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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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Grand Park Kodhipparu introduces experience-led stay built around its house reef
Grand Park Kodhipparu Maldives has unveiled Kodhipparu Reef Connection, a new experience-led stay designed around one of the island’s greatest natural treasures–its award-winning house reef, recognised among the Top 10 House Reefs in the Maldives in the 2026 Travel + Leisure Luxury Awards Asia Pacific.
Created around the resort’s Reef Pool Villas, the new experience moves beyond the traditional Maldives villa stay by connecting accommodation, marine discovery, wellbeing and dining through one continuous journey inspired by the reef.
Rather than treating snorkelling, yoga and dining as individual resort activities, Kodhipparu Reef Connection follows the natural rhythm of a day on the island. Positioned to face the sunrise, our Reef Pool Villas allow guests to watch the island awaken from their own private deck, with the house reef stretching out before them. Sunrise yoga turns this natural moment into the beginning of the day’s journey — a quiet connection with the ocean before discovering what lies beneath it.

The connection then moves beneath the surface. Through the Blue Mind reef experience, our Marine Biologist introduces guests to her work protecting Kodhipparu’s house reef, the marine life that calls it home, and how the reef changes throughout the day. Guests learn what to look for–and where and when they are most likely to find it–giving them the knowledge to explore the reef independently and see each snorkel through more informed eyes.
As daylight softens, the experience moves above the water with sunset cocktails and chef’s canapés, followed by a signature three-course dinner at FireDoor, Grand Park Kodhipparu’s overwater speciality restaurant.
A reserved glass-floor table provides the setting for the evening, with the resort’s Marine Biologist introducing guests to Life Beneath Your Table and the marine world visible below before dinner begins.
The experience reflects a wider philosophy at Grand Park Kodhipparu: that modern luxury hospitality should be about much more than the room itself.

Raffaele Solferino, General Manager of Grand Park Kodhipparu Maldives, said: “A beautiful villa is important, but today it is only the beginning of what guests expect from a resort. What creates lasting memories is everything that happens around and beyond the room–the connection to nature, food, people and a genuine sense of place.”
“Our award-winning house reef is part of the identity of Kodhipparu, so with Reef Connection we wanted to bring it into the whole rhythm of the stay. Guests wake above it, swim through it, learn about it and, at FireDoor, dine above it. It is a perfect example of what I believe hospitality should be about: not simply selling a room, but creating a reason to stay.”
Located just 20 minutes by speedboat from Velana International Airport, Grand Park Kodhipparu offers guests unusually easy access to the underwater world of the Maldives while staying at a boutique luxury resort. Its house reef begins directly off the island, allowing guests to explore vibrant coral gardens and marine life without the need for a separate boat excursion.
Recognised among the Maldives’ leading house reefs by Travel + Leisure Southeast Asia, Hong Kong & Macau’s Luxury Awards Asia Pacific 2026, the reef is more than an amenity at Kodhipparu. It is part of the character of the island and increasingly central to the resort’s approach to experiences that connect guests more meaningfully with nature and the ocean.
Kodhipparu Reef Connection includes:
- 3-night stay in a Reef Pool Villa
- Complimentary Half Board upgrade
- Daily sunrise and sunset yoga
- Blue Mind reef discovery with a Marine Biologist, introducing the reef, its marine life and ongoing conservation work
- One signature three-course dinner for two at FireDoor
- Reserved glass-floor dining table
- Sunset cocktails and chef’s canapés for two
- Life Beneath Your Table introduction with the Marine Biologist
Guests booking directly also receive additional Park Rewards benefits and savings across selected dining, spa and watersports experiences, together with personalised service from a dedicated Lifestyle Host.

