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Apex goes for gold: our partnership with Bermuda’s greatest athlete

10 June 2022

We recently announced the signing of a three-year partnership with Flora Duffy, DBE, Olympic and World-Champion Triathlete, providing her with sponsorship and sustainability support in the crucial run up to the Paris 2024 Olympics.

Flora Duffy says: “I am proud to be starting this partnership with Apex Group, who share my Bermudian roots and global outlook. As a professional triathlete, my career involves significant amounts of travel to competitions and training and I have a responsibility to play my part in the fight against climate change by calculating, reducing and offsetting my carbon footprint.”

“With Apex’s help, I hope to become carbon neutral within a year and to set an example for other athletes. Apex walks the walk and has recently offset its own lifetime of carbon emissions – I look forward to sporting their logo when I next compete and thank them for their support.”

Here, our CFO David Carrick explains how why Apex, a global financial services provider chose to partner with one of athletics’ biggest sporting stars. 

Why did Apex, a global financial services provider, choose to sponsor and partner with Flora Duffy?

Apex and Flora both have their roots in Bermuda – it is where we were founded - and are committed to excellence on the global stage in our respective fields. We have followed Flora’s trailblazing career to date closely, watching her become Bermuda’s first female Commonwealth gold medallist and the only person to win three triathlon titles in the same year.

We are always on the lookout for potential partnership opportunities with teams and individual athletes who demonstrate and share our values including a commitment to sustainability and the environment. We were initially introduced to Flora through the Bermuda business community.

Flora has long demonstrated her commitment to the Bermudian community and as a responsible global citizen, with her eponymous “The Flora Fund” supporting aspiring young athletes to maximize their potential. We are proud to not only be sponsoring Flora, but also to be supporting her with our sustainability services.

What will the sustainability partnership entail?

Our purpose is to be more than just a financial services provider and to drive positive change for a more sustainable future.  As part of Flora’s commitment to sustainability, our award-winning ESG team will conduct a carbon footprint assessment by gathering data on Flora’s scope 1, 2 and 3 carbon emissions including travel over a year-long period. Our ESG team will then advise Flora on how to reduce and responsibly offset her carbon footprint through one of our offsetting partners.

In addition, we are committed to Women’s Empowerment in all aspects of life, including equity of opportunity in both business and sport. Flora will be working with us to promote equal opportunities for women including sharing her insights with our employees and members of our recently launched Women’s Accelerator program.

Will Apex be announcing further sustainability partnerships with sporting teams or individuals either in Bermuda or internationally?

Our partnership with Flora continues our drive to promote sustainability in sport following our landmark sustainability partnership with Cricket West Indies, announced last year. We want to encourage more sporting teams, venues and events to drive positive change and are here to help guide them to understand their impacts, and to design an achievable plan to become carbon neutral and implement long-term sustainable change.

Our ESG team are currently working with sporting teams, clubs and national organization across rugby, soccer and others to support them on their journey to carbon neutrality – we look forward to sharing more on their progress soon.


Find out more about our ESG advisory services  by contacting us.

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