Brief summary of the campaign – if you see something, say something

Match fixing in sports is a growing threat to the integrity and credibility of sports. Studies show that over 80 percent of the Danish population consider match fixing a threat to fair play in sports and to the credibility of sports. Therefore, the Ministry of Culture launched the campaign #stopmatchfixing – if you see something, say something in 2014.

The campaign is a joint national initiative initiated by the Ministry of Culture in cooperation with the National Olympic Committe and Sports Confederation of Denmark (DIF), the Danish Football Association (DBU), Danske Spil, and Anti Doping Denmark. All parties have contributed financially to the campaign and the campaign’s budget amounts to 1.7 mio. DKK.

The campaign is a joint effort to prevent match fixing and to raise awareness about the issues primarily amongst Danish athletes. The aim is to create a culture within Danish sports where no one feels tempted to cheat and where it is legitimate to report both experiences and suspicions of match fixing.

Through the good will ambassadors and viral efforts such as videos, Instagram competitions and Facebook campaigns, the campaign aims to nudge athletes into talking actively with their fellow athletes about illegal or problematic events and to actively report incidents, they find problematic or suspicious, via a 24-hour manned hotline provided by the campaign. The ambassadors are famous Danish athletes from football, handball, tennis, hockey and badminton and thus represents sports where match fixing is or could be a threat.

The campaign website provides information about rules and consequences of match fixing. The viral efforts are supplemented by over 200 outreach information ‘road shows’ to local sports clubs all over Denmark. The club visits will begin September 2015 in football, handball, tennis, hockey and badminton clubs.

The campaign’s main target audience is athletes at a certain level, as well as coaches, referees, managers in some of the sports where the risk of match fixing is particularly prominent.

In addition to the campaign the Ministry of Culture, Denmark is about to launch a new national platform to combat match fixing and new legislation that criminalize corruption in sport. The new rules came into force July 1, 2015.