Climate change is no longer a distant concern. It is a defining challenge of our time, one that demands not only policy and technology, but culture, influence, and collective action.
That is why, on 31 December, we officially launched SECOTO Operation and declared 2026 as the Year of Sports and Entertainment for Climate. This declaration is more than symbolic. It is a call to action, and it is backed by commitment.
A Strategic Commitment for Climate Impact.
Alongside this declaration, Patience Shumbusho, Founder of SECOTO, has announced a USD 1 billion strategic commitment framework dedicated to mobilizing the sports and entertainment sectors in support of climate action.
This commitment is designed as a phased, governed, and impact-driven framework to be deployed progressively through programs, partnerships, and initiatives aligned with climate awareness, sustainability, and measurable outcomes. It reflects a simple but powerful belief: sports and entertainment are not just industries — they are global forces capable of accelerating change.
Why Sports and Entertainment?
Sports and entertainment speak a universal language. They transcend borders, cultures, and generations. Athletes, artists, and creators influence billions of people every day, shaping values, behaviors, and aspirations.
When these sectors engage meaningfully with climate action, they do more than raise awareness. They inspire participation. They normalize sustainability. They turn responsibility into culture. By focusing on these sectors, SECOTO aims to transform influence into impact and inspiration into action.
What 2026 Represents
Declaring 2026 as the Year of Sports and Entertainment for Climate is an invitation to the world: To athletes, to lead by example To artists and creators, to use their platforms with purpose to institutions and organizers, to embed sustainability into events and operations, to communities and fans, to participate in climate-positive behavior throughout 2026 and beyond Then SECOTO will work with partners to support initiatives that align sport, culture, and entertainment with climate responsibility, Governance,
Transparency and, Responsibility.
The USD 1 Billion commitment is not a single transaction, nor an immediate disbursement. It is a long-term strategic framework, guided by governance principles, partnerships, and accountability mechanisms.
Deployment will depend on project readiness, compliance, impact alignment, and collaborative engagement.
Regular updates will be provided as initiatives are launched and milestones achieved. This approach ensures credibility, responsibility, and lasting value.
A Movement, Not a Moment
“SECOTO Operation and the declaration of 2026 are not endpoints. They are the foundation of a movement — one where passion meets purpose, performance meets responsibility, and global voices unite for the planet. Climate action cannot succeed in isolation. It requires everyone — including the world’s most influential sectors to take part.
2026 is the year sports and entertainment step up for the climate. and together, we can turn influence into solutions — for people, for communities, and for the planet,” said Patience Shumbusho
