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What future for sport and sponsors after the coronavirus lockdown?

Published

5 years ago

June 2, 2020

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.

*Tokyo Olympics’ organisers face a tricky logistical challenge. PHOTO: AFP/File / Philip FONG*

“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

*Staff disinfect match balls in the Bundesliga. PHOTO: POOL/AFP/File / Odd ANDERSEN*

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

*Former F1 boss Bernie Ecclestone. PHOTO: AFP/File / ANDREJ ISAKOVIC*

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

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Nova Maldives, PADI partner for transformative Ocean Adventure Week with India Black this July

Published

1 week ago

March 25, 2025

m@ldives

This summer, Nova Maldives, the soulful island resort, is proudly partnering with the world’s leading scuba diving organisation, PADI, to host a unique ocean adventure week from 13 to 20 July, in celebration of PADI’s 11th Women’s Dive Day on 19 July 2025.

Nova & PADI’s Transformative Ocean Adventure Week will be co-hosted by PADI AmbassaDiver, conservation advocate, and broadcaster India Black, and PADI Regional Manager for the Maldives Matt Wenger, inviting ocean lovers from around the world to immerse themselves in diving, conservation, and community, while discovering the transformative power of the ocean and promoting sustainable diving practices.

Taking place at Nova’s stunning South Ari Atoll location, this event will feature guided dives, marine conservation workshops, and sustainability-focused training. Guests will have the rare opportunity to explore the protected pristine waters of the South Ari Marine Protected Area (SAMPA), witness diverse marine life, including manta rays and whale sharks, and deepen their understanding of ethical diving and ocean stewardship.

Leading the way alongside PADI AmbassaDiver India Black is PADI Regional Manager Matt Wenger, who brings nearly three decades of experience as a PADI Pro. Now in his tenth year overseeing PADI’s presence in the Maldives, Matt has played a key role in expanding PADI’s reach across both luxury resorts and emerging local island destinations. His dedication to sustainability and marine conservation aligns closely with PADI’s Three Pillars of Change, ensuring that responsible diving and environmental awareness remain at the heart of this experience. A passionate storyteller and advocate for ocean conservation, India Black has dedicated her career to inspiring people to adventure further, care for themselves, and protect the planet. Having spent time rehabilitating sea turtles in the Whitsundays, paddling 110km across Hawaii’s Alenuihaha Channel, and championing marine protection initiatives worldwide, her connection to the ocean runs deep. For India, the water has always been a place of healing and personal growth, and she hopes this event will encourage others to experience the same. With Matt’s deep expertise in the Maldives diving scene and India’s mission to connect people with the ocean, this event promises to be an inspiring, educational, and immersive week for all participants.

“The ocean has given me so much — peace, perspective, and connection — and I’m so passionate about helping others find that too,” says India Black. “This week is about more than just diving; it’s about learning how we can all play a part in protecting the marine world while building unforgettable memories in it.”

Hosted at Nova’s soulful island resort located in the breathtaking South Ari Atoll, the event offers guests a curated programme of conservation-focused activities, dives, and educational workshops designed to deepen their understanding of ocean protection. With India and Matt’s expertise, throughout the week, guests will experience:

Manta Quest Snorkelling – Head off in search of majestic manta rays in their natural habitat.
Whale Shark Snorkelling – Swim alongside the Maldives’ gentle giants in an unforgettable encounter.
Turtle Quest – Discover the Maldives’ endangered sea turtles while learning about conservation efforts to protect them.
Ocean Clean-Up Dive – Take hands-on action by removing marine debris from the reef.
Blue Planet Movie Nights – Unwind under the stars with screenings of BBC’s Blue Planet series, deepening appreciation for the underwater world.
Marine Conservation Talks & Workshops – Attend presentations on whale shark research, coral conservation, and PADI AWARE’s initiatives[ma1] , exploring sustainable diving and marine protection.
Women’s Dive Day Celebration – A special PADI Women’s Dive Day event to encourage and empower more women to embrace diving and ocean conservation.

As partners of the MWSRP (The Maldives Whale Shark Research Programme) and accredited by Manta Trust as Responsible Manta Tourism Operator Nova is proud to support the conservation of the Maldives’ beautiful gentle giants. At the heart of the event is a commitment to sustainable tourism, ocean conservation, and community connection, values that align closely with India’s own mission. Having built a platform dedicated to encouraging others to adventure further, love themselves better, and protect the planet, India hopes to inspire attendees to see themselves as stewards of the ocean.

“My journey with the ocean has shaped who I am today, and I’ve learned that once you truly connect with the sea, you can’t help but want to protect it,” she says. “I’m so excited to dive alongside Nova’s guests, share what I’ve learned, and hopefully spark that same love for the water in them.”

