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What future for sport and sponsors after the coronavirus lockdown?

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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.

Tokyo Olympics’ organisers face a tricky logistical challenge. PHOTO: AFP/File / Philip FONG

“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

Staff disinfect match balls in the Bundesliga. PHOTO: POOL/AFP/File / Odd ANDERSEN

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

Former F1 boss Bernie Ecclestone. PHOTO: AFP/File / ANDREJ ISAKOVIC

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

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Four Seasons Resorts Maldives honoured for 25 years of marine conservation efforts at HICAP 2026

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Four Seasons Resorts Maldives has won the 2026 Sustainable Hotel Award for Biodiversity Action & Education from Hotel Investment Conference Asia Pacific (HICAP). The award recognises 25 years of conservation, research and training at Four Seasons Resort Maldives at Kuda Huraa (since May 1998) and Four Seasons Resort Maldives at Landaa Giraavaru (since November 2006).

Winners are selected by an expert judging panel for innovative sustainability practices that can be replicated across Asia Pacific. The Biodiversity Action & Education category emphasises measurable conservation and practical learning. Four Seasons Resorts Maldives was recognised for connecting sustained conservation and scientific advances with hands-on learning for guests, local schoolchildren and young Maldivians.

The resorts’ Reefscapers partnership, launched at Kuda Huraa in 2001, encompasses more than 9,000 coral frames across one of the Indian Ocean’s largest artificial reef restoration projects. Decades of monitoring have supported peer-reviewed, AI-assisted research into coral survival, informing restoration methods as environmental pressures increase. Corals on mature frames now reproduce naturally, while spawning and larval-settlement research advances methods to repopulate damaged reefs and increase diversity.

That research also supports practical conservation education. Since 2023, Landaa has hosted the Baa Atoll Marine Biology Internship Programme, a three-stage, three-year initiative introducing students across the atoll to marine science.

Furthermore, the resorts’ government-accredited Apprenticeship Programme has produced 1,058 Maldivian graduates since 2001 and currently offers 14 career pathways, including Marine Conservation. A new, fully funded four-year Marine and Environmental Science apprenticeship with Maldives National University combines academic study with fieldwork at both Kuda Huraa and Landaa Giraavaru. The pathway progresses towards a bachelor’s degree.

“This award belongs to the people who keep doing the work,” says Armando Kraenzlin, Regional Vice President and General Manager. “Our marine biologists, conservation partners, gardeners and trainers turn years of experience into knowledge others can use. Guests and young Maldivians contribute too, learning alongside our teams and helping carry that work forward.”

Science that informs action

Marine Savers, the resorts’ conservation programme, operates from Marine Discovery Centres at Kuda Huraa and Landaa Giraavaru, working with long-term partners including Reefscapers and The Manta Trust.

Reefscapers achieved a Maldives first by collecting coral reproductive cells in the wild, then fertilising them and settling larvae under controlled conditions. During severe bleaching in 2024, teams relocated 28,000 corals to deeper, cooler waters.

The Turtle Rehabilitation Centres at Kuda Huraa and Landaa Giraavaru have cared for over 500 sea turtles. To date, of the many injured by ghost fishing nets carried into Maldivian waters by wider Indian Ocean currents, more than 280 have been released.

Both resorts also support manta research, with studies by Landaa’s onsite Manta Trust scientists identifying the world’s largest-known reef manta population. Their research contributed to Baa Atoll’s designation as the Maldives’ first UNESCO World Biosphere Reserve in 2011.

Learning through participation

Guest coral sponsorship funds restoration, with guests transplanting fragments alongside marine biologists and following their development on MarineSavers.com.

Marine Discovery Centres connect guests and local schoolchildren with this conservation work. At Kuda Huraa, the Junior Marine Savers introduces younger children to ocean conservation through hands-on marine discovery activities. Landaa’s one-to-one Trainee Marine Biologist Programme gives teenagers practical experience across six specialist modules, while garden tours connect cultivation with food, wellness and composting.

All of the resorts’ research, field reports and findings are shared with the Maldives wider resort community, students, researchers and a global audience via MarineSavers.com. The Reefscapers programme’s selection as a World Sustainable Hospitality Alliance case study further extends its relevance to the hospitality industry.

For more information and ways to participate in award-winning biodiversity conservation and education at Four Seasons Resorts Maldives, visit MarineSavers.com or contact the Resorts at reservations.mal@fourseasons.com or call +960 66 00 888.

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Sun Siyam Iru Veli invites guests to explore Maldives’ underwater world

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Marine experiences at Sun Siyam Iru Veli begin just beyond the island’s shoreline, from its house reef in Dhaalu Atoll to the waters of Faafu, Meemu and South Ari Atolls. For guests, this geographical reach means the underwater journey can take many forms, from a first guided snorkel close to the island to more advanced diving and encounters farther across the atolls.

