Financial services group Tinkoff has announced it will provide ticketing services for the Russian Premier League (RFPL), the top tier of domestic club football, as part of a three-season title sponsorship agreement.

Tinkoff sells movie, theatre and concert tickets, and its Tinkoff SuperApp currently allows customers to book restaurant tables and other services offered by commercial partners.

Through its partnership with the RFPL, Tinkoff said it will work to attract football fans and sell football tickets, with the Tinkoff SuperApp to soon begin selling tickets to sporting events, including football matches.

Tinkoff said the partnership offers clubs an opportunity to sell tickets through new channels and use marketing tools available across the Tinkoff ecosystem.

Tinkoff also provides travel services, with the company stating football fans will be able to purchase rail and air tickets to see games in other cities and have access to hotel deals with cashback offers.

The wide-ranging sponsorship deal, spanning three seasons, will mean the competition is rebranded as the Tinkoff Russian Premier Liga. The brand will be integrated into various sponsorship formats, including in television broadcasts, digital platforms and at stadia where games are held.

Anna Mikhina, Tinkoff vice-president, said: “We have long been looking at football, the most popular sport in Russia. We studied some successful partnerships in Europe, when private businesses became title sponsors of the largest national championships.

“We realised that Russian football and its clubs could benefit from unique marketing opportunities and attract new fans to the stands. Therefore, we are confident that this will prove to be an interesting win-win business partnership.”

Sergey Pryadkin, RFPL president, added: “We are deeply impressed by Tinkoff’s fresh and sporting character. It focuses on today’s energetic digital audience – the people we rely on strategically. Cooperation with the League marks a new level of Tinkoff’s involvement in football, and we are happy to welcome new partners to our football family.”

Image: Светлана Бекетова