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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
Bandos Maldives recently marked a significant milestone with two of its most loyal guests, Kate and Andy, who have shared a long-standing connection with the island.
Andy achieved an impressive feat by completing his 900th dive, all undertaken with Dive Bandos. His wife, Kate, surpassed this accomplishment by reaching her 1000th dive, with over 900 of those dives also completed alongside the Bandos team.
The Dive Bandos team joined the couple in celebrating this memorable occasion, recognising not only their dedication to diving but also the enduring bond they have formed with the resort over the years.
Kate and Andy’s relationship with Bandos extends far beyond statistics. Having first visited the island in 2006, they have returned every year since, making Bandos an integral part of their lives. In 2014, the couple even chose to exchange their wedding vows underwater at the resort — a unique moment that forever linked their love story with Bandos.
“Celebrating guests like Kate and Andy reminds us of what Bandos truly represents,” said Ismail Rasheed, General Manager of Bandos Maldives.
For Bandos Maldives, moments such as these exemplify why guests continue to choose the island for both adventure and a sense of belonging. With stories like Kate and Andy’s, Bandos stands not merely as a dive destination, but as a home — both beneath and above the waves.
Sun Diving will host a special ocean experience with world champion freediver Alessia Zecchini on 13 October 2025. The event is scheduled to take place at Sunrise Beach, Sun Siyam Olhuveli, from 4:00 PM to 5:30 PM, offering guests the opportunity to meet the athlete widely recognised as ‘The Deepest Woman in the World.’
Born in Rome in 1992, Zecchini began freediving at the age of 13 and went on to set multiple world and European records. She was the first woman to reach a depth of 100 metres in free immersion and has since achieved 123 metres in constant weight with monofin. Her career has been celebrated internationally, including in the film Vertical Breath and the Netflix documentary The Deepest Breath. She continues to advance the sport while promoting awareness of ocean conservation.
The event at Olhuveli will feature an informative talk where Zecchini will reflect on her freediving journey, achievements, and the importance of protecting the marine environment. Guests will also have the chance to take part in a Q&A session with her and the Sun Diving team. In addition, Sun Diving will organise an interactive beach activity where participants can try scuba and snorkel gear in shallow waters under the guidance of instructors. Guests will also be able to capture photographs, collect autographs, and learn more about diving at the dedicated booth, which will highlight special offers from Sun Diving.
“Welcoming Alessia Zecchini is an honour for us and an inspiration for our guests,” said Ahmed Nihaan, Dive Centre Manager at Sun Siyam Olhuveli. “Her achievements beneath the waves embody both human potential and the importance of protecting our oceans.”
Sun Diving, the official diving division of Sun Siyam Group, provides SSI-certified courses, snorkelling, freediving, and specialty programmes across its Maldives properties. As a subsidiary, it enhances guest experiences with curated dive packages, illustrated dive maps, lifeguard training, and eco-focused initiatives, positioning Sun Siyam as a leader in sustainable marine-based activities.
Dive Butler International, in collaboration with Finolhu, a Seaside Collection Resort, is highlighting the achievements of Mara Restelli, recognised as the Maldives’ only certified PADI Mermaid Instructor Trainer.
With this rare qualification, Restelli offers a series of exclusive experiences designed to introduce guests of all ages to the art of mermaiding. The programmes range from playful introductory sessions to advanced courses and professional-level Instructor Development Courses (IDC).
“Mermaiding is more than a trend — it is a joyful way to connect with the water, express creativity, and feel empowered,” Restelli explained. “I enjoy watching guests discover confidence, freedom, and a sense of fun in the ocean. It is as much about transformation as it is about adventure.”
As part of Finolhu’s extensive marine offerings, the PADI Mermaid programmes provide an engaging complement to the resort’s diving and snorkelling activities. Participants may learn to glide gracefully underwater in a mermaid tail, capture striking images during professional photo sessions, or pursue advanced training that strengthens skills and deepens their connection with the ocean.
By hosting the Maldives’ only PADI Mermaid Instructor Development Course, Finolhu reinforces its reputation as a pioneering destination for distinctive and life-enriching marine experiences.
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