After a period of initial restraint, Russian state television is beginning to highlight the achievements of Russian athletes competing as neutrals at the 2026 Milano Cortina Winter Olympics. This shift marks a change from the largely muted coverage that characterized the Games’ early days, as many Russian athletes are participating under neutral flags due to the ongoing invasion of Ukraine.
The Olympics have traditionally been a prominent event for Russian state media, but this year’s Games were largely ignored by state-controlled channels. This initial lack of coverage reflected the complex political backdrop and the restrictions placed on Russian athletes. However, recent broadcasts signal a subtle shift in approach, focusing on the successes of athletes competing as Individual Neutral Athletes (AINs).
The change in tone became apparent on Thursday when Channel One led its primetime news bulletin with a report on ski mountaineer Nikita Filippov’s silver medal win. This was the first medal secured by an AIN at the Games, a milestone previously reported by the exiled news outlet Agentstvo. The report featured a presenter stating, “Filippov is 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. This is Russia’s first medal in Italy.”
A Channel One correspondent further emphasized the significance of Filippov’s achievement, praising his “incredible strength of spirit, perseverance and a battle with oneself.” The correspondent added, “Our 23-year-old Nikita Filippov delivered a silver medal that rings no less brightly than gold.”
The increased coverage extended beyond Filippov’s success. On Friday morning, Channel One aired a segment on figure skater Adeliia Petrosyan, who finished sixth in the women’s final the previous evening. State broadcaster Rossia 24 also dedicated airtime to Filippov, focusing on his training regimen. A Rossia 24 correspondent remarked, “Thanks to Filippov, all of Russia now knows about [ski mountaineering].”
Pro-Kremlin outlet Komsomolskaya Pravda published 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.” The article quoted the family as saying, “He gave it his all, defending the honor of his country even under a neutral flag.”
Balancing Celebration with Political Context
The shift in coverage comes as over 30 Russian athletes who have changed sporting nationality are competing for other countries at the 2026 Winter Olympics, with figure skating being the most represented discipline, according to RBC. This is occurring while at least 350 athletes have left Russia since the full-scale invasion of Ukraine began four years ago, as reported by Novaya Gazeta Europe.
Despite the celebratory tone surrounding Filippov’s medal, the situation remains politically charged. 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 have switched allegiances. This apparent contradiction highlights the complex dynamics at play.
Public interest in the Games within Russia appears limited, with only 15% of surveyed Russians indicating plans to watch, according to Komsomolskaya Pravda. Broadcast access is also restricted, with only one streaming platform, Okko, securing the rights to air the Games within the country, meaning they are not shown on state television.
International Reactions and Ongoing Protests
Ukraine continues to protest the participation of Russian athletes, even under neutral status. Rossia 24 reported that Ukraine “threw a tantrum” after Russian Paralympic athletes were permitted to compete under their national flag. In response, the Ukrainian Paralympic team has announced a boycott of the Paralympic Games’ opening ceremony on March 6.
The evolving coverage on Russian state television reflects a delicate balancing act. While initially downplaying the Games, the Kremlin appears to be cautiously acknowledging the successes of its athletes, even as they compete under restrictions. This shift may be an attempt to maintain a semblance of national pride while navigating the international political landscape.
The situation remains fluid and further developments are expected as the Milano Cortina Winter Olympics continue. The next major event will be the conclusion of the Paralympic Games, and the reaction to the participation of Russian athletes will likely shape the narrative surrounding Russian sport in the coming months.
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