T2 and FC Krasnodar launch Russia's first telecom-sports retail fusion in Stavropol
A new co-branded retail outlet has opened in Stavropol, marking the first full-scale partnership between a telecom company and a sports team in Russia. The space combines T2’s telecom services with FC Krasnodar’s official merchandise under one roof. Located inside the Kosmos megacenter, the project is a pilot for future joint locations across southern Russia. The collaboration between T2 and FC Krasnodar began in July 2025. As part of the agreement, T2 improved indoor network coverage at the football club’s home stadium and boosted connectivity in Krasnodar Park. Konstantin Motlyak, Director of T2’s Southern Macro-Region, highlighted that the partnership aims to integrate technology into the daily lives of fans.
The Stavropol outlet splits into two sections: one for T2’s telecom services and consultations, the other for FC Krasnodar gear. This setup allows supporters to access both digital solutions and team merchandise in a single visit. Previously, the club’s official products, branded under the ‘Bulls’ name, were only available outside Krasnodar Krai through an online channel. The joint retail space represents a new approach in Russian retail, blending sports fandom with telecom services. Plans are already in place to expand the model to other locations across southern Russia. The initiative reflects a growing trend of cross-industry partnerships in consumer markets.
