Cheering for Our Own. How Russian Sports Are Returning to the World Stage

The gradual return of Russian athletes to major international tournaments has become one of the biggest events of the year for Russian sports and sports television. Russians have achieved remarkable victories at world championships in aquatics, fencing, judo, and other sports. Restrictions on team participation have been lifted in swimming relays, team fencing, and judo tournaments, and a schedule of friendly matches has been finalized for the Russian national football team. Historic records have been set in athletics, in which Russian athletes are working to return to the global stage. There have also been ongoing efforts to improve the level of national tournaments, including their appeal in the media. How has the return of athletes to the international stage affected broadcast ratings? What tools could help maintain audience interest after world championships have concluded? How long does it take to develop champions into new stars? How are federations and Russia’s Match TV channel collaborating to enhance the appeal of sports? What are the goals of sports federations? How will sports television evolve in the coming years?