RIAS 05

RIAS MAGAZINE 

No 05 

2016

FOREWORD 

Mikael DASHIAN 

Source: RIAS 

This RIAS Newsletter issue 

has been in the making for 

a little longer time than 

the previous ones. It is 

attributed to production. 

We need improvements to 

appear more often. This is 

the very reason why I get 

the opportunity to point 

out a very important event 

in sports and finance 

which 

passed 

underestimated. 

Long-lasting investigation 

of the European 

commission finally 

resulted in quite significant 

desicions. These concern 

activities of a few football 

clubs from Spain, namely 

Real Madrid C.F., Athletic 

Club de Bilbao, Futbol 

Club Barcelona, Club 

Atlético Osasuna, Elche 

Club de Fútbol, Hércules 

de Alicante Club de Fútbol, 

Valencia Club de Fútbol. 

2

FOREWORD 

As to the European Antimonopoly Body these clubs have made profits for 

many years without any objective grounding. The special relations with the 

regions, their support place fair competition in doubt. Thus the sanctions 

followed. Though it is not the time to go into legal details, we should see the 

situation as a whole. 

The main circumstance is that the regulators have started to treat world sport 

leaders such as beyond any doubt Madrid and Barcelona clubs as commercial 

entities. It is also important that antimonopoly investigations are conducted in 

various jurisdictions. For example, the inquiry is known to have been held in 

the Netherlands, in particular The Philips Sport Vereniging was in the spotlight. 

The very fact that antimonopoly regulations are applies to sports suprises 

many sport professionals. As the business practice, the very essence of 

relations between local authorities, city halls and large sport clubs, is being 

doubted. Taking the nature of the subject into account, more appeals, new 

rulings and long-lasting litigations are to be expected. This would require more 

careful and complex work than meeting UEFA financial fair-play requirements. 

Here we have an opportunity for a large-scale legal research on harmonization 

of UEFA Financial Fairplay Regulations and European Union Antitrust Law 

Complications. 

But there is a bright side. Sport clubs worldwide were a given a sign that they 

should undertake additional legal expertise and formalize relations with their 

sponsors and partners more carefully. 

Mikael DASHIAN 

3

CONTENTS 

5 

Women's Basketball in Russia: Interview with BC 

Ladoga's President Andrey A. Vakhlakov 

12 

Island & World Cup in Saint-Petersburg: Interview 

with Commercial Director of 108 Udach Galina Sopegina 

Island & Children's World Football Cup in in Russia: Saint-Petersburg 

Interview with General 

19 

Director of Closed Joint Stock Company Kolomyagi-Sport 

Valeriy Rzozenberg Galina Sopegina 

32 

Publishing finds its way to 2018 FIFA World Cup: 

Extracts from the presentation by the universal Russian 

publishing house EKSMO at RIDO 2015 

35 

Contact Details of the Publisher of RIAS Magazine 

4

RIAS MAGAZINE No 05 

WOMEN'S BASKETBALL IN RUSSIA 

Source: BC Ladoga 

«BC Ladoga was founded 

in 2013 with support of the 

government of Saint-Petersburg 

and is the only city team to present 

Saint-Petersburg in All-Russian 

competitions (Championship and 

Cup of Russia) and internationally.» 

President of Basketball Club Ladoga 

Mr. Andrey A. Vakhlakov 

Women's basketball team Ladoga from Saint-Petersburg was 

founded 16 May 2013. The Club enjoyed the bronze prize of the 

Championship of Russia among the teams of Children and Youth 

Basketball League (born in 1995). BC Ladoga is a holder of the 

Gelchinsky-2014 Cup. Ladoga won a regular championship of 

Women's Premier League-2014/15. 

5

Andrey Vakhlakov 



>> Continuation 

RIAS: Please tell us about your sport club, its aims and targets, sponsors 

BC Ladoga was founded in 2013 with support of the government of Saint- 

Petersburg and is the only city team to present Saint-Petersburg in All- 

Russian competitions (Championship and Cup of Russia) and 

internationally. 

