Vladimir Putin arrived in Zurich in December 2010 with a smile on his face, a spring in his step and a speech in his pocket. Just hours earlier, Russia had been named as hosts of the World Cup for the first time. Now the Russian president simpered ingratiatingly at the dais before his assembled audience, addressing them in a language he could speak well, but hardly ever did publicly.
“From the bottom of my heart,” he said in tentative but fluent English, “thank you.”
Putin extolled the virtues of football as a force for good in the world. He told the story of how in his hometown of Leningrad (now St Petersburg), while the Nazis laid siege to the city during the Second World War, while bombs rained down, while food and fuel ran out, football continued. He promised to throw the world a safe and comfortable party in 2018. “We also have a couple of offers,” he added, still in English, and sounding very much like a waiter listing the specials. “Visa-free entry. Free-of-charge trips between cities. Besides, you can get to know Russia: a unique country with a long history and a rich culture. Not bad. Not bad at all.”
This was Russia whipping out a giant bouquet and turning on the charm: just a global superpower, standing in front of a large body of football administrators, asking it to love them. It was the same sugary tug on the heartstrings that had won them the bid in the first place, ahead of Spain and Portugal, Belgium and Holland, the combined intellect of David Beckham, David Cameron and Prince William. The pitch, essentially, was this: we've changed. Russia wants to open its arms to the world. But we need your help.
Last Friday, Fifa's World Cup YouTube channel issued a welcome address by President Putin - now eight years older, even more secure in power, Russia's longest-serving leader since Stalin. The words were similar - football, passion, Russia, unique, great honour - but the delivery could almost have come from a different speaker. Now Putin stood, solemn and unsmiling, in front of a Kremlin backdrop. Apart from a cursory greeting at the end, the entire speech was given in Russian. The message was clear: we're in charge now.
