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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
Fuvahmulah has been crowned the ‘Best Shark Diving Destination’ at the 2024 Diving Resort & Travel (DRT) Show held in Hong Kong. This prestigious recognition solidifies the Maldivian island’s reputation as a global hotspot for thrilling and sustainable shark diving experiences.
Renowned for its exceptional underwater ecosystem, Fuvahmulah offers divers a unique opportunity to encounter a wide variety of shark species. Among the highlights are its tiger sharks, rare and awe-inspiring predators that attract adventurers from around the world. The island’s pristine waters and vibrant marine life have consistently drawn accolades from the diving community, and this latest achievement underscores its unparalleled appeal.
This award is not only a celebration of Fuvahmulah’s natural beauty but also a testament to the dedication of its local community. Dive centres, guest houses, and tourism professionals have worked tirelessly to showcase the island’s marine wonders while prioritising sustainability and conservation efforts. Their collective passion and hard work have been instrumental in positioning Fuvahmulah as a must-visit destination for divers worldwide.
The recognition at the DRT Show not only celebrates Fuvahmulah’s achievements but also reinforces the importance of preserving its unique underwater ecosystem. As visitors continue to flock to this diving paradise, the island remains steadfast in its commitment to sustainable tourism and marine conservation, ensuring that its breathtaking marine life can be enjoyed for generations to come.
Six Senses Laamu has achieved dual recognition for its innovative marine conservation efforts. The resort was included in Condé Nast Traveller’s prestigious 2024 ‘Bright Ideas in Travel’ list and was awarded the ‘Best Culture, Travel & Lifestyle Environmental Initiative’ at the inaugural Country & Town House Future Icons Awards.
The Future Icons Awards, presented by the UK’s esteemed Country & Town House magazine, celebrate visionary innovators who are redefining sustainability and environmental stewardship. Six Senses Laamu’s Sea Hub of Environmental Learning in Laamu (SHELL) was lauded by judges as ‘an incredible conservation project,’ highlighting its success in bringing together diverse stakeholders to protect marine ecosystems.
Simultaneously, the resort’s inclusion in Condé Nast Traveller’s Bright Ideas in Travel list recognised SHELL and the Maldives Underwater Initiative (MUI) as transformative solutions addressing some of the most critical environmental challenges in the travel industry.
SHELL, which opened in March 2023, represents a groundbreaking partnership between luxury hospitality and marine conservation. It serves as the base for the MUI team, a collaboration involving Six Senses Laamu marine biologists and three renowned NGOs: The Manta Trust, Blue Marine Foundation, and the Olive Ridley Project. Spanning 5,952 square feet, the facility is at the forefront of several pioneering research programs.
The SHELL team’s manta ray research has identified 138 individual manta rays in Laamu waters and developed the world’s first underwater contactless ultrasound scanner for studying manta ray reproduction. Their innovative ‘Eyes on the Reef’ project offers unprecedented 24/7 monitoring of manta ray behaviour at cleaning stations.
In the field of sea turtle conservation, the team has documented 1,383 hatchlings on the resort’s beaches between January and November 2024 alone. They also manage one of the Maldives’ largest turtle identification databases, with over 670 individually identified turtles in the Laamu Atoll. Their advocacy contributed to the designation of Gaadhoo, a vital turtle nesting site, as a Marine Protected Area in December 2021.
The coral reef monitoring program at Six Senses Laamu has also yielded impressive results, with coral cover on the house reef increasing by up to 55 percent. The team has identified 36 different coral genera on the house reef and 47 throughout the Laamu Atoll while conducting pioneering research on coral spawning patterns.
SHELL’s influence extends beyond research to impactful conservation campaigns, such as the #ProtectMaldivesSeagrass initiative, which has led to the protection of over 910,000 square meters of seagrass meadows across 37 resorts. The facility also features an interactive gallery with LED display floors, educational viewing booths, and advanced technology designed to engage guests of all ages in marine conservation.
By blending scientific research, conservation, and luxury tourism, Six Senses Laamu continues to redefine sustainable travel in the Maldives. These prestigious accolades highlight the resort’s unwavering commitment to protecting marine ecosystems while providing enriching experiences for its guests.
Shaff Naeem, the Asian record holder for the 50-hour dive in 2022, has announced his next ambitious endeavour: Across Maldives. This unprecedented long-distance dive will span the length of the Maldives, starting from the northernmost tip of Haa Alif Atoll and ending at the southern edge of Seenu Atoll. Officially unveiled at the Malaysia Dive Expo in June 2024, the event will unfold in two phases over the next two years.
Phase 1: Malé Region World Record Event (February 2025)
The first milestone in Shaff’s journey will be a world record attempt in the Malé region. He and his team will embark on a single dive from Hulhumalé to Malé, covering a minimum distance of 14 kilometres underwater. This event aims to set a new world record while garnering global attention for the Across Maldives expedition.
Phase 2: Main Across Maldives Event (2026)
The main event will see Shaff dive across the entire Maldivian archipelago, covering 460 kilometres in a month. This ambitious journey will require meticulous planning and execution, supported by a technical team comprising local and international experts.
A Scientific and Community-Focused Expedition
The Across Maldives expedition is not just a test of endurance but also a platform for meaningful contributions to science and community engagement. The team will collect vital environmental data, including information on underwater terrain, the impact of climate change, and the presence of microplastics in Maldivian waters.
The expedition will also feature workshops and events on local islands, aimed at raising awareness about ocean conservation and sharing findings from the journey. By connecting with local communities, the initiative hopes to inspire Maldivians to engage deeply with their marine environment.
With the backing of local and international partners, Shaff’s team is working closely with the Maldives’ Ministry of Tourism, Ministry of Defence, and Maldives Police Services to ensure a safe and secure dive route. The Maldives Marketing and PR Corporation (MMPRC) is promoting the event globally, showcasing the country’s unparalleled beauty and diving opportunities. International dive magazines have also spotlighted the project, amplifying its reach and significance.
Support and Fundraising Goals
Fundraising efforts are currently underway for Phase 1 of the project. Donations will support the organisation of world record dives, scientific research, and community engagement sessions. In addition, a documentary chronicling the journey is in production, slated for release in 2026.
Key areas of fund utilisation include:
- World Record Attempts: Organising logistics and acquiring gear for the dives.
- Research Expedition: Collecting open-access data on environmental DNA, microplastics, and coral reef health.
- Community Engagement: Conducting educational and awareness events across Maldivian islands.
- Documentary Production: Capturing the historic expedition for a global audience.
Supporters of the expedition can choose from various tiers of rewards, ranging from on-screen credits in the documentary to exclusive memorabilia like event keychains, t-shirts, personalised underwater photos, and a limited-edition coffee table photobook.
For Shaff, Across Maldives is more than a record-breaking attempt—it’s a tribute to his late father. Reflecting on his father’s words of encouragement, Shaff shared: “One of the last things my father said to me before he passed was that he wouldn’t be surprised if I dived all across the Maldives. This attempt is something I am dedicating to him. I sincerely thank you all for your support in making this journey a reality.”
To learn more or contribute to this groundbreaking project, visit the official event website at www.acrossmaldives.org. For details on Shaff Naeem’s previous achievements and ongoing efforts, visit www.oceansixfifty.org.
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