Last year, Czechoslovak Group (CSG) became the General Partner of the Czech Olympic Team. In addition to supporting elite athletes at the Olympic Games, CSG will also focus, as part of a long-term initiative, on promoting physical activity among the general public, particularly children and young people. Two new ambassadors will support CSG in this effort: Olympic champions Eva Adamczyková, snowboard cross gold medallist, and Josef Dostál, Olympic champion in sprint canoeing. Both ambassadors will primarily address their target audience through online channels, especially social media.
CSG decided to partner with the Czech Olympic Team primarily because the two share similar values. “Just as the Czech Olympic Team represents the very best of our country, CSG also helps strengthen the image of the Czech Republic as a confident and successful nation,” said David Chour, Vice-Chairman of the Board and Executive Director of CSG, at the signing of the partnership agreement.
In addition to supporting Czech Olympians at the Winter Olympic Games in Milan in 2026 and the Summer Olympic Games in Los Angeles in 2028, CSG will focus its long-term activities on promoting sport and physical activity among the wider public, especially children. For this reason, the Group supports the Olympic Multisport Programme (Olympijský víceboj), the largest initiative aimed at developing children’s physical fitness in schools.
However, the Olympic Multisport Programme is only the tip of the iceberg. The broader project, involving the new CSG ambassadors, aims to support children’s physical activity in general — encouraging movement that is enjoyable, safe and confidence-building. A key objective is to reassure parents and help them feel comfortable allowing their children to take part in sport without concerns for their health. This is why the CSG campaign is symbolised by a children’s protective helmet, representing safety from a child’s very first steps on a balance bike.
“Since becoming a parent, I’ve realised one thing much more clearly: every ‘don’t climb there’, ‘be careful, you’ll fall’, or ‘slow down’ often holds children back more than we think. And yet, movement gives them confidence, coordination and self-belief. That’s why I want not only my own child, but all children, to move more freely than today’s generation,” explains Josef Dostál, sprint canoeist and Olympic champion from Paris 2024, on his involvement with CSG.
Eva Adamczyková, Czech snowboard cross athlete and Olympic gold medallist from Sochi 2014, has repeatedly returned to top form after serious injuries during her career and understands that sport also includes difficult moments. “Movement isn’t just about speed. It’s also about the willingness to try again and accepting that falls are part of the journey. I would like physical activity to become a natural part of life for future generations — without fear of trying what truly attracts them,” said the Czech Olympic champion.
Both CSG ambassadors and Olympic champions will primarily communicate the campaign promoting safe and joyful movement through videos on social media and other online platforms, in cooperation with CSG. The unifying theme of the campaign content will be raising awareness of the importance of safe physical activity that brings children joy and the motivation to improve.
Visitors will have the opportunity to try out Olympic sports at the traditional Olympic Festival, which will be hosted this year by České Budějovice during the Olympic Games. In addition to watching competitions on large screens, visitors will be able to try activities such as ice skating, ski jumping or curling at sports venues partnered by CSG. The Olympic Festival represents a great opportunity for parents to introduce their children to the magic of winter sports. The Winter Olympic Games in Italy will take place from 6 to 22 February 2026.
Share