The Dynamo Moscow football club and the Dixy retail chain (part of the Magnit Group of companies) have signed a new cooperation agreement until the end of 2026.
The agreement provides for expanded collaboration between the two brands and deeper integration of Dixy into matchday programming at the White-Blues' home games. The retailer has created a popular children's play area and café in Stand B, where young fans and their parents can enjoy engaging and educational activities before, during, and during halftime of a match.
"We are very pleased to extend our contract with our reliable partner, Dixy, said Dynamo General Director Pavel Pivovarov. Over the years, we have always found common ground and worked together to achieve our goals. With Dixy's help, we have been able to implement numerous projects that have made the fan experience at our stadium even more comfortable and engaging. I am confident that equally fruitful collaboration lies ahead, which will benefit the promotion of our brands."
We are always open to experimentation. Last summer, with Dixy's support, the first-of-its-kind tournament, Media x Pro Cup, was organized at the intersection of professional and media football. Dynamo Moscow and CSKA Moscow played Amkal and 2DROTS. Spectators in the stands caught parachutes with gifts from the partner, and during breaks, fans competed for them in on-field challenges. The tournament winners received baskets filled with healthy food.
Dynamo players actively participate in collaborations with the retailer: they learn to cook with a Dixy chef, try their hand at cashiering in stores, and share their favorite products.
"We deeply value our partnership with FC Dynamo Moscow and see great potential in it. Over the past three years, this partnership has become a significant part of the matchday ecosystem and family experience at VTB Arena. We have implemented specific projects in collaboration with Dynamo: a new children's area at the arena, joint show projects with ambassadors, the launch of co-branded merchandise, collaboration with the Dynamo Runs running club, and joint, vibrant media campaigns," noted Yuri Semenov, CEO of the Dixy retail chain.
Dixy, in turn, promotes a healthy lifestyle by organizing joint events with the Dynamo Runs running club and actively promotes the Dynamo brand on its channels, regularly holding giveaways for club merchandise and excursions to the Dynamo training center in Novogorsk.
The Dixy retail chain is part of the Magnit Group and is one of Russia's largest retailers. The company was founded in 1992 and sells food and other consumer goods. Dixy is actively developing, expanding its business and launching new projects. This helps the company respond to the challenges of the modern economy and maintain its leading position in the market.
