Spartak and CSKA Social Digs Escalate as Trolling Moves Go Public
The Moscow clubs Spartak and CSKA continue to trade barbs in public spaces, with both sides using social media and club channels to push their narratives. A recent montage circulated in Spartak’s Red and White channel paired actor Mikhail Lyulinetsky with midfielder Jesús Medina, captioned to urge viewers to make a considered choice. The collage framed the two figures as symbolic representatives of a broader debate about loyalty and success within the city’s football scene. This exchange underscores how modern clubs leverage celebrity associations to create talking points that extend beyond the pitch.
The launch of a new look came to light on 17 August when Spartak unveiled their third kit. The video promotion appeared on the club’s YouTube page and positioned actor Mikhail Lulinetsky as the central figure in the campaign, highlighting an artistic collaboration that blurs sports branding with pop culture. The following day, CSKA’s press service responded with a social media post featuring footage from a New Year’s corporate event in which Lyulinetsky appears. The clip captures the moment the actor addresses the camera with the line: “CSKA is the champion!” which promptly added fuel to the ongoing online feud.
Transfer activity this season amplified the tension: Paraguayan talent Jesús Medina moved from CSKA to Spartak for a reported 6 million euros, marking a notable direct exchange between the two clubs after nearly three decades. The event stands as a rare example of a high-profile transfer crossing this particular club rivalry, illustrating how player movements can become a focal point for fan discussions, media coverage, and club messaging.
From CSKA’s perspective, commentary around the defensive record and organizational stability has persisted alongside the public trolling. In some circles, Spartak’s defensive performance has been criticized, sparking debates about where the team stands in comparison to CSKA in the balance of power within the league. Analysts note that while skirmishes on social channels attract attention, the on-field results will ultimately determine long-term reputations for both sides.
Fans have observed how the clubs engage with supporters through creative campaigns, memorable one-liners, and visual storytelling that blends sport with entertainment. The use of public mockery, collages, and promotional videos reflects a broader trend in contemporary football where branding intersects with culture, and where the most effective narratives are those that resonate beyond traditional match reports. For observers, the evolving dynamic between Spartak and CSKA offers a case study in how rivalries adapt to the digital era, with social media acting as a stage for rivalry, humor, and strategic communication. [Citation: Club communications and media reveals, 2024–2025]
Observers highlight that Medina’s transfer is not simply a player move; it is a signal of changing alliances and strategic positioning between two historic rivals. Supporters weigh the implications for squad composition, leadership, and the tactical philosophy each club pursues going forward. In the end, the narrative threads—trolling, branding, and high-stakes transfers—converge to shape public perception as much as any match result. The broader takeaway is that, in today’s football ecosystem, off-pield storytelling can influence expectations, veteran opinions, and the perception of competitive balance between Spartak and CSKA. [Source attribution: official club briefings and media coverage, 2025]
As the season progresses, both clubs are likely to continue leveraging media and player presence to maintain relevance in a crowded sports media landscape. The interaction between on-screen promotions, social posts, and player movements will keep fans engaged, sparking conversations that reach casual followers and die-hard supporters alike. The ongoing exchange is a reminder that in modern football, branding and performance are inseparable, and the most enduring value for a club comes from a coherent, captivating narrative that endures beyond a single transfer window. [Cited commentary: industry analysis and fan discourse, ongoing]