Integrity Ambassador

Pusarla V. Sindhu

Integrity Ambassador

Michelle Li

Integrity Ambassador

Chen Long - BWF President - Hendra Setiawan

Integrity Ambassador Launch

Dubai 2016

Integrity Ambassadors

'i am badminton'

Integrity Ambassadors

'i am badminton'

Integrity Ambassadors

Since 2015, BWF’s ‘i am badminton’ integrity awareness campaign has been the main vehicle to communicate our approach to the integrity of badminton.

Our Integrity Ambassadors have been an important part of the ‘i am badminton’ campaign since 2016, and in April 2020, BWF announced a new role call of global superstars from the HSBC BWF World Tour and our Para badminton athlete community:

The campaign provides a platform for players to express their love and respect for badminton by advocating for and committing to clean and honest play.

The Integrity Ambassadors help raise awareness across the entire badminton community and encourage players to be active participants in shaping the integrity of our sport.

The new batch of ambassadors will continue the great work of a number of elite players, past and present, who have fronted the campaign since 2016.

They include BWF President Poul-Erik Høyer; 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.

Collectively, they will help to communicate to the playing group the key messages of the campaign and will attend badminton and Para badminton tournaments where they will share with the future generation their commitment to clean and honest badminton.

Integrity Ambassadors have a number of roles:

  • Being the face of the campaign – their image is used in communication to raise awareness.
  • Being a good role model  – particularly for youth and their peers.
  • Communicating with players about the “i am badminton’ integrity campaign.
  • Attending media events – and talking to about their personal commitment to clean and honest.
  • Participating in activities – to promote the “i am badminton” integrity campaign.
  • Encouraging all players – to personally commit to clean and honest badminton.

In Dubai in December 2016, five Integrity Ambassadors were announced and presented with certificates by the BWF.  These five ambassadors are all Olympians and are part of a campaign that shares the values of ‘clean sport’ and ‘fair play’. Another two Integrity Ambassadors were announced by the BWF President in March 2017.

Integrity Ambassadors are the face of the integrity campaign. This is a campaign to raise awareness, focus on good sports values and protect the rights of clean and honest athletes.

The ambassadors will represent and promote the campaign’s values and serve as role models for the badminton world. These athletes compete with passion and take huge pride in playing ‘clean’ and ‘fair’.