Past and present sport personalities should act as ambassadors to promote clean sport and physical activity. This is the main message that resulted from the announcement of five sport ambassadors by SportMalta in collaboration with Public Broadcasting Services. The sport ambassadors form part of the campaign #BeActive pertaining to the European Commission that will culminate during the European Week of Sport to be held between the 10th and 17th of September. They will be joining other sports ambassadors hailing from all over Europe, all together forming an integral part of this campaign.
During a press conference held at PBS Creativity Hub, Mark Cutajar, CEO of Sportmalta said that he has just returned from Bratislava where he attended the Directorsâ General meeting held during the current Slovak Presidency during which the role of the ambassadors and the messages that they should push to the general public was discussed. Through their popularity and success these ambassadors will promote physical activity by attracting new audiences and draw them towards sports. He stated that SportMalta is working relentlessly on a number of initiatives to get people moving and encourages everyone to work together and participate in such events.
As a matter of fact, Mr. Cutajar listed a number of events where the ambassadors will be present to give their contribution. He thanked PBS for immediately accepting to become partners and collaborate on this project were through the national station and its programmes the ambassadors will be able to pass on the message to a large audience. He further pronounced that this partnership was presented to the 28 member states with the intention of discussing further such initiative during the Maltese Presidency.
Mr. Cutajar also thanked the ambassadors declaring their positive response in accepting to act as role models for inactive people that shy away from physical activity. The five ambassadors nominated are Karl Izzo, National Waterpolo Coach, Esther Azzopardi, International Football Official, Vladislava Kravchenko, Paralympic Swimmer, Jonathan Caruana, National Football Player and Captain of Valletta FC  and Gilmore Borg ,Special Olympics Athlete. Mr. Cutajar remarked that Jonathan Caruana is also an employee of SportMalta and stated that this augers well for the entity as it is part of its strategy to have high level athletes working within its structure.  Additionally he concluded by mentioning the upcoming strong TV media and social media campaign led by SportMalta.
Tonio Portughese, Chairman of the Public Broadcasting Services said that public broadcasting supports such social and educational initiatives as they are part off and in line with their commitment to promote social responsibility campaigns to the community. He sustained that this remit pertaining to PBS has its origins rooted in the direction provided by the European Commission of leading a healthy and active lifestyle. Moreover this reflects the policies of the European Broadcasting Union. PBS will disseminate these messages through its popular media avenues.
Parliamentary Secretary for Research, Innovation, Youth and Sport Chris Agius said that the chosen ambassadors are idols for several people and with the help of their new role they can share the values they have earned through sport to society at large. He said that values gained through sport have been on the agenda of high level EU meetings and thus this initiative will put Malta in a better position to achieve aims that other EU countries inspire to achieve.
More information about the local activities in relation to this campaign can be found on the new website maltabeactive.com.