BC Ladoga has become interesting for fans and grown 

popular in the city, we enjoy positive changes over the two years of 

existence. In its second season the club from Petersburg took the first 

place in the the regular championship of the Russian Women's Premier 

League, 4th place in the Russian Championship (play-off) and got to the 

¼ final of the Cup of Russia. 

One of the main aims of BC Ladoga is the high sport results. At the same 

time the club, as the sole city team, has also aims in youth and social 

policy by popularization of Women's Basketball, by involving more 

children and young people. Under the authority of the club the 

Championship of Saint-Petersburg among amateurs, children's 

tournaments and festivals are held. 

BC Ladoga is actively working to attract sponsors. There are companies 

that help in single campaigns, though we have not found a title sponsor 

yet. We are negotiating now and the outlook is positive. 

RIAS: Women's basketball apparently opens big opportunities for 

advertising campaigns (social, commercial). Is it true? Does BC Ladoga have 

such experience? 

6





There are of course opportunities for advertising campaigns. And even 

though BC Ladoga enjoys new fans from other regions, our present 

target audience is in Saint-Petersburg, less – in Leningrad Oblast (Saint- 

Petersburg region). This a peculiarity of the city team. 


The team has hundreds of loyal supporters who attend every home 

game. The active target audience of BC Ladoga is women 

(including young mothers) aged 15-30 and men aged 15- 

50. Young women enjoy attending games because in future they prefer 

to send their children to basketball sections. The audience is quite diverse, 

interesting, active, capable and thus is interesting to many advertisers. 

BC Ladoga has experience in holding advertising campaigns though as 

we do not have a title sponsor, these were only one-time events. 

7





RIAS: Is there any interest from sponsors and investors? Which forms of 

attraction do you mostly use? 

BC "Ladoga" is actively working to attract sponsors. Information about the 

club is spread not only through the official website, but actively by social 

networks. The club has agreements on information cooperation with 

various magazines, TV and radio companies, and electronic media, which 

opens up the possibility for joint projects in the interest of sponsors and 

advertisers. Sponsors are interested. The club has sponsorship 

packages both for one-time events, and for the regular 

(Championship of Russia, Cup of Russia). These packages are 

sent to potential sponsors, we hold meetings, direct negotiations. 


8

Andrey 

Vakhlakov 





RIAS: Your website says that "the club management succeeded in 

preserving the great team almost completely", who led the club to the 

bronze in 2013. What are the main principles and values of the club adheres 

to in staff management? 

When forming the club, we were guided by the fact that professionals 

who love basketball should be in team. We managed to create such a 

team. A yet short club history proves it. We constantly improve 

work of managers. We established organization of competitions, 

events, campaigns at a high level during two seasons. I would like to tell 

you especially about the press service. It is no exaggeration that the work 

of the press service of BC "Ladoga" is not inferior in quality to the similar 

services of leading basketball clubs in Russia, including the men's ones. 

Reviews of BC "Ladoga" games were shown in various TV news. By 

number of mentions in the press, as well as by the quality and efficiency 

of information on the official website and social networks our club has no 

equal. 

RIAS: Your club has interesting alphabetic graphics, which "refer to the 

ancient traditions and culture of the North-West region of Russia." How does 

this effect on the team spirit and the club morale? Does the team participate 

in cultural events in Russia and abroad? 

The graphics are really interesting. We came up with it as a link 

to the "first capital of Russia", which, as we know, was 

Ladoga. Undoubtedly, the visualization of images of ancient Russia, 

displayed in the logo of the club, graphics, strengthens team spirit, works 

in the psychological aspect to achieve high performance and victory in 

every match. 

9

Andrey 

Vakhlakov 





>> It also attracts many fans, and is of interest to sponsors. Logo of BK 

"Ladoga" today is a modern, easily recognizable brand. 

