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What future for sport and sponsors after the coronavirus lockdown?
Global sport is facing the “mother of all wake-up calls” as it emerges from the coronavirus lockdown, with uncertainty over what the landscape for participants and sponsors will look like.
Former head of Olympic marketing Michael Payne believes that although “it will be very painful pulling through it”, sport will nevertheless emerge “healthier and stronger”.
While a leading advertising industry figure warns it will be “nip and tuck” for the organisers of the rearranged Euro 2021 football championships and the Tokyo Olympics, former Formula One supremo Bernie Ecclestone has told AFP the ordinary fan will just be glad to have the diversion of live sport again.
Apart from a few exceptions — the sideshows of football in Belarus or racing in Hong Kong and Australia — sport has been at a standstill since mid-March as the coronavirus pandemic swept the globe, claiming more than 370,000 lives. Only now is it edging back to action.
Payne, who was widely credited with transforming the finances of the International Olympic Comittee through sponsorship, said such an unexpected crisis had caught sport woefully unprepared.
“Whether it’s international sports federations, football clubs or F1 teams, many were living way beyond their financial means,” he said in an interview with AFP.
“Very few bodies or organisations had funds set aside for a rainy day.
“This has been the mother of all wake-up calls.”
The 62-year-old Irishman says to learn lessons he always draws on the biggest crisis he experienced — the Olympic Salt Lake City scandal in 1999.
For three months he went to work wondering whether the IOC would see the day out.
“Top business leaders at the time told me a measure of leadership is how you take advantage of a crisis so ultimately you will come through stronger,” he said.
“It was very painful at the time but eventually I look back and say a lot of good came out of that.”
Payne says similar leadership — and tough and unpopular decisions — are required now.
“Major changes can and will need to be driven through that perhaps would not otherwise have been able to be pushed through if everyone was sitting in their comfort zone.
“What might have been previously politically unacceptable could now be possible. Sport will be leaner and stronger for it.”
Football clubs will need to rein in their spending as money from ticket sales “will take quite a while to come back”.
“In the interim, clubs, event organisers and federations are going to require some serious financial engineering to manage the business,” he said.
Distancing
Should spectators be allowed to attend events, one consequence of coronavirus is likely to be strict social-distancing measures being imposed if the Olympics and Euro 2020 take place next year.
Martin Sorrell, the British founder of advertising giant WPP, who sits on the IOC Communications Commission, says the Tokyo organisers are in a race against the clock.
“I think it will be nip and tuck because you have to plan it so far ahead, from now really, and make adjustments which is for something very complex.”
“Same thing for Euro 2021,” he added. “Will the organisers be right to play it behind closed doors or reduce audience participation?”
Terrence Burns, a former IOC marketing executive who since leaving his role has been pivotal in five successful Olympic bid city campaigns, says imposing restrictions on spectators would rob major events of “part of their mystique and appeal”.
Burns is upbeat about the future for sponsors but expects them to choose projects more carefully.
“Sports will always be a major component of marketing and promotional strategy for brands because of its emotive efficacy,” he said.
“Having said that, I expect the ‘sponsor universe’ not necessarily to shrink, but certainly to become more prudent and more exacting as it looks ahead where to spend its money.
“This means sports will have to work harder, in some cases re-invent themselves, to attract sponsorship dollars that in the past were more of a sure thing.”
Fans desperate
Ecclestone, who ran F1 for decades, says the ordinary fan’s wish is rather simpler.
“At the moment what has the family to talk about but coronavirus?” he told AFP.
“It is hardly very uplifting and something you want to discuss, but people do discuss how it is affecting them or the best way to avoid getting it.”
While “none of us have a clue” about the science of the virus “people do have knowledgeable opinions on sport, who their favourite competitors are or who will win.
“As soon as it returns in that respect, the better for people’s morale.”
Reporting and photos: AFP
Sirru Fen Fushi – Private Lagoon Resort has welcomed former World No. 4 and Grand Slam champion Iva Majoli for an exclusive tennis experience set amidst the stunning natural island.
From Saturday, 26 April to Monday, 5 May, guests are invited to sharpen their skills, enjoy unforgettable moments, and train with a true icon of the sport. Known for her powerful game and fierce determination, Iva Majoli carved her name into tennis history by winning the 1997 Roland-Garros title, famously defeating World No. 1 Martina Hingis in a breathtaking final. With career highlights including titles at the Zurich Open and Tokyo Open, her presence on the island promises an inspiring and elegant sporting experience.
Schedule of Events
Saturday, 26 April:
- 5pm- 6pm: Adult Group Clinic (2-6 players max)
- 6pm-7pm: Meet & Greet: A Sunset Cheers with Iva Majoli
Sunday, 27 April:
- 5pm – 6pm: Kids Group Clinic (2-6 players max)
- 6pm -7pm: Private session
Tuesday, 29 April:
- 5pm- 6pm: Adult Group Clinic (2-6 players max)
- 6pm -7pm: Private session
Thursday, 1 May:
- 5pm – 6pm: Kids Group Clinic (2-6 players max)
- 6pm – 7pm: Private Coaching
Saturday, 3 May:
- 5pm- 6pm: Adult Group Clinic (2-6 players max)
- 6pm – 7pm: Private Session
Monday, 5 May:
- 5pm – 6pm: Kids Group Clinic (2-6 players max)
- 6pm – 7pm: Private Coaching
Whether you’re seeking to refine your backhand or introduce your child to the game under expert guidance, this is a rare chance to learn from a tennis champion in one of the world’s most exclusive island settings.
Spaces are limited. For bookings and further information, please visit www.sirrufenfushi.com or email reservations@sirrufenfushi.com.
