The Olympic and Paralympic Games are marked by unforgettable moments in which athletes meet every four years for a new opportunity to make history in sports. Whether on the field, on the court, on the mat or on the track, competitors perform memorable feats, breaking records, and bringing prestige and joy to their nations.
Just like the athletes, the host country of the Olympic Games also has a unique opportunity to show the world a little of its culture and ability to be a good host. For Brazil, it is the chance to present to the world our level of organization, modernity and administrative efficiency, as well as our ability to coordinate a mega event. And what does this sporting celebration have to do with sustainability? A lot! You will understand throughout this text.
The spirit of the Olympics embraces important concepts of Sustainability
The concept of the Olympics is more closely linked to sustainable practices than we think. In addition to the competitions themselves, the Olympic Movement is constantly working with several countries, preaching values such as the pursuit of prosperity for all, the importance of investment in social practices and in innovation, O teamwork and the harmony between nations.
These are crucial concepts for developing a global and viable model of economic growth combined with environmental and social concerns, which we call Sustainability. For example: without financial resources, it is impossible to promote investment in the field. Without physical activity, there is no way to achieve full health. Following the same line of reasoning, scientific advancement – innovation – is essential for rethinking ways of managing resources.
However, it is very difficult to implement sustainable development in a partial way: no matter how much awareness-raising efforts there are in a country or group of countries in favor of adopting sustainable practices, this work needs to be carried out on a truly global level in order to produce tangible results. And this requires dialogue, understanding, goodwill, respect and mutual trust. These are values that the Olympic Movement has preached around the world for over a century.
As you can see, I am not referring to sustainability only from the point of view of environmental care. Of course, this issue is at the core of this thought, since it is part of human work to transform nature. But it is not just about the obvious environmental concern that the topic raises. Sustainability goes far beyond that. It is also about placing the perpetuation of prosperity and social development on a podium where only first place exists.
In this sense, there is a modality in which we can already consider ourselves victorious even before the Olympic cauldron is lit: the implementation of sustainable practices at the event. In fact, this “medal” was secured back in October 2009, when the Marvelous City was honored to promote the Games with a sustainable bid, combining concern for the use of the planet’s resources with local businesses and the benefits that the event will bring to the community. And we can now say that these are the most sustainable Games of all time.
The 2016 Olympics: efficiency and reducing environmental impact
Holding a mega-event requires the use of many human, financial and natural resources from the host country. There is a great demand for water, energy and raw materials for infrastructure works and the execution of the competition itself, from the competitions to the accommodation of the athletes. Therefore, the planning of the Rio 2016 Olympic Games, from an environmental point of view, was based on three pillars: efficient use of resources, low carbon emissions It is waste management.
Rio 2016 set a great example in this regard. Its headquarters was designed as a temporary structure made of containers, to house up to 2,400 people. The building has a rainwater harvesting system and a lighting system with 2,900 GE LED lights, which save up to 90% of energy. The air conditioning system reduces energy consumption by up to 50% and allows temperature control by zone. The use of solar energy capture panels is also part of the project.
It is clear that planning is no guarantee of success. However, it is already a great leap to put these three concepts as guidelines for an event with the scale of the Olympic Games. It is up to us – representatives of companies, government and society – to demand that this logic be incorporated into every public or private enterprise at all times, whether the world's spotlight is on us as during the Games or not.
Why is investing in people and sport a sustainable attitude?
As I said before and as many already know, sustainability goes far beyond environmental issues. It is a balanced form of resource management that allows for economic and social development and the healthy maintenance of the planet. Therefore, government and corporate support for accessibility, social inclusion, health and innovation initiatives represents an essential sustainable practice. Within the possibilities outlined in this context, few actions can be as inclusive, accessible, innovative and healthy as sports.
Promoting the Olympic and Paralympic Games is a great opportunity to generate investment in the host country. The amounts required for this are high and the responsibility must be proportional, from the bidding process for suppliers and resource management to the transparent presentation of revenues and expenses to the public.
O CEBDS developed the Purchasing Manual, used by the team of Rio 2016 planning, which can be adapted to different large-scale projects for both the government and the private sector.
Case study of the partnership between GE and the Brazilian Canoeing Confederation
In addition to having a global partnership with International Olympic Committee (IOC) since 2005, the GE signed a co-sponsorship agreement with the Brazilian Canoeing Confederation in 2014. We believe that supporting the infrastructure and development of sports in the country can create a positive and transformative cycle: athletes in the sport achieve better results and young people feel motivated to practice sports activities.
In this specific case, we seek to foster the development of highly technological tools focused on improving the performance of Brazilian athletes and para-athletes in this sport. The partnership led to the creation of an ultra-modern application by GE's Global Research Center in Rio de Janeiro, allowing the collection of data and real-time performance analysis of athletes during training. It is innovation, digital technology and Big Data at the service of Brazilian sport – working so that our Canoeing athletes and para-athletes win many medals for the country.
Finally, in addition to sports, medals and athletes, another important topic related to the Rio 2016 Olympic and Paralympic Games is the legacy they will leave for the city. The medals are very important for the athletes' affirmation, there is no doubt about it. But the greatest victory will come when, after the pyre is extinguished and all the foreign delegations have left, the local population looks around and feels that the effort, work and patience they put in during the construction will have been worth it; that the city after Rio 2016 will be a better, more humane and more sustainable place to live.
May Rio 2016 be proof that our country is capable of creating and implementing a sustainable management model, harmonizing economic prosperity, respect for the environment and social inclusion.
Sergio Giacomo
Director of Communications and Institutional Relations – GE Latin America
President of the CEBDS Thematic Chamber of Communication and Education
Sérgio Giacomo took over the Communications and Institutional Relations area for GE in Latin America in March 2014, bringing with him more than 25 years of Corporate Communications experience. He is also President of the Thematic Chamber of Communication and Education of CEBDS.
Sérgio has a degree in French Language and Literature from the University of Paris-Sorbonne and in Social Communication/Public Relations from the School of Communications and Arts at the University of São Paulo.
