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Manchester United drawn into sport's sponsorship wrestle with Russia
Gary Parkinson
Europe;
Aeroflot is no longer the official airline sponsor of Manchester United. /Evgenia Novozhenina/Reuters

Aeroflot is no longer the official airline sponsor of Manchester United. /Evgenia Novozhenina/Reuters

Manchester United has become the latest football club to sever relations with a Russian sponsor following the country's military operations in Ukraine. 

The 20-times English champion has ended its association with Russian airline Aeroflot, which had been the club's official carrier. "In light of events in Ukraine, we have withdrawn Aeroflot's sponsorship rights," a club statement read. "We share the concerns of our fans around the world and extend our sympathies to those affected."

The move follows German football club Schalke 04's decision to remove from its shirt the logo of Gazprom. Russia's state-owned energy supplier has sponsored the North Rhine-Westphalia club since 2006, making it one of European football's longest-running commercial deals. 

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European football's governing body UEFA announced that the Gazprom Arena, the home stadium of Zenit St Petersburg, will not be able to host the Champions League Final, which will now be played instead at the Stade de France in Paris. 

Gazprom is also one of UEFA's major sponsors, with a relationship stretching back to 2012. It renewed its latest three-season, $45m-per-year deal last May, but UEFA is under pressure from some clubs to cut ties. 

 

Bumpers and bans

The sponsorship deal includes short advertising "bumpers," videos that TV companies with broadcast rights are compelled to include in their coverage. Pay-TV network BT Sport and streaming service DAZN responded to criticism from viewers after bumpers were broadcast during this week's Champions League coverage.

"As part of our UEFA contract we are obliged to show the UEFA Champions League bumpers, which are provided to us by UEFA to include in our broadcast," said a BT Sport statement, while DAZN statement insisted "Commercials from various UEFA sponsors are shown as part of our UEFA Champions League broadcasts. DAZN has no control over these."

A spokesperson said UEFA would "continue to closely monitor the situation." At an emergency meeting on Friday, the governing body decreed that Russian and Ukrainian clubs and national teams must play their home matches in UEFA competitions away from the region "until further notice."

Simon Leaf from Law firm Mishcon de Reya said, "it is likely to be much harder for UEFA to move away from long-term sponsorship deals with Russian parties, such as Gazprom," because sponsorship deals are more evenly negotiated than hosting venue deals.

 

A giant Gazprom jersey displayed before a 2017 friendly between Schalke 04 and Zenit St. Petersburg, two clubs the Russian fuel giant has sponsored. /Reuters

A giant Gazprom jersey displayed before a 2017 friendly between Schalke 04 and Zenit St. Petersburg, two clubs the Russian fuel giant has sponsored. /Reuters

 

At club level this season, that will only affect Spartak Moscow, drawn against German side RB Leipzig in the last 16 of the Europa League, but Russia and Ukraine are both scheduled to be involved next month in play-off matches for the 2022 men's World Cup.

Russia's team was due to host Poland in Moscow on March 24, and if successful, would host Sweden or Czechia five days later. However, the national associations of Poland, Sweden and Czechia released a joint statement refusing to play in Russia. Ukraine's team is due to play Scotland away on March 24, and if they progress would then travel to Wales or Austria.

 

Other sports also facing decisions

Football is not the only sport to wrestle with the effects of the conflict. Russia was due to stage a Formula One Grand Prix in September, but a backlash led by four-times world champion Sebastian Vettel led to its cancelation. 

"Formula One, the FIA (world motor sport's governing body), and the teams discussed the position of our sport," a statement read, "and the conclusion is that it is impossible to hold the Russian Grand Prix in the current circumstances."

On Friday, the International Olympic Committee (IOC) urged all federations under its banner to cancel events in Russia or Belarus. Russia is scheduled to host the short-course swimming world championships in December, as well as the men's volleyball world championship in August and September. 

However, the international volleyball federation said preparations to hold the men's championship in Russia remain on track and are "progressing as planned." 

 

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