The 2014 Olympics in Sochi, the 2018 FIFA World Cup, and other major sporting events have been the strongest contributor to making sports popular in Russia. Sports have become fashionable. Societys growing demand for sporting activities has led to the dynamic development of the Sports for All format in Russia as an integral part of the global sporting industry. The goal for the sporting industry in Russia is to increase the percentage of the population who systematically engage in physical training and sports up to 55% by 2024. What case studies can major corporations offer in this respect? How are new sporting formats becoming commercially viable? Can school sports become a successful franchise and how can brands become involved in childrens and amateur sports? What are the business models for new sports with a rapidly growing audience? How can grass-roots sports become a driver of production and tourism? And how can corporate sporting activities lead to a breakthrough in high-performance sports?