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This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.

Payment services brand MasterCard became the first international payment company to sponsor the Kontinental Hockey League in December having emerged from a damaging period of western sanctions in early 2015.

The Organising Committee of the Sochi 2014 Winter Olympics expects to sign five more sponsorship deals in September, to add to the 49 already in place, its president and chief executive, Dmitry Chernyshenko, told Sports Sponsorship Insider this month.

Panasonic is targeting growth in the Russian market with its supplier deal for the 2014 winter Olympics in Sochi, the electronics brand told Sports Sponsorship Insider this month.

Monster Worldwide Inc., a premier online recruitment provider, services customers in approximately 40 countries worldwide. In 2010, Monster developed a “Cool Jobs” programme to showcase its product solution in the US. With unprecedented success, it sought to take the idea global.

Russian online gaming company Winline has signed as the Official Betting Partner of Euroleague Basketball in Russia until 2022

Software manufacturer SAP has signed up as an official partner of the Epicenter Major Dota 2 esports event in Moscow on June 22

Russian esports organisation Virtus.pro has agreed a one-year partnership with gaming chairs manufacturer DXRacer

Nickel and palladium mining and smelting company Nornickel has agreed a deal to partner the Russian Ice Hockey Federation through the next cycle leading up to the 2022 winter Olympic and Paralympic Games