• World and Olympic champion Victoria Pendleton announced as Laureus Ambassador
  • ‘I’m a firm believer in the ability of sport to unite people and teach important lessons for life. I’ll be encouraging young people to work hard to achieve their goals,’ says Pendleton
  • Pendleton announced at launch of IWC Schaffhausen’s ‘Laureus Sport for Good Foundation’ timepiece

LONDON, April 27, 2016 – British world and Olympic cycling champion Victoria Pendleton has been announced as the latest Laureus Sport for Good Ambassador.

Pendleton was announced as an Ambassador at the launch of IWC Schaffhausen’s Portofino Automatic Moon Phase 37 Edition “Laureus Sport for Good Foundation” (Ref. IW459006), limited to 1,500 watches worldwide. The dial and the moon phase display feature the unmistakable Laureus blue, lending the timepiece an extraordinary plas­ticity and depth.

Each year, IWC organizes a drawing competition for children and adolescents in the context of Laureus Sport for Good’s projects. An expert jury then reviews all the entries to select the winning design to be engraved on the back of the watch. This timepiece marks the tenth special edition to be launched by the luxury watchmaker as part of its commitment to Laureus Sport for Good. This special engraving is a reminder that a portion of the proceeds from sales goes to help support Laureus projects around the world.

Designed by 16-year-old Eleni Partakki from Cyprus on the competition theme ‘Time for Sport’, the drawing depicts boys and girls playing with a ball. Eleni is a participant from PeacePlayers International Cyprus, a project which encourages Greek-Cypriot and Turkish-Cypriot boys and girls living in the divided communities of Cyprus to play basketball together.

Speaking at the launch of the Laureus timepiece, Victoria Pendleton said: “It’s an honour to join the Laureus movement. I’m a firm believer in the ability of sport to unite people and teach important lessons for life. Sport has helped me throughout my career, and it continues to do so as I develop in my new sport of horse racing. I’m looking forward to spreading the positive message of Laureus Sport for Good, I’ll be encouraging young people to work hard to achieve their goals.”

Laureus Academy Member and British Olympic legend Steve Redgrave, who attended the launch of last year’s ‘Laureus Sport for Good Foundation’ timepiece, welcomed Victoria to Laureus:

Victoria has been an incredible role model for young people around the world. Now pursuing a career in horse racing, she continues to inspire youth with her hard work, passion and determination. I’m proud to welcome her to the Laureus family. I know she will embrace the opportunity to help young people from Laureus Sport for Good projects use sport to tackle violence, discrimination and disadvantage.”

From the pedals to the stirrups, Victoria Pendleton’s sporting career has brought huge success. Inside velodromes around the world, she broke world records, won world, Olympic, Commonwealth and European titles, and dominated sprint cycling for almost seven years in the build-up to the London 2012 Olympic Games. In London, she won gold in the Keirin and silver in the sprint, bowing out of her professional cycling career on a high in front of a home crowd.

In 2015, Pendleton announced her ambition and aim to pursue a career as a jockey. Learning her new sport quickly, she made her competitive debut in August 2015, a race in which she finished second. In March this year, Pendleton achieved her goal of participating in the Foxhunter Chase at Cheltenham Festival, finishing in a creditable fifth position.

Pendleton joins over 180 fellow Ambassadors for Laureus Sport for Good around the world. Laureus Ambassadors support the work of the members of the Laureus World Sports Academy, volunteering their time to help Laureus Sport for Good.

Since its inception, Laureus has raised over €100 million for projects which have helped to improve the lives of millions of young people. The mission of Laureus Sport for Good is to use sport as a means to tackle some of the toughest social challenges facing young people today such as violence and crime, discrimination, unemployment and lack of education.

