Dmitry Chernyshenko with CEO of Aeroflot Vitaly Saveliev (Sochi 2014)
(ATR) Sochi 2014 Olympics organizers unveil Aeroflot, Russia's leading airline, as the fifth tier one sponsor of the Games in a deal worth more than $100m. Partnerships with apparel and automotive companies worth about $200 million in total are expected in the coming weeks.
Under the agreement, Aeroflot intends to open much-needed direct routes into the Black Sea resort from other parts of Europe.
The deal means 2014 organizers have raised more than $650m in sponsorship so far this year. Other ‘general partners’ for the Games are: Rostelecom and Megafon (telecommunications), Rosneft (oil) and Sberbank (banking).
Sochi 2014 president and CEO Dmitry Chernyshenko signed the memorandum of understanding with Aeroflot director general Vitaly Savelyev at MAKS-2009, the international aviation and space industry show taking place near Moscow.
“Teaming up with Aeroflot means reliable partnership for us, a partnership with the company well known not only in our country but also around the world,” Chernyshenko said.
“I am confident that our cooperation will prove vital in delivering the Games in accordance with the highest international standards”.
Aeroflot’s commitment includes air transportation services for the Olympic and Paralympic teams and also for official delegations from 2009 through 2016. In February 2010, a Russian delegation will be flying with the airline to attend the Vancouver 2010 Winter Games.
Savelyev said the partnership with Sochi 2014 was “a real opportunity to participate in a unique sporting and cultural event embracing and uniting the world”.
“Making our own contribution to this nationwide, socially important sports project will allow our company not only to raise its profile in the aviation market but also to enhance the value of the Aeroflot brand”, he said.
Commenting on sponsorships to come, Chernyshenko said in June that “the biggest international car producers” – among them one Russian car manufacturer – were competing for the right to be named the automotive partner.
Meanwhile, Bosco and Adidas are vying to become the apparel partner.
Sochi Olympic organizers also hope to fill the vacant insurance, gas and metallurgy categories later this year.
Speaking to Around the Rings in May, Chernyshenko said he wanted to secure all top tier sponsors by the time of the Vancouver Olympics next February.
Homepage photo from Getty Images.
With reporting from Mark Bisson. For general comments or questions, click here. Your best source of news about the Olympics is www.aroundtherings.com, for subscribers only.