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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
Nestled within the pristine waters of the Gaafu Dhaalu Atoll, Ayada Maldives stands as a sanctuary for those who seek more than beauty, a place where the ocean’s rhythm shapes the soul of the island. Beyond the turquoise lagoons and gentle waves, an enduring commitment to marine conservation quietly anchors the resort’s philosophy: to protect, nurture, and celebrate the underwater world that defines the Maldives.
Ayada’s location in the far south of the Maldives offers a rare gift, a thriving house reef renowned for its vibrant coral formations and abundant marine life. From schools of butterflyfish and parrotfish to graceful turtles and reef sharks, every snorkel reveals the living tapestry of an ecosystem in balance. The reef’s health, enriched by minimal human impact, has made Ayada one of the most rewarding destinations for divers and ocean lovers alike.
But this beauty does not thrive by chance. It is safeguarded by dedicated individuals like Shafeen Adam, Ayada’s Guardian of the Reef, who leads coral restoration and marine education efforts. With quiet determination, Shafeen and his team work to restore and monitor the reef while also inspiring guests to appreciate and protect the fragile marine environment.
“The reef is the heart of our island,” says Shafeen. “I want future generations to see the same colours, the same life beneath the surface that we are privileged to witness today. Every coral we plant is a promise to the future.”
From guided snorkelling experiences to coral gardening sessions, guests are invited to become part of this story of preservation. The resort’s marine team shares insights into coral resilience, fish behaviour, and the delicate balance that sustains ocean life, transforming leisure into learning, and appreciation into advocacy.
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From sunrise snorkelling to sunset dolphin cruises, Ayada Maldives invites guests to experience the ocean in its many moods: calm, powerful, and always full of life. Each activity reflects the same guiding principle, harmony with nature.
As stewards of one of the Maldives’ most untouched reefs, Ayada Maldives continues to lead with purpose, not only showcasing the wonders of the sea but ensuring they endure. Here, the ocean is more than a view. It is a legacy, protected with passion, for generations to come.
Kuda Villingili Resort Maldives has announced the launch of its brand-new pickleball court, further enhancing the resort’s diverse portfolio of sports and recreational experiences. This exciting new addition underscores the resort’s ongoing commitment to delivering dynamic, experience-driven luxury for guests of all ages.
Pickleball—a fast-growing paddle sport that blends elements of tennis, badminton, and table tennis—has gained global popularity for its accessibility, fun, and competitive edge. With the introduction of this new court, Kuda Villingili enhances its appeal as a destination for both leisure and active travelers, offering a lively, social, and inclusive way to stay fit while enjoying the resort’s idyllic island surroundings.
“For us at Kuda Villingili Maldives, luxury is not just about comfort — it’s about creating moments that inspire joy and connection,” said Amjad Thaufeeg, Commercial Director of Kuda Villingili Resort Maldives. “Our new pickleball facility offers guests a fun and engaging way to stay active while immersing themselves in the beauty of the Maldives.”
The new pickleball court complements the resort’s already extensive sports and wellness facilities, which include:
- Two flood-lit tennis courts
- A padel tennis court
- A futsal ground
- A volleyball court
- A state-of-the-art gym featuring Technogym equipment
- A serene indoor and outdoor oceanfront yoga pavilion hosting daily sessions led by expert instructors
- The Spa, located on a private island, offering holistic wellness experiences
- The Maldives’ largest swimming pool — a stunning 150-meter (Olympic-sized) pool perfect for both casual swimmers and fitness enthusiast
Conveniently located just 25 minutes by speedboat from Malé airport, Kuda Villingili Resort Maldives features 75 spacious villas and residences, 8 restaurants offering 12 international cuisines, and easy access to one of the region’s most iconic left-barrel surf breaks.
With the addition of pickleball to its already impressive lineup, Kuda Villingili continues to set the standard for experience-led luxury in the Maldives, where wellness, recreation, and relaxation come together to create an exceptional guest experience.
Royal Island participated in the Baani Event, which achieved a Guinness World Record for the largest number of people snorkelling simultaneously. Twenty-eight participants represented the resort at Villingilifaru Finolhu, located approximately two kilometres across the lagoon from Royal Island. The island lies within the UNESCO Biosphere Reserve of Baa Atoll, in close proximity to Hanifaru Bay, one of the Maldives’ most renowned manta aggregation sites.
The resort’s involvement aligns with its ongoing coral restoration initiatives on the house reef. Efforts include the installation of nursery frames, out-planting of resilient coral fragments, regular monitoring, and guest briefings aimed at encouraging reef-safe practices such as calm water entries, mindful finning, and maintaining respectful distances from marine life. These measures contribute to a low-impact snorkelling experience while supporting the long-term health of the reef ecosystem.
Royal Island’s environmental stewardship extends beyond marine conservation to community engagement. Recent activities include native tree and coastal vegetation planting to enhance shoreline stability and biodiversity, as well as periodic beach and lagoon clean-ups conducted in partnership with local organisations. Educational programmes for schools and youth groups promote ocean literacy and foster a culture of environmental guardianship across Baa Atoll.
Amidst the clear lagoons and coral gardens, Royal Island’s participation in the record-setting event underscores its message of responsible enjoyment of the Maldives — protecting coral ecosystems and strengthening community bonds through sustainable tourism and collaboration.
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