{"id":238022,"date":"2019-06-03T22:00:00","date_gmt":"2019-06-03T20:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/sport-sponsorship-russia\/"},"modified":"2024-08-09T03:34:16","modified_gmt":"2024-08-09T01:34:16","slug":"sport-sponsorship-russia","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/sport-sponsorship-russia\/","title":{"rendered":"Sport sponsorship in Russia"},"content":{"rendered":"

There\u2019s no question that Russia<\/strong> has been involving itself in the world of international sports for a long time. Before hosting last year\u2019s Fifa World Cup, the Black Sea resort of Sochi held the 2014 Winter Olympics – and on a less prominent scale, the country has welcomed championships in everything from the canoeing to judo to the pentathlon in the past decade. This year, the world\u2019s biggest country is playing host to the multi-sport Winter Universiade and the AIBA World Boxing Championships.<\/p>\n

But what of the question of sports sponsorship in Russia<\/strong>? Is all this hosting of international athletes paying off in a business sense? And are Russian brands utilising it to boost their profiles internationally?<\/p>\n

The answer is yes. Here, we\u2019ve looked into how sports sponsorship in Russia <\/strong>– and by extension sponsorship campaigns deployed by Russian companies outside of it – is taking shape.<\/p>\n

Sports sponsorship in Russia: what\u2019s the context? <\/strong><\/h2>\n

Like many emerging markets, Russia appears determined to make its mark on the world stage – in everything from its politics and its relationship with leading Western powers to, as we\u2019ve mentioned, its heavy involvement in major sporting competitions.\u00a0<\/strong><\/p>\n

According to the Asia & Pacific Policy Society (APPS), Russia\u2019s sponsorship within the sporting arena is an example of \u201csoft-power statecraft\u201d – and with Vladimir Putin keeping a close eye on what the rest of the world is doing (and how his nation could benefit from it) this is hardly surprising. APPS concludes that a poster released ahead of last year\u2019s Fifa World Cup harked \u201cback to communist-era Soviet Union, when the country was in its pomp and at the height of its global power. In other words, the poster\u2019s inference is that Russia wants to be considered great again.\u201d APPS also calls the Sochi Winter Olympics a \u201ctangible, and ostentatious, manifestation of Russia\u2019s desire to present a strong, positive image of itself to the world.\u201d It seems that the unifying nature of sport makes it a perfect outlet for the Kremlin\u2019s patriotic, globally-focused PR campaign.<\/p>\n

Of course, it\u2019s not alone in this. In terms of sponsorship Russia\u2019s fellow emerging market China was heavily represented at last year\u2019s World Cup, with property company the Wanda Group acting as an official Fifa partner and Hong Kong-based dairy company Mengniu, TV and whitegoods developer Hisense and Guangdong-based phone manufacturer Vivo all bringing prominent sponsorship campaigns.\u00a0 Quoted by The Guardian, Salford University professor Simon Chadwick suggests that a surge in Asian sponsorship deals might have come as a result of many Western brands now seeing Fifa as \u201ctoxic\u201d after its corruption scandal in 2015.<\/p>\n

Meanwhile, Gulf countries are also determined to prove themselves as wealthy world-players in the same way – see Qatar\u2019s hosting of the 2022 Fifa World Cup, for example, as well as Dubai-based Emirates\u2019 long-time sponsorship of Arsenal FC, Real Madrid, AC Milan and Paris Saint Germain. Glenn Lovett, managing director at Nielsen Sports, believes that many Middle Eastern brands will do their best to capitalise on their region\u2019s hosting of the world\u2019s biggest football competition ahead of 2022.<\/p>\n

Will Russia follow suit? With its apparent determination to promote its image both abroad and at home, it seems more than likely.<\/p>\n

So, where is Russia investing in sports sponsorship?<\/strong><\/h2>\n

Russia\u2019s sports sponsorship campaigns overseas are wide-reaching, taking in everything from Central European football teams to gymnastics to F1. Here are a few examples of sports sponsorship campaigns from Russian brands that demonstrate their spending power, and the level of the competition they want to be involved in\u2026<\/p>\n

Gazprom and football <\/strong><\/h2>\n

Who? <\/strong>A massive Russian gas company with close to half a million employees<\/p>\n

Sponsorships: <\/strong>UEFA Champions League, 2018 FIFA World Cup, various European football clubs<\/p>\n

Gas company Gazprom has sponsored UEFA Champions League since the 2012\/13 season, and last year also sponsored the Fifa World Cup, after signing a deal in 2013 to become an official Fifa partner for all competitions between 2015 and 2018. Part of the company\u2019s Champions League sponsorship includes raffling tickets to sports fans across the world, as well as more traditional sponsorship activations such as bespoke TV slots and digital pitch-side boards.<\/p>\n

Aside from major football competitions, Gazprom has a long history of sponsoring individual clubs – German team FC Schalke since 2007 and Red Star Belgrade since 2010, the latter with hoardings, shirt sponsorships, and support of its youth teams.<\/p>\n

VTB and motorsport; gymnastics <\/strong><\/h2>\n

Who?<\/strong> A majority Russian state-owned bank<\/p>\n

Sponsorships: <\/strong>F1 Russian Grand Prix, Georgia Gymnastics Federation<\/p>\n

VTB became the first sponsor of the Georgia Gymnastics Federation in the run up to the 2015 Youth Olympics, following its previous involvement with rugby, football, basketball, waterpolo and auto-sports in the country.<\/p>\n

In motorsport, in 2017 VTB signed up as Event Title Partner for the F1 Russian Grand Prix, in a campaign that\u2019s still ongoing as of the 2019 F1 season. The F1 Russian Grand Prix is the biggest motorsport event in Russia, with millions across the globe tuning in to see who reigns victorious at the Sochi Autodrom.<\/p>\n