Players of BC "Ladoga" do not miss the opportunity to participate in 

cultural activities that take place in St. Petersburg – an all-Russian action 

("I choose sport") and city events (Festival Merry Giraffe, Cup of Tolerance, 

and others.) 

RIAS: The basis of BC "Ladoga" squad is composed by students of sports 

schools of Saint-Petersburg. How do you build relationships with sports 

schools? Do you have a regular partner? Do you expand the circle of schools 

to search for players? 

Today in St. Petersburg there are seven sports schools that are in women's 

basketball. Known honored coaches and young, promising tutors work in 

these schools. 

BC "Ladoga" is in constant contact with the management and the 

coaches of sports schools. We closely track the development of 

children's teams of all ages. As a result of monitoring, coaches' 

recommendations, participation of youth teams in tournaments and 

festivals of BC "Ladoga" we select candidates for the club's youth team. 

In its work, the basketball club "Ladoga" focuses on the experience of the 

leading basketball countries, which is why one of the priorities is to train 

our own students. 

10


Island & World Cup in Saint-Petersburg 

Source: 108 Udach 

«Sernyiy Island occupies an area of 3 

hectares and it is slightly more expensive 

than a small plot of land also in the city 

center.» 

Commercial Director of 108 Udach 

Galina Sopegina 

The company 108 Udach (literally – 108 bits of luck) works in the real estate market of Saint 

Petersburg and Leningrad region. 108 Udach specializes in the sale and rent of commercial real 

estate, land for housing, commercial construction, and for industrial purposes. The company 

especially has developed KIO direction (Committee of the property relations of Saint 

Petersburg), that is, sale and rent of land, originally owned by the city. 

The reason for the interview is Sernyiy island (Sulphur Island), which is being sold by 

108 Udach. Sernyi Island is located in the historic center of Saint Petersburg at the mouth of 

the Malaya Neva river between Vasilevsky Island and the Petrogradskaya storona 

(Petrogradskaya storona – lit. Petrograd side. Historic districts of Saint Petersburg where a lot of 

places of interest are located ). During the World Cup in 2018. The Sernyi bridge section of the 

new highway will connect the Sernyiy Island with the rest of the city for the World Cup 2018. It 

will be included in routes for FIFA teams, the official delegations and numerous fans. 

12






RIAS: Please tell us about the island. How does it happen that it is 

sale? Is there any potential for sports? 

This island has been rarely used, because there is no access from the 

embankment. The Makarova Quay today is not extended. The 

extension is already officially approved. The exit to Sernyiy Island from 

the new line is designed as well. Thus there will be direct 

access to the island, and today you can get there only through 

the industrial park. 

13





>> That is why the island, despite its unique location, has been little 

known and little used. Today, there is a marina for yachts and 

a station for boats. However, I will not say that everything is well 

furnished. Yes, there are some services provided, but they are minimal 

and meant only for lovers of yachting. 

Quay is planned not only to be extended, but also to be expanded, and a 

bridge to Sernyi Island is to be built, which will replace the present 

wooden one. The bridge will connect the Petrograd side and Vasilevsky 

Island, then go to the Makarova Quay. 

In addition, the city plans to create a large recreation area, in particular, to 

remove the entire industrial site in the Uralskaya street. 


14

Galina 

Sopegina 

Galina 

Sopegina 

Galina 

Sopegina 




RIAS: The priority use of the island is sports and recreation? There will be 

no industrial facilities? 

There is no production. There will be, perhaps, hotels, recreation areas, 

yacht clubs, golf club or business center. It all depends on what the 

investor would come to the island. 

RIAS: Does the permitted use of the land allow to create a sports area? 

Purpose of the site is not industrial, it is for public and business buildings. 

