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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
Measuring an impressive 6.5 meters, a majestic whale shark was recently spotted gliding gracefully through the enthralling house reef of Vilamendhoo Island Resort & Spa, just beyond the main jetty. This awe-inspiring sight captivated guests, who were fortunate enough to snorkel alongside this magnificent creature. As the whale shark meandered through the crystal-clear waters, guests paused their activities, enchanted by the rare opportunity to witness such a spectacular marine spectacle.
Whale sharks, the gentle giants of the ocean, are renowned for their majestic presence in the azure waters of South Ari Atoll where, Vilamendhoo is located. These magnificent creatures frequent the abundant house reefs of this tropical paradise, creating a mesmerizing spectacle for visitors. Alongside them, graceful manta rays glide effortlessly through the crystal-clear waters, while vibrant coral gardens teem with life beneath the surface. Each encounter with these marine wonders offers a glimpse into the rich biodiversity surrounding the island, captivating the hearts of all who venture into its depths, adding to the allure of this tropical paradise.
“The sighting of the whale shark has evoked an overwhelming wave of positivity among our guests, who have shared their sheer delight at the rare opportunity to encounter such a magnificent creature during their stay. For many, this unexpected marvel has transformed their holiday experience at Vilamendhoo into an unforgettable journey, solidifying our resort’s standing as a premier destination for ocean enthusiasts and nature lovers,” elucidated Mohamed Zahir, General Manager of Vilamendhoo.
Located on a pristine island measuring 900 meters long by 250 meters wide, Vilamendhoo Island Resort & Spa follows the cherished ‘One Island, One Resort’ concept for which the Maldives is renowned. Surrounded by a spectacular house reef teeming with marine life, guests are invited to explore the underwater wonders just a short swim away from the expansive sandy beaches.
Whether it’s diving into the depths of the ocean or snorkeling amidst vibrant coral gardens, Vilamendhoo offers the quintessential island adventure. The resort’s 184 rooms, each adorned in natural island style, provide the perfect sanctuary for relaxation after days filled with oceanic exploration.
To reach this tropical haven, guests embark on a scenic seaplane transfer from Velana International Airport, enjoying a breathtaking 25-minute flight over the mesmerizing atolls of the Maldives.
In conclusion, the sighting of a whale shark at Vilamendhoo serves as a testament to the unparalleled beauty and biodiversity of the Maldives’ marine environment. As travelers seek meaningful encounters with nature, Vilamendhoo stands ready to welcome them into a world where every moment is filled with wonder and awe.
Discover paradise at Vilamendhoo Island Resort & Spa in the Maldives. With its pristine beaches, azure waters, and luxurious accommodations, Vilamendhoo offers the perfect retreat for relaxation and oceanic exploration. Nestled in the South Ari Atoll, this resort follows the cherished ‘One Island, One Resort’ concept, providing guests with a true tropical escape. Experience the magic of the Maldives with a scenic 25-minute seaplane transfer from Velana International Airport, and indulge in 184 rooms adorned in natural island style.
As part of its ongoing line-up of five-star experiences, Siyam World Maldives kicked off a series of unforgettable spring football camps featuring star players Wayne Bridge, Adrian San Miguel Castillo, Francesco Totti, and Michael Owen.
With Spring symbolizing new beginnings, Siyam World Maldives encouraged guests to let their football skills blossom over a series of football camps at its state-of-the-art sports complex and FIFA size soccer pitch at The World Sports Arena. Participants enjoyed world-class coaching and immersive experiences designed to enhance their football techniques and passion for the sport.
The action-packed schedule began with Spanish goalkeeper Adrian San Miguel Castillo, who graced the sandy shores from 19th to 23rd March. Adrian, a key player for Liverpool FC and the Andalusia National team, helped younger guests understand how to deal with pressure and develop key life skills, including a performance mindset.
Next on the roster was Wayne Bridge, the renowned English left-back, who returned to Siyam World for a second time already, from 22nd to 31st March. With his infectious energy and wealth of experience from clubs like Chelsea and Manchester City, Wayne inspired guests to “tackle” challenges head-on and score big on and off the field.
Following Wayne’s lead was the legendary Francesco Totti, lighting up Siyam World for a second time as well, from 28th March to 4th April. Known for his flair and loyalty to AS Roma, Totti brought a touch of Italian passion to the Maldives, teaching participants the art of precision and creativity in football.
Once described by Maradona as “the best player he has ever seen”, the gifted World Cup winner and legendarily loyal one-club player (AS Roma) will be on hand to help holidaymakers hone their football skills and play to their full potential.
Closing out the star-studded lineup was Michael Owen, the youngest-ever Ballon d’Or winner, who graced Siyam World from 1st to 5th April as part of the recently announced partnership with Football Escapes. Michael’s lightning-fast moves and goal-scoring prowess electrified the pitch, inspiring a new generation of football stars. Throughout the action-packed week, participants savored daily football sessions led by Owen, a team of UEFA-licensed coaches, and internet sensation Eman – popularly known as SV2 from his viral YouTube skills videos.
