The Transformation of the Political Functions of Amateur Sports in Modern Russia (Using the Example of Media Football Development)

Abstract

The article examines a new phenomenon in Russian sports — media football. This form of amateur sport is rapidly gaining popularity in Russia against the backdrop of declining audience interest in professional football. Media football is changing the attitude towards sports for both its participants and the fans who follow it. Therefore, one of the research questions of the work is how the development of media football is transforming the traditional political functions of sports.Media football, as a result of grassroots initiative by private actors, is considered in the article as a challenge to the hegemony of the nation-state in the sphere of sports, which has always been under state patronage. At the same time, the state does not hinder the development of this industry but even supports it. Why do the Russian authorities support the development of media football, which undermines the state’s traditional monopoly in the sports sphere? The research uses a qualitative methodology of document analysis and a case study of the development of football and media football in Russia, including statements from experts, participants, and sports officials. The dynamics of this form of football’s popularity are also examined based on empirical data on match attendance and views of related social media content.By examining the phenomenon of media football’s popularity and the relationships between media industry actors and state officials, the author concludes that a new social contract is being formed around amateur sports in Russia: media football takes on some of the functions of professional football, and the state facilitates its development. These functions involve disseminating state narratives, increasing interest in football, and forming a “soft” audience to replace politically dangerous supporter groups — ultras.