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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
This Easter, Siyam World Maldives, part of Sun Siyam’s Lifestyle Collection, is clicking its ruby slippers and transforming into the magical World of Oz from From March 31st – April 17th, 2026 with not one, not two, but three international football legends arriving on island. Yes, while the Wizard may rely on smoke and mirrors, Massimo Ambrosini, Javier Saviola and Gary Cahill are very real, and they will be hosting exclusive football camps throughout April for young players and fans ready to sharpen their skills in paradise.
But that is only the beginning because, unlike Dorothy, you might not want to go home.
Alongside these star-studded camps, Siyam World’s Easter celebrations invite guests to follow the Yellow Brick Road into the World of Oz, where the island comes alive with magical shows, playful races, kid-friendly carnivals, and high-energy island adventures.
The journey begins with Dorothy’s Arrival, a sunset gathering at Together Beach where emerald lights glow, music fills the air, and the first clues of the Oz adventure begin to unfold. Guests are then invited to follow the Yellow Brick Road across the island, discovering surprises along the way. The highlight of the Easter programme is the spectacular Journey to the Emerald City Stage Show, featuring dazzling dance performances, aerial artistry, fire acts, and immersive visuals that bring the magic of Oz to life.
Young adventurers can explore the Wizard’s Kidz Carnival, packed with games, face painting, and playful characters, while guests ready for a challenge can join The Amazing Race – Wizard of Siyam Edition, racing around the island in a series of fun challenges inspired by brains, heart, and courage.
Meanwhile, the SW 3K Easter Run adds an extra splash of fun with bubble tunnels, misty surprises, and plenty of laughter along the way.
And for football lovers, the island’s pitch becomes the ultimate training ground with three exclusive camps:
- Massimo Ambrosini Football Camp (2–4 April) – The AC Milan midfield legend known for leadership and tactical brilliance
- Javier Saviola Football Camp (5–10 April) – The lightning-fast Argentine forward “El Conejo,” famed for creativity and clinical finishing.
- Gary Cahill Football Camp (13–17 April) – The England international and former Chelsea captain celebrated for his defensive strength and leadership.
With world-class football, magical storytelling, and island adventures around every corner, The World of Oz at Siyam World promises an Easter celebration where fantasy, sport, and pure fun collide.
Because at Siyam World, the adventure never ends, it simply follows the Yellow Brick Road.
For more information and to book your stay or check out the full Easter programme, please visit the resort’s website.
The vibrant coral reefs surrounding Cinnamon Dhonveli Maldives play a vital role in sustaining the island’s rich marine biodiversity. Recognising the growing threats faced by coral ecosystems worldwide, the resort has introduced a coral restoration initiative aimed at supporting the long-term recovery of its house reef.
Coral reefs are among the most sensitive and fragile ecosystems on the planet and are increasingly affected by environmental stressors such as rising ocean temperatures, coral bleaching, and human activity. These ecosystems not only support thousands of marine species but also play a crucial role in maintaining ocean health and protecting coastlines.
As part of its ongoing sustainability efforts, Cinnamon Dhonveli Maldives has taken proactive steps to assist reef regeneration through a structured coral restoration programme. The initiative recently saw the installation of 25 coral frames, each carefully planted with coral fragments collected from naturally broken corals found within the surrounding lagoon and reef areas.
Over time, these fragments will grow and fuse with one another, gradually forming new coral colonies that contribute to rebuilding the reef structure. As the corals mature, they create shelter and feeding grounds for a wide variety of marine life, helping restore the ecological balance of the reef ecosystem.
The restoration project also serves as an important platform for raising awareness among guests and team members about the importance of marine conservation. By nurturing these coral frames and monitoring their progress, the resort contributes to strengthening the resilience of its surrounding reef while supporting broader efforts to safeguard the Maldives’ underwater ecosystems.
Sun Siyam Olhuveli has unveiled newly upgraded volleyball and futsal grounds for team members, reaffirming its commitment to employee wellbeing while advancing responsible, future-focused operations. The renovated volleyball grounds were officially inaugurated on 14 February, while the upgraded futsal ground opened earlier this year—together creating dedicated spaces for recreation, connection, and healthy competition across the island.
Designed to encourage regular physical activity and camaraderie beyond the workplace, the improved sports facilities represent a thoughtful investment in social infrastructure. They reflect a belief that wellbeing is fundamental to long-term performance, nurturing morale, teamwork, and a strong sense of belonging among team members.
Alongside these developments, the resort has implemented NO BIN DAY every Tuesday, a practical initiative aimed at minimising food waste across operations. By encouraging mindful planning and responsible consumption, the initiative challenges teams to rethink habits around food—transforming sustainability into a shared, everyday discipline.
“Taking care of our people and the environment must go hand in hand. By investing in spaces that support our team’s wellbeing and introducing simple disciplines like NO BIN DAY, we are building a culture where responsibility is lived every day—naturally, collectively, and with purpose,” said Hassan Adil, General Manager of Sun Siyam Olhuveli.
Both initiatives form part of Sun Siyam Care, the group’s corporate social responsibility platform, and align with the Social Infrastructure and Responsible Consumption and Production pillars under the GDS framework. Together, they reflect a people-first approach to sustainability—where everyday actions create lasting impact for teams, operations, and the wider community.
Sun Siyam Care is committed to creating a positive impact for people, communities, and the environment through responsible operations, social investment, and long-term sustainability actions across its destinations in the Maldives and Sri Lanka.
Guests are encouraged to learn more about these initiatives by visiting the Sun Siyam Care website at sunsiyam.com/sun-siyam-care.
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