Olympic Committee and MAER join forces to advances the Olympic Movement within Russia
In a significant move, the MAER media holding and the Russian Olympic Committee (ROC) have formed a strategic partnership aimed at promoting Olympic values and a healthy lifestyle throughout Russian society. The partnership, announced in July 2025, is a testament to the shared commitment of both parties in fostering a culture of sports and inspiring the youth.
The cooperation agreement was signed by Mikhail Degtyarev, Minister of Sports and ROC President, and Konstantin Mayor, CEO of MAER media holding. The primary objectives of this partnership include using MAER's extensive media resources to increase the visibility and popularity of Russian Olympians as role models for the younger generation.
Mikhail Degtyaryov, in his address, emphasized the importance of athletes being role models for youth. He stressed the need for the voices and achievements of athletes to resonate across all media platforms. Konstantin Maior, the head of MAER, expressed his belief that Russia will remain a sporting superpower despite challenging times.
The partnership involves parties working together to promote Olympic values and popularize a healthy lifestyle. Over the past five years, MAER has implemented numerous projects, including street video broadcasts in Russian cities, highlighting athletes' achievements. Their media facades have made stories like Kamila Valieva's situation and Alexander Ovechkin's record known nationwide.
MAER operates in 350 cities across 85 regions of the country, reaching an audience of 57 million. This media influence is being utilised to cultivate public engagement with sport and the Olympic movement, thereby encouraging healthier lifestyles and a deeper appreciation for Olympic values among the population.
The collaboration marks a new era of partnership focusing on effective media coverage to disseminate athletes’ stories, achievements, and Olympic ideals widely. This effort fits within the ROC’s broader strategic goal to enhance the presence and impact of Olympic athletes in mainstream media to inspire youth and promote sports as a way of life.
However, specific campaigns or measurable impact from this partnership were not found in the available search results. Nonetheless, the agreement clearly positions MAER media holding as a key media partner committed to amplifying Olympic messages across Russia.
Notably, the first public meeting of the Olympic team was initiated by MAER, making them the first media holding to do so. This move is expected to bring athletes closer to the public, fostering a more intimate connection and deeper understanding of the Olympic spirit.
In addition, the partnership was celebrated at various events, such as the party summed up by the head of Artem discussing projects with the public on 27th July. Residents of the Khabarovsk region also congratulated Governor Dmitry Demezhin on his birthday on 1st August.
Even outside of the Olympic sphere, MAER's influence was felt. For instance, the "For the Fatherland on the Fishing" competition united fighters with doctors on Navy Day in Primorye on 28th July. This event, like many others, underscores MAER's commitment to inspiring and motivating sports across Russia.
Nikita Nagorny, Olympic champion and Vice-President of the Russian Gymnastics Federation, praised MAER for creating an emotional atmosphere around sports. This sentiment is shared by many, as MAER continues to make strides in promoting sports and Olympic values in Russia.
In today's conditions, cooperation with major media players holds strategic significance. In the case of MAER and the Russian Olympic Committee, this cooperation promises to inspire a new generation, foster a healthier society, and celebrate the Olympic spirit.
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- The strategic partnership between MAER media holding and the Russian Olympic Committee (ROC) extends beyond promoting Olympic values and a healthy lifestyle; it also aims to popularize fitness-and-exercise, health-and-wellness, science, sports, and even sports-betting, using MAER's media resources to inspire the youth.
- The partnership's objectives include showcasing athletes' achievements in various fields, such as Kamila Valieva's figure skating or Alexander Ovechkin's hockey records, helping to make these stories known nationwide and fostering a deeper appreciation for these disciplines among the population.
- In addition to sports and fitness, MAER's influence extends to other areas like charity events, such as the "For the Fatherland on the Fishing" competition united fighters with doctors on Navy Day in Primorye, promoting health and wellness beyond the Olympic sphere.
