Russia – Country of Sports: How Sports Help Promote the Made in Russia Brand Globally

Today, sporting events are increasingly becoming economic projects, shaping country's positive image and opening up new business opportunities. The potential of sport as a driver of international cooperation was discussed on November 5 at the Russia – Country of Sports forum by participants in the Sports Without Borders: New Horizons for Cooperation session, organized with the support of Russian Export Center (REC, VEB Group). REC is a partner of the Russia – Country of Sports forum.

The discussion was moderated by Vasily Konov, Editor-in-Chief on Match TV. Speakers included Russian Minister of Sport Mikhail Degtyarev, Belarusian Minister of Sport and Tourism Sergey Kovalchuk, World Curling Tour President Joe Walkley, Madagascar NOC President and Vice-President of the International Judo Federation Sitey Thierry Randrianasoloniaiko, International Teqball Federation President Viktor Huszar, International Cycling Federation President (2005-2013) Pat McQuaid, Russian Padel Federation President Alexander Zolotarev, Russian Skateboarding Federation President Ilya Vdovin, and Russian Rowing Federation President Alexey Svirin.

During the discussion, participants emphasized that sport today serves as a universally understood language of diplomacy and cooperation. It not only helps strengthen friendships between countries but also opens up new horizons for business.

In particular, the Russian Ministry of Sport and Russian Export Center, as part of their collaboration on the Made in Russia national brand promotion program, are transforming sports initiatives into platforms for dialogue and the promotion of domestic companies abroad.

Alexey Svirin, President of the Russian Rowing Federation and Ambassador of the Made in Russia national brand, emphasized that within the national brand promotion program, sport and export both shape a positive image of the country abroad: "The program's sports track promotes the brand both domestically and internationally, fostering positive attitudes toward Russian goods and services and strengthening the loyalty of foreign partners. Sport is a soft power that opens doors for business. Every handshake after a competition can be the beginning of a new partnership. We promote Made in Russia as a symbol of quality, trust, and team spirit. Through sport, the world will recognize Russia as a country of strength, technology, and inspiration."

It's worth noting that since 2023, Russian Export Center and the Ministry of Sport have held around ten high-profile events as part of their program to promote domestic goods abroad under the Made in Russia national brand. These include events in rowing, hockey, curling, basketball, and badminton. For three years in a row, these events 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.

Following the discussion, the participants agreed to develop joint initiatives in sports diplomacy and promote the Made in Russia national brand on global platforms.

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 direction of the President, adopted an updated Made in Russia program, which expanded the list of available promotional tools.