From Football Playground to Global Markets: REC and RFU are to Launch Joint Initiatives to Promote the Made in Russia Brand.

On October 21, at the Made in Russia International Export Forum at Russia National Center in Moscow, a memorandum of cooperation was signed between Russian Export Center (REC, VEB Group) and All-Russian Public Organization Russian Football Union (RFU). The document was signed by Tatyana An, Vice President of REC, and Erika Surikova, Deputy Secretary General for Marketing and Communications at RFU. This collaboration will combine the potential of business and sports to promote Russia as a country with a developed economy and strong sporting traditions.

The document's goal is to develop a comprehensive system for support and promotion of Russian companies using the infrastructure, brand, and media resources of Russian football, as well as to strengthen the position of domestic business and the sports industry on the international stage.

“It's important for businesses not only to promote their products but also to be associated with strong, recognizable symbols of the country. Sports, especially football, possess a unique emotional power that enhances brand trust and creates a lasting positive image of Russia abroad. We are confident that the combined resources of REC and RFU will give new impetus to the promotion of domestic companies and the Made in Russia national brand on the global stage,” REC Vice President Tatyana An.

As part of collaboration, Russian Export Center and Russian Football Union plan to hold events aimed at strengthening Russia's image and promoting domestic products, including through football matches and business initiatives under the auspices of the Made in Russia national brand.

“We see great potential in our partnership with Russian Export Center. We share a common goal: promoting a positive image of Russia and supporting talented people, whether athletes or entrepreneurs. Football and business can effectively complement each other, creating new opportunities for international cooperation,” Erika Surikova, Deputy Secretary General for Marketing and Communications at RFU.

Russian Export Center (REC) has been developing the sports track within the Made in Russia program since 2023. Under the auspices of the national brand, exciting promotional events have been held, including events in rowing, hockey, curling, basketball, and badminton. Renowned athletes participate in REC events, many of whom become ambassadors of the Made in Russia national brand. One of the most active brand ambassadors is renowned footballer Dmitry Sychev.

Made in Russia International Export Forum is a key event of the year for Russian exporters. The Forum is organized by Russian Export Center. The Moscow Government is the business program partner. TASS is the general information partner. RIA Novosti is the exclusive information partner. Information partners include Channel One, Rossiya24, MAER Media, Vedomosti, Expert, Gazprom Media, and Insight People. Roscongress Foundation is the operator of the Forum's business program.

Russian Export Center (REC, VEB Group) is a government institution that supports non-resource, non-energy export. It provides companies from various industries with both financial and non-financial support at all stages of entering international markets, including as part of the International Cooperation and Export national project. Most services offered by the REC Group are available online on My Export digital platform. REC is also responsible for the key functions of supporting and implementing the Made in Russia program.