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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
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Go behind scenes at Cinnamon Velifushi Maldives with new immersive tour

At Cinnamon Velifushi Maldives, the allure of turquoise waters and golden sunsets is only part of the journey. As part of its Week in Paradise initiative, they have introduced a rare and eye-opening experience that takes guests behind the scenes—offering a deeper appreciation for what it truly takes to keep island life thriving.
Titled the Explore Our Resort Tour, this guided walkthrough is designed to go beyond the beach, spotlighting the systems, spaces, and people that quietly power of its island. It’s an invitation to witness the inner workings of paradise, where sustainability, efficiency, and teamwork come together in perfect harmony.

The tour begins at their Eco Park, where guests learn about our waste management operations—specifically the incinerator and digestor systems that play a critical role in reducing the resort’s environmental impact. From there, they visit the sewage treatment plant, where water is processed responsibly to maintain a clean and eco-conscious environment.
A stop at the diesel tanks and generator systems offers insight into the island’s energy supply, revealing how carefully calibrated operations ensure uninterrupted comfort for guests and colleagues alike. The RO (reverse osmosis) plant—another key highlight—demonstrates how seawater is converted into fresh, usable water through advanced desalination technology.

Guests also visit the laundry facilities, where mountains of linen are refreshed daily, and the often unseen administrative offices and associate accommodation units, which form the backbone of daily resort life. It’s a behind-the-curtain view of the dedication and effort that go into creating the effortless luxury that defines the Cinnamon experience.
More than just an operational tour, Explore Our Resort is about storytelling. It’s about giving guests a richer understanding of the care, coordination, and innovation that support each moment of their stay—from the spotless sheets to the lights that twinkle across the lagoon at night.

By launching this initiative, Cinnamon Velifushi Maldives invites travellers to connect with the island on a deeper level—not just as guests, but as curious explorers of the world that quietly exists beyond the beach.
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Ocean, culture, community: sustainable celebrations at Banyan Tree Vabbinfaru & Dhawa Ihuru

Single-use plastics continue to pose a significant threat to marine ecosystems, with over 11 million metric tonnes entering the oceans each year. Since the Banyan Group began its efforts to eliminate single-use plastics in 2018, Banyan Tree Vabbinfaru and Dhawa Ihuru have led the way within the group—achieving a 75% reduction in plastic use, the highest rate across all properties.
This July, guests are invited to participate in a series of sustainability-focused activities designed to create meaningful impact:
- 12 July: A community clean-up in Malé City in collaboration with CLEAN Maldives, bringing together locals, guests, and team members to reduce marine waste in urban environments.
- 19 & 26 July: Marine litter snorkelling clean-ups around the house reef, removing plastic debris while protecting marine life and habitats.
- 29 July: A recycled arts and crafts workshop at Banyan Tree Vabbinfaru in partnership with Feyran Craft House, transforming collected plastic into handcrafted artworks.
These efforts support the Banyan Group’s ‘Brand for Good’ sustainability targets, which include the complete elimination of guest-facing single-use plastics by 2025 and full elimination across operations by 2030.
Taking place at Dhawa Ihuru—recognised for having one of the best house reefs in the Maldives (Travel + Leisure Luxury Awards 2025)—the Rannamaari Dive Fest invites divers and marine enthusiasts to explore the famed Rannamaari Shipwreck, located just metres from the shoreline.
This immersive day features:
- Guided dives to the shipwreck
- Underwater treasure hunts
- Marine conservation talks
- Cultural experiences including local arts and crafts, Maldivian cooking classes, and spa rituals
The event pays tribute to the vibrant marine ecosystem that defines Dhawa Ihuru as a premier dive destination.
Observed on 26 July, Maldivian Independence Day commemorates the country’s emergence as a sovereign island nation. In celebration of this historic occasion, both Banyan Tree Vabbinfaru and Dhawa Ihuru have curated three days of experiences rooted in national pride, community, and tradition.
- 26 July: Guests may participate in a symbolic swim across the channel connecting the two islands, representing unity and freedom. The day continues with a Maldivian Culture Talk exploring traditions, language, and the significance of Independence Day, followed by a traditional Bodu Beru performance and beach bonfire under the stars.
- 26–28 July: Three days of beachside “Fun Olympic Games” celebrate island spirit through friendly competition and laughter.
- 25–31 July: Special dive and water sports promotions of up to 30% will be available. Offers include signature experiences such as diving the Rannamaari Shipwreck and snorkelling excursions with nurse sharks and stingrays.
The July programming forms part of the lead-up to Banyan Tree Vabbinfaru’s official 30th anniversary in September 2025. Each initiative reflects the resort’s founding philosophy: Embracing the Environment, Empowering People. Guests are invited to reconnect with nature, engage with Maldivian culture, and experience the true spirit of the Original Maldives.
Excursions
COMO Maalifushi and Cocoa Island join global tribute to women divers on 10th PADI Dive Day

In celebration of the 10th anniversary of PADI Women’s Dive Day, COMO Maalifushi and COMO Cocoa Island will host dedicated dive experiences in tribute to the passion, resilience, and adventurous spirit of women divers worldwide. Scheduled for Saturday, 19 July 2025, this global initiative brings together divers in a united effort to increase female participation in scuba diving, while also promoting marine conservation and inclusivity beneath the waves.
On this date, both COMO properties in the Maldives will organise specially guided dives exclusively for certified female guests. These experiences offer participants the chance to explore the region’s thriving marine ecosystems and connect with a broader movement that champions gender inclusivity and environmental stewardship in the diving community.
Situated in the unspoilt waters of the Maldives, COMO Maalifushi provides access to a range of renowned dive sites, including coral gardens and manta ray cleaning stations. These underwater landscapes are ideal for divers seeking meaningful interactions with marine life in a setting of natural splendour.
Peter Nilsson, Managing Director of COMO Hotels and Resorts in the Maldives, commented, “At COMO, we are committed to empowering women not only on land but also beneath the surface of the ocean. PADI Women’s Dive Day gives us a platform to honour values such as inclusivity, passion, and marine conservation — all of which resonate strongly with our brand ethos. We are proud to create experiences that allow our guests to forge lasting connections with the natural world in transformative and memorable ways.”
At COMO Cocoa Island, participants can expect similarly enriching experiences, with access to gentle reef slopes, crystal-clear lagoons, and a diversity of marine life. Supported by expert marine guides, the dives are designed to be both empowering and educational, fostering a deeper appreciation of the ocean’s delicate balance.
First launched in 2015, PADI Women’s Dive Day has grown into the world’s largest celebration of women in diving. This year, both COMO resorts aim to inspire a new wave of female divers while reinforcing the importance of sustainability and unity beneath the surface.
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