The launch forms part of Grand Park Kodhipparu’s evolving Connected Island Luxury philosophy, which sees luxury not simply through accommodation or traditional five-star conventions, but through meaningful connections to nature, wellbeing, people and place.
With Kodhipparu Reef Connection, that philosophy begins just beyond the villa deck at sunrise and continues through to sunset with the living reef beneath the resort’s signature restaurant.
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Victor Bernardo joins 2026 Four Seasons Maldives Surfing Champions Trophy
Four Seasons Resort Maldives at Kuda Huraa has confirmed Brazilian freesurfer Victor Bernardo for the 2026 Four Seasons Maldives Surfing Champions Trophy, joining Mason Ho in a growing field of world-class athletes.
Returning to Sultans from September 4 to 11, 2026, the invitation-only contest brings six celebrated surfers to the North Malé Atoll to compete across single fin, twin fin and thruster divisions. The format places adaptability, creativity and board knowledge at the centre of the competition, with an overall champion crowned after three distinct eras of surfboard design have been put to the test.
For guests staying at Kuda Huraa, the Trophy offers close access to the competition and the athletes taking part. Sultans is reached within minutes of the resort, while the week extends beyond the heats through post-surf conversations, sunset gatherings and opportunities to experience the wider surf culture of the island.

Bernardo joins the field as one of contemporary surfing’s most accomplished all-round stylists. Known for moving comfortably between alternative boards and high-performance equipment, the 28-year-old has built a global reputation for fluid surfing, technical range and an instinctive understanding of how different boards shape a wave.
Whether threading tubes on a quad, drawing extended lines on a twin fin or producing powerful turns on a modern thruster, Bernardo’s approach makes him particularly suited to the Champions Trophy format.
“I surf different boards every day, and to me it’s the most fun thing in surfing,” said Bernardo. “To be in an event like this has always been my dream. I’m very excited for it.”
Born in Guarujá on Brazil’s São Paulo coastline, Bernardo first paddled out at four years old alongside his family. He spent more than a decade progressing through the professional ranks, winning the Oakley Pro Junior and establishing himself as one of Brazil’s leading competitive prospects.
In recent years, he has become one of surfing’s most respected freesurfers, earning recognition for his style, versatility and willingness to explore a broad range of surfboard designs. That range has made him a natural addition to an event where competitors must continually adjust their technique, equipment and approach. “I love that it’s very selective, and it seems to be an incredible experience,” Bernardo added. “I am honoured and excited.”

His invitation also carries a personal significance beyond the competition. “What I’m most excited about is bringing my mum on her first international trip, enjoying our time together and having fun.”
Held at the world-renowned right-hand break of Sultans, the Four Seasons Maldives Surfing Champions Trophy combines elite competition with the freedom and experimentation of classic surfing. Its compact field, three-board format and island setting have helped distinguish it from conventional professional contests.
First staged in 2011, the Trophy has welcomed athletes including Mark Occhilupo, Taj Burrow, Josh Kerr, Kelly Slater, Joel Parkinson, Michel Bourez, Carissa Moore and Maya Gabeira. The 2025 edition saw Michel Bourez complete a comeback from injury to win the overall title, recording the event’s only perfect 10 along the way. With Bernardo now joining Mason Ho for 2026, the next edition is already taking shape as one of the most unpredictable in the event’s history.
Further competitors will be announced in the coming weeks, with updates shared through surfingchampionstrophy.com and the Four Seasons Resort Maldives at Kuda Huraa channels.
Where Champions Come to Surf
The Four Seasons Maldives Surfing Champions Trophy brings six invited athletes to Sultans to compete across single fin, twin fin and thruster divisions. Unlike a conventional surf contest, the format rewards the ability to interpret a wave through different boards, techniques and periods of surfing history.
The Garden-Island Base at Kuda Huraa
Located 25 minutes by speedboat from Malé, Four Seasons Resort Maldives at Kuda Huraa provides direct access to the surf breaks of the North Malé Atoll, supported by more than two decades of collaboration with Tropicsurf. During the Trophy, guests can follow the competition at Sultans, meet leading figures from the surf world and combine event access with coaching, wellness and island experiences.
To reserve a stay during the 2026 Four Seasons Maldives Surfing Champions Trophy or enquire about the Surf’s Up package, contact reservations.mal@fourseasons.com or call +960 66 00 888.
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Joy Island Maldives expands guest activities with new Joy Arcade
Joy Island Maldives, part of The Cocoon Collection, has expanded its leisure offering with the launch of Joy Arcade, the resort’s first dedicated gaming room.
The new facility has been introduced as an indoor entertainment space where guests can play individually or with friends and family, adding another activity to the resort’s programme beyond the beach, lagoon and outdoor experiences.

