Sporting sanctions can land major blow to Putin
Russia hosting the 2018 World Cup, the scandal-plagued 2014 Winter Olympics and Gazprom’s sponsorship of the Champions League were powerful tools for the country’s global image and gained Vladimir Putin prestige amongst the Russian population. However, the Russian president’s decision to invade Ukraine has resulted in destroying the warm global afterglow and experts believe it could cost him dearly internally. Saint Petersburg has already been stripped of hosting this year’s Champions League final with UEFA also terminating Gazprom’s €40-million (B1.4 billion) a year sponsorship deal. The Russian F1 Grand Prix has been cancelled, UEFA and FIFA have banned Russia from all club and international football competitions and the International Olympic Committee is calling for a ban on Russian athletes. “Sport has always had a tremendous impact on society,” said Michael Payne, former head of marketing at the International Olympic Committee (IOC). “The South African sports boycott over apartheid probably had as much or greater impact than economic sanctions, over forcing regime policy change.” Payne, who in nearly two decades at the IOC was widely credited with transforming its brand and finances through sponsorship, said Putin risked his standing with his own people. “Putin may not care what the rest of the world thinks of him, but he has to care what the Russian people think of him. “Lose their support and it is game over – and the actions of the sports community has the potential to be a very important influencer towards the Russian people.” Prominent Russian sports stars have not been shy in voicing their disquiet over Putin’s invasion. Tennis star Andrey Rublev, veteran Russian football international Fedor Smolov, United States-based ice hockey great Alex Ovechkin and Ineos cyclist Pavel Sivakov have all expressed a desire for peace. “Russian athletes speaking out to their national fan base, will only serve to further prompt the local population to question the actions of their leadership, and undermine the local national support for the war,” said Payne. However, another former IOC marketing executive Terrence Burns, who since leaving the organisation has played a key role in five successful Olympic bid city campaigns, has doubts about their impact. “You are making the assumption that Russian people actually see, read, and hear ‘real news’,” he said. “I do not believe that is the case. The Government will portray Russia as a victim of a great global conspiracy led by the USA and the West. It is an old Russian trope they have used quite effectively since the Soviet days.” “Many people, like me, believed that by helping them host the Olympics and World Cup could somehow open and liberalise the society, creating new paths of progress for Russia’s young people. Again we were wrong.”