The Russian Premier League, the top tier of domestic club football, has signed a three-season title sponsorship agreement with financial services group Tinkoff.
The deal includes a wide-ranging commercial benefits for the organisation and its clubs.
The agreement is worth about Rbs300m (€4.2m/$4.6m) per season, according to several reports in Russia.
Spanning the 2019-20 to 2021-22 seasons, the contract will mean the competition is rebranded as the Tinkoff Russian Premier Liga. Besides that, the Tinkoff brand will be integrated into various sponsorship formats, including in television broadcasts, digital platforms and at stadia where games are held.
Financial services group has announced it will provide ticketing services for the Russian Premier League.
Tinkoff currently sells movie, theatre and concert tickets, and its Tinkoff SuperApp currently allows customers to book restaurant tables and other services offered by commercial partners.
— Tinkoff Russian Premier Liga (@premierliga_en) February 26, 2020
Through its partnership with the Russian Premier League, Tinkoff said it will work to attract football fans and sell football tickets, with the Tinkoff SuperApp to soon begin selling tickets to sporting events, including football matches.
Oliver Hughes, CEO of Tinkoff, commented: “We at Tinkoff are very excited to become the title partner of the RPL in order to support Russian football, which is very popular with our team. We see many opportunities for mutually beneficial cooperation in this partnership, including from the point of view of business integration and marketing.”
Anna Mikhina, Tinkoff vice-president: “We have long been looking at football, the most popular sport in Russia. We studied some successful partnerships in Europe, when private businesses became title sponsors of the largest national championships”.
“We realised that Russian football and its clubs could benefit from unique marketing opportunities and attract new fans to the stands. Therefore, we are confident that this will prove to be an interesting win-win business partnership.”
Sergey Pryadkin, Russian Premier League president, added: “We are deeply impressed by Tinkoff’s fresh and sporting character. It focuses on today’s energetic digital audience – the people we rely on strategically. Cooperation with the League marks a new level of Tinkoff’s involvement in football, and we are happy to welcome new partners to our football family.”