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“There is an appetite for Russia to join [the AFC] and you get it from here (Thailand) to China to even Japan,” top sports marketing executive Marcus Luer told me last year. The CEO of Total Sports Asia was keen to point out that money would play a large part. “Of course, Russian companies would bring funds in to make Asian sports more attractive.”
Former General Secretary of the All-India Football Federation, Shaji Prabhakaran, echoed those sentiments in a discussion with me earlier this year.
“If Russian teams, clubs were to play here [Asia] the big local companies, in India for example, would come in and invest because it’s then national [pride].”
Russia’s Gazprom had been a major sponsor of UEFA and European competitions, Aeroflot were a partner of the biggest football club in the world, Manchester United, until February 2022, now that ‘easy money’ is needed.
What will happen?
Easing Russia back into the football family will begin with boy’s and girl’s youth competitions. Beach soccer and Futsal will come next, then women and teams. Men’s football, club and national team, will be a harder re-admittance. And there’s a simple reason why. Profile and security.
Nobody will be bothered, apart from the Baltic states, about Russia’s under-15 girl’s team playing their German counterparts. Nobody will care about the Russian Beach Soccer team rolling around on the sand in Italy or Georgia. They don’t matter because there isn’t the TV or fan interest, but in the UEFA Champions League or European Championship qualifiers…
“Security concerns alone are, God, terrifying,” a UEFA official said on condition of anonymity.“You’d find the majority of nations not just willing, but ok with Russian teams and clubs back. Though, apart from security and danger, there’s a bigger worry here [within UEFA].”
“Boycotts!”
This has been a bane of UEFA’s disciplinary committees and officials since 2022. The Baltic states of Estonia,Latvia, and Estonia have shown their ‘solidarity’ with Ukraine by refusing to allow their kids to play with kids from Belarus. Now before you get on your high horse, I admire them for this stance. And before you think of getting into the saddle to attack me, think. If more nations followed through on their morals and principles, wouldn’t that be better?
Ireland would refuse to play Israel in September and October, Iran and fellow Asian nations would have boycotted the 2026 World Cup over mistreatment. European nations would stay home due to the unprovoked bombing and assistance in said bombing by two of the hosts [US and Canada]. The world would be a better place because nations put sports at the same level as humanity and human well being.
“The boycotts would play havoc with organization,” the UEFA official noted, “which would then affect finance, media, TV, sponsors, everything.”
I asked, on our call, in his opinion would it only be the Baltic trio?
“Good God no, the Brits would carry on a treat. Poland, maybe. Ukraine, can you imagine Lokomotiv Moscow and Shakhtar Donetsk get drawn together? And for national teams, we’d have to have the Russia games behind closed doors in, Timbuktu.”
Russian off to…
I’m old enough to remember the 1985 Heysel Stadium disasterwhen ‘fans’ of Liverpool FC from England killed 39 fans of Italy’s Juventus FC.English clubs were banned indefinitely by UEFA, even if English national teams were allowed to continue play. The disgusting behaviour of English fans at the 1988 European Championship, where they rioted and rampaged across West Germany, did seem at odds with UEFA’s stance from 1985. And even after English fans, following their national team at the 1990 FIFA World Cup, ran amok in Italy,their clubs were allowed back into continental competition from 1990-91. Except for Liverpool FC, who served an additional year.
https://www.rt.com/news/643417-russias-football-exile-is-ending/