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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
Featured
Finolhu replants 1,200 coral colonies to strengthen house reef

Finolhu, a Seaside Collection Resort, has completed a four-day coral transplantation programme, reinforcing its ongoing commitment to marine conservation. Led by the resort’s marine biologist, Ivanna Tobar, the initiative involved the replanting of approximately 1,200 coral colonies from Finolhu’s nurseries to its house reef, strengthening one of the Maldives’ most critical marine ecosystems.
The programme was notable for its collaborative approach, bringing together four marine biologists from neighbouring resorts—JOALI BEING, Westin, Coco Palm, and Dusit Thani. Visiting experts Philippa Darby-shire Jenkins (JOALI BEING), Rosalie Bailie (Coco Palm), Harry Longin (Westin), and Louna Marchand (Dusit Thani) took part in hands-on transplantation dives, equipment preparation, and reef health management activities, including the removal of invasive pincushion sea stars.
Steven Phillips, General Manager of Finolhu, said the initiative extended beyond coral restoration: “This represents a unique opportunity to unite resorts, share expertise, and promote marine conservation at the highest level. Healthy reefs are essential not only for the Maldives’ biodiversity but also for the wellbeing of local communities and the sustainable future of tourism. Through this collaborative effort, we have created a lasting impact in safeguarding these underwater landscapes for our guests and for generations to come.”
Coral conservation remains crucial in the Maldives, where reefs provide natural protection against coastal erosion, support fisheries relied upon by local communities, and sustain the nation’s tourism industry. Pressures such as rising sea temperatures, pollution, and human activity have intensified threats to these ecosystems, making restoration work increasingly vital to preserve the country’s natural heritage and marine resilience.
The four-day initiative combined restoration activities with knowledge exchange. Morning briefings prepared participants for the day’s dives, while afternoon sessions focused on reef assessments and equipment readiness for subsequent activities. This integrated approach not only accelerated restoration but also enhanced regional expertise in reef management.
The event forms part of Finolhu’s wider environmental stewardship strategy. Alongside coral restoration, the resort manages a coral nursery, monitors reef health, and develops sustainable marine practices to ensure the vitality of its house reef. Guests are also encouraged to engage with conservation initiatives through experiences such as the Coral Conservation Package, which combines education with hands-on involvement in reef restoration projects.
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Freediving with tiger sharks: Shark Expedition Fuvahmulah collaborates with marine biologist Andriana Fragola

Shark Expedition Fuvahmulah, renowned for its world-class scuba diving encounters, has announced an exciting expansion: the chance to freedive with tiger sharks in the Maldives’ southernmost atoll.
Fuvahmulah, often hailed as the “Tiger Shark Capital of the World,” is the only place on the planet where year-round encounters with tiger sharks are virtually guaranteed. With more than 280 identified resident tiger sharks, the island has become a bucket-list destination for divers and marine enthusiasts alike.

The newly introduced freediving experience offers a unique way to interact with these apex predators. Unlike scuba diving, freediving takes place without bubbles or heavy gear, allowing participants to connect with tiger sharks in a quieter, more natural way. This approach often makes the encounter more comfortable for the sharks and more intimate for the diver.
Guiding these expeditions is Andriana “Andy” Fragola, a marine biologist, shark diver, and conservationist currently based in Hawaii. Andy holds a Master’s Degree in Marine Conservation Biology with a focus on shark microbiology and has dedicated her career to shark research, conservation, and public education. Through her work in media and content creation, she strives to raise awareness about the importance of shark conservation and inspire people to take action to protect marine ecosystems.
“Freediving with tiger sharks is a raw and transformative experience,” says Andy. “Being eye-to-eye with these incredible animals without the barrier of scuba gear allows you to see them for what they truly are—powerful, intelligent, and essential to the health of our oceans.”
Shark Expedition Fuvahmulah ensures that all freediving activities are conducted under strict safety protocols. With experienced professionals like Andy leading the dives, participants can expect both an exhilarating and responsible adventure.

Why this experience stands out:
- Eye-to-eye encounters with tiger sharks in their natural habitat.
- A deeper, more personal connection with marine life.
- Expert-led guidance ensuring safety and conservation awareness.
In addition to freediving, Shark Expedition Fuvahmulah offers a range of packages, including accommodation options, making it easier for adventurers to fully immerse themselves in the island’s extraordinary marine environment.
For bookings and more information:
📧 Email: sales@scuba-expeditions.com
📱 WhatsApp: +960 9894653
🌐 www.scuba-expeditions.com
Excursions
Experience ocean encounters: Manta Month at Holiday Inn Resort Kandooma Maldives

Holiday Inn Resort Kandooma Maldives has announced the return of Manta Month this September, following the success of last year’s initiative. Now established as an annual programme, the celebration offers guests of all ages the opportunity to engage with the ocean while supporting marine conservation, with a particular focus on the manta ray.
Throughout the month, guests are invited to take part in guided excursions to known manta hotspots, led by the resort’s experienced team, who share insights into manta behaviour and conservation. Awareness talks highlight the story of a manta rescued near the island, serving as a reminder of the resort’s continuing efforts to protect marine life. Children can enjoy manta-themed arts and crafts as well as beach games, while the wider community will join reef and island clean-up activities, with collected waste repurposed into manta sculptures. In addition, proceeds from manta pendant sales at the resort’s retail boutique will be donated to The Manta Trust, extending support for research and protection initiatives.
Located close to several of the Maldives’ top ten dive sites, Holiday Inn Resort Kandooma Maldives places importance on the wellbeing of the ocean and its ecosystems, a priority shared by both guests and staff. The resort’s sustainability initiatives are aligned with IHG’s purpose, True Hospitality for Good, through its Journey to Tomorrow programme, which supports the United Nations Sustainable Development Goals and demonstrates a commitment to long-term environmental protection.
Commenting on the event, Mark Eletr, General Manager of Holiday Inn Resort Kandooma Maldives, said: “What started as a special event last year has now grown into an annual month-long celebration. Kandooma Manta Month is not just about seeing these magnificent creatures up close, but about creating meaningful experiences that inspire awareness, responsibility, and care for our ocean environment.”
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