Kazan: The Sports Capital of Russia

Yury Kan, Olga Tsukanova and Rupert Wainwright
Draftfcb Moscow and DTV-MA

Campaign details

Brand owner: The Kazan Mayor's Office
Agency: Draftfcb Moscow and DTV-MA
Brand: Kazan
Country: Russian Federation
Industry: Government, social policy, Sports
Media budget (USD): $3 - $5 million
Channels used: Branded content, Cinema, Events and experiential, Internet - general, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Packaging and design, Print - general, unspecified, Public relations, Radio, Social media, Sponsorship - event or property, Television

Executive summary

This case study describes a programme by the Mayor of Kazan, the largest city in the Republic of Tatarstan, Russia, to re-position Kazan as a sporting capital in Russia by contributing to the city's ability to host events, by attracting state and foreign investment and by promoting participation in sport among the local population. It outlines efforts to make sport more attractive to younger Russians and to support the creation of new sporting facilities in Kazan. As evidence of the success of its approach, this case cites Kazan's success in attracting leading sporting events, increased investment and increased levels of public participation.

Campaign background