Russian State Media Shifts Stance, Celebrates Neutral Athletes' Olympic Achievements Amid Geopolitical Tensions

Russia - Ekhbary News Agency

Russian State Media Shifts Stance, Celebrates Neutral Athletes' Olympic Achievements Amid Geopolitical Tensions

Russian state television has undergone a significant shift in its coverage of the Milano Cortina Winter Olympics, transitioning from an initial period of restrained reporting and seeming indifference to an overt and enthusiastic celebration of the achievements of Russian athletes competing under a neutral flag. This pragmatic pivot in media narrative reflects the Kremlin's determined efforts to reframe national pride in sports, even amidst ongoing international sanctions and geopolitical challenges that have seen Russian national symbols excluded from global sporting events.

At the outset of the Games, channels like Channel One and Rossia 24 adopted a near-ignoring policy, a stark departure from Russia's long-standing tradition of treating the Olympics as a centerpiece event for state television. The full-scale invasion of Ukraine brought severe sporting sanctions on Russia, forcing Russian athletes to compete either as 'Individual Neutral Athletes' (AINs) or under other nations' flags. These restrictions had led to a noticeable drop in Russian public interest, with surveys indicating only 15% of Russians planned to watch the Games, and only one streaming platform, Okko, acquiring broadcast rights within Russia.

The turning point arrived with the historic achievement of Russian ski mountaineer Nikita Filippov, who secured a silver medal. Immediately, Channel One, a major state broadcaster, seized the opportunity, leading its primetime news bulletin on Thursday with an extensive report on Filippov's feat. Presenters lauded Filippov as 'a new name in the history of world sport — one of those rare cases where that can truly be said about a silver medalist at the Winter Olympic Games.' They emphasized that this was 'Russia’s first medal in Italy,' deftly sidestepping the athlete's 'neutral' status and asserting his national identity.

A Channel One correspondent further extolled Filippov, praising his 'incredible strength of spirit, perseverance and a battle with oneself,' asserting that his silver medal 'rings no less brightly than gold.' Rossia 24 quickly followed suit, highlighting Filippov's training, with its correspondent in Italy proclaiming that 'Thanks to Filippov, all of Russia now knows about [ski mountaineering].' Even the pro-Kremlin outlet Komsomolskaya Pravda joined the chorus, running a piece with the headline: '‘We’ve always believed in Nikita — he’s a true hero’: The family of Kamchatka athlete Nikita Filippov’s first reaction,' which stated, 'He gave it his all, defending the honor of his country even under a neutral flag.'

This coverage invites deeper analysis into the contradictions within the Russian establishment. Sport Minister and Russian Olympic Committee chief Mikhail Degtyarev congratulated Filippov on his silver medal, despite previously advocating for a ban on Russian-born athletes who had changed their sporting nationality. This dual stance reflects the Kremlin's desire to harness sporting successes to foster a sense of national unity and pride, while simultaneously overlooking the very policies that have driven many athletes away from Russia. Reports indicate that at least 350 athletes have left Russia since the full-scale invasion, and over 30 Russian athletes who changed sporting nationality are representing other countries at the 2026 Winter Olympics, with figure skating accounting for the largest share.

In contrast, Ukraine has consistently protested the participation of Russian athletes, even under neutral status. Rossia 24, on Thursday, claimed that Ukraine had 'thrown a tantrum' after Russian Paralympic athletes were allowed to compete under their national flag, leading to the Ukrainian Paralympic team's announcement of a boycott of the Paralympic Games’ opening ceremony on March 6. This tension underscores the highly charged nature of sport in this political context.

The shift in Russian state television's coverage is not merely a change in agenda; it is a calculated attempt to manage the national narrative. By highlighting the achievements of 'neutral' athletes, the state seeks to reclaim a semblance of its lost sporting prestige, boost domestic morale, and reassert a narrative of Russian resilience in the face of external pressure. This narrative, however, unfolds against a backdrop of severe challenges to independent journalism within Russia, such as The Moscow Times' designation as an 'undesirable' organization by Russia's Prosecutor General's Office, underscoring the tightly controlled environment in which these national narratives are shaped and disseminated.

Ekhbary News Agency