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Developer - sponsor, patron, partner
The list of institutions, associations and events supported by the growing community is expanding, including the Russian Museum of Impressionism, the Stanislavsky and Nemirovich-Danchenko Musical Theatre, the Moscow Autumn Bike Festival and the Russian Kickboxing Federation.
In discussions about how development companies support cultural, educational and sports organizations and initiatives, in particular, who is a sponsor or philanthropist for whom and what support they provide, the most important question is: "Why not?" There are still people who generously (or not so generously) donate their funds to get a plus to social karma, public oblivion of past sins, a bright line in the company's certificate or some help in the main case won. I do not admit this. We will tell beautiful stories, carefully created in collaboration with PR people. Those who do this simply at the behest of the soul and the call of the heart, without much expectation, understand perfectly well that many will doubt their sincerity, so it is better to remain silent.
And anyway, what difference does it make? Why is it so? The most important thing is that the development community has more and more sponsors and sponsors every year, and the range of structures they support is becoming wider and wider. How do the funds received work and where are they invested? By the way, how often is the money of real estate market players used exclusively for real estate purposes, for example, for the renovation of buildings, the purchase of furniture and furnishings, the restoration of old buildings or the construction of new ones?
One of the most widespread and widely covered areas of support in the media is culture. "Partnerships between cultural institutions and developers are an established trend. FSK Group believes that by investing "in culture", philanthropic developers not only create exclusive products and increase customer loyalty, but also contribute to the development of an attractive urban environment, accessibility of art and the preservation of cultural heritage.
Funds allocated for "culture" are mainly used in one way or another for exhibitions, staging performances, holding events, etc. For example, this is exactly what happens with the partnership between MR Group and the oldest Moscow cinema "Khudozhestvenny", or the company "Voskhod" and the musical theater named after K.S. Stanislavsky and V.I. Nemirovich-Danchenko. Here we are still talking about honest patronage, but the interiors of "Khudozhestvenny" include high-rise ensembles and club architecture from the MR Group portfolio, and the new work of MAMT - the ballet "We Know the Good News" - is carefully integrated into them. The values of the company "Voskhod".
Vladimir Voronin, a shareholder of the FSK Group, is the chairman of the board of directors and supports the project of the Museum of Russian Impressionists. With its help, the exhibitions "Dobychina's Choice", "Group 13" and "Magazine of a Beautiful Life" were organized. And now preparations are underway for the opening of the exhibition "Society of New Artists". "Most of the sponsorship funds are directed to the organization of museum activities, transportation of paintings and creation of tactile stations according to a comprehensive program," added the FSK Group.
Yulia Petrova, director of the Museum of Russian Impressionists, admitted that the last few years have been difficult for the museum due to the departure of its founder Boris Mintz. “We have worked hard over the last few years to stay afloat. Thank you to all our sponsors and benefactors who have supported us. Since the summer of 2023, Vladimir Voronin has been providing regular support to our museum, and this year he took over as chairman of the museum’s board of directors, replacing Boris Mintz,” the expert says.
"Due to the special nature of the activities of cultural institutions, all technical work can only be carried out during the exhibition shift. Despite such a limited time, in preparation for the exhibition "Diary of a Beautiful Life", ceiling panels were replaced on all floors of the museum, including the exhibition space. New specialized museum lamps were also purchased that imitate daylight, meeting all technical requirements for open storage and exhibition of works of art, including light and color temperature, protection from UV and IR radiation. In the near future, we will purchase and replace projectors made of "breathing fabric", the service life of which expires and requires replacement over a long period of time," FSK Group shares details.
In general, Daria Kovalchuk, head of the development department of the Museum of Russian Impressionists, emphasizes: "Over eight years of work, we have implemented various forms of cooperation with business and premium class developers, integration of exhibition openings (Vesper), author's supervision, etc. Exhibition project of the company's sales office (ANT Development). There are cases of successful creation of zones of indigenous brands. The recently opened exhibition "Magazine "Beautiful Life"" presented the MR Group lounge, where museum visitors can relax and get acquainted with the archive issues of "Capital and Real Estate". magazine. Previously, my colleagues and I gave public lectures live and invited star speakers. By the way, FSK Group will be a strategic partner of the next exhibition."
Perhaps a little less known, but still a very active area of support is sports. Restoration of buildings, construction of a new training base and the like are rarely discussed, mostly about supporting teams and competitions or holding classes and master classes.
In particular, the Stylobate Group of Companies has been a partner of the Lokomotiv Beach Soccer Club for many years, and recently became a partner of the Russian Kickboxing Federation, hosting the Moscow Cup in University Sports and the Moscow International Cup. “The Moscow International Cup is the successor to the Mundialito, which was held in the Russian capital from 2019 to 2021. In fact, this is a very prestigious tournament, known throughout the world as an unofficial interclub world championship. This year, the Stylobate Group became a partner of the Brazilian seaside football club Corinthians. Corinthians is a legendary brand, one of the symbols of Brazilian sports. I am convinced that interest in the Cup has increased because we invited a club of such status at a difficult time for our sport,” says Lev Mazaraki, Chairman of the Board of Directors, Vice President of the Stylobate Group of Companies. Chairman of the Lokomotiv PFC and member of the Supreme Supervisory Board of the Russian Kickboxing Federation.
A developer that also focuses on sports is the Coldy company. In particular, it acted as a partner of the Moscow Autumn Bike Festival, which took place on September 14, organized a branded fan zone at the finish line of the competition, and part of the company's sports team (about 20 employees) took part in the competition. A 26 km section was successfully completed. Coldy also directly supports sports organizations. "That is why, since 2021, we have become the general partner of the Moscow City Sports Federation (MCSF). In order to popularize local games as a national sport, we support the creation of prize and souvenir funds, provide athletes and judges with branded equipment, and provide information support for events. - explains Katerina, Marketing and Public Relations Director at Galedina.
Another example: GloraX has become a sponsor of the Nizhny Novgorod football club "Paris", recently extending the contract with it and generally declaring its readiness to continue supporting sports in the region. After all, according to the chairman of GloraX Dmitry Kashinsky, construction and football are close in spirit. In football, teamwork, discipline and focus on results are important, and this is the approach that developers adhere to when implementing construction projects.
But in the education sector, the money of philanthropists among development companies is spent on issues closely related to the real estate market. More on this next time.