The humanitarian mission of sports and the role of athletes have become increasingly important in the new normal. It has been proven that obesity, diabetes, and cardiovascular diseases contribute to the severity of COVID-19, regardless of the patients age. At the same time, sports, healthy diet, and an active lifestyle are powerful weapons against the viral threat. The development of public sport and raising its popularity were prioritized in the new Russian sports development strategy for 2030, which aims to have 70% of the countrys population involved in sports by this date. What measures have been taken by the state to achieve this ambitious goal? What can be done to instil a love of sports at an early age that can be carried forward in life? Which regional success stories should be replicated nationwide? What is being done to develop sports in rural areas? How can celebrated athletes help in efforts to achieve the goals of the 2030 Strategy, and what role has been assigned to Russian national teams and sports federations? What role has been assigned to bookmakers in terms of financing sports? Which new sporting formats are becoming a successful business product, and what programmes in the «Sports for All» initiative are implemented by business? How can a balance be struck between supporting amateur and professional sport?