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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
Pullman Maldives Maamutaa continues its ongoing marine conservation journey with the identification of Six Individual Indo-Pacific Leopard Sharks along the resort’s house reef. The sharks were documented through photographic observation and submitted to the MIYARU, the Maldives’ national non-profit organisation and research network focused on collaborative shark research and conservation.
The six identified sharks namely Atlas (LS081), Aurelian (LS083), Kikongo (LS090), Ambala (LS091), Ingwe (LS096), and Fowler (LS097) – can each be recognized by their distinctive patterns of dots and spots. Similar to a human fingerprint, these natural markings are unique to every shark, enabling marine researchers to identify individuals when they are encountered again.
By documenting these individual sharks, Pullman Maldives Maamutaa is contributing to a growing body of knowledge about the species and how it uses local reef habitats. Each sighting adds another piece to the wider picture of leopard shark presence and movements in the Maldives, supporting continued awareness, research and conservation.
For Pullman Maldives Maamutaa, conservation is about creating meaningful connections with the natural world. From a passing encounter with a leopard shark to learning how individual animals can be recognized beneath the surface, every discovery can offer a new perspective on the living reef.
The identification of these six leopard sharks reflects the resort’s continued approach to marine conservation through attentive observation, responsible marine experiences and collaboration with conservation partners.
As monitoring continues, Pullman Maldives Maamutaa invites guests to discover its house reef not simply as a destination beneath the surface, but as a living environment shared with an extraordinary diversity of marine life.
With every sighting, every photograph and every new record, the resort continues to build a deeper understanding of the waters surrounding Maamutaa – inspiring greater appreciation for the wildlife that calls the Maldives home.
Kayla Shortt is Pullman Maldives Maamutaa’s in-house Marine Biologist and PADI IDC Staff Instructor, who coordinated the in-water observations, photographic documentation and identification submissions that resulted in the six individual records.
Originally from South Africa, she has worked across five-star resorts in the Maldives since 2021, bringing together her experience in marine tourism and practical conservation.
Her expertise spans reef-health monitoring, turtle rehabilitation and shark behavior, with a particular focus on creating greater awareness and understanding of the marine environment.
At Pullman Maldives Maamutaa, Kayla makes marine science engaging and accessible, connecting guests with the underwater world while supporting the resort’s ongoing conservation efforts. Through her work, she contributes to a deeper understanding of the Maldives’ marine environment and the remarkable wildlife that calls it home.
This festive season, Siyam World Maldives, part of the Lifestyle Collection at Sun Siyam, is entering The Age of Legends, as ancient kingdoms, dragons, warriors, enchanted forests and Viking seas find their way to the Maldives. Inspired by the worlds of Game of Thrones, The Lord of the Rings, The Witcher andVikings, The Age of Legends creates a story entirely of its own, with experiences unfolding across the island and guests becoming part of the action.
Because at Siyam World, simply watching was never really going to be enough. Beginning December 15th, the festive programme brings together fantasy-inspired entertainment, family adventures, sport and storytelling, with former Manchester United and Serbia captain Nemanja Vidić, an original production inspired by one of the Maldives’ best-known legends, and a New Year’s Eve celebration where four worlds collide. And there are still a few things Siyam World is not revealing just yet. Consider that your first quest.
Legends on the field
From 18 December, the football pitch gets its own chapter. Former Manchester United and Serbia captain Nemanja Vidić joins the festive line-up with a football camp focused on skill, confidence, discipline and teamwork. For young players, it is a rare opportunity to train with someone who spent years competing at the very highest level of the game.
Every great battle has its decisive moment. From 25–27 December, former AC Milan and Italy striker Alessandro Matri takes to the pitch with young players for three days of skill, confidence and teamwork, bringing a goalscorer’s instinct to the festive realm.
For parents, it is also a remarkably effective way to ensure football dominates the conversation for the rest of the holiday. Possibly the flight home, too.
When a Maldivian legend takes the stage
On 21 December, the story turns closer to home. Dhonhiyala and Alifulhu, one of the Maldives’ best-known legends, will be brought to life through an original musical inspired by its timeless tale of love, courage and destiny.Passed down through generations, the story finds a new stage and a new audience at Siyam World, bringing a distinctly Maldivian legend into a festive season inspired by legendary worlds from near and far. Because long before dragons and Vikings reached these shores, the Maldives had legends of its own.
Christmas Even
On 24 December, word arrives from the North. A certain Legend is making his way across the sea, carrying gifts after what we can only assume has been a very long journey. Exactly when and how he will arrive remains a closely guarded secret. The North has many Legends. This one wears red.
Four worlds. One midnight.
New Year’s Eve brings The Age of Legends to its biggest night. Four fantasy worlds come together as ancient magic, fearless warriors, unexpected alliances and just the right amount of Siyam World chaos take over the island on the final night of 2026. Exactly what happens when those worlds collide is staying firmly under wraps. Mostly because spoilers are punishable by exile from the realm. Let’s just say Siyam World will not be entering 2027 quietly.
