The potential for the marketing and sponsorship of sport within Russia is significant. However, recent government and economic changes require that prospective investors carefully examine the variables affecting both short- and long term profit projection prior to entering this marketplace. Inept management personell, inflation and rapidly escalating prices, loss of government and/or union financial assistance, competition for discretionary monies, and a migration of leading athletic talent to Western Europe and the United States represent some of the variables contributing to the difficulty encountered by teams attempting to make a profit under capitalism. Faint-hearted and undercapitalized entrepreneurs should be wary about venturing into this marketplace until the Russian economy recovers.