As part of its commitment to promote clean sport and an active lifestyle, SportMalta has named five sports ambassadors to front its #BeActive campaign.
The sports ambassadors are Karl Izzo, the national waterpolo coach, international football referee Esther Azzopardi, Vladislava Kravchenko, a paralympic swimmer, footballer Jonathan Caruana, a national team player and captain of Valletta FC, and Gilmore Borg, a Special Olympics athlete.
The #BeActive campaign pertains to the European Commission and will reach its peak during the European Week of Sport between September 10 and 17.
The Maltese sports ambassadors will be joining their counterparts from all over Europe to form an integral part of this project.
Details about the #BeActive campaign were given during a news conference at the PBS Creativity Hub.
“Through their popularity and success, these ambassadors will promote physical activity by attracting new audiences to sports,” Mark Cutajar, CEO of SportMalta, said.
Cutajar said SportMalta is working relentlessly on a number of initiatives to get people moving.
“We encourage everyone to come together and participate in such events,” he said.
Cutajar thanked PBS for accepting to become partners and collaborate with SportMalta on this project where, through the national station and its programmes, the ambassadors will be able to convey their message to a wide audience.
The campaign will focus mainly on television and social media.
One of Malta’s chosen ambassadors, national team defender Caruana, is an employee of SportMalta with Cutajar declaring that this also reflects the entity’s strategy to have high-level athletes working within its structure.
Tonio Portughese, the PBS chairman, said public broadcasting supports such social and educational initiatives as they are in line with its commitment to promote social responsibility campaigns in the community.
The role of PBS in the #BeActive campaign complies with the direction provided by the European Commission about the importance of leading a healthy and active lifestyle, Portughese said.
Chris Agius, the Parliamentary Secretary for Research, Innovation, Youth and Sport, described the five sports ambassadors as role models for several people, adding that, thanks to their new role, “they can share the values they have earned through sport with the society”.
More information can be found on www.maltabeactive.com.