For further information please contact:

Virginie Bernon

International Senior Media & PR Manager

Tel: +44 (0) 207 514 2841    

E mail:


Follow us on Twitter @LaureusSport


About Us

Laureus is a universal movement that celebrates the power of sport to bring people together as a force for good. Laureus is composed of three core elements - the Laureus World Sports Academy, Laureus Sport for Good and the Laureus World Sports Awards - which collectively celebrate sporting excellence and use sport as the means to promote social change. The first Patron of Laureus was Nelson Mandela. At the inaugural Laureus World Sports Awards in 2000, he said: “Sport has the power to change the world. It has the power to inspire. It has the power to unite people in a way that little else does. Sport can create hope where once there was only despair.” This has become the philosophy of Laureus; the driving force behind its work. The members of the Laureus World Sports Academy are: Giacomo Agostini, Marcus Allen, Franz Beckenbauer, Boris Becker, Ian Botham, Sergey Bubka, Cafu, Bobby Charlton, Sebastian Coe, Nadia Comaneci, Yaping Deng, Marcel Desailly, Kapil Dev, Mick Doohan, David Douillet, Rahul Dravid, Luis Figo, Emerson Fittipaldi, Sean Fitzpatrick (Chairman), Dawn Fraser, Cathy Freeman, Tanni Grey-Thompson, Marvelous Marvin Hagler, Mika Häkkinen, Tony Hawk, Maria Höfl-Riesch, Mike Horn, Miguel Indurain, Michael Johnson, Kip Keino, Franz Klammer, Tegla Loroupe, Dan Marino, Yao Ming, Edwin Moses, Nawal El Moutawakel, Li Na, Robby Naish, Ilie Nastase, Martina Navratilova, Alexey Nemov, Jack Nicklaus, Brian O’Driscoll, Alessandro Del Piero, Gary Player, Morné du Plessis, Hugo Porta, Carles Puyol, Raúl, Steve Redgrave, Vivian Richards, Monica Seles, Mark Spitz, Sachin Tendulkar, Daley Thompson, Alberto Tomba, Steve Waugh, Katarina Witt, Li Xiaopeng and Yang Yang. The Laureus Academy Members volunteer their services as global ambassadors for Laureus Sport for Good, which was set up to promote the use of sport as a tool for social change. Laureus Sport for Good addresses social challenges through a worldwide programme of sports related community development initiatives. Since its inception, Laureus has raised over €100 million for projects which have helped to improve the lives of millions of young people. The mission of Laureus Sport for Good is to use sport as a means to combat some of the toughest social challenges facing young people today such as violence and crime, discrimination, unemployment, lack of education and health threats including HIV/AIDS and obesity. The Laureus World Sports Awards is the premier global sports awards honouring the greatest sportsmen and women across all sports each year. The winners are selected by the ultimate sports jury – 60 members of the Laureus World Sports Academy, the living legends of sport honouring the great athletes of today. The Awards are presented at an annual Awards Ceremony, attended by global figures from sport and entertainment, which is broadcast to 160 countries and territories. The Awards continue to support Laureus Sport for Good by showcasing the incredible work it does with athletes and partners to transform the lives of individuals and promoting to a global audience the power of sport as a development tool to combat challenging social issues. Laureus was founded by its Patrons Richemont and Daimler and is supported by its Global Partners Mercedes-Benz and IWC Schaffhausen. Mercedes-BenzMercedes-Benz is the inventor of the automobile – and has been passionately shaping its future since 1886. As pioneers in automotive engineering, it is both our inspiration and responsibility to continue the tradition of the brand with trailblazing technologies and high-quality products. Like no other trademark in the automotive world, Mercedes-Benz appeals to both the hearts and minds of its customers. We give our very best for customers who expect the very best. Since the founding fathers Gottlieb Daimler and Carl Benz, our corporate history has been one of innovation and pioneering achievements. Many technical innovations that are nowadays standard in automobiles first entered the market in a Mercedes-Benz. This is the basis for our claim to leadership in automotive engineering. The brand stands for Modern Luxury, and enjoys an outstanding reputation for quality, safety, comfort, design and comprehensive, sustainable mobility. IWC SchaffhausenWith a clear focus on technology and development, the Swiss watch manufacturer IWC Schaffhausen has been producing timepieces of lasting value since 1868. The company has gained an international reputation based on a passion for innovative solutions and technical ingenuity. One of the world’s leading brands in the luxury watch segment, IWC crafts masterpieces of haute horlogerie at their finest, combining supreme precision with exclusive design. As an ecologically and socially responsible company, IWC is committed to sustainable production, supports institutions around the globe in their work with children and young people and maintains partnerships with organisations dedicated to climate and environmental protection.