Russian Export Center and the Russian Ministry of Sport join forces to promote the Made in Russia brand

Russian Export Center (REC, VEB Group) and Russian Ministry of Sport will continue to develop the sports track as part of the state program to promote Russian exports under the Made in Russia national brand. The corresponding agreement was signed on September 4 at the Eastern Economic Forum by Mikhail Degtyarev, Russian Minister of Sport, and Veronika Nikishina, General Director of Russian Export Center.

The document formalizes a new stage of cooperation between Russian Export Center and Ministry of Sport, which have been implementing joint initiatives for the past three years to promote Russian export through sporting events under the auspices of the Made in Russia national brand. Plans are underway to coordinate actions and support new joint projects both in Russia and abroad.

"This agreement marks a new, even more dynamic stage in our fruitful partnership with Russian Export Center. Sport is a universal language and it is good for promoting the Made in Russia national brand, demonstrating our strength, quality, and drive to win to the world. The success of events ranging from the Vladivostok Regatta to festivals in China featuring our Olympic champions proves that this approach works well, and we are going to further develop it both in Russia and abroad, opening new horizons for Russian export," Mikhail Degtyarev, Minister of Sports.

Since 2023, Russian Export Center and Ministry of Sport have held around ten high-profile events to promote the Made in Russia national brand through sport. These include rowing, hockey, curling, basketball, and badminton events. For three years in a row, they have been held at the International Vladivostok Regatta, and in 2024, a hockey gala match featuring legendary athletes was held at the VEF fields. Made in Russia fairs in China have attracted particular attention. Olympic champion Anna Shcherbakova attended the first one in 2024, and this year, figure skating star Kamila Valieva presented the brand in Beijing.

"The Made in Russia program is, in a sense, our country's soft power. We see sport as a unique channel for gaining the trust of international partners and customers. A handshake after the finish line often marks the beginning of new business contacts. Together with the Ministry of Sport, we will develop a plan of joint events in Russia and abroad that will enhance the recognition and appeal of the Made in Russia brand," Veronika Nikishina, Head of Russian Export Center.

It should be noted that the Made in Russia program is being implemented as part of the "International Cooperation and Export national project. It is coordinated by the Russian Ministry of Industry and Trade, and Russian Export Center is primarily responsible for supporting and implementing the program. Since 2022, over 3,700 companies have been able to increase their visibility, find partners and buyers, and gain a foothold in foreign markets thanks to the program's activities. Export contracts worth over 420 billion rubles have been signed.

In 2025, the Government, at the instruction of the President, adopted an updated Made in Russia program, which expanded the list of available promotional tools.