Action
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
Siyam World Maldives has officially made global history. On December 5th, the island pulled off one of its boldest ideas yet, becoming the first resort on the planet to earn a Guinness World Records title for The Most People Snorkeling Simultaneously at a Single Venue. In partnership with Freedive Maldives, Siyam World rallied an incredible 307 snorkelers from guests, neighbors, and ocean lovers across the region, diving past the required 250 participant mark and turning the house reef into a spectacular sea of fins and fun. Guinness World Records officials flew in to verify every detail, and for the first time ever in the Maldives, every participant received an official Guinness World Records medal, making “Snorkel World 300” a milestone etched not only in record books but also in everyone’s memories.
The energy of the day embodied everything Siyam World stands for — a big, bold, anything-is-possible playground where imagination meets island life. The event was more than a record attempt; it was a celebration of marine life, community connection, and Siyam World’s adventurous DNA. The event aligned with Sun Siyam Resorts’ ongoing sustainability initiatives, encouraging guests and locals alike to appreciate and protect the natural beauty of the Maldives’ underwater world. It also served as a proud moment for the destination. As the first Guinness World Records medal ceremony ever held in the Maldives, the event spotlighted Maldivian hospitality, creativity, and ocean culture on a global stage.
“What a moment. Being the first resort in the world to set a Guinness World Records title is something we will always carry with pride, not just for Siyam World and Sun Siyam Resorts, but for the Maldives as well. We have never been the type to follow the usual path; doing the unexpected has always been our style. A huge thank you to everyone from the nearby islands who came together to make this possible,” said Ausy Waseem, Resort Manager, Siyam World.
If any resort was going to break a world record, it was always going to be Siyam World. From adrenaline-fueled adventures to quirky island experiences that spark global attention, Siyam World has earned its reputation as the Maldives’ most unrestrained, maximalist playground. This Guinness World Records title adds yet another chapter to its growing list of “only-at-Siyam” moments, proof that the resort is not just a place to stay, but a destination where the extraordinary is the everyday.
Siyam World now stands proudly as a Guinness World Records titleholder, an extraordinary accomplishment shared with the Maldives and the global travel community.
Meyyafushi Maldives, a new five-star premium all-inclusive boutique resort, has introduced what it describes as a world-first in resort recreation: a fixed overwater padel tennis court. Positioned above clear lagoons and framed by sweeping sunset views, the court offers guests an opportunity to play and unwind in a distinctive setting surrounded by panoramic ocean vistas.
Located in the Lhaviyani Atoll, the overwater court allows players to take part in a match while immersed in the natural calm of the surrounding seascape. Guests staying at the resort are offered one hour of complimentary padel tennis as part of the premium all-inclusive package. The setting provides a secluded and tranquil space for both beginners and experienced players to practise with the sound of the ocean beneath.
“Padel tennis has become one of the fastest-growing sports in the world, and we wanted to bring it to life in the most spectacular way possible,” said Ahmed Siaar, Cluster General Manager of BeKind Hotels & Resorts. “Playing on water, surrounded by endless blues, transforms the game into something transcendent – it’s active luxury at its finest.”
The overwater court forms part of Meyyafushi’s wider range of facilities, which include an underwater dining restaurant, an overwater wine cellar, water pool suites with slides, a mini bowling lane, and an adults-only sky bar featuring a glass-bottom infinity pool. Each facility has been created to offer experiences that encourage connection, exploration and wellbeing.
With uninterrupted sunset views and a distinctive overwater location, Meyyafushi Maldives’ padel tennis court marks a global first for the sport, bringing together physical activity, landscape and design in a single setting.
Kuramathi Maldives, available exclusively through Kuoni in the United Kingdom, has announced the return of the Campioni Soccer Academy next summer. The two-week programme, set once again against the turquoise expanse of the Indian Ocean, will transform the island’s football pitch into a world-class training ground for young players aged 4 to 16.
The 2026 edition will welcome two celebrated English football legends: Stuart Pearce MBE and Wes Brown, as well as UEFA ‘A’ licensed coach Adrian Whitbread. Together, they will lead two consecutive weeks of training sessions designed to inspire, challenge, and uplift children of all abilities.
- Week One: 27 July – 1 August 2026: Led by Stuart Pearce MBE and Adrian Whitbread
- Week Two: 3 – 8 August 2026: Led by Wes Brown and Adrian Whitbread
The experience begins with a beachfront welcome reception where families meet the visiting football icons, collect their bespoke training gear, and prepare for the week ahead. From Monday to Saturday, daily sessions will focus on essential skills, teamwork, strategy, and sportsmanship. Participants will receive consistent personal feedback from the professionals, offering a rare chance to learn directly from top-level athletes in an unforgettable setting.
Parents may use the opportunity to relax around the resort, confident that their children are safe, active, and engaged, or they may join the popular mid-week Parents’ Game — a light-hearted fixture that brings all ages together on the pitch.
Reflecting on the 2025 edition, Stuart Pearce MBE commented: “This year’s Campioni Soccer Academy at Kuramathi was fantastic, and I can’t wait to return in Summer 2026 to meet a new group of families. The work we get to do with Campioni is always inspiring, in every training session I see potential. Campioni isn’t just about learning new football skills; it’s about inspiring young minds to dream big and work hard.”
Wes Brown added: “Seeing kids improve through the week of coaching is always what I enjoy most about Campioni. I can’t wait to be at Kuramathi next summer; the Maldives feels like the perfect destination for kids and families to have a great experience.”
The 2025 programme also welcomed young players from local Maldivian academies in Thoddoo and Rasdhoo for a special session with John Barnes MBE and Adrian Whitbread. Kuramathi and Campioni intend to continue this initiative in 2026, offering young Maldivian talents the chance to train with football greats.
More than a training camp, Campioni at Kuramathi is positioned as an immersive island experience. It is a place where childhood ambitions are nurtured, evening matches unfold under tropical skies, and young athletes are inspired by the magic of the Maldives.
-
Awards6 days agoMaldives again named World’s Leading Destination
-
Action1 week agoSiyam World achieves snorkelling world record with 307 participants
-
Awards6 days agoTrans Maldivian Airways named World’s Leading Seaplane Operator 2025
-
Featured6 days agoNoku Maldives unveils long-term Sea Turtle Conservation Programme
-
Featured6 days agoFrom spa rituals to sunrise yoga: Angsana Velavaru champions mindful living
-
Featured5 days agoBlue Mind Theory brought to life at InterContinental Maldives Maamunagau
-
Cooking3 days agoMaakeyolhu: RAH GILI MALDIVES launches signature dining experience honouring Maldivian fishing culture
-
Awards5 days agoHulhule Island Hotel extends global leadership with 14th consecutive World Travel Award