This is where WWF (World Wide
Fund for Nature), the world’s largest and most respected independent nature conservation organization, came in. FISA recognized that there is no environmental organization more correct and credible in their practices than WWF, and so they approached them to form a partnership. After a brief period of deliberation, WWF agreed and in May 2011 the Clean Water Alliance was born. It is a partnership that has, since then, gone from strength to strength. The alliance was formed with two main aims in mind. Firstly, to set new standards in the management of sustainable sporting events, and secondly, to unite rowers all around the world in taking action that will protect water, raise the awareness of others, and support local conservation and clean-up initiatives. Both of these targets have been met with great success. In the first instance, countless regattas have been managed using innovative techniques that are beneficial for both the sport and the environment. The recent Samsung World Rowing Cup I in Sydney is an excellent example. Environmental considerations took pride of place in the organization of the event and during the design of the Sydney International Regatta Centre. Native aquatic plants and Australian sea bass were put in the lakes in order to maintain the ecosystems, wetlands were created so as to provide a natural habitat for water birds, and more than 30,000 native trees and shrubs were planted to ensure that the area’s regeneration is continued. This attention to detail has taken place at many regattas worldwide and has ensured that the habitats used for races remain vibrant ecosystems, often ending up in better condition than when they first started. The second target has also been a triumph. The Clean Water Alliance is a global partnership, but it is through local initiatives that real change has been felt. It is important to understand that awareness and action take root more effectively at a grassroots level rather than in boardrooms. The 2014
European Rowing Championships in Belgrade, for example, engaged with people in personal and exciting ways. Students from Serbian schools were contacted and provided with an interactive environmental game to help them understand and appreciate the importance of managing the Danube’s natural fresh-water ecosystem. In addition to this, each student was given rowing machine tuition by some of Serbia’s top athletes and coaches. The willingness to engage at a local level is without doubt at the heart of this partnership’s success. It is a global vision achieved through thoughtful local initiatives. Jochem Verberne, the head
of corporate relations at WWF International, also cites the importance of local action in helping the Clean Water Alliance work towards its goals. He recognizes the communications aspect of the Alliance as being its greatest success, because global water issues are now making their way to the top of the political agenda worldwide. Best practice for maintaining clean lakes is available in rowing clubs in over 100 countries, and Verberne reckons that hundreds of thousands, if not millions, of people have been reached by the WWF message. If people want to adopt a particular project in the local area then they are encouraged to do so, whether it is related to the sport or not. In this way, WWF is able to appeal to a much larger audience than only those involved in elite rowing. This is excellent news for the organization as well as for the environment in general. Verberne is compelling on the subject
of why WWF agreed to the partnership in the first place. WWF are, of course, approached by many organizations and businesses each year. So what singled FISA, and rowing in general, out from the crowd? Verberne highlights the importance of WWF’s reputation when it comes to picking their partnerships. They can only make alliances with organizations that present a low risk to the WWF brand: for this reason FISA was a perfect fit. It is a well-established organization that has no corruption allegations, no doping scandals, a low environmental impact, and is not run
for profit. It also provides WWF with a huge and unique global audience. There is no money involved in the deal between the two companies, just a mutual belief in the importance of changing the world for the better. WWF get more publicity while mobilising more people into positive action, and the experience of rowing is enhanced as well as its marketability. Everybody wins.
Double Olympic gold medal-winning
rower Andy Hodge is a passionate supporter of the Clean Water Alliance. Having taken an MSc in Water Science, Policy and Management at Oxford University, he knows a thing or two about the environmental science behind clean water initiatives, as well as having vast experience of what it’s like to row in many different types of water. He is deeply interested in the subject of why rowing makes such a perfect foil for tackling environmental issues. He points out the high dependence that rowing has on its environment in comparison to, say, football. Whereas a football pitch can be perfectly maintained to a high standard, rowing takes place in an ecosystem where a multitude of different factors come into play. The environment, therefore, is instantly more to the forefront of the sport. In addition to this, rowing is often very collegiate-based owing to the expense of equipment. The types of athletes attracted are, generally speaking, going to be educated to a high level and be able to offer a lot outside of the sport. Rowing, then, is perfectly suited to taking on the environmental mantle and helping WWF to tackle the major water issues facing the world. It attracts the type of athletes who take masters degrees in water science and are able to use their high profile to help change the sport, and the world, for the better. With the right education and initiatives in place, it is possible for rowers to leave regattas and the rowing world in a better state than when they arrived. And with a huge initiative planned
by the Clean Water Alliance set to be announced in the next few months, it looks like this fertile partnership is set to achieve bigger and better things. Watch this space. ROW360
ROW360 // Issue 001
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