Sponsoring Russian Athletes: What To Expect?

Russia is getting prepared to welcome FIFA Confederations Cup 2017 and FIFA World Cup 2018. It is fair to expect football-related advert while collaboration with athletes during promotional campaigns will definitely increase.

Endorsements, use of athletes' reputation, biographical information, autographs, use of portraits, likenesses, images, trademarks during promotional campaigns is allowed to the extent permitted by applicable laws. If a sponsor deals with a Russian athlete, it is worth being aware of certain specifics of local laws, which sometimes can count against a sponsor.

Typically, name, likeness of an athlete and his/her personal characteristics are not recognized as intellectual property objects in Russia - they are recognized as non-material values, which legal regime is rather clumsy from the point of view of rights disposal and may result in difficulties to ensure proper and risk-free use of such objects in promotion.