“…Sports victories are meant to be another branding tool, and they appear to have become a significant goal of Russian decision-makers, as in Soviet times . It is claimed that Russian leaders believe that, generally speaking, sports victories enhance Russia's foreign interests and sports investments boost Russian soft power (Rukavishnikov, 2011) . In 2010, Dmitry Medvedev, then-President of Russia, said in the context of the upcoming Sochi Olympics that "developing sport is one of our top national priorities" and that there was a correlation between prestige and success in sports arenas (Petersson, 2014) .…”