5.7. Supporting Sports Federations

In 2019, Gazprom maintained fruitful cooperation with sports federations. PJSC Gazprom is the sponsor of the Russian Rhythmic Gymnastics Federation, All-Russian Volleyball Federation, All-Russian Swimming Federation, as well as the Russian Biathlon Union, Russian Canoe Federation, Federation Of Billiard Sports Of Russia, and the Russian Football Union (RFU).

Using the funds granted by PJSC Gazprom, the federations held a variety of national championships and sports events, stages of international competitions, and training activities for promising young athletes.

A highlight of the reporting year was the launch of the Company’s cooperation with the RFU. Gazprom became the title sponsor of the Youth Football League (YFL) run by the RFU. In 2019–2020, the YFL matches are to be played by 12 best Russian football academies from Moscow, St. Petersburg, Kazan, Krasnodar, as well as the Samara and Moscow Regions. The winner of the YFL will be eligible to play in the UEFA Youth League.

In 2019, PJSC Gazprom continued its cooperation with the UEFA. The status of the global partner of the most popular and prestigious sports club tournament in Europe enables the Company to improve brand recognition, enhance its reputation in the key international markets, and implement large-scale social initiatives.

The Company efficiently carries out the projects aimed at interacting with various target groups:

• conducting the international TV advertising campaign We Light up the Football incorporated in the UEFA Champions League broadcasts in the key markets;
• communicating with the audience via the dedicated website www.gazprom-football.com and the social media: Facebook, Instagram, Twitter, YouTube, promotional events: Ticketmania, Gazprom Football Experience, campaigns involving public opinion makers, leveraging high-exposure UEFA digital channels;
• direct interaction with the audience: Gazprom House of Champions area at the UEFA Champions Festival, an event of the Champions League Final in Madrid.

The instruments provided for by the partnership agreement enable the Company to efficiently inform the audience about its production activities and its efforts to support a host of initiatives in education, culture, sports, promotion of healthy lifestyle, and environmental responsibility. To fuel this drive, the Company launched cooperation with the UEFA Foundation for Children. Together with the Foundation, Gazprom is to ensure the construction of a football pitch for a school in Pancevo (Serbia).

According to regular sociological surveys conducted by PJSC Gazprom with the assistance of independent public opinion services, Gazprom’s brand image and its appeal remain invariably high. The partnership with the UEFA has a positive influence on such emotionally coloured associations as “an appealing company”, “a reliable partner”, “a company passionate about its mission” and “a trustworthy company”. The trend is particularly strong among the people interested in football, whose share in the key international markets is over 50%.