The IBU has announced the launch of its athlete ambassador programme with the aim of developing sustainability, gender equality and integrity matters in the sport.

A total of 15 biathletes representing 12 different countries have joined as ambassadors to help raise awareness, educate, and support the IBU’s ambitions to develop those three areas.

Samuelsson was part of the Swedish team that claimed gold in the 4x7.5 kilometres relay at the Pyeongchang 2018 Winter Olympics, where he also won 12.5km pursuit silver.

The five-time world medallist, an outspoken critic of the IBU during the Russian doping scandal, has become an athlete ambassador for integrity matters along with Austria’s Julian Eberhard and Ukraine’s Anastasiya Merkushyn.

"I see it as my responsibility as a top-level athlete to commit to different topics related to my sport," said Samuelsson.

"Integrity matters are very important to me and being highly critical of the issues we have in that area, I also wanted to be part of the solution."

The Biathlon Integrity Unit handles all integrity matters in biathlon, including anti-doping, betting and result manipulation-related issues.

The IBU has also adopted long-term strategies in a bid to make the sport more climate and environmentally friendly.

It is hoped the new athlete ambassadors will serve as "role models" to fellow competitors and the biathlon community.

"As elite athletes, they have a fantastic platform to help sport reach the broader community of fans and followers and foster positive change," a statement from the IBU read.

"Serving as athlete ambassadors, they will be able to use their voice to promote a new, progressive culture that will build trust and confidence in the sport of biathlon and its future and ensure a better world for all."

Susan Dunklee, a two-time world medallist from the United States, is one of the athlete ambassadors for gender equality.

Dunklee will be joined by fellow American Kelsey Dickinson, Jessica Jislová of the Czech Republic and Regina Oja of Estonia in the position.

"Biathlon is already one of the more progressive sports for gender equality, but we still have a long way to go," said Dunklee.

"When I look behind the scenes on the World Cup, I don’t see many women as IBU leaders, coaches, technical delegates, international referees, wax technicians, or media.

"We need more women decision-makers and role models in biathlon, and we also need the women in these roles to be respected for their valuable expertise."

Canadians Jules Burnotte and Adam Runnalls, Grete Gaim of Estonia, Alla Ghilenko of Moldova, Anika Kozika of Croatia, Thierry Langer of Belgium, Isabella Moon of Australia and Mirlene Picin of Brazil have been chosen as athlete ambassadors for sustainability.

"By joining as a sustainability ambassador, I feel that I am taking care of the IBU itself, and everything and everyone connected to the sport," said Burnotte.

"I especially want us to reflect on the partnerships we need in a world that is expected to change and the steps we need to take together."