Dressed in their personalized Rascal training kits, young players aged from five to 15 seized the perfect opportunity to refine all aspects of their game, from tactics to technical skills. To add to the holiday experience, families enjoyed a memorable parents’ match, providing moms and dads with a chance to showcase their skills on the pitch.
Later this year, and in collaboration with Football Escapes, Rio Ferdinand will also be hosting a football camp from 28 October to 1 November. One of the most decorated English footballers of all time and famous for being one of world’s best defenders, Ferdinand will be bringing the skills he learned whilst playing for West Ham, Manchester United and Leeds United plus the England national team.
Ausy Waseem, Resort Manager at Siyam World highlights: “At Siyam World, we are undoubtedly a paradise for sports enthusiasts, offering exceptional facilities for both water and land sports. My passion for football, which began in childhood collecting jerseys of football legends, is embodied in our FIFA-regulation football field. We host many football aficionados, including owners of prized jerseys and past champions who still share a deep love for the game. Siyam World is where sportsmanship thrives, providing an unparalleled destination for active travelers.”
The incredible resort has had the pleasure of hosting several other esteemed football legends. Italian champions Nicola Ventola graced the resort in January, while Bobo Vieri and Marco Materazzi also showcased their skills on the pitch. Joining them were players like Juan Sebastián Verón, Esteban Cambiasso, Roberto Pires, Eric Abidal, Carlos Puyol, and Jay Jay Okocha, creating an unforgettable lineup of football stars at Siyam World.
For the full holiday experience, Siyam World ensures guests have as much fun off as on the pitch. The unapologetically quirky, all-embracing five-star all-inclusive island destination transcends cultures and borders to offer guests an ever-expanding array of ‘never-seen-before’ experiences – from the Indian Ocean’s biggest floating water park to the Maldives’ first resort horse ranch. The natural 54-hectare island resort boasts an enticing variety of 16 accommodation categories ranging from 89 to 3,000 square metres, from lush Pool Beach Villas, expansive Beach Suites and breathtaking Beach Residences, to playful overwater Villas complete with irresistible water slides. An exclusive enclave, The Residences at Siyam World, also features stunning Grand Water Pavilions and 1–4-bedroom residences with private pools. All accommodation types overlook the pristine Maldivian waters, come with direct access to the ocean and feature generously proportioned indoor and outdoor living spaces with private pools.
Siyam World, Maldives is located in the popular Noonu Atoll, a mere 40 minutes’ direct seaplane ride from Velana International Airport, and also accessible via a 30-minute domestic flight to Maafaru Airport followed by a 10-minute speedboat trip.
Embark on an exhilarating kitesurfing odyssey from May 6th to 20th, 2024, at COMO Cocoa Island alongside Youri Zoon, celebrated for seizing the kitesurfing world championship twice. Under his seasoned guidance, amplify your kitesurfing prowess, whether you’re a neophyte craving the fundamentals or a seasoned aficionado striving for intricate manoeuvres and airborne thrills.
Kitesurfing merges windsurfing, surfing, and wakeboarding for a dynamic water sport. Using controllable kites, riders harness wind power to glide across the ocean’s surface while being set against the backdrop of endless horizons and azure waters.
Throughout his residency, Zoon will conduct guided kitesurfing sessions, offering novices a gentle introduction to the sport or empowering veterans to elevate their abilities. Additionally, Zoon will host enlightening COMO Conversations, delving into his personal journey to kitesurfing eminence and the obstacles he surmounted along the way.
Guests may arrange activities with Zoon at their leisure, with plenty of time to make the most of our private island comforts, from massage treatments at COMO Shambhala to sandbank dinners under the stars and more.
Hailing from the Netherlands, Zoon’s affinity for kiteboarding burgeoned at the tender age of 13. A prodigious talent, he swiftly amassed accolades, securing victories at the Junior European Championships and Dutch Nationals in his inaugural year. Subsequently clinching the world title in 2011 and 2012, Zoon’s enduring passion for the sport fuels his ongoing commitment to mentorship and coaching, ensuring his legacy endures both on and off the water.
Nestled within South Male Atoll, COMO Cocoa Island beckons discerning travelers with its intimate enclave of 33 overwater villas. Renowned for its iconic Dhoni Water Villas, which pay homage to Maldivian maritime heritage, this idyllic retreat offers a sanctuary of tranquillity and indulgence. Accessible via a scenic 40-minute speedboat journey from Velana International Airport, COMO Cocoa Island promises an unrivalled blend of luxury and seclusion.
For details on COMO Hotels and Resorts or to plan your next escape, please visit https://www.comohotels.com/cocoaisland.
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