BWF names Sindhu as an ambassador for its 'i am badminton' campaign

World Champion P V Sindhu was on Wednesday unveiled as one of ambassadors for Badminton World Federation (BWF)'s 'i am badminton' awareness campaign. campaign provides a platform for players to express ir love and respect for badminton by advocating and committing to clean and honest play. Sindhu, an Olympic silver medallist, said playing clean and honest is very important in any sport.

BWF names Sindhu as an ambassador

"This mess starts with one voice. If we as ambassadors can highlight this, n I think this will spread to more players," said 24-year-old Indian.

"You are playing sport for yourself. You need to be happy about it. You have to play it very clean and that is very important to me."

It has been five years since BWF's Integrity Unit was formed and this time campaign has been at forefront of governing body's efforts to communicate its approach towards integrity. Besides Sindhu, or ambassadors include Canada's Michelle Li, Chinese duo of Zheng Si Wei and Huang Ya Qiong, England's Jack Shephard, Germany's Valeska Kblauch, Hong Kong's Chan Ho Yuen and Germany's Marc Zwiebler, who is Athletes' Commission Chair. "It's hoped such a concerted effort will t only raise awareness across entire badminton landscape but encour players to be active participants in shaping integrity of sport," BWF said in a release.

Former elite players who have fronted campaign since 2016 include BWF President Poul-Erik Hyer, BWF Para Badminton Athletes' Commission Chair Richard Perot, and superstars such as Saina Nehwal, Viktor Axelsen, Hendra Setiawan, Christinna Pedersen, Chen Long, Misaki Matsutomo and Akaya Takahashi.

"Every player has right to compete in clean and fair sport. Match fixing, match manipulation and doping are contrary to spirit of sport. As an ambassador, we all play an important role in safeguarding future of badminton," Hyer said.

"Our youth and Para badminton players are perceived to be at greater risk of match manipulation and doping due to ir lack of exposure on international circuit.

" idea of 'i am badminton' campaign is for us as role models to share our experiences with se target groups so y have a heightened level of awareness on importance of anti-match manipulation and anti-doping."

iM CREDITS: AP