Olympic Committee collaborating with MAER to foster Russia's Olympic growth
MAER Media Holding and Russian Olympic Committee Form Partnership
In a significant move, MAER media holding and the Russian Olympic Committee (ROC) have formalized a cooperation agreement, aiming to promote Olympic values and a healthy lifestyle within Russian society. Signed in July 2025, the agreement was inked by Mikhail Degtyarev, Minister of Sports and ROC President, and Konstantin Mayor, CEO of MAER media holding [1].
The partnership focuses on using MAER's extensive media reach and capabilities to reinforce Olympic ideals and encourage healthier lifestyles by increasing public visibility and engagement with Russia's top athletes and Olympic stories [1]. This collaboration is part of a strategic effort to make athletes guiding role models for the younger generation, leveraging MAER's media platforms as key channels in a highly competitive attention landscape.
Nikita Nagorny, Olympic champion and vice-president of the Russian Gymnastics Federation, lauded MAER's unparalleled support, while Konstantin Maior, the head of MAER, expressed his belief that Russia will remain a sporting superpower despite challenging times [1]. Over the past five years, MAER has implemented numerous projects, including street video broadcasts in Russian cities showcasing athletes' achievements [1].
Notable athletes like Kamila Valieva and Alexander Ovechkin have seen their records and stories become known nationwide through MAER media facades [1]. The athletes' voices and achievements are intended to resonate across all media platforms, with the aim of inspiring and motivating the public.
Cooperation with major media players holds strategic significance, and MAER has recently announced the expansion of its capabilities. Currently operating in 350 cities across 85 regions of the country, these resources will be used to support Russian sport [1]. Nikita Nagorny mentioned that MAER creates an emotional field around sport, emphasizing its importance in fostering a healthier and more active society [1].
Mikhail Degtyarev stressed the importance of athletes becoming role models for youth, highlighting the new era of cooperation commencing with MAER media as a major and trusted media player [1]. This partnership between MAER and the ROC is set to elevate the presence and popularity of Russian Olympians and champions, contributing to a more inspiring and health-conscious society.
- In line with the partnership between MAER media holding and the Russian Olympic Committee, they aim to leverage science, health-and-wellness, fitness-and-exercise, and sports to reinforce Olympic ideals and encourage a healthier lifestyle within Russian society.
- The collaboration is expected to use MAER's extensive media reach and capabilities to create an emotional field around sports, inspiring and motivating the public, especially the younger generation, toward a more active and health-conscious society.
