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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
Get ready for a unique sporting experience in paradise! Meyyafushi Maldives, the highly anticipated new resort from the owners and operators of Fushifaru Maldives, has teased an extraordinary amenity on its social media channels: an overwater padel tennis court. Set to open in October 2025, Meyyafushi Maldives is already generating buzz, and this innovative addition is sure to elevate its appeal.
Building on the established success of Fushifaru Maldives, known for its intimate atmosphere and stunning natural beauty in Lhaviyani Atoll, Meyyafushi Maldives promises a similar commitment to exceptional hospitality and unforgettable experiences. While details about the new resort have been gradually unfolding, the recent reveal of the overwater padel tennis court marks a significant and exciting development.
Padel tennis, a popular racquet sport that combines elements of tennis, squash, and badminton, is gaining traction globally. However, Meyyafushi Maldives is taking the game to a whole new level – literally. Imagine the thrill of a friendly (or perhaps a fiercely competitive!) match with the breathtaking backdrop of the turquoise Maldivian waters stretching out beneath the court. The social media post showcasing the court hints at a truly exceptional spot to engage in some active fun with loved ones while soaking in the unparalleled scenery.
This pioneering amenity underscores Meyyafushi Maldives’ dedication to offering distinctive and memorable experiences for its guests. It signals a resort that is not only focused on relaxation and natural beauty but also on providing unique and engaging activities. The overwater padel tennis court is poised to become a signature feature, attracting sports enthusiasts and those seeking novel ways to enjoy their Maldivian getaway.
As Meyyafushi Maldives gears up for its October 2025 opening, the introduction of the first overwater padel tennis court in the Maldives adds another compelling reason to anticipate its arrival. This innovative amenity promises a memorable and picturesque sporting experience, further solidifying the resort’s position as a noteworthy addition to the Maldivian hospitality landscape.
Ifuru Island Maldives has announced its participation in the inaugural Burunu Boma Sport Fishing Tournament, taking place from 2 to 4 May 2025. Organized by the Visit Maldives Club (VMC), this premier event aims to position the Maldives as a leading destination for sustainable sport fishing.
As one of the select resorts competing in this prestigious tournament, Team Ifuru Maldives will showcase its commitment to marine conservation and responsible tourism. The competition emphasizes “catch and release” practices, aligning with global efforts to preserve marine biodiversity.
Participants will target species such as marlin, sailfish, mahi-mahi, yellowfin tuna, wahoo, swordfish, and bigeye tuna, with a grand prize of USD 25,000 awarded to the top-performing team. The event also features live entertainment and a festive atmosphere, celebrating the Maldives’ rich fishing heritage.
“We are thrilled to be part of Burunu Boma and to represent Ifuru Island Maldives in this landmark event,” said Marcel Sawyer, General Manager at Ifuru Island Maldives. “Our participation underscores our dedication to sustainable practices and our passion for the ocean that surrounds us.”
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Sirru Fen Fushi to host ‘One Ocean, One Breath’ with Freedive Maldives to mark World Oceans Day
Sirru Fen Fushi – Private Lagoon Resort, invites ocean lovers and adventure seekers to a purposeful World Oceans Day celebration in partnership with Freedive Maldives, Guinness World Record Holder for the Most People Performing Static Apnea held last October 2022.
Set against the breathtaking backdrop of one of the largest natural lagoons and house reefs in the Maldives, the event promises a deep connection to the ocean through expert-led PADI Freediving courses, ranging from basic to advanced levels. Participants will have the opportunity to earn their freediving certification, explore Sirru’s 9-kilometer-long house reef, and admire vibrant marine biodiversity, including manta ray cleaning stations, nurse shark points, flourishing coral gardens, and turtle habitats, home to 93 resident turtles and 11 successful hatchings this year alone.
“Our house reef, one of the longest and most vibrant in the Maldives, is a sanctuary for marine life and a symbol of our deep commitment to ocean conservation,” said Lukasz Prendke, General Manager of Sirru Fen Fushi. “We are honoured to collaborate with Freedive Maldives in celebrating World Oceans Day, not only to offer our guests an unforgettable underwater journey, but also to empower local talents and inspire our community to protect what lies beneath the surface.”
The initiative aligns with the resort’s ongoing sustainability commitments, including regular lagoon cleaning programs and support for local marine conservation efforts. This collaboration further emphasizes a shared mission to preserve the Maldives’ rich underwater heritage and engage the local community in meaningful environmental action.
In a broader commitment to sustainable tourism, Freedive Maldives has also signed a partnership agreement with the Baa Atoll Council to host another record-breaking freediving event in October 2025, coinciding with World Tourism Day, reinforcing Baa Atoll’s position as a leader in eco-conscious marine tourism.
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