Nationwide public and fan engagement campaign «Russia Loves Football!» created in association with Russian Football Union and Ministry of Sport of the Russian Federation. The main goal of the campaign is to promote football and to attract new fans from different social and age groups.
The campaign was launched by Russian Minister of Sport Vitaly Mutko and FIFA President Gianni Infantino during his visit to Russia on 19 April 2016. «Russia Loves Football!» was mentioned 4 200 000 times in social networks and mass media on that day.
In just over a year Russia Loves Football! has gained massive popularity across Russia and is now supported by well-known figures from sport, culture, business and politics.
International football legends have lent their support and endorsement to Russia Loves Football! – including two global icons: Pele and Maradona.
Today Russia Loves Football! is a nationwide public movement with a nationwide audience engaging in proactive initiatives and PR campaigns in support of football across the Russian Federation.
Interactive web site RussiaLovesFootball.ru
Social media reach of over 2,500,000 people
75 celebrities among friends and ambassadors of the movement
More than 85 viral campaigns in social media
8 federal media partners
A programme of public events including the Russia Loves Football! festival – RLF! Fest
Initiatives: #SupportRussianFootball #FootballWithoutRacism #FootballWithoutViolence
Russia Loves Football Drive campaign bus travelled throughout France, accompanying the national team and its dedicated supporters in the cities where the team played. We devised the entire campaign as part of a powerful media strategy to boost awareness of the Russia Loves Football! campaign.
Leading sports journalists and bloggers joined the roadshow to provide live coverage of the journey. Russia Loves Football ambassadors – famous athletes and celebrities, musicians, theatre and movie actors joined the fun along the way.