is achieved with honor. Windisch, a triple Olympic medalist in biathlon, expressed that his motivation is to help athletes recognize risks and report irregularities properly, a mission that in his native Italy carries an even deeper meaning.

For her part, Yura Min emphasized that this commitment is also a personal legacy. With her sights set on 2026, the Korean figure skater sees in the campaign an opportunity to share the values that guided her career: respect, fairness, and resilience. Fraser, a former professional ice hockey player, added that match manipulation is a real threat at all levels and that his task will be to provide a safe space for athletes facing invisible temptations and pressures.

Training, global network, and future of the campaign

Behind this initiative lies rigorous preparation work. The ambassadors were selected by the Olympic Movement Unit for the Prevention of Competition Manipulation (OM Unit PMC) in collaboration with National Olympic Committees, continental associations, and international federations. They all received training in Lausanne to strengthen their communication and leadership skills, enabling them to play an active role in building a fairer sport. As highlighted by Friedrich Martens, head of the Unit, the value of this program lies in connecting directly with athletes and fostering honest debates about an issue often kept invisible.

The scope of Believe in Sport goes beyond the ambassadors designated for the Games. The program has expanded to create a Global Network of PMC Ambassadors, driving actions in specific countries and sports. After its successful debut at Paris 2024, this second edition aims to reach even further, promoting integrity through on-site activations, workshops, and virtual seminars. Through this collective effort, the IOC reinforces its commitment to safeguarding the credibility of sport and ensuring that Olympic values continue to serve as a beacon for athletes and fans worldwide.