ONE of the UK’s most ethical sports agencies has joined forced with a Kenyan-based charity which protects rangers battling to protect Africa’s endangered species.
For Rangers raises awareness and funds about the dangerous work its protectors, the rangers, do in keeping wildlife in 16 protected areas of Kenya and around the world safe, along with drawing attention to the fact that more than 1000 rangers have died worldwide in the line of duty since 2003.
And now the organisation has won the support of The Athlete Media Group, which represents 16 elite athletes from across a range of sporting disciplines, announced ahead of this week’s (31 July) World Rangers Day.
AMG has agreed that every time one of its elite athletes performs and wins in their particular sports – which covers rugby, sailing, triathlon, boxing, beach volleyball and table tennis - the agency will donate funds to the For Rangers charity.
The agreement was inspired by Eliud Kipchoge, the world’s fastest ever marathon runner, competing at the 2021 Tokyo Olympics, and a For Rangers ambassador.
Mark Middlemas, CEO and Founder of AMG said he was inspired to support the charity after hearing Kipchoge “speak so passionately” about the vitally brave work the rangers carried out.
“I thought why couldn’t we pair our athletes with the protected areas the rangers work in and use their performances around the globe to raise additional funds in a fun, creative way?” he said.
“Without the keynote wildlife species the rangers protect the valuable eco-systems would disappear and so I wanted to help do something about it. This is all about performance-powered wildlife protection. We plan to invite brand partners to match our athletes contributions as part of future deals and aim to take the idea to a much bigger level across sport.”
Sam Taylor, co-founder of For Rangers, said he was delighted about the partnership.
“The rangers risk their lives on a daily basis to protect the animals and the areas that they live in,” he said.
“It is so important that we draw attention to the work they do and find ways to support them and this brilliant partnership with The Athlete Media Group will help us do this.
“We are very grateful for their support.”