Raising the game across generations worldwide

July 15, Eugene, Oregon, USA – WADA’s athlete outreach program is back in full force after a two-year hiatus due to the pandemic and our outreach booth at the World Athletics Championships is bustling. Ben Sandford, Chair of WADA’s Athlete Committee, is on site and engaging with athletes. Simultaneously, back in his hometown of Rotorua, New Zealand, his political campaign is kicking off. The three-time Olympian in skeleton is running for mayor.

After decades of training and competition – while also working as an attorney – he is ready to retire from sports. “I am passionate about sports and what it can do for communities. The challenge for many athletes when they stop competing is finding a new purpose.” For Ben, this seems to be solved. He has been giving back to his community throughout his life, and communities are central to his political program. His athletic career also taught him resilience and the importance of surrounding himself with the right team – all essential in his new endeavour. “Integrity is among the sports values that we can apply in every aspect of our life. As athletes, we constantly face challenges that we need to work through. We need to be resourceful to be competitive. Sports provide a unique opportunity for any young person to have a dream and work towards fulfilling it.”

“Early on, we need to start thinking of what life will look like after competition”, adds Dr. Jeff Porter, American sports business professional, researcher, two-time Olympian in athletics, and member of WADA’s Athlete Committee. “Time management is essential. There are 24 hours in a day, let’s make the most of it. Off season, there is a time gap during which athletes have time to do much more. There is an opportunity for athletes to tackle new projects, and for the global sports system to better equip athletes with skills that they can use beyond their competing years.”