There will be no housing, but there can be a business center. Most 

importantly, the Makarova Quay, which will be expanded, is going to be a 

pedestrian area, there are plans to build tracks for cycling. This way you can 

reach the island from the Vasilevsky Island and the Petrograd side. Today, it is 

difficult. People who may like to come to the island, to rent an office, give up 

the idea as soon as they imagine how they would get there. 

RIAS: Now I would like to speak about the prices. We can discuss it, can't 

we? Tell me how many luxury apartments in terms of prices would it take 

to buy Sernyi Island? 

GS: Our agency does not deal with luxury apartments. We sell land, 

apartment buildings, so I will say basing on the land. Sernyiy Island 

occupies an area of 3 hectares and it is slightly more 

expensive than a small plot of land also in the city center. 

That is, if you take the land in the center with all permissions to build a multiapartment 

house, its price is almost the same as that of the island. 

15

Galina Galina 

Sopegina Sopegina 

Galina 

Sopegina 





RIAS: Your business is land lots. Does the prices rise due to the 2018 

World Cup and this fact has no influence at all? 

Prices changed only for plots for sports facilities. Before that 

nobody needed such land, but today there us a great demand for it, to 

build a tennis court, roofed sports grounds. For the rest - the price has 

not changed. 

RIAS: You must have already negotiated with potential investors. Did you 

discuss sport in this context? 

Yes, we held negotiations. Investors do not open their cards. They are in 

for the development of the quarter, but they do not tell us what they 

are planning. 

16

Galina Galina 

Sopegina Sopegina 





RIAS: And finally could you please tell us more about 108 Udach. 

GS: We are engaged primarily in commercial real estate, land plots for 

residential and commercial development, for industrial construction. We 

have a very developed area - KIO, few people are engaged in it, so we 

found a niche. And the demand is great. Especially in plots 

for the car service, parking lots, car wash — prices for cars 

rose, and people now prefer getting their car repaired instead of buying 

a new one. Thiese lots are the city land for 3 or 5-year rent. From the 

very beginning, two years ago, when our company was established, we 

have been doing just that. We as investors buy out KIO plots at the city 

tenders, put the documents in order and offer them to customers for 

special activities under technical conditions. With regard to residential 

sector, it occupies a small fraction of our operations (15-20%). 

17


CHILDREN's FOOTBALL, RUSSIA 


«The club history is a very simple. 

Historically, the stadium where we 

were doing reconstruction belonged 

to Kolomyagi football club, founded 

in 1907, there are historical 

documents to prove that. We did not 

come with it, and attached to the 

historic district of Saint Petersburg - 

Kolomyagi. » General Director of the 

Closed Joint Stock Company 

Kolomyagi-Sport 

Valeriy V. Rozenberg 

Kolomyagi Football Club has a rich history. Since its foundation in 1907, the club got 

many honorary titles and cups. Today, the club is reviving thanks to efforts of the 

Rosenberg brothers, who were able to convince future shareholders to restore the 

tradition and build a modern sports complex "Kolomyagi-sport". In recent history, 

the club managed to reach the highest division of the championship of St. 

Petersburg, holding the top places in the championship of the city and in 

international competitions. In 2010, FC "Kolomyagi" came under the patronage of 

the government, becoming a branch of football at the Governmental educational 

institution, boarding school "Olympic Hopes" («Олимпийские Надежды»). 

Currently, the school trains over 500 boys aged 5 to 17 years, most of them 

regularly participate in major sport events, starting from the city championships in 

football (top group) and mini-football and ending with international tournaments, 

taking place abroad - KOLOMYAGI CUP, HELSINKI CUP, NORWAY CUP, SCANDIC- 

CUP, RIGA-CUP and many others. 

19

Valeriy 

Rozenberg 


RIAS: Tell us about the project Kolomyagi-Sport. 

