17-09-2025

The “We can blue it!” initiative is growing, as is the “piùblu” association that promotes it. Now in its third edition, it returns with the support of Almaviva and the Italian Rowing Federation. Starting from Rome, it will engage fifty rowing clubs throughout Italy.

Almaviva has supported this alliance between volunteer work, business, and the world of sports from the very beginning, with a strong push from the younger generation. The event coincides with World Rivers Day, the international celebration launched in 2005 and held every year on the last Sunday of September, dedicated to river ecosystems. On Saturday, September 27th, a simultaneous clean up will take place with the Circolo Ondina Generali (17 Roman and 32 Italian rowing and canoeing clubs, for a total of 50 clubs, from North to South). The event is open to residents, who can help clean the riverbanks, and to rowing and canoeing athletes, who can help clean the waters of the Tiber River and other national rivers involved.

On Sunday, September 28th, the Almaviva Blu Race will be held - an open rowing competition featuring the participation of about 20 mixed, intergenerational crews competing along the banks of the Circolo dei Canottieri Aniene on the Tiber River. For one day, the river will be transformed into the "Ripa Blu Village", with environmental booths, talks, presentations, and educational games for children.

The initiative was presented yesterday at Six Senses Rome, one of the event's partners, which supports the sustainability aspect.

“We are living through a time of great change,” commented president Alberto Tripi, speaking at the press conference. In such a critical context," commented Almaviva President Alberto Tripi, speaking at the press conference, "we must work to minimize the environmental consequences that our economy can inevitably generate. At Almaviva, we stand alongside piùblu to raise awareness of the importance of protecting seas and rivers, which are ideal places for practicing sports. Commitment to the environment cannot be limited to local, or even European, initiatives. It must be global in scope."