Little legends
For younger adventurers, The Dragon Rider Academy transforms Kidz World into a training ground for future dragon riders, with games, challenges and plenty of opportunities to prove themselves worthy of the realm. Judging by previous Siyam World adventures, they are likely to take their training extremely seriously. The dragons, thankfully, remain under control. For now.
One more legend
And there is still one name missing from the story. One final Legend is yet to be revealed to those following @siyamworld, joining an already packed festive line-up when the time is right.
Because some entrances deserve their own moment.
Now it is your turn
Guests will also have the chance to create a legend of their own through the Share Your Siyam Legend Challenge.Throughout the season, guests can capture their own legendary Siyam World moment and share it as a Reel or carousel, tagging @siyamworld and using #ShareYourSiyamLegend and #AgeOfLegends.
The entry combining the most imagination, genuine engagement and a point of view all its own could win a seven-night stay for two at Siyam World, including WOW! Inclusive, applicable taxes and return shared seaplane transfers.Create the moment. Share the story. Become a Legend. The Age of Legends begins at Siyam World Maldives on 15 December 2026.
The realm is ready. The Legends are coming. Ready to enter The Age of Legends? Discover Siyam World’s latest offers and book your festive escape at sunsiyam.com/siyam-world/offers.
Hideaway Beach Resort & Spa successfully concluded the second edition of the Maldives Hideaway Resort Run 2026 on Friday September the 18th as part of World Wellness Weekend, bringing together running, wellness and the spectacular natural surroundings of the beautiful all-natural Island of Dhonakulhi.
The event welcomed 68 runners, with esteemed athletes Sunny Schippers leading the 10K race and Clara Abbona leading the 5K race, inspiring participants through three scenic island runs (including a relaxing shake out run) surrounded by the turquoise waters and lush tropical landscape of Hideaway.
Held in line with World Wellness Weekend, the programme extended beyond running to embrace a more holistic approach to wellbeing. Participants enjoyed a series of wellness experiences, including sound healing with Naga Healing, Yoga with in-house instructor Shubham, alongside fitness sessions led by Shaffa – Fitness Expert from TfG, and Ask a PT and Physio sessions with Yoosuf as the Personal Trainer Consultant.
The second edition celebrated movement in all its forms, combining physical activity with recovery, mindfulness, and connection with nature. From the energy of the starting line to restorative wellness experiences, the event brought guests and participants together through a shared appreciation for healthier living.
Following another successful edition, the Maldives Hideaway Resort Run continues to build its identity as a unique resort island running and wellness experience, bringing together sport, community and the beauty of the Maldives at Hideaway Beach Resort & Spa.
The initiative is endorsed by Visit Maldives and delivered in partnership with TFG as race partner, with race consultation, registration, timing, and bib services powered by TFG Races. Maldivian joins as transport partner, Coral Glass as content partner, and Sporting Vacanze as agent partner. This partnership reflects continued collaboration between tourism, aviation, media, sports, and lifestyle stakeholders in supporting wellness tourism in the Maldives.
Participants received a race timing bib powered by TfG Races, a partner goodie bag compiled of little treats by the partners, and the official Flora & Fauna Greenery Run T-shirt. Trophies were awarded to the top three male and female finishers in both the 5K and 10K categories. And the esteemed 1st place winners all received a scaled Maldivian Flight model kit by Maldivian Airways.
“Following the success of the historic inaugural edition in 2025, we are delighted to run the Maldives Hideaway Resort Run in 2026,” said Mohamed Muzaffar Ahmed, Business Development Manager of Lily Hotels. “With the continued endorsement of Visit Maldives and the support of our partners, this event reflects the growing opportunity to position the Maldives as a destination for luxury wellness, sports, and active travel. Our ambition is to develop the Maldives Hideaway Resort Run into one of the country’s and inevitably the world’s leading luxury destination running events, offering participants an experience that is truly unique to the Maldives. I am proud of the fact that we are the first luxury running event focused on the sporting tourism niche which has trophies, timing, and medals making Lily Hotels yet another pioneer in experiences in the tourism sector.”
Maldives Hideaway Resort Run – The 2nd Edition might be over, but its revelry carries on with celebrating the runners on social media. In addition to that the resort is looking to clear the remaining stock of the runner’s kit which consists of a goodie bag, t-shirt, and medal via any resort guest running at least a 5k in the official mhrr2026 route at the resort during this year. More details will be available on their social media.
As an intended annual event after celebrating sunrise in the original run in 2025 and flora and fauna in this year, the resort aims to launch its theme for Maldives Hideaway Resort Run 2027 – Visit Maldives Year Edition in February next year so stay tuned for any teasers about what they have got in store for the next edition of this spectacular destination running event with amazing views to be experienced by being there and experiencing running in a destination like no other.
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