World Cup 2018: Russia and the opportunity to tell the truth

Marketing around the Russia World Cup requires brands to understand both the position of the host country and the changing behaviours and culture around football.

One truth about Russia: it is vast. As the weeks slip by before the World Cup Finals in June of this year, we will start to hear more about its 11 time zones and 24-hour train rides across tundra. What we don't currently hear is that the vastness embraces a diverse and fascinating country. Within its 144.5 million people, exist distinct recognised republics alongside many more national groups. Across the country, over 100 minority languages are spoken in addition to Russian. The stereotypes the west sometimes has – of gaudy oligarchs and kept women, gangsters and babushkas – are not...

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