Joy Arcade features four gaming stations built around simulation and virtual reality technology. The line-up includes a three-screen racing car simulator, equipped with a force-feedback steering wheel and pedals; VR Moto, a motion-based motorcycle simulator that moves in response to the virtual terrain; a 9D VR Platform, featuring two motion pods and a selection of adventure, horror and flight experiences; and VR Gun Shooting, which combines a headset with a motion-tracked controller and an in-room leaderboard.
The racing simulator accommodates one player at a time and is recommended for guests aged eight and above, while VR Moto is recommended for those aged 10 and above. The 9D VR Platform can accommodate up to two players and is recommended for guests aged six and above, while VR Gun Shooting is designed for one player at a time and recommended for ages eight and above.

The arcade operates daily from 10am to noon, 2pm to 6pm and 9pm to 11pm. Walk-in guests do not need to make an advance booking, with passes available from the arcade desk during operating hours.
Guests can choose from one-, two-, three- and four-hour Play Passes, as well as an Unlimited Day Pass. Each pass provides access to all four gaming stations, with the duration determining the amount of playing time available. The resort advises guests to check with the arcade desk for current pricing and any rates linked to resort or stay packages.
Joy Arcade is open to guests of all ages, although younger players may require a parent or guardian when using motion-based equipment. Headsets, controllers and safety equipment are provided and sanitised between uses. The room can also be booked for birthday parties and other events, with private sessions, party host assistance and refreshments available for groups.

The addition expands the range of recreational facilities at Joy Island, which positions activities as a central part of its guest experience. The resort also offers tennis and padel, fitness and wellness sessions, excursions, diving and water sports, while its Kids’ Club, Kiddie Cove, provides supervised activities for children aged three to 12.
Its Dive & Water Sports Centre offers activities including scuba diving, snorkelling, kayaking, paddleboarding, windsurfing, jet skiing, parasailing, wakeboarding and waterskiing. Other experiences include dolphin cruises, fishing trips and marine excursions.
Joy Island is located in North Malé Atoll, around 40 kilometres from Velana International Airport and approximately 40 minutes away by speedboat. The resort has 151 villas, comprising 91 beach villas and 60 overwater villas, with accommodation options that include villas with private plunge pools. Interiors feature furnishings and design elements by Italian design company LAGO.
The resort also operates Oasis Spa, where treatments combine Eastern and Western wellness approaches, including Balinese massage, hot stone massage, aromatherapy and couples’ treatments. Its fitness programme includes yoga, Pilates, Zumba, aqua fitness, gym sessions, beach volleyball and racquet sports.
Joy Island’s food and beverage offering comprises three restaurants and a bar. The Market serves international cuisine through buffet and live cooking stations, while Il Basilico focuses on Italian dishes, including wood-fired pizza. Palm Beach offers beachfront dining, including seafood and grilled dishes, while Rainbow Bar, located beside the swimming pool, serves drinks throughout the day. The resort also offers destination dining experiences, including sandbank picnics, lagoon dinners, beach dinners and garden dining.
With Joy Arcade, the resort is adding an indoor gaming component to an activity programme that already spans water sports, diving, wellness, excursions, children’s activities and racquet sports, providing guests with an additional option for entertainment throughout their stay.
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