\"formula-1-VTB\"<\/a><\/strong><\/h2>\n

Aeroflot and<\/strong> football<\/strong><\/h2>\n

Who?<\/strong> A majority Russian state-owned airline<\/p>\n

Sponsorships: <\/strong>Manchester United<\/p>\n

Spring 2017 saw Russian airline Aeroflot renew their Manchester United sponsorship deal, first signed in 2013, for a further five years. The deal is said to be worth $40 million, and sees the airline provide \u201cstrategic advice\u201d on travel to the top-flight English team. One of Aeroflot\u2019s planes has even been decorated with the Manchester United branding.<\/p>\n

\"\"<\/a><\/strong><\/h2>\n

Kaspersky and motorsport <\/strong><\/h2>\n

Who? <\/strong>A Moscow-based multinational anti-virus and cybersecurity provider<\/p>\n

Sponsorships: <\/strong>Scuderia Ferrari; Emirati racing driver Amna al Qubaisi, AKA \u201cThe Flying Girl\u201d; Virgin Racing Formula E (Discover more about Formula E Sponsorship Agency<\/a>)<\/p>\n

Kaspersky<\/strong> has sponsored the the most successful racing team in the world, Scuderia Ferrari, since 2010 – the brand can currently be seen on the cars, across the drivers\u2019 helmets, and on the pit crew\u2019s overalls, and the relationship also takes in work on Scuderia Ferrari\u2019s IT systems. According to Kaspersky<\/strong> themselves, the relationship between cybersecurity and motor-racing is a natural one – think high performance, sophistication, and great results.<\/p>\n

Complimenting their partnership with Abu Dhabi Racing<\/strong>, Kaspersky is also a sponsor of racing driver Amna al Qubaisi, also known as \u201cThe Flying Girl\u201d – the first Middle Eastern woman to take part in Formula E motorsport tests and the first Emirati woman to win a Senior Max Title. According to Maxim Frolov, the company’s managing director for the Middle East, Turkey and Africa, Kaspersky is committed to helping young drivers from the UAE reach their potential in the long-term.<\/p>\n

\"\"<\/a><\/strong><\/h2>\n

Sports sponsorship in Russia: supporting sport at home <\/strong><\/h2>\n

It\u2019s not just abroad that Russia is seeking to utilise the \u201csoft power\u201d that APPS identifies as such a strong driver of its sports sponsorship strategy. Many of the Russian brands that are sponsoring sports in the UK and elsewhere in Europe are also investing in sports sponsorship<\/a> in Russia<\/strong> itself – there are numerous examples, including Gazprom\u2019s sponsorship of Russian Champions League number one Zenit St Petersburg, Rostec\u2019s sponsorship of All Russia Gymnastics, and Aeroflot\u2019s involvement in a huge range of sports – including the Russian Football Union, the Russian Olympic<\/strong> and Paralympic committees, the Volleyball Federation of Russia, the Boxing Federation of Russia, and the Russian National Cycling Team\u2026 to name but a few.<\/p>\n

Lukoil, too, has a massive roster of sports sponsorship initiatives at home – including ice-hockey, cross-country skiing, volleyball, water polo, the national Olympic team, and, in motorsports, the Lukoil Racing Team<\/strong>. As part of the company\u2019s support for people in the far north of Russia, where a lot of their oil production takes place, Lukoil even funds the region\u2019s largest festival – a snowmobile race in honor of Russian polar explorer Artur Chilingarov<\/strong>.<\/p>\n

What do all these investments have in common? They all have a \u201cstriking domestic focus\u201d, according to APPS – something that ties back to the nation\u2019s need to exert its dominance on a world stage, and remind everyone watching of its powerful history. Gymnastics, ice-hockey and boxing are just some of the sports that Russia has excelled in traditionally, suggesting that the companies investing in them are very aware of, and determined to build on, their country\u2019s culture, heritage, and international brand. As APPs points out whilst discussing ice hockey, this \u201csoft power sponsorship serves a role in creating and transmitting Russian identity.<\/p>\n

Sports sponsorship in Russia: what\u2019s the future? <\/strong><\/h2>\n

All eyes will be on Sochi<\/strong> one again this autumn, when the Russian F1<\/strong> race takes place. It\u2019s an event that is likely to have Russian brands vying for attention – but what of that other motorsport giant, the MotoGP?<\/strong> Are we ever likely to see Russia investing in the two-wheeled race?<\/p>\n

The reality is that, for MotoGP<\/strong><\/a> specifically, it\u2019s hard to say – although we are starting to see Russian brands investing in bike sports<\/a>, with carbon filter manufacturer Umatex Rosatom signing on as sponsor of WorldSBK<\/strong> and WorldSSP team Kawasaki Puccetti Racing in December 2018. Russian auto-parts producers PATRON is now also a sponsor of June 2019\u2019s MXGP of Russia.<\/p>\n

Russia\u2019s interest in bolstering its own heritage and strength is the most likely reason that its biggest companies would look to invest in MotoGP in the future. If Russian riders can reign in the coming years of MotoGP,<\/strong> we could very well see the nation paying more attention to sports sponsorship in this area – and for this, we can only look to Russian riders currently in the lower ranks of MotoGP. So, will the future careers of riders such as the Red Bull MotoGP Rookies Cup\u2019s Makar Yurchenko set Russia<\/strong> on a track to invest in MotoGP in the long-term? Only time will tell – but with Russia\u2019s increasingly global outlook and interest both in sports sponsorship in Russia<\/strong> and outside of it, we\u2019d do well to watch the careers of young Russian riders closely.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

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