The Salvem la Vall Platform has described it as a "gesture of coherence" by the Benissa Perimetral organization for having rejected the sponsorship of the VAPF Group, the construction company of the PAI Medina de Llíber, for the race that runs through the Muntanya Llarga . This area is the one that is threatened precisely by the macro complex of 488 homes that the company is carrying out in the Valley of Pop.
The Perimetral is one of the most recognized races on the Valencian mountain competition circuit and the largest sporting event of the year in Benissa, with almost 1000 participants and 200 volunteers. For this reason, Salvem la Vall has praised the organization's decision, based "on its principles of esteem and respect for the territory."
The Platform has indicated that the company resorts to eco-laundering strategies or greenwashing, "by infiltrating mountain events and popular races." In addition to Perimetral, the organization points out, "the company became one of the main sponsors of the Benissa athletics club in April 2022. Greenwashing, a green marketing practice aimed at creating an illusory image of ecological responsibility, which in This case coincides with the speculative interests of the macro PAI Medina de Llíber.
The Salvem la Vall Platform has emphasized its praise for the decision of the Perimetral organization, while calling on the Benissa athletics club to follow its example immediately. Likewise, it urges runners and volunteers to report these practices, considered "more like bribes than true sponsorships."
