On 6 April 2026, the International Day of Sport for Development and Peace, a conference in Moscow discussed cooperation between Russia and BRICS+ countries in the field of sport and the promotion of sporting values through media

The conference “The Art of Sport. International cooperation between Russia and the BRICS+ countries in the field of sport. Promoting the Values of Sport through Culture and Media” was held at the BRICS+ Information and Cultural Media Centre, based at the All-Russian State Library for Foreign Literature named after M. I. Rudomino, in Moscow. During the event, the documentary series “The Art of Sport” by the TV BRICS International Media Network was presented, with its international distribution launched in Brazil. Diplomats, public officials, representatives of civil society and journalists from leading media outlets from various countries, including Brazil, India, China, Egypt, Ethiopia, Cuba, Zimbabwe, Uganda, Thailand, Singapore, Venezuela, and Uzbekistan, discussed formats of international sports cooperation within BRICS.

Director of the Information and Press Department of the Ministry of Foreign Affairs of the Russian Federation Maria Zakharova, in a video address to conference participants, stated that the TV BRICS project represents a shared contribution to promoting fundamental sporting values.

“Symbolically, the launch of the project takes place in a country where sport and culture are intertwined in the unified rhythm of carnival and football passion. The documentary series vividly illustrates how sporting achievements can become part of the cultural code of nations and serve as a source of inspiration for creativity and a powerful instrument for bringing states closer together. It confirms that BRICS countries are capable of jointly shaping a meaningful humanitarian agenda” – Maria Zakharova, Director of the Information and Press Department of the Ministry of Foreign Affairs of the Russian Federation.

Ambassador Extraordinary and Plenipotentiary of Brazil to Russia Sergio Rodrigues dos Santos expressed appreciation for the decision to entrust the international premiere of “The Art of Sport” to Brazilian television channels COM Brasil and TVC RIO.

“Brazil is an important platform for cooperation and partnership among BRICS countries in areas ranging from politics and economics to science and culture. In this context, sport plays a vital role in bringing our countries closer together and strengthening our shared support for a multipolar world order. […] Within BRICS, we can learn a great deal about each other, particularly about Russia. This agenda is not new to BRICS. In 2024, during its chairmanship, Russia placed significant emphasis on promoting sporting events and championships. Brazil, as BRICS chair last year, also highlighted that our countries possess a rich sporting culture and remain committed to organising international sporting events within BRICS” – Sergio Rodrigues dos Santos, Ambassador Extraordinary and Plenipotentiary of Brazil to Russia.

Founder and director of Toda Palavra, Luiz Augusto Erthal, described the TV BRICS films as “one of the most inspiring programmes with significant educational potential”. According to him, “through this programme, TV BRICS promotes one of the key elements of the BRICS spirit, fostering genuine friendship through the interaction of art and sport using their universal languages”. He also announced that the series is scheduled to be broadcast on the forthcoming TV Toda Palavra channel.

First Deputy Chairman of the State Duma of the Russian Federation Aleksander Zhukov spoke about a new initiative by BRICS parliaments.

“Recently, at the end of December, an initiative was put forward to establish an inter-parliamentary BRICS working group on sport. I believe this initiative will develop further this year. We are awaiting the position of the Indian side regarding the creation of this group. Its objectives include harmonising national legislation in the field of physical culture and sport, exchanging best practices in training sports reserves, developing unified approaches to student, school and mass sport, and, of course, strengthening cooperation in elite sport” – Aleksander Zhukov, First Deputy Chairman of the State Duma of the Russian Federation.

Zhukov also described “The Art of Sport” as a unique project. “It offers an opportunity to learn about our top athletes, training methods and the development of young people in sport. […] Media presentation of sport allows audiences in Brazil to see key stages in the development of our sport,” he noted in response to a question from TV BRICS.

Marina Zakharenko, Director General of the All-Russian State Library for Foreign Literature named after M. I. Rudomino, emphasised the special role of media in promoting sporting values.

“It is the media that document how events unfolded, all sporting achievements, and create a product that is understandable to people in any part of the world because it is the language of the body, the language of beauty, and the language of willpower. It is the media that create content accessible to everyone. Modern technologies make this possible,” she said in response to a question from a TV BRICS reporter.

Secretary General of the Russian Equestrian Federation and member of the Russian Olympic Committee for international cooperation, Elena Terekhova, proposed two initiatives for the development of equestrian sport within BRICS countries.

“The first step is to create a unified digital platform to bring together our federations, equestrian, and veterinary committees in order to facilitate quarantine procedures and the movement of horses. The second, equally important step is the establishment of joint training centres. […] Russia could take the lead in this area, as we have accumulated extensive experience in organising training camps,” she noted.

The documentary series “The Art of Sport” consists of four short films, each 12 minutes long. It highlights Russia’s achievements in wrestling, equestrian sport, triathlon, and curling. Each discipline is associated with a specific art form: sculpture, music, theatre, and painting.

The series premiered in Russia in December 2025 on the Russian-language TV BRICS channel and was subsequently adapted into foreign languages for distribution among the media network’s international partners.

The media project was created with the support of the Autonomous Non-Profit Organisation “Council for the Support of Cultural and Sports Projects”.

African Times published this article in partnership with International Media Network TV BRICS