On 18 October at the Kuban stadium, the match of football clubs Krasnodar and Zenit (St. Petersburg) under the auspices of the Richard gold lion took place. The blue banners with the Golden Lion at the stands of the stadium said: “The Richard Tea is for the Kings of Football!". This slogan is an extension of the communication strategy of the "Royal tea!" brand, in which the "King" means not only the monarch but also the crowned winner in any sphere – business, arts, sports, and politics.
During the break between the halves, a powerful lion roar made an army of fans (9,650 people) look at the display screen, on which the Richard video commercial blended with the football atmosphere and attracted attention.
In spite of the torrential rain, several thousand of fans did not go away until the last second of the game. The hot Royal tea warmed them because May-Foods organised the sale of the Richard in the buffet of the stadium. This day, the football intrigue shaking by the heat ended with a peace result 2:2.