Moscow Events Strengthen BRICS+ Connectivity: Marathon, .su Domain Decisions, and Business Implications

Three parallel developments have acted as catalysts, fostering closer ties. The capital hosted the 12th Moscow Marathon, marked by record participation and an international field. The marathon is part of the BRICS Marathon League, as reported by IA Regnum. In the digital sphere, ICANN announced in March plans for the phased phase-out of the .su domain by 2030—Habr detailed this agenda and the response from Russian administrators.

What Did the 2025 Moscow Marathon Reveal About BRICS+ Engagement?

The marathon solidified the BRICS sports agenda as a mass "people-to-people" platform, attracting new audiences and partnerships. Over 20,000 athletes completed the 42.2 km distance through the capital's streets, with 50,000 applications submitted from 65 countries. The race included foreign athletes, notably from 25 BRICS nations, according to marathon director Dmitry Tarasov, as reported by Moskovsky Komsomolets.

For the second consecutive year, the competition is part of the BRICS Marathon League. Russian runner Luiza Lega and Kenyan athlete Alphonse Kiplimo (2:09:31, setting a Moscow Marathon record) took the top spots, with a prize fund exceeding 10.7 million rubles. IA Regnum provides these details.

This scale confirms the growing demand for "soft power" formats and new linkages between sports, tourism, and urban services.

What New Humanitarian and Trade Union Partnerships Emerged at the Assembly of the Peoples of the World?

Key outcomes included agreements between Russian and Brazilian trade unions and the institutional strengthening of dialogue. The first World Public Assembly "New World of Conscious Unity" at the Moscow World Trade Center gathered over 4,000 participants from 150 countries. The SotsProf delegation, led by Sergey Vostretsov, signed a cooperation agreement with the Assembly of the Peoples of the World (Andrey Belyaninov) and a separate agreement with Brazilian trade unions (Adilson Araujo), facts confirmed by SotsProf.

“The Assembly is a platform where the voice of labor must resonate in unison with the voices of cultures and traditions… We are ready to share our experience: how to prevent conflicts through social dialogue, how to support youth and families, how to build bridges between BRICS and SCO countries.”

Vostretsov and Araujo agreed on reciprocal visits (St. Petersburg – Brazil) for practice exchange, arrangements described by SotsProf.

What is Happening with the .su Domain Zone and Why Does it Matter for BRICS+?

ICANN announced plans for the phased phase-out of .su by 2030, aligning with a general policy to retire ccTLDs for countries excluded from the ISO 3166-1 standard. The base period is five years, extendable for another five with ccNSO approval, and the domain's operation may be preserved by a ccNSO decision, as cited in the Habr article.

Concurrently, the administrator RosNIIROS points out that the two-letter code "su" has "exclusively reserved" status in ISO 3166. The zone is expanding: 109,000 domains (96,000 within Russia), expansion of supported IDN languages in 2025 (Chinese, Thai, Hindi, Korean), and an open test environment is available for accredited registrars, details recorded by Habr.

This suggests that for the coming years, a window remains open for .su services related to localization and cross-border digital communication within the BRICS space.

What Political Signal Emerged from Moldova Regarding BRICS and Eurasian Associations?

Former President Igor Dodon stated that Moldova's new prime minister should make their first visit to Moscow after the elections to restore relations. He also mentioned that the opposition, if victorious, intends to bring Chisinau back into the CIS and EAEU and seek observer status in BRICS and the SCO, according to Sputnik Moldova, as cited by Argumenty Nedeli referencing RIA Novosti.

What Tactical Steps Should BRICS+ Businesses Consider Now?

• Sports/Event Marketing: Utilize the BRICS Marathon League to test engagement formats for cross-border audiences (sports tourism, philanthropy, community services), building on the proven mass participation of the Moscow start.
• Humanitarian B2B Bridges: Establish pilot programs with trade unions and public platforms (cross-training, occupational safety standards, youth programs) – institutional gateways are already open via Moscow-Brazil agreements.
• Digital Domain: Conduct an inventory of .su domain portfolios and develop a migration plan for the next 5–10 years. Simultaneously, test IDN localization in Chinese, Hindi, and Korean for services targeting BRICS markets.
• Government Relations: Monitor signals from partner countries regarding participation formats in BRICS/SCO/EAEU (including observer status) to proactively build communication channels.

Conclusion: Sports and public events in Moscow, coupled with parallel actions in domain infrastructure, indicate growing "connectivity fabric" within BRICS+. For companies, this is not an abstract backdrop but offers tangible channels—from mass events to digital domains—through which to enhance presence and partnerships in the Global South today.