Following a successful collaboration with Real Madrid last year, Patina Maldives continues its tradition of extraordinary partnerships: The luxury resort welcomes FC Bayern Munich for an exclusive series of football camps on the Fari Islands. A total of six camps will be offered throughout 2025, timed to coincide with school holidays. Football- loving children and teenagers will have the rare opportunity to train under the guidance of licensed coaches from the German champions – all against the spectacular backdrop of the Indian Ocean.
The core focus of the camps is the professional training based on FC Bayern’s proven approach, designed to enhance technical skills, tactical understanding and game intelligence. Under the guidance of highly qualified coaches, young participants will not only learn precise ball control and strategic thinking but also the importance of teamwork and a winning mentality. Divided into three age groups, the training ensures targeted, age-appropriate development for every individual. A special highlight: Each participant receives an official FC Bayern kit, including a shirt, shorts and socks, as a keepsake from unforgettable days on the field.
The Patina Maldives football camps are more than just training sessions, they blend athletic performance with summer ease. After intense practice sessions and valuable coaching tips, the Indian Ocean invites participants to explore its crystal-clear waters.
The camps offer an extraordinary experience not only for the young talents but also for their families, turning the stay into the perfect vacation for the whole family. While the young players refine offensive strategies, penalty kicks and solid defense on the field, parents and grandparents can unwind on the white sandy beaches, indulge in the award-winning spa, or explore a variety of leisure activities together — from sustainable initiatives like the Coral Restoration Project, where coral frames and ceramic structures are created, to watersport adventures and engaging art workshops. Patina Maldives offers a vacation concept that bridges generational needs. And with a bit of luck, a special surprise might be in store for both young and old: perhaps a professional football player will make a personal appearance!
The football camps will be held on the following dates: April 20th to 24th 2025, August 1st to 5th 2025, October 24th to 30th 2025, December 22nd to 26th 2025 and December 29th 2025 to January 2nd 2026.
Taking a bold step in championing women in diving, OBLU NATURE Helengeli by SENTIDO, part of the distinguished Atmosphere Core portfolio, and in partnership with TGI Maldives, ELE|NA Ayur spa and Marine Biologist Luca Melodia, have together launched International PADI Women’s Dive Month. This pioneering initiative extends the excitement of PADI Women’s Dive Day on 19th July into a full month, giving more thrill seekers the opportunity to experience the magic of the Indian Ocean.
Following a 2024 “PADI Outstanding Contribution to Women’s Diving” award, both TGI Maldives and OBLU NATURE Helengeli have been continuing their enthusiastic support for introducing more and more women and families into learning how to dive.
Helengeli island provides an incomparable diving experience. The island’s exotic house reef located just metres from the shoreline, and its surrounding dive sites are among the most sought-after in Malé Atoll, ideal for all skill levels, from beginner snorkellers to professional scuba divers. Throughout July, solo women travellers, adventurous families or even groups of friends escaping to this tropical haven, will find special offerings designed to encourage diving and exploration. All guests at the island resort enjoy the fully comprehensive OBLU Island Plan™, and in honour of PADI Women’s Dive Day, guests can enjoy a curated holiday package including wellness sessions, discounted dives, and engaging marine life talks.
Dive centre TGI Maldives boasts over 40 years’ experience supporting women in the sport of ocean diving. Known for their progressive approach to encouraging locals and travellers alike, the dive centre offers exclusive discounts on all dives booked by women throughout July, including the PADI Discover Scuba Dive for beginners. With a dedicated instructor, the discovery session is a safe and rewarding introduction to diving, even for non-swimmers, whilst for the professionals, excursions out into the big blue will unveil the Indian Ocean’s secrets.
TGI Maldives Operations Manager Greta Marcelli highlights the reasons for introducing this year’s Women’s Dive Month festivities, “There’s nothing like seeing guests’ emotions after their first dive. While we celebrate women in diving year-round, PADI Women’s Dive Month in July provides a platform to offer more reasons to join us in paradise. Partnering with the ELE|NA Ayur spa team and Marine Biologist Luca Melodia, we are creating an unforgettable and educational journey. We aim to bring together women, friends, and families for an immersive escape. Guests will enjoy diving, spa wellness classes, and all-inclusive dining. It’s a soulful island adventure into the aquatic world and beyond.”
To enhance the underwater adventure, the island’s ELE|NA Ayur spa team has curated over 18 different wellness activities, rotating throughout the month. From sunrise yoga by the ocean to aqua aerobics and core stability classes, these sessions help improve flexibility, endurance, and stamina, all essential for moving through the water with ease. And as a special treat, women who book a dive experience with TGI Maldives Helengeli will receive discounts on ELE|NA Ayur’s famous signature Coconut Shell and Sand Bundle massages. Drawing on age-old Maldivian healing practices, these unique rejuvenating therapies feature only locally sourced, sustainable ingredients and are just two treatments from the spa’s extensive award-winning menu.
Matt Wenger, PADI Regional Manager for the Maldives, stated, “As a leading PADI certified dive centre in the Indian Ocean, the team at TGI Maldives brings exceptional expertise in introducing ocean enthusiasts of all ages and backgrounds to the wonders of scuba diving. This July, by extending our PADI Women’s Dive Day celebration into a month-long event at the truly stunning OBLU NATURE Helengeli resort, we aim to welcome even more newcomers to the sport while also offering advanced certifications for existing enthusiasts”.
This July, guests are invited to take full advantage of the PADI International Dive Month at OBLU NATURE Helengeli and book their stay with a generous 20% discount on a fully inclusive stay of a minimum of four nights. TGI Maldives is offering 20% discount on all women’s PADI-certified dive courses booked throughout the month of July whilst ELE|NA spa also extends a 20% discount on the Coconut Shell and Sand Bundle signature treatments for every female guest who books a PADI Dive Month course.
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