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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
No shoes, no stress, just goals! This August, Siyam World Maldives is turning up the heat with not one, not two, but three football legends taking over the island for exclusive five-day Football Residence Camps – Wayne Bridge, Kean Bryan, Andrew Johnson.
Wayne Bridge | August 1–5
A former England international and Premier League left-back with over 300 top-flight appearances, Wayne is best known for his time at Chelsea, Manchester City, and Southampton. His elite-level experience, from Champions League nights to FA Cup triumphs, makes him the ultimate coach for young players looking to level up.
Kean Bryan | August 11–15
A midfield dynamo with a Premier League pedigree, Kean’s career includes spells at Manchester City, Sheffield United, and West Brom. Known for his technical skill and tactical brain, he brings a youth-focused approach packed with energy, precision, and motivation.
Andrew Johnson (AJ) | August 17–21
A former England striker and Crystal Palace legend, AJ lit up the Premier League with his pace and goal-scoring flair. His sessions will bring fast-paced drills, goal-scoring tips, and a whole lot of fun to the pitch.
Each 5-day camp for kids between 5 and 12 years, takes place on the resort’s own World Sports Arena, as part of their exclusive Football Residences programme, designed to inspire the next generation of football stars while having the time of their lives in paradise. Spots are limited, and trust us, they’ll go fast. Give your child the chance to train with football legends, make lifelong friends, and experience the magic of the Maldives—because this is one match they won’t want to miss.
Siyam World has already hosted some of the biggest names in football, with past camps featuring stars like: Francesco Totti, Alessandro Del Piero, Rio Ferdinand, Owen Hargreaves, Daniel Agger or Esteban Cambiasso. Joining this incredible lineup, those football legends in August are making Siyam World the go-to destination for football-obsessed kids and their families.
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Making waves all summer long: Manta rays, mini explorers take over The Standard, Huruvalhi Maldives
At The Standard, Huruvalhi Maldives, July isn’t just another sunny month – it’s when the ocean comes alive. Manta season is in full swing, and Hanifaru Bay (just a splash away from the resort) becomes host to hundreds of reef manta rays performing underwater ballet. Offering a front row seat to all the action is the resort’s Manta Ray Watching Experience package available through October 31.
Suitable for confident snorkelers aged 12+, the three-hour excursion includes roundtrip speedboat rides and all the ocean wonder you can handle. Located in the Baa Atoll UNESCO Biosphere Reserve, Hanifaru Bay’s shape works like a plankton magnet, drawing in marine life for one of the largest known manta feeding frenzies on the planet. As you float just meters above the action, graceful giants barrel rolling through plankton-rich waters in synchrony, with whale sharks making cameo appearances.
Beyond the waves
Kids under 12 are safe from FOMO with the return of the Summer Camp, running from July 1 to August 31. Creative energy gets channeled into arts, crafts, pottery and even directing resort-wide film shorts. Young adventurers can zen out in Lil’ Yogis, work out on the water with SUP, swing rackets with Tennis Titans or shake it off with Zumba. Mini chefs can dive into sushi, cupcake, pizza and mocktail workshops. And those craving star power can choose between karaoke showdowns and splashy pool parties. Language games and Maldivian drumming sessions sneak in a little learning with all that fun.
Family stays
Awarded the ‘Best Resort for Families’ by T+L Luxury Awards Asia Pacific 2023, The Standard Huruvalhi, Maldives makes finding family-friendly accommodation a breeze. Lagoon Overwater Villas are suspended above crystal-clear waters, Ocean Overwater Villas take you from bed straight to the house reef, and Beach Villas are perfect for private poolside moments in lush tropical greenery. Finally, multigenerational families will find just the right balance of privacy and togetherness at the sprawling
The Standard Residence.
Applicable for two adults and two kids below 12 years old (an additional charge of USD 285 per night applies to older kids), the ‘Families That Stay Together’ package includes accommodation in an overwater or beachfront villa, an All-Inclusive Plus Meal Plan, free water sports, laundry and spa credit. Over at Lil’ Shark Kids Club, youngsters dive into complimentary activities ranging from high-energy fun to creative pursuits – whether ruling the roost in the playroom, splashing in the paddling pool, digging into the sandy park or winding down in the movie den. Beyond daily adventures like cooking classes, babysitting services are also available for $35 per hour.
For more information on the Manta Ray Experience, priced at $250 per person, please click here. For the full summer camp programme, visit the link. To book your accommodation, please click here.
Recently recognised among the Best House Reefs in the Maldives by the Travel + Leisure Luxury Awards Asia Pacific 2025, the house reef at Machchafushi Island Resort & Spa, The Centara Collection (formerly known as Centara Grand Island Resort & Spa), offers an extraordinary experience for divers and snorkelers alike. The South Ari Atoll in the Maldives is renowned for its exceptional diving sites, snorkelling, and marine adventures, and the resort’s house reef only enhances this natural beauty with its rich marine biodiversity, thriving coral gardens, and easy access from the shore.
The Machchafushi house reef is approximately five times larger than the island itself, encircling a breathtaking lagoon. Most of the coral reef lies on a gentle slope, descending to depths of 15 – 20m, where it then flattens out into a sandy seabed. At around 30m from the top of the reef, guests can explore a remarkable shipwreck. This sunken treasure is home to a variety of marine species, including glassfish, stonefish and nurse sharks.
Among the largest coral species found on any house reef, the Machchafushi house reef is home to rare varieties such as Acropora granulosa and Acropora latistella, found exclusively on the wreck. The surrounding coral gardens showcase vibrant Blue Coral and Staghorn Coral, creating a stunning display of marine biodiversity.
Marine life thrives around the house reef, with seven resident Nurse sharks, including three adults, one sub-adult, and three juveniles. White Tip Reef sharks, the most curious of the reef’s sharks, are often seen coming close to snorkelers and divers. Other notable species include
Black Tip sharks, Lemon sharks, Leopard sharks, Guitar sharks, and various rays. The Black Blotched Stingrays, known for their friendly nature despite their large size, are a common sight, especially around feeding areas and the reef’s shallow waters. The barbless male rays are particularly known for their gentle interactions with guests.
Sustainability is at the heart of Machchafushi Island Resort’s philosophy. Coral protection, reef conservation, and restoration projects are continuously rolled out, ensuring that the house reef remains a thriving ecosystem for future generations. Guests are regularly educated about the reef’s delicate ecosystem, its abundant marine life, and the resort’s ongoing efforts to promote sustainable practices.
Sharing his views, Cluster General Manager of Machchafushi Island Resort and Spa, Francesco Pompilio said, “This honour reflects not only the natural beauty of our house reef, but also the unwavering commitment of our team to its protection and preservation. Sustainability is at the heart of everything we do, and we remain dedicated to safeguarding this vibrant marine sanctuary for generations to come. We are deeply grateful to our guests for their continued trust and patronage.”
Experience the awe-inspiring beauty of Machchafushi Island Resort’s house reef, where exceptional diving, vibrant coral gardens, and abundant marine life meet, all set against the backdrop of the Maldives’ unparalleled natural beauty.
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