March 2 – Ridesharing company Yandex Uzbekistan has entered domestic football sponsorship through a broad cooperation agreement with the Professional Football League of Uzbekistan.
Under the deal, Yandex becomes title sponsor of the Proliga and an official partner of the Super League.
Broadcast distribution provides the backbone to the deal, with matches from both competitions set to stream on the Allplay and Kinopoisk platforms.
Yandex will integrate elements of its digital ecosystem into matchday and media operations – including services such as Yandex Music, Yandex Go and voice assistant Alisa all ready to be activated around fixtures.
Plans have been outlined including in-stadium promotions, fan engagement initiatives and ceremonial kick-offs involving platform users and Yandex Go drivers. Cross-promotion is also part of that wider strategy, linking league audiences with film, series and music releases available across Yandex platforms.
Both sides say further digital integration is under discussion, including search engine enhancements tied to league content and joint brand projects connected to city services.
The partnership will also use digital platforms to broaden the domestic game’s reach within Uzbekistan as the national team gears up for its first World Cup appearance this year and next year’s Asian Cup 2027.
No value or term was given for the deal that expands the league’s media distribution and commercial integration.
Contact the writer of this story, Harry Ewing, at [email protected]