Coronavirus: What future for sport and sponsors after the lockdown?

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Coronavirus: What future for sport and sponsors after the lockdown?
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LONDON (AFP) - 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.. Read more at straitstimes.com.

LONDON - 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.

Apart from a few exceptions - the sideshows of football in Belarus or horse 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. 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."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.

"In the interim, clubs, event organisers and federations are going to require some serious financial engineering to manage the business," he said. "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?"

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