Russian gambling company Liga Stavok’s sponsorship deal with the Russian Premier League (RPL) is much more than a commercial arrangement, with the partnership underlined by values of integrity, diversity and inclusion.
In an exclusive interview with SBC News, Yury Krasovskiy of Liga Stavok discussed how the bookmaker has committed to boosting fan engagement among Russian football fans through its sponsorship arrangement with the RPL.
“The common goal of the RPL and Liga Stavok is the development of football in Russia,” he explained. “It is a strategic goal that enables them to jointly focus on issues related to the promotion of the game. Among tactical goals are growing RPL matches attendance and regular TV audience.
“Liga Stavok and the RPL have enjoyed a long and fruitful partnership. Since 2010, the companies have worked together in various fields related to the promotion of football. A unique project to place mobile betting stations at stadiums during Russian Premier League matches is one of those.”
In addition, the company also serves as an official partner of the Russian Ice Hockey Federation, the official partner of the Russian national ice hockey team, the general partner of the Russian Boxing Federation, and the official sponsor of the IIHF Ice Hockey World Championship 2021, 2022, 2023, 2024, 2025.
Liga Stavok became the first bookmaker in Russia to exchange data with the RPL on bets at Russian Football Championship matches, which was described as a ‘logical continuation’ of the development of professional sports in Russia by Krasovskiy, who also reaffirmed that ‘only uncorrupted sport can develop’.
“Since 2010, Liga Stavok and the Russian Premier League have worked together with an early warning system,” he continued. “As a result, in recent years there has been no illegal betting on matches which could sway the result.
“In order to promote the ideas and principles of FAIR PLAY, in 2017, Liga Stavok and the Russian Premier League established the LIGA FAIR PLAY sports award. The winner is determined monthly based on six UEFA Fair Play criteria: positive play, respect to the opponent, respect to the referee, behaviour of the team officials, behaviour of the fans, yellow and red cards.
“The team that has the maximum average score for 30 rounds of the Russian Premier League season receives the final LIGA FAIR PLAY award.”
The RPL and Liga Stavok have collaborated on a number of initiatives to further the relationship between the two entities, helping to promote the league on an international stage and boost media rights sales.
“Apart from the direct impact of sponsor’s obligations to the RPL on the development of football, Liga Stavok regularly supports the organisation in conducting various activities.
“For example, Liga Stavok participated in the development of a new format for determining the RPL season calendar. Liga Stavok was the representative partner of the new RPL Champion Cup. A cyber football project named CyberLeague Pro Series should also be mentioned.
“In April – May 2020, during the global pandemic and quarantine Liga Stavok and the Russian Premier League at breakneck speed organised a tournament that has never been done before or since.
“It was done as a proper sporting event with the broadcasts on national TV, winners, etc. And it generated a lot of positive emotions that were so needed at that very difficult time for all of us. Liga Stavok has also helped the RPL to sell international rights to the tournament.
“And while the sports events were prohibited everywhere, sports fans all over the world could watch this fascinating tournament, as well as make bets.”