CHILD FOOTBALL, RUSSIA 


The basis of any project is the facilities. The stadium serves as a basis for 

Kolomyagi school. Investments were mainly made in the 

construction of buildings, purchase of coverage and 

equipment for the training process. At the same time we have 

created a company that sells sports equipment, virtually all school 

equipment is supplied by this company. We train children basing thereon, 

and given that the stadium works with other, older tenants, and it earns 

money by itself the tuition fee is minimal. With 12 classes the fee is 2000 

rubles1. At the initial stage, we do not stand out other commercial schools 

that are engaged in training young footballers. Further, children who 

achieve certain sports results come under the wing of the state sports 

school of Olympic reserve, which takes care of these children to travel to 

the training camps and undertake the training process. 

1Abt. 32 USD, or 28 Euro, as of 17.10.2015 


20




21

Valeriy 

Rozenberg 




>>As other investment components of the project, we have a children's 

sports camp in Finland, built partly at the expense of shareholders, partly 

with the help of investors, including the ones from Europe, our partners 

from Italy for sports equipment. The project aims to help us 

establish contacts with Europe in terms of education of players, 

exchange of experience, new technological processes and, of course, 

participation in international tournaments, the planning of these 

tournaments, sports camps, not only in football, but also in hockey 

because hockey is sufficiently developed in St. Petersburg, Russia, and 

Finland. Finland itself is among the top five countries in hockey basing on 

the results of the national teams. It's all part of the same project. We 

understand that the project can be fully charitable. 

RIAS: What is Kolomyagi? What is the history of the club? 

The club history is a very simple. Historically, the stadium 

where we were doing reconstruction belonged to 

Kolomyagi football club, founded in 1907, there are historical 

documents to prove that. We did not come with it, and attached to the 

historic district of Saint Petersburg - Kolomyagi. Before the revolution1 it 

was a suburban area near Saint- Petersburg, today it is a part of the city. 

But before that, there were garden plots, close to the railway station 

Kolomyagi, from where Lenin, by the way, went to Finland, and 

historically it was called Kolomyagi. And the football club was named 

after a specific territory. 

1Revolution in Russia in 1917 

22

Valeriy 

Rozenberg 

Valeriy 

Rozenberg 


RIAS: How did you decide to invest in children sports? 



Firstly, I had experience in the investment company for nine years, and 

therefore work with the investments was my core job. As for sports, I have 

played football all my life , not at the highest level, but it helped me learn 

the basics: what is missing, how to begin, what I would like to see at the 

heart of youth schools. And interest. It's always fun, it's always emotions, 

new impressions, new contacts, and it is simply interesting to do. We have 

found the investors with the same views as we have, they made an 

investment, then we set a goal that the investment should be one-time, 

and then everything should be based on the work of the stadium. 

Investors who entered the pool, do not receive high dividends, it basically 

as bank interest, I.e., they could have put money in the bank and got 

about the same returns. Plus, they enjoy the process and activities at this 

particular facility. And they get the money. 

RIAS: How were you looking for an investor? How to find like-minded people? 

What is the formula for success? 

The formula for success, as you rightly pointed out, is like-minded 

people. Firstly you appeal to those who have already sponsored 

football projects, for example, has sponsored an adult or childen's 

football team. Who themselves were playing soccer, not necessarily at a 

high level. And to those who have business unrelated to sport, I.e., 

those who have money, they can invest. We found such people. On this 

basis, we formed a closed joint stock company "Kolomyagi sport", 

which was engaged in investments in the stadium, the football school 

Kolomyagi, which is also engaged in investments in the stadium, and 

the company, which sells sporting equipment. Our founders are 7 

people, all physical entities. 

23

Valeriy 

Rozenberg 




>> Last year we united all these structures. If before school was listed as 

a school of additional education, DO DUSSh Kolomyagi, this year we 

decided to change it. We have a veteran team at the club and an adult 

one plus a children's school. We just established a private 

association - Football club Kolomyagi to unite them all. 

RIAS: What is included in the brand Kolomyagi Sport? 


