In Russia, the expansion of sports is a priority for the government and over recent years, the state has made substantial investments in hosting major international sporting events, developing modern infrastructure, supporting athletes, and encouraging sports and the concept of a healthy lifestyle. Building on success to date, full-scale development of the sports economy is underway, including organized competitive sports and recreational activities, managing sports federations, tournaments involving professionals, and a variety of championships. A case in point is China, where sport was used to drive commercial success based on a comprehensive national strategy to meet the governments ambitions to become a global sporting power. How can the efforts of business and the media be coordinated to support state initiatives? Can experience garnered in other countries be employed in Russia?