Footballer Dmitry Sychev becomes an ambassador of the Made in Russia national brand

Famous Russian footballer, president of Irtysh FC, Dmitry Sychev, has become an ambassador of the Made in Russia national brand within the framework of the Made in Russia national program. The ambassador certificate was awarded him by Veronika Nikishina, CEO of Russian Export Center (REC, VEB.RF Group), on the sidelines of SPIEF-2025.

The appointment of ambassadors is one of the tools of the state program for promoting the Made in Russia brand, implemented by REC. The program aims to increase non-resource non-energy exports and form a positive and recognizable image of Russian goods and services on foreign markets.

"Promoting a national brand is impossible without strong images and real human stories. Sport is one of the most powerful channels of trust and emotional involvement, and athletes are recognized opinion leaders who shape the country's image and inspire millions. Russian sports achievements are part of our global recognition. And when famous athletes become ambassadors of the Made in Russia brand, it strengthens the perception of domestic products as modern, reliable, and trustworthy. This is an important contribution to increasing brand recognition and stimulating demand for Russian goods both within the country and abroad," Veronika Nikishina, REC CEO.

Sport has long been an integral part of the Made in Russia program. REC actively uses sports events as an effective tool for promoting the national brand. For example, in 2024, at the Eastern Economic Forum, REC organized a Made in Russia hockey match with the representatives of government, business, and sports, including Dmitry Sychev.

Dmitry Sychev thanked REC for the trust and emphasized the significance of the mission:

"Made in Russia is a symbol of quality and confidence that Russian products are worthy. It has always been important for me to represent our country at the highest level, to make sure that our achievements evoke pride in every Russian. I am glad that now I have even more opportunities to promote domestic brands, to show the world the multifaceted nature of Made in Russia, our cultural richness, and the uniqueness of our production through sports achievements," Dmitry Sychev.

REC actively involves sports, culture, science, and business people in promotion. The Made in Russia brand promotion program was approved by the Government in February 2025 on the instructions of the President. The program is coordinated by the Ministry of Industry and Trade of Russia, and the main functions for its implementation are assigned to Russian Export Center.