The Big Encounters

Among the most notable journeys beyond the waters of Iru Veli is the Whale Shark Excursion to the South Ari Marine Protected Area. The guided snorkelling experience takes guests in search of the world’s largest fish, with the chance to snorkel alongside them when conditions allow. The same waters also offer manta encounters, another remarkable way to venture farther afield and see these graceful ocean giants in their natural environment.

Across the Atolls

The journey continues across Meemu and Faafu Atolls, where full-day explorations move between open-water encounters, quieter lagoons, coral reefs and uninhabited islands. Around Makunueri, guests can snorkel vibrant reefs with the chance to encounter turtles, sharks, rays and a variety of reef life. For those seeking a more exclusive experience, private journeys offer a way to discover coral gardens and lesser-visited stretches of ocean, with some also providing a first introduction to scuba in calm waters.

The House Reef, in Daylight and After Hours 

Closer to Iru Veli, the house reef tells a different story. By day, guided snorkelling invites guests to coral formations and resident marine life directly around the island. After sunset, the same waters take on an entirely different character as nocturnal species emerge. The guided night snorkelling offers the chance to encounter nurse sharks and experience the reef from a whole new perspective with the help of fluorescent and blue lights.

A Different Side of the Water

For those looking for something less conventional, the SSI Mermaid programme brings a playful side to underwater exploration. Guests can swap fins for a mermaid tail and learn the techniques needed to move comfortably and confidently through the water. Combined with underwater photography and video, this experience offers a chance to explore a more imaginative side of underwater exploration at Iru Veli.

A Lasting Impact

The marine discovery at Iru Veli also extends beyond observation. Through the resort’s coral planting initiative, guests can contribute to the continued restoration of the house reef and leave a lasting connection beneath the surface. Back on land, the weekly Marine Night brings these stories together, sharing more about marine life, reef conservation and underwater environments surrounding the island.

Beyond the many ways to explore the ocean from the surface, the SSI-certified dive centre at Iru Veli offers adventures for seasoned divers and complete beginners alike. Certified divers can continue exploring the surrounding dive sites with the resort’s professional team, while first-timers can start with an introductory scuba experience. Guests looking to go further can also earn SSI certification during their stay, turning their holiday into the start of a new diving journey.

From the house reef to some of the Maldives’ most remarkable marine encounters, Sun Siyam Iru Veli reveals an island experience shaped as much by what lies beneath the surface as by what surrounds it.

Discover more marine activities, explore the latest Sun Siyam Iru Veli offers.

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Machchafushi Maldives brings Nikon photographers to South Ari Marine Protected Area

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Machchafushi Island Resort & Spa Maldives, The Centara Collection, is set to host an exclusive underwater photography and media experience from 14 to 17 October 2026, in partnership with Youth Global Program in partnership with Nikon Middle East & Nikon India. The programme is supported by Lexar Middle East and Hollyland Middle East. Led by Nikon’s underwater photographers and welcoming select international media, the programme will offer an immersive exploration of Machchafushi’s exceptional marine environment and the underwater world of the South Ari Atoll.

Set within the South Ari Marine Protected Area (SAMPA), Machchafushi offers an exceptional setting for an exclusive underwater photography experience. The resort’s award-winning house reef, spanning more than five times the area of the island itself, creates an expansive underwater landscape shaped by vibrant coral gardens, diverse marine life, and a series of distinctive dive sites.

The experience will take Nikon underwater photographers and select media beneath the surface of Machchafushi, offering the opportunity to capture the island’s marine environment from a unique perspective. From coral formations and marine life to the deeper waters surrounding the island, the programme will showcase the diversity and character of the South Ari Atoll, including the renowned Kudhi Maa shipwreck, which rests between approximately 12 and 30 metres under the surface and has become an established artificial reef.

Together, Machchafushi’s award winning house reef, vibrant coral gardens, diverse marine life and Kudhi Maa create a compelling underwater canvas, offering visiting photographers and media an opportunity to experience and document a lesser seen perspective of the Maldives.

Beyond the reef, the programme will introduce participants to the wider Machchafushi experience, connecting the underwater environment with the island’s natural surroundings, dining, wellness and slower rhythm of island life. Together, these experiences offer a broader perspective of Machchafushi and its place within the South Ari Atoll.

The collaboration brings together Nikon’s expertise in photography and Machchafushi’s distinctive marine environment, creating an exclusive platform to showcase the underwater character of the South Ari Atoll through the lens of leading underwater photographers and international media, with support from Lexar Middle East and Hollyland Middle East.

Taking place from 14 to 17 October 2026, the experience will offer an opportunity to discover and document Machchafushi beyond the shoreline, from its award-winning house reef and vibrant marine life to the distinctive underwater landscapes surrounding the island. Through the photographers and media attending, the experience will bring a different perspective of the Maldives to audiences around the world.

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