24

Valeriy 

Rozenberg 

Valeriy 

Rozenberg 

Valeriy 

Rozenberg 




Organizing and holding of various tournaments, our main activity — a 

childrens' and youth school. We are developing. We have some progress. 

The company for the sale of sports equipment uses our brand and its 

recognition because we go to different competitions. This helps to 

establish contacts, increases the credibility of the company, which sells 

sporting equipment. Here are the three components. 

RIAS: How do you develop children's football camps? 

Children's soccer camps are now becoming business, we are trying to 

develop it. For contacts with the schools, with football activists who are 

totally different from Russian mentality. There is one football in Finland, 

another – in Italy, it's interesting to us. And this can be done through 

joint camps, one must have a certain material base, of course. Based on 

this idea, we have built a camp in Finland to develop not only at our 

stadium, but also to continue the learning process, to take all the best 

that exists in different schools of football in Europe. The British, the 

Germans, the Italians have their look at football, why 

not learn from them? Moreover, the results they have are better 

than those in Russia. We always try to learn something new and take 

new technology for the development of our athletes. 

RIAS: Do you cooperate with Zenit? Tell us about your work with Russian 

clubs. 

Since the school reached a certain level of players, we are a direct 

competitor for the Academy of the Zenit football club, a leading 

academy in our city, in terms of sports. The runner-up team also bears 

the name Zenit and it is called Zenit-2. 

25

Valeriy 

Rozenberg 

Valeriy 

Rozenberg 




>> These are the two best teams of our city. We have held the third place 

in the team scoring for the last five years. When our players reach a 

certain level and there is a proposal from the Zenit Academy or Zenit-2, 

we give these players to a stronger structure for further development, I.e. 

to Zenit, which has unlimited possibilities and is 100 meters from our 

stadium. Some of our players play for Zenit-2, it's the players born in 1995. 

We, surely, have signed direct contracts with the club. There are players 

who trained in our school and now play for other Russian clubs. 

We have good results in beach football. Our students 

are members of the Russian national team. One of them, Kirill Romanov, is 

the world champion, winner of the Champions Cup in beach football. 

Some of the players who joined a professional team Kristall in St. 

Petersburg, also own the European Cup. So we have some results. Our 

student, who played at the club for three years, Evgeniy Kabaev, at the 

end of 2014 was listed among the top five scorers in Europe, although he 

played for the club from Estonia, maybe it is easier to score there, but he 

approved himself. Now he plays for the club in Indonesia. The geography 

of footballers who play for our club is big enough. 

RIAS: Tell us about the components of a successful business process in 

children's sports academy. 

There can be no business process in children's sports academy, 

because the money that come to a school directly, go for salaries of 

coaches, purchase of equipment, partly on training camps because 

athletes have to go on them. The remaining visits to international and 

national competitions are covered by parents. The state can not 

support this, a budget is limited, so these costs are borne by parents. 

26

Valeriy 

Rozenberg 

Valeriy 

Rozenberg 




>> We try to track it so that there would be no excessive pricing. We get 

a lot of offers for trainig camps on the territory of Russia and the Crimea, 

abroad. For example, we're going to Estonia or Finland, it is closer to us to 

go there than to Sochi, and cheaper, because we can take the bus to 

Estonia and Finland to play a normal tournament and come back. This is 

several times cheaper than traveling somewhere or fly away somewhere. 

Therefore, there is no business component in the football school, there is 

a budget that is spent. 

RIAS: We would like to talk about geography of tournaments and camps. 

Where would it be interesting to develop something? First of all we mean the 

Northwestern Federal District. 

Mainly proposals for the training camps come from the south, 

because they enjoy the good weather there - Sochi, Crimea. We have 

offers from Turkey - there are many football clubs, not only youth 

football. We came there with teams of different ages. We met a lot of 

teams from Moscow and other regions of Russia. Turkey offers 

acceptable pricing, comparable to the prices in Russia. Of course, that 

was before dollar rate rocketed. 

