PRESS RELEASE.
Rome, 16 September 2025, at Hotel Six Senses Rome — On the occasion of World Rivers Day, the international event that since 2005 has celebrated the river ecosystem every year on the last Sunday of September, piùblu ETS organises — in synergy with Almaviva, FIC and Six Senses Rome — its most important event, WE CAN BLU IT!, on 27 and 28 September 2025.
WE CAN BLU IT! — now in its third edition — proposes on Saturday 27 September a simultaneous clean-up between the Circolo Ondina Generali, 17 Rome rowing and canoe clubs and 32 clubs across Italy, totalling 50 clubs from north to south, open to citizens for the clean-up of riverbanks, and to rowing and canoe athletes for the clean-up of the waters of the river Tiber and the national rivers involved.
On Sunday 28 September, the Almaviva Blu Race — an open rowing competition with the inclusive participation of approximately 20 mixed and intergenerational crews — will take place along the bank of the Circolo Canottieri Aniene on the river Tiber, which will be transformed for one day into the Villaggio Ripa Blu, with environmental stands, conferences, presentations and educational games for the youngest.
With the national initiative WE CAN BLU IT!, piùblu ETS aims to combine environmental and sporting education to raise citizens’ awareness of the importance of protecting rivers, lakes and seas.
The educational aspect is central, and attention to young people is decisive — transforming them into true blue ambassadors. Alongside the educational aspect, sport plays a central role. The discipline of rowing transmits values of collaboration and collective commitment. For this reason, from 2025 piùblu ETS and the Italian Rowing Federation have signed a memorandum of understanding with the aim of raising the awareness of athletes, young people and local communities about respect for the environment — in particular aquatic ecosystems — and of promoting sustainable best practices in sport. Sport becomes a means of communicating that protecting the environment requires the same team spirit and determination needed to face a race.
The overall purpose of the event is to build a conscious and participatory community, capable of turning the principles of sustainability into concrete actions. With this integrated approach, piùblu ETS, together with its partners and supporters, reaffirms that environmental education and sport can go hand in hand, helping to shape responsible citizens who are attentive to the future of natural resources.
The WE CAN BLU IT! event is endorsed by the European Parliament and European Commission; by MASE — Ministry of the Environment and Energy Security; by CONI — Italian National Olympic Committee; by the Municipality of Rome, Councillorship for the Environment and Waste Cycle; by FIC — Italian Rowing Federation; by FICK — Italian Canoe and Kayak Federation; by ASVIS — Italian Alliance for Sustainable Development; by WWF. Partners of the event: Almaviva, a global digital innovation group; FIC — Italian Rowing Federation; Six Senses Rome, the first urban hotel of the Six Senses Group, which has made sustainability one of its most important pillars since the opening of its first resort in 1995; ISDE — Association of Doctors for the Environment; FIDAS — Italian Federation of Blood Donor Associations; World Rivers Day. Technical partners: Circolo Ondina Generali, Naturasì, Orto. In collaboration with: Goumbook, Tevere Day, Marevivo.
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