Pyaterochka and Lokomotiv Continue Cooperation in 2026

The extended partnership between Pyaterochka and HC Lokomotiv in 2026 allows Yaroslavl residents to win hockey match tickets through store promotions.

Feb 28, 2026

During the event, Konstantin Ivanov of Pyaterochka and Alexei Zaborov of Lokomotiv signed the partnership extension.
Source:
press service of the Pyaterochka retail chain

On 28 January 2026, a ceremonial event was held in Yaroslavl to extend the cooperation between the hockey club Lokomotiv and the federal retail chain Pyaterochka. The partnership, which began earlier, has been continued into the new season.

The document formalizes the collaboration agenda for 2026, including fan engagement and promotional activities.
Source:
press service of the Pyaterochka retail chain

The ceremony took place at the Arena 2000 sports complex—the home arena of the Yaroslavl club. The new agreement was signed by Konstantin Ivanov, director of the Northwest–South macroregion of the Pyaterochka retail chain, and Alexei Zaborov, commercial director of HC Lokomotiv. The document solidified plans for joint work throughout 2026, with its main goal being to support fans, develop sports, and promote a healthy lifestyle in the region. For Pyaterochka, the partnership with the hockey club is an opportunity to be closer to the residents of Yaroslavl Oblast and participate in events significant for Yaroslavl.

This partnership between Pyaterochka and HC Lokomotiv has been ongoing for more than one season.
Source:
press service of the Pyaterochka retail chain

Commercial director of Lokomotiv, Alexei Zaborov, emphasized the importance of the cooperation for the Yaroslavl club:

For us, as for any hockey club, our fans are the most important part. We care for them not only when they are in the stands, but also in everyday life. Now Yaroslavl residents will be able to participate in various draws and promotions, which we are very happy about.

Konstantin Ivanov, director of the Northwest–South macroregion of the Pyaterochka retail chain, noted that such a partnership has already proven its effectiveness:

This is not the first year we have been cooperating fruitfully, and we were very pleased to share the joy of victory with the hockey club Lokomotiv last season. We see the endless interest that our customers also show in hockey. And it is very important for us to jointly promote these values of sports, health, and a healthy lifestyle in our collaborative work.

To mark the partnership renewal, Pyaterochka and Lokomotiv launched the receipt-based promotion «Catch the Decisive Pass!». The promotion runs from 1 January to 23 May 2026. Participants can be customers who make purchases in Pyaterochka stores for 850 rubles or more (approximately $9 at current rates). To participate, it is necessary to register the receipt on the website hockey.5ka.ru. Prizes include tickets to home matches of HC Lokomotiv, personalized jerseys, and club-branded merchandise.

Throughout the season, the partners also plan joint marketing activities, draws, and special offers for customers and fans.