An interesting place is our southern coast. 

Infrastructure is developing. Conditions are good 

enough. Pricing is lower than abroad. At other times we 

prefer tournaments in the Baltic states due to the financial component. 

It is cheaper to travel by bus or train throughout the night. There are 

many foreign teams and good teams from Europe. 

27

Valeriy 

Rozenberg 

Valeriy 

Rozenberg 




>> We arrive at the Russian competitions, the championship of Russia, 

which we also take part in. Generally the school (for the Russian teams — 

RIAS) is the same: somebody is stronger, somebody is weaker. As far as the 

selection process is concerned, Zenit has other possibilities and they can 

select players from the entire city. This is not a complaint, we understand 

objective possibilities. This is the task of the club to look for 

talented young people, so that they could progress, grow 

and be a supply for the core team. 


RIAS: Is there competition in your segment of the sport business? Do you 

have to fight for the attention of parents? What marketing tools do you 

use? 

There is competition of course. Stadiums are being built, there are 

investments, both private and public. New commercial schools are 

opening who work with children, including those who work with children 

aged 4-5. They are basic for admission to the school of Olympic reserve, 

including Zenit, who arranged a network of branches through which they 

select more or less gifted children to let them continue their careers. 

28

Valeriy 

Rozenberg 

Valeriy 

Rozenberg 




>> Other schools are on a commercial basis, because they have to rent 

sports grounds, pay salaries to coaches, because there is no state support. 

We do not compete generally, because the number of children we can 

accept in the school is limited to the capacity of the stadium, we have one. 

Others do the same. Depending on opportunities for renting sports 

facilities, they take a certain number of children. I tell you more, we do not 

compete, we try to cooperate. In particular, there are sports academies 

that have branches all over the city, they have football, there are other 

sports. But we are interested in football. We have certain agreements with 

them. After them children go to sports schools being prepared enough. 

Sometimes you see children who have capabilities to play football and 

play well, but we have to deal with them individually, because they simply 

did not get some elementary skills. We certainly do not give these 

children up, but it is always better to deal with those who have some 

understanding. Therefore, it is better not to compete with such schools 

but to cooperate with them. Moreover, we all participate in joint events. 

And there is always the possibility of dialogue and cooperation. 

RIAS: What about children from rural areas and small towns? Are they 

completely out of touch with you? 

It is the Leningrad region that deal with them. Clubs of small towns have 

their own sports schools where children gather from nearby villages. Here 

there is no particular problem. They have their own activities, their own 

federation. They are engaged apart from the city. We as a school are 

focused on nearby areas. We are at the crossroads of two city 

quarters: Vyborgskiy and Primorskiy. 95% of children who 

attend our school are from these two areas, in contrast to the two Zenits 

that collect children from around the city. 

29

Valeriy 

Rozenberg 

Valeriy 

Rozenberg 




>> That is the difference. We prefer that children spend less 

time on the road and have time for other activities and 

mainly for studies. If one has to to sit in the tram, in the car or on the 

subway for two hours to get to a training since childhood, this is not 

always good. It is understood that there are instances when people get 

high results in football, putting everything at stake. Nobody gives 

guarantees that a person will become a football player, and will earn big 

money. Moreove our philosophy is to develop children's health, and then 

we will see, so the selection process exists, but it is not strict. But we look 

at the children long enough to understand if they have the chance to 

become a professional athlete. 

RIAS: Recently there was information that the Juventus opens its Summer 

Camp opens in Russia. What do you think about such initiatives? 

Juventus Camp has already been twice in Saint-Petersburg. Last year and 

this year The problem with these camps is that they are city camps, and 

children do not fully communicate with each other. It is desirable that 

such camps would be attended not only by children from Saint 

Petersburg, but from other countries, from other regions of Russia. Then 

the camp should be year-round, and not at the stadiums in the city, but 

in the Leningrad region, so that this program could be further expanded. 

