How Russia created a parallel world, from the Olympics to Eurovision
MOSCOW, RUSSIA – SEPTEMBER 21: Shaman of Russia performs in a new global song contest called Intervision, originally positioned as a response to the long-running European Eurovision music contest, on September 21, 2025 in Moscow, Russia. (Photo: Sefa Karacan/Anadolu, via Getty Images)
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Since Russia found itself outside the cultural and sporting sphere of the West following the large-scale occupation of Ukraine, it has seriously “parallel world” list of events and institutions that could serve as substitutes.
After Russia launches war against its neighbor in 2022 banned Although his success was often accompanied by various doping scandals, he gave up participating in the Olympic Games, where he traditionally performed well. At the same time banned From more lighthearted cultural events like the Eurovision Song Contest.
However, Russia tried to use the exile to its advantage, replacing such events with its own developed versions.
While Russians understand that such substitutes are not real products, many see efforts to recreate sports and cultural events as a patriotic effort to revive Russia’s Soviet era, which Russian President Vladimir Putin often speaks of with nostalgia.
“The majority of Russians believe that Russia has been unfairly excluded from most international events, so these substitutions make sense in terms of providing some alternatives,” Anton Barbashin, a Russian political analyst and editor-in-chief of Riddle magazine, told CNBC on Thursday.
“[They have a kind of attitude that they’re] ‘better than nothing’ but of course only a small number of people will treat them like the real deal. For the older generation, this is a reminder of Soviet-organized events. “Putin often frames them this way, as a revival of old traditions,” Barbashin said by email.
Barbashin described Russia’s “import substitution” strategy as one made “purely out of necessity.”
Soviet revival?
The Kremlin has frequently characterized its isolation from the West as “Russophobic” and has called for a new “global order” as it seeks to position itself as a victim of Western hegemony.
The war in Ukraine certainly led Russia to look beyond the West to improve economic and cultural ties, with varying degrees of success.
Russia in question It was said that an alternative to the Olympic games known as the “World Friendship Games” would be created in May 2023, but announced In late 2024, it announced that it was postponing the event indefinitely, without giving any reason.
The postponement came after heavy criticism from the International Olympic Committee. in question the games were a “cynical attempt” to politicize the sport and called on athletes to boycott the event.
A seemingly more successful event was Russia’s relaunch of the Soviet-era Intervision Song Contest this September.. As an alternative to Europe’s popular event Eurovision, Russia said its version of the contest would strengthen cultural ties between countries outside the West.
There was surprise in the competition among commentators and critics said it was a propaganda tool, but the contest attracted singers from 23 countries (notably the first US entrant withdrew from the contest at the last minute) and the winner Duc Phuc of Vietnam.
The image of Russian President Vladimir Putin is shown on the screen on the main stage of the Intervision Song Contest at the Live Arena in Moscow on September 20, 2025.
Olesya Kurpyayeva | Afp | Getty Images
A Russian analyst said that the purpose of such events is not to replace international events in which Russia can no longer participate, but rather they should be an alternative.
“This is true [Russian substitute events] It cannot replace real international events and that is not its purpose, but it needs to create alternative platforms – a space where Russia can operate and develop something that is ‘friendly’ but still international,” Tatiana Stanovaya, a Russian political analyst and founder of political analysis firm R. Politik, told CNBC on Thursday.
“It is based on the idea of the decline of the West and the implementation of multipolarity. It carries an important meaning in terms of domestic resources management, political gains and visibility,” Stanovaya said. he said.
Does Russia want to return?
The war in Ukraine continues, and despite US President Donald Trump’s calls for a ceasefire and for Moscow to come to the negotiating table, there is little sign that Russia wants to re-engage with the West, especially when it comes to Kiev.
The Kremlin has said it wants peace but has demanded that Ukraine cede partially Russian-occupied territory in eastern Ukraine to Russia, which Kiev refuses to do.
Despite the ongoing war and the anti-Western rhetoric embedded in the commentary of the Kremlin and state media, Russia will likely be ready and willing to participate in future global cultural and sporting events should conditions change.
Russian President Vladimir Putin hands over the symbolic FIFA World Cup Flag to Qatar Emir Tamim bin Hamad Al Thani (not pictured) during a ceremony at the Kremlin on July 15, 2018 in Moscow, Russia. Qatar will host the FIFA World Cup in 2022.
Mikhail Svetlov | Getty Images
“We have seen many times before that it is extremely important for Russia to be part of international, global events. FIFA 2018 World Cup [hosted by Russia] Barbashin said that this was the most important moment in the history of Russia, adding that it was of great importance for the people.
Barbashin responded to the question whether Russia would like to participate in global events once again when the war in Ukraine ends:
“Definitely, [at the] The first chance Russia ever had. All of Russia’s conversation has always been and is with the West. “A return is inevitable,” he said.
