The art of winning: UMMC presents its team for the new season at the Yekaterinburg Museum of Fine Arts
Basketball, art and one of the defining symbols of Ural culture came together at a unique venue as the UMMC team took center stage at an extraordinary museum event ahead of the new season.
What happens when a team presentation moves from the familiar surroundings of a basketball arena to a museum? The result is an evening in which basketball becomes part of a major cultural event. That was the setting for UMMC’s new-season team presentation at the Yekaterinburg Museum of Fine Arts.
The club’s strategy for the new season is called The Art of Winning 2.0. It brings together two key ideas: the pursuit of sporting success and the ambition to become part of Yekaterinburg’s cultural life. The “2.0” in the name also reflects the team’s goal of winning their 20th championship title.
The main stage for the evening was the museum’s ground floor, home to one of the most remarkable works of Ural art: the Kasli Cast Iron Pavilion. Created by craftsmen at the Kasli Ironworks for the 1900 World’s Fair in Paris, this monumental structure was awarded the Grand Prix. That evening, the historic pavilion became a backdrop for an entirely new kind of performance — a sporting one.
To applause from the fans, UMMC players, coaching staff and club director emerged from the pavilion one by one. Ilya Markov, Minister of Culture of the Sverdlovsk Region, also addressed the guests with a few welcoming remarks.
After the team presentation, the players and coaching staff engaged with fans in a live discussion. The official program was followed by an autograph session and an opportunity for guests to get creative themselves, with everyone welcome to take part in painting themed pictures.
A whole team was on hand to keep the energy high: the cheerleading squad, an emcee, a DJ and a saxophonist. Music filled the museum, fans mingled with the players, and the sports team presentation gradually evolved into a true cultural evening for the city.
UMMC’s new season begins at a museum. And that means its opening chapter is already telling a story: winning is an art, too.