Because if a child has to travel to their training twice, they may not be 

able to have a proper lunch well during the break, because there are 

always problems with transport: you need to come and go. It is 

interesting as a project to cooperate with such schools. Coaches come 

from Italy, you can see their work, make an assessment of their work, not 

critically, and find something new for yourself, so that you can apply it in 

work. 

30


PUBLISHING FINDS ITS WAY TO 2018 FIFA WORLD CUP 

«» 


The universal Russian publishing house EKSMO (ЭКСМО) presented how they see 

their participation in the World Cup FIFA 2018 at the XXI exhibition of advertising 

technologies RIDO 2015 which was held in Expoforum in Saint-Petersburg on 14-16 

October 2015. 

At the presentation EKSMO introduced statistical data on the 20 th FIFA 

World Cup held in 2014 in Brazil, analyzed by experts of the publishing 

house: there were about 2,000 different souvenir products available for 

sale one year before the championship, a lot of shops of different levels 

from megastore to special departments in the retail stores were created. 

Special standards (ILO and WFSGI) were made up, which specify 

requirements for a quality product. A survey held among 16 000 people 

showed that 70% respondents rated the programme as good. 

32





«» 

"We are primarily engaged in books and stationery", - 

EKSMO's representative Eugeniy Kapiev (Евгений Капьев) told the 

audience that large books, gift encyclopedia were published for each 

World Cup. In Brazil, the official book on the World Cup was released, the 

so-called Activity books on football theme with stickers, label were 

published for children published. 

"We are now the largest publisher - 40% of the 

sports literature" — the publishing house EKSMO has a large team of 

professional translators and editors who know the specifics of the topic. 

EKSMO enjoys a strong manufacturing base in China, Taiwan and Russia, 

as well as an extended sales network through various bookstores and 

online. The publisher has international certificates, including those by 

Disney, Lonely Planet, which impose similar requirements. 

"We divided the services into three divisions": 

1. The first division, the fan package, is aimed at raising 

awareness of the event among the fans. According to the speaker, it is 

necessary to spread information at least one year before the event, so 

that people would not be afraid to go to the championship and would 

get full information about the city and activities. 

"Here we have a huge advantage, because we 

distribute our products abroad", - EKSMO publishes Lonely 

Planet travel guides, and Russian guides - the Orange Guide and the Red 

Guide. EKSMO specialist proposed to publish sports guides both for 

individual cities and for all venues of the championship. 

33




Additionally it was proposed to release souvenirs in a huge 

range (notebooks, pens, «» icons). Currently the publishing house is 

negotiating with FIFA to obtain a license. 


2. The second division - a package for athletes. 

Experts of EKSMO met the players who took part in the previos 

World Cups and found that the athletes lacked a booklet with information 

about the city to be able to save memories and tell their friends and 

family about the city. Additionally they could publish programmes of 

matches, a code of conduct duing the championship, Russian-English and 

English-Russian dictionary, as well as gift books about football, souvenir 

books for athletes, 

3. The third division — gift books. 

The target audience, according to Eugeniy Kapiev, for this 

section are partners that come before and after the championship of the 

country. 

34

RIAS NEWSLETTER ISSUE NO 05 Spring 2016 

CONTACTS 

The NPF Group 

Tel.: +7 929 104 84 65 

Tel.: +7 929 104 84 75 

Web: http://thenpf.wix.com/npf 

For subscriptions, general enquiries, bookings 

Contact Person: Mrs. Lana Dashian 

Email: Lana.Dashian@gmail.com 

For partnership 

Contact Person: Mr. Mikael Dashian 

Email: forum.npf@gmail.com 

Prepared, designed and published by 

The NPF Group in 2016 for 

Scientific Centre for Research of Intangible Assets In Sports 

Distributed in electronic format. 

All rights reserved 

© The National Projects Foundation 

Follow us @NPFRias https://twitter.com/npfrias 

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