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West Indies to wear Apex on its sleeve in T20 World Cup

Apex Group Ltd, the Bermuda-based global financial services provider, has become the official sustainability partner of Cricket West Indies and the shirt sponsor for the West Indies men’s team for the T20 World Cup.

Apex said that the partnership is thought to be the first of its kind in international cricket.

The company said that it is supporting the current T20 world champions before the ICC Men's T20 World Cup to provide sustainability and environmental advisory services to CWI, the regional governing body for cricket in the West Indies.

The partnership covers an initial three-year period with Apex as CWI’s exclusive sustainability partner.

During the T20 World Cup, Apex’s logo will be the exclusive commercial partner on the sleeve of the West Indies men’s playing shirts.

Apex Group said that it is a global market leader in the provision of environmental, social and governance rating, benchmarking reporting and advisory to businesses big and small in every sector to drive positive change for people and planet.

As part of this partnership, the group said, it will deliver its carbon footprint assessment once a year for CWI, with the ultimate goal of supporting CWI to become carbon natural as a result of the partnership.

Apex said that research published in 2020 by the Rapid Transition Alliance estimates that cricket will be the sport hardest hit by climate change, and the impacts are already evident: Indian Premier League matches have been moved because of severe drought, heatwaves in Australia have put dehydrated cricketers in hospital and two hurricanes recently hit the Caribbean, damaging cricket grounds in Anguilla and Dominica.

But it added that cricket is not only a victim of climate change but also a contributor through travel and the operation of playing facilities.It is estimated that the global sports industry is responsible for at least 0.6 per cent of global emissions that makes it responsible for 300–350 million tonnes of carbon dioxide emissions.

The need to act now is undeniably clear, Apex said, and with the 2021 United Nations Climate Change Conference starting next Sunday, climate change is firmly at the top of the agenda on the world stage.

By supporting CWI to identify and calculate the carbon emissions it contributes, Apex said, it will help the organisation to lead the way in driving sustainability in cricket and putting in place an action plan to reduce and offset these climate-altering outputs.

Peter Hughes, founder and CEO of Apex Group, said: “Amid the climate crisis, sport, like all industries, needs to act now to reduce its impact on the environment.

“We are excited to announce our partnership with the West Indies cricket team to provide our market-leading carbon footprint consultancy services, to help cricket do its part to combat the growing, global climate crisis.

“The West Indies represents some of the world’s most beautiful natural environment that we are looking to protect, so for us it makes perfect sense to partner with Cricket West Indies to kick-start our campaign to drive sustainability in sport.

“We wish the team every success as they defend their title as the current holders of the ICC Men's T20 World Cup.”

Ricky Skerritt, president of CWI, said: “Sustainability is a powerful concept that is being woven into our organisational fabric on all fronts. We are therefore proud to announce this innovative commercial partnership with Apex Group, welcoming a new international partner to support West Indies cricket.

“For the many West Indian countries that we represent, climate change is a real and present danger. As the first international cricket organisation to systematically commit to evaluating and reducing our carbon output, Apex will help CWI devise an action plan to become fully sustainable on and off the pitch.

“For CWI, this will directly impact cricket because of how facilities and operations will need to change and adapt. We will also need plans to understand and offset the international and regional air travel that our teams have to undertake.

“In partnership with Apex, we intend to use our combined global platforms to act and drive change for future generations to come, of cricketers and fans.”

Will Chignell, Apex ESG chief commercial officer, added: "Of all the sports and teams available globally, we chose the West Indies as the perfect partners to align with Apex to launch this initiative: an ‘islands nation’ who understand the devastating impacts of climate change as well as anyone, and as the reigning T20 world champions, share our commitment to excellence.

“This long-term relationship underlines the commitment, both of Cricket West Indies itself to become more sustainable, but also to widen the message alongside Apex, that action is needed — now, from us all.”

Pioneering partnership: Bermuda-based Apex Group and Cricket West Indies (Photograph supplied)

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Published October 25, 2021 at 7:56 am (Updated October 25, 2021 at 7:56 am)

West Indies to wear Apex on its sleeve in T20 World Cup

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