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Russia sports fans of the world unite!

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Russia is investing heavily in sports and tourism development at present and recognises its fans as an important resource.  A UK based company, Eventica, has developed a brand for Russia sports with the aim of unifying the forces of Russia's fans world wide and at home.

Eventica's brand, developed on behalf of the Russian Olympic Committee
"Sportslab Marketing together with Eventica Communications are proud to have developed an entirely new concept brand for the Russian Olympic Committee – ‘Team Russia’. This dynamic new brand is designed to unite sports fans and citizens of Russia in one unified community, with the aim of increasing team spirit and support for Russian sport and sportsmanship. The ultimate goal of the project is to create a brand that allows everybody to share the dream and passion for top-level sport in Russia.It is an ambitious task, which requires a truly inspirational brand identity. Sportslab Marketing and Eventica Communications have reached this goal with the creation of the Team Russia concept.

As we researched and devised the unique Team Russia branding, we examined dozens of options from the banal to the extraordinary. Our challenge was to create a brand symbol that unified the whole, diverse Russian nation, and our solution was to look to the Russian people: we analysed photo and video reports of great Russian sport events, and we observed the different symbols used by the fans on the stands: a bear, a double-headed eagle, a tricolour flag. Russians choose for themselves the symbols that inspire them. We took the classic Russian motif of the bear and turned the people’s choice into a contemporary and meaningful brand.

As with all brands, the Team Russia identity will evolve and develop – and Sportslab Marketing and Eventica will be there every step of the way."

There are plans for some significant Russian cultural activites this summer in London - further evidence of Russia's awareness of its global sports appeal as a diplomatic and business opportunity.
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