Football Players Love Reading in Ad Campaign

Aug. 17, 2010

Professional football players are the latest to assume the role of encouraging Russians to read more books, as a promotion called “The Match for Reading” started in Moscow on Tuesday.

Urging Russians to read more will be CSKA Moscow head coach Leonid Slutsky and CSKA defender Sergei Ignashevich, as well as three football midfielders. Those will be Zenit's Sergei Semak, Khimki's Andrei Tikhonov and Lokomotiv's Alexander Aliyev.

The promotional campaign is being run by publisher Eksmo and the company ProSports.

At a press conference, Lokomotiv's Aliyev confessed that he read little as a child, before adding that now he understands that this is the wrong approach to life.

Earlier, an advertising campaign was conducted in Moscow with famous writers promoting reading.

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