Nova’s General Manager, Abdulla Aboobakuru, adds: “This event embodies everything we stand for at Nova — community, connection, and sustainability. Partnering with PADI and India Black gives us an incredible opportunity to not only showcase the natural beauty of the Maldives but also inspire guests to become lifelong ocean advocates.”

The Nova x PADI Transformative Ocean Adventure Week from 13 to 20 July 2025 is available to book exclusively through Nova , with limited spots available. Full Board Plus rates start at USD 493/night in a Beach Villa and USD 694/night in a Water Villa (inclusive of tax) based on two adults sharing when booked direct.

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Join football legend Teddy Sheringham at Amilla Maldives

Published

2 weeks ago

March 17, 2025

m@ldives

Amilla Maldives has announced that football legend Teddy Sheringham will be returning to the resort this April. From 2nd to 8th April, Sheringham, celebrated for his pivotal role in Manchester United’s treble-winning team, will be inspiring the next generation of footballers with a series of training sessions.

Sheringham, whose 24-year career has cemented him as one of football’s most respected figures, will lead daily sessions from 4:00pm to 6:00pm for young football enthusiasts aged 4 and above. The week-long experience will offer a unique opportunity to train under the guidance of a world-class footballer.

“We are delighted to welcome Teddy back to Amilla Maldives,” said Narelle McDougall, General Manager. “His passion and commitment to inspire young players makes this a truly special event.”

Football fans need no introduction to Sheringham’s remarkable career, and this event promises to be a memorable week of football, camaraderie, and the chance to train with one of the greatest players of his generation.

For reservations, contact reserve@amilla.com.

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Vieri brothers to lead football camp at Siyam World Maldives this April

Published

3 weeks ago

March 14, 2025

m@ldives

Calling all parents whose kids spend more time perfecting their goal celebrations than, actually passing the ball! This April 19th to 21st, 2025, Siyam World Maldives is bringing football royalty to the island, as legendary striker Christian Vieri and pro coach Max Vieri host an unforgettable kids football camp. This is not your usual “run drills until your legs give up” training. It’s about skills, fun, friendships, and, let’s be honest, giving parents a little peace and quiet.

This fun-filled camp is designed for kids aged 5 -12 years, and promises to focus on developing real football skills, building new friendships, and soaking in the Maldivian magic. And don’t worry parents, you’ll have some well-deserved time to relax, or at least enjoy a break from being the constant referee.

Christian Vieri, Serie A Golden Boot winner, goal-scoring machine, and all-around football icon has scored over 230 goals for clubs like Juventus, Inter Milan, and Atlético Madrid. Now, he’s heading to Siyam World’s pitch to pass on his legendary skills to the next generation.

And because we all know kids listen better to someone other than their parents, his brother, Max Vieri, former pro footballer and expert youth coach, will be on hand to keep them focused on actual training).

Why This Camp is Unmissable:

Kids train with legends – Hands-on coaching from Christian & Max Vieri.
Late afternoon sessions – No 5 AM wake-ups, just football under the golden Maldivian sky.
A holiday for the whole family – Kids play, parents relax (or cheer from a sun lounger).
It’s football, but fun – No pressure, just unforgettable memories on and off the pitch.

A Mother’s Perspective: It’s More Than Just Football

Jessica Gasper, whose children Preston and Sienna attended the January football camp with Daniel Agger, shares her experience: “I thought my kids would have fun, but I didn’t expect the confidence and friendships they’d come away with. Watching them train with a footballing legend, play on a world-class pitch, and come home each day buzzing with stories, it was priceless. And let’s be honest, having a few hours to myself each afternoon? It was the first time in years my husband and I truly relaxed on vacation. A holiday within a holiday! If you’re thinking about it, just do it, your kids will thank you forever.”

Following in the Footsteps of Football Greats

Siyam World Maldives has a rich legacy of hosting world-class football camps, having featured some of the biggest names in football history, including: Francesco Totti, Alessandro Del Piero, Rio Ferdinand, Owen Hargreaves, Daniel Agger, Esteban Cambiasso and more.

With Christian and Max Vieri now joining this lineup, Siyam World continues to be the ultimate destination for young footballers and their families.

When & Where?

Where: Siyam World Maldives
Date: April 19th to 21st, 2025
Ages: 5-12 years old
How to Book: Visit Siyam World or email stay@siyamworld.com.
Limited Spots Available!
This exclusive football camp is expected to sell out fast.

This once-in-a-lifetime experience combines professional football training with the fun and relaxation of a tropical holiday. Parents, this might be your only chance to watch your kids practice without worrying about shattered living room vases.