Team Russia Park, presented by Eventica and SportsLab Marketing in association with the Russian Olympic Committee (ROC),  will offer a family-friendly, alcohol-free open air space for members of the public to show their support for – and celebrate with – the Russian team, officials promised. 

Sponsored by Sberbank, Russia's largest bank, national oil company Rosneft and mobile telecoms provider MegaFon, it will be open during the 17 days of the Games, from July 27 to August 12.

Sergei Kolushev, managing director of SportsLab Marketing, said there would be the opportunity for visiting Russian athletes past and present to offer master classes to visiting children in summer sports.

The Sochi 2014 presence, blocked from Marble Arch, is now likely to be in Hyde Park.

Perks Field, which is adjacent to Kensington Palace, is currently used by the Royal family as a football field and a helicopter landing pad.

"There has been speculation about the location of the Sport Park, and it has been almost spot on, although the venue is not quite in the Queen's Garden," said Edward Cowell, executive director of Eventica.

"It will be a fantastic sports and cultural fanzone, a little piece of Russia here in the heart of London."

Perks Field was the location for a ball attended by the Duke and Duchess of Cambridge (pictured) in their first public engagement after their April wedding.

It is located close to the Russian Embassy.

"The Ambassador will be able to watch what is going on in Team Russia Park as he has his breakfast," said Cowell.

The event will be held under the new Team Russia Park logo, featuring a Russian bear, part of the new brand which has been created for elite national sports.

Visitors to the Park will be able to sample Russian culture and food, and there will also be an exhibition featuring 100 years of the ROC.

The venue will also play host to presentations from the organising committee for the Kazan 2013 Universiade, the Ekaterinburg 2020 Expo Bid and Russia's Skolkovo Foundation, a scientific and technological centre for developing and commercialising advanced technologies.

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