Following on from the eco initiative’s activation throughout the Tour of Britain, Team Sky are using the Tour De France to highlight its sponsor’s effort to save 1 billion trees in the Amazon rainforest with Rainforest Rescue.
The pro cycling team’s brand colours have changed from Sky’s corporate blue to Rainforest Rescue green and this stretches across their branded jersey’s, glasses, helmets, water bottles, saddles and specifically created green Pinarello bikes. Team Sky staff are also wearing 100% recycled sunglasses during the Tour and are using campaign branded Jaguar vehicles and a new look team bus.
Online videos outlining the objectives and details of Rainforest Rescue are hosted on the site, along with individual clips from key Sky riders in their own language promoting their support for the cause.
During the Tour a digital auction is running online on Team Sky’s website for selling off the limited edition kit in order to raise funds for the charity. Alongside this element is an online competition with prizes that include signed Team Sky green water bottles.
Sky’s Rainforest Rescue is a three-year joint initiative with WWF- which brings the programme added expertise and credibility. Its objective is to combat deforestation in the region of Acre in Brazil and the flagship aim is to save one billion Amazonian trees (roughly three million hectares of rainforest currently on course for deforestation). Its not just an eco initiative, but also one that aims to improve the livelihoods of poor families in the region.
Sky Rainforest Rescue’s also engages with governments and international bodies to address the causes of deforestation in the Amazon, as well as helping the Acre government to better monitor the situation. It is hoped that the campaign can set a trail for others to follow in the constant fight against deforestation. Fans are encouraged to donate with just £5 generating enough power to save 250 trees, £10 equating to 500 trees and £20 pounds a staggering 1000 trees.
Team Sky’s leader Bradley Wiggins comments “Changing to green for the Tour de France is a fantastic opportunity to draw attention to a hugely important issue. Millions of fans around the world will be following the Tour this summer and I hope they join us in supporting Sky Rainforest Rescue.”
Dave Brailsford, Team Sky Principal, says: “As a team we saw the opportunity to change our bikes and kit to green as the perfect way to raise awareness of Sky Rainforest Rescue amongst the Tour de France’s millions of worldwide fans. The vital work that Sky, WWF and the Acre state government are doing to help save a billion trees is of universal importance and we are proud to be able to help support that effort.”
Team Sky is also working with CO2Balance to invest in projects that will save equivalent amounts of carbon to those created by the team’s participation in this year’s Tour de France. In addition, CO2Balance are helping Team Sky to bench mark total emissions for the season with an aim to ensuring year on year decreases in team emissions.
Comment:
The strategic objectives behind Sky’s backing of pro cycling are numerous. By attaching its brand to the fast growing, increasingly popular and highly successful British bike racing programme, it is seen as supporting excellence and success, backing British (especially as in the lead up to the Olympics in London), as well as ensuring its presence on TV broadcaster and rival brand Eurosport’s race coverage.
This new eco sponsor campaign adds yet another objective – CSR. It boosts the sponsor’s sustainability credentials and environmental values. Choosing eco-friendly, fossil fuel free cycling to front this initiative simply makes good sponsorship sense.
Links:
http://www.teamsky.com/skyrainforestrescue
http://www.teamsky.com/article/0,27290,17546_7009965,00.html
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