24/08/2023
UTMB Sponsorship Green Rage
An opinion piece by Warren King
If you follow any trail running pages on social media you are probably already aware of the latest brouhaha surrounding UTMB, the race everybody loves to hate.
If not, a very brief summary: UTMB recently announced Dacia as its new headline sponsor.
If, like me, you had no idea who that is, Dacia is a European [Romanian, founded 1966 - Ed] carmaker that specialises in making 'environmentally friendly SUVs' (according to UK leasing company avluk.co.uk). The announcement has been met with something of a green backlash, with some corners of the trail running world expressing dissatisfaction at the 'insensitivity' of allowing a 'carbon-heavy' brand to throw money at our beloved sport.
This sentiment has been most prominently represented by an online petition (https://tinyurl.com/news-greenrunpetition-tm16) started by The Green Runners (https://tinyurl.com/news-greenrunners-tm16), a UK-based environmental running community (Facebook https://tinyurl.com/news-utmb-tm16), asking UTMB to denounce Dacia as a sponsor and signed by none other than the world’s highest profile and arguably greatest trail runner, Kilian Jornet. https://tinyurl.com/news-kiliansign-fb
The general response in the social media Town Square has been pretty overwhelmingly sceptical of the outrage, not least because Kilian himself counts Mercedes-Benz as one of his own sponsors.
Without judging any individual, especially one who has been inspirational to so many not only in his athletic ability but also in his lifestyle and positive attitude to life, it is nonetheless easy to be sceptical about this storm of self-righteous green-rage that has erupted in the trail running teacup.
No one will argue that the underlying cause is not a good one. As trail runners, we are probably closer to nature and more invested in the sanctity of our natural environment than most.
However, this crusade against the biggest, highest profile and most commercially-oriented trail event (and brand) in the world, one that annually spurs 10,000 people from every corner of the globe to jump on planes, trains, and automobiles to travel vast distances to get to the glorious Alps and probably has a bigger carbon footprint than the annual World Economic Forum talkfest in Davos*, smacks of hypocrisy.
The flip side is that it has sparked conversation on topics that we definitely should all be talking about. Notwithstanding the risk of a backlash to what may be viewed as “green extremism”, if the result is nothing more than all of us being a little more aware of the roles we have to play as individuals in our fight to protect the planet, then it is a good one.
Oh, plus we now all know who Dacia is.
* Located in the same neighbourhood as UTMB, coincidentally.