The Tinkoff Russian Premier League is the new name for the country’s leading soccer league.
Specifically, Tinkoff is the title partner of the league in a three-year deal to the end of the 2021/2022 season.
The sponsorship agreement takes immediate effect.
The Tinkoff brand will be integrated into TV broadcasts, digital platforms and in stadiums where RPL matches are held.
Oliver Hughes, CEO of Tinkoff says: “We at Tinkoff are very excited to become the title partner of the RPL. Russian football is very popular with our team. We see many opportunities for mutually beneficial cooperation in this partnership. This includes business integration and marketing.”
Tinkoff Russian Premier League: unique marketing opportunities
Sergey Pryadkin, President of the RPL, adds: “We are happy to start working with Tinkoff. It is an innovative and dynamic business and one of the leaders in its field. We are very impressed with the young sporting character of the Tinkoff brand. It focuses on a modern, energetic, digital audience – one that the Russian Premier League is strategically betting on. Cooperation with the RPL marks a new level of Tinkoff’s involvement in football. We are happy to welcome this new partner to our football family.”
Anna Mikhina, VP, Tinkoff, comments: “We have been looking at Russian football, the most popular sport in Russia, for a long time. At the same time, we have also studied successful private businesses in Europe becoming title sponsors of major national championships.
We see an opportunity to enrich Russian football and its clubs with unique marketing opportunities. And attract new fans to the stands. Therefore, we are confident that this will be an interesting and mutually beneficial partnership for both Tinkoff and the RPL.”
Banks and football league title sponsorships
Tinkoff follows in the footsteps of a number of banks’ agreeing naming rights deals for football leagues.
The best known example is Barclays title sponsorship of the English Premier League from 2004 to 2016.
Elsewhere, Clydesdale Bank sponsored the Scottish Premier League from 2007 to 2013. That deal followed on from Bank of Scotland’s sponsorship of the league.
And in Northern Ireland, Danske is the current sponsor of the local premier league.