Roman Rotenberg and Konstantin Mayor launch children's hockey project

The communication campaign for the project «Red Machine Dvor – Connection of Generations» has launched on top media platforms in Moscow. The start of the large-scale media support on January 22 was given by Roman Rotenberg, first vice president of the Russian Ice Hockey Federation and founder of the «Red Machine Junior» school, and Konstantin Mayor, general director of the media holding MAER, by dropping a symbolic puck at the new premium location of the media holding.

Over 8 million people will learn about the opportunity for free hockey lessons for children right on the streets. On the day of the campaign launch, aspiring hockey players and famous Olympic champions gathered on Rublyovo-Uspenskoye Highway.

«We are launching the advertising campaign for the project »Red Machine Dvor – Connection of Generations« on the largest platforms in Moscow together with MAER – one of the most technological and strong media holdings in the country. I would especially like to thank the head of the company, Konstantin Mayor, for his support and attention to the topic of sports.

For us, this is not about advertising for the sake of advertising, it is about important meanings. We strive to make mass children«s sports the norm again, so that children return to the ice rinks – where the first love for hockey is born, and character and game thinking are formed.

We launched the project «Red Machine Dvor» a month ago. During this time, we have already conducted 30 training sessions at three ice rinks in the Moscow region, attended by over 500 children. And, importantly, the kids come not only from Moscow and the Moscow region, but also specially from nearby cities in Russia. This means we have hit a real need and the format is indeed in demand.

MAER provides the project with powerful informational support and scale. Thanks to this, even more parents and children will learn about «Red Machine Dvor», which means more kids will come to the ice, and we will continue to expand the project«s geography and make hockey more accessible,» stated Roman Rotenberg.

The launch of the project «Red Machine Dvor – Connection of Generations» was supported by the President of Russia at the forum «Russia – a Sports Power». The media holding MAER became the communication partner of the project.

«Many famous hockey players, for example the legend of Moscow Dynamo, two-time Olympic champion and 11-time world champion Alexander Maltsev, said that they started their careers in their yard. And today hockey is returning to the yards. Every child gets the opportunity to try themselves, to play in a team under the guidance of an experienced coach. Our task is to let as many people as possible know about this opportunity. The large-scale media support of the project starts today with the opening of our new premium location and will take place in Moscow and the Moscow region. In just 10 days, over 8 million people will learn about the project »Red Machine Dvor – Connection of Generations«, the information campaign will provide 150 million contacts with the broadcast information,» emphasized Konstantin Mayor.

A series of training sessions in hockey for children aged 4 to 14 under the guidance of professional coaches has already started in Lobnya, Balashikha, and Pushkino. Free classes are held on ice rinks in parks. Sports equipment is provided by the organizers.

«Many parents don»t even want to try hockey because they have to buy a full set of equipment, and that is quite expensive. Here, parents get a helmet, protective gear, a stick, skates, and a jersey for their children. Two coaches come to each training, we divide the children by skill level, by the ability to stand confidently on skates. Perhaps some of these kids will then get into our junior national team. But the main thing is that hockey develops thinking, and children don«t sit at home, don»t play video games, but skate and train in the fresh air,« noted Maxim Goncharenko, coach of the »Red Machine Junior« school.

«A friend from the 4th grade told me about the training, I asked how it is, does it hurt or not? I came to a trial session and I say: cool! The coolest thing is when you play with the coach and have to score a puck faster than him. If he scores, we do 10 push-ups, if we score, he does 10 push-ups. The score was 4–3 in favor of the coach so far. My hockey is a hobby, actually I want to become a pilot,» said Alexander Shimanov, a participant of the project «Red Machine Dvor – Connection of Generations».

«We are very happy that there is such an opportunity, because we probably wouldn»t have gone straight to a hockey section. This is the second training. After the first one, Sasha was so happy that he couldn«t fall asleep for a long time, dreamed about the next training, waited, counted the days. His eyes are shining – that is the most precious thing for parents. The coach is very attentive to the children. My son noted that he doesn»t scold for mistakes, on the contrary, he supports, that is very important! We have already bought our own skates and want to come to the ice between trainings as well,« said Alexandra Shimanova, mother of a participant of the project »Red Machine Dvor – Connection of Generations«.

Five-year-old Makar started playing hockey at the age of 3. He is crazy about it, but unlike his dad, a goalie, he wants to become a field player, a new Ovechkin.

«I like it when they pass me the puck and I score. My jersey has number 8, like Ovechkin. Today the coach taught us to take a pass »over the top« and pass further,» says Makar Arzamazov, a participant of the project «Red Machine Dvor – Connection of Generations,» right after the training.

For Dmitry, this is the first hockey training, the boy came from Moscow to Petrovsky Park in Balashikha. The parents told about the project. It is important that here children of any skill level have the opportunity to try themselves, to work with a coach.

«We have many acquaintances who play hockey, there are even entire hockey dynasties. They told us about the free trainings. Thank you very much to the organizers for such an opportunity – to register, come, they give you everything for the training, the child can try, make some first conclusions. Today I saw that my son has the desire to train. If he continues to like it and there are successes, there will be good results, we will support him, let him train,» says Victor Kuzminov, Dmitry«s father.

Already at the end of January, the organizers plan to connect Moscow venues to the project «Red Machine Dvor – Connection of Generations», also planned is the construction of 500 new hockey rinks across Russia and the creation of a digital platform for yard rinks.