Artem Fedetskyi: “Being Part of Football Is Probably for Life”

A former player of Karpaty, Dnipro, Shakhtar and the Ukraine national team, UEFA Cup winner and president of FC Karpatski Vedmedi (Carpathian Bears), Artem Fedetskyi visited SBC Summit 2026 in Lviv. During the conversation he spoke about a football project for the socialisation of veterans undergoing rehabilitation after injuries, his own move into sports media and the importance of footballers' personal image.

Football as a Tool for Socialising Veterans

One of the important topics of the conversation was Artem Fedetskyi's participation in the social project “Karpatski Vedmedi”, which uses football to help war veterans return to active public life. The initiative brings together servicemen who were wounded in combat, underwent prosthetic fitting or returned from captivity.

“Of course, I supported this initiative. Some people even thought we were a bit odd: how can it be — veterans who have had prosthetics fitted playing football? But when I saw how the guys train on prosthetics, and some even on two, I was simply shocked,” Fedetskyi said.

He stressed that the main task of the initiative is not sporting results or intense physical exertion. First of all, it is about creating an environment in which veterans can communicate, find like-minded people and gradually return to ordinary social life.

“We don't have such loads. First of all, the project is aimed at the socialisation and integration of people who have been through combat, were wounded or were in captivity, so that it is easier for them to fit into society,” Artem explained.

According to Fedetskyi, over the three years of the project more than 12 training camps and four charity matches have already been organised. Such meetings matter not only as football events but also as an opportunity for participants to get positive emotions and to feel team spirit and support.

“It's a social project, first of all about emotions. We want the guys to get a bit of positivity. So far this is working, so we will continue,” he concluded.

A New Experience: From the Football Pitch to Working in Front of the Camera

After the end of his professional playing career, Fedetskyi remains part of the football industry. One of the areas of his activity has become work on UPL TV and the development of his own YouTube channel, which has allowed him to look at football from the other side of the screen.

Speaking about how his understanding of working in the media has now changed, Artem humorously recalled his school years and the importance of language training.

“The most important thing is that I shouldn't have skipped school as a child. I should have gone to Ukrainian language and literature lessons, read Ukrainian works, developed myself, so as not to stammer and stumble in front of a TV camera,” he joked.

According to Fedetskyi, he finds the discussion format more interesting, where participants can express their own opinions, discuss football events and argue over various issues. At the same time, working in front of the camera turned out to be a new challenge.

“The guys suggested it, I tried. It's not easy, because your head is full of information, and everything you try to tell has to be interesting. You must not forget anything. It's a completely different format of communicating with viewers,” Artem shared.

For now he is gradually adapting to the new format and does not rule out new ideas appearing.

“For now we are getting into it, slowly warming up. I think it will be more interesting further on, we will come up with some novelties,” the former footballer noted.

Among the main topics that interest him are Ukrainian football and the performances of Ukrainian players in foreign championships. However, he pays particular attention to communication with viewers.

“The most interesting thing for me is Ukrainian football, but not only. We also follow our players in other championships. And most importantly, direct contact with viewers. I want people to watch the reports, write their comments, ask questions. I am always for open communication. Everything I know and can share, I will answer any questions,” he stressed.

For Fedetskyi, this is also an opportunity to continue his personal development and remain involved in the football environment.

“Nobody has cancelled self-development, that is important too. Football is something you can't do on the pitch forever, but being part of it is probably for life. If you started playing football as a child, you can't get away from it anymore,” Artem said.

A Footballer's Personal Image and Interaction with the Media

Another topic was the importance of an athlete's public image off the football pitch. In Fedetskyi's opinion, a professional career and the development of a personal brand can run in parallel and complement each other.

“You have to understand that all this can be done in parallel. Of course, sport and a professional career come first, but image rights, the image of a footballer, of an athlete, are also important off the football pitch,” he explained.

The former player also shared his own attitude towards communicating with journalists. According to him, even after difficult matches, when emotions may prevail, an athlete must respect the work of media representatives.

“I have always taken it normally. After a game, of course, there are different moments: the next matches, the emotions are not the same, sometimes you can say too much. But I was raised to always respect any work. When a journalist comes up to you and asks a question, you must understand: it is part of his profession, just as being a professional athlete is part of yours. So be kind and answer these questions,” Artem noted.

At the same time, he stressed the need for balanced communication, especially when it comes to provocative questions.

“Sometimes you need to use your head. You always have to keep a cool head and a warm heart, and not say everything that comes to mind, everything that's on your soul. Later it may look not at all the way you wanted, and certain nuances will arise,” Fedetskyi remarked.

In his view, modern technologies and social media only increase the importance of an athlete's personal image.

“The profession of a professional footballer and image can now, especially with the development of modern technologies and social media, develop absolutely in parallel. They must in no way interfere with each other, but on the contrary can create even better advertising and build a positive image of a professional athlete,” he concluded.

Sponsors and Partners of SBC Summit Ukraine 2026 Lviv

Co-organisers – Agency for Mass Sports of Ukraine and Sports Office of the Lviv City Council

Construction partner – systemic developer RIEL

Business Lounge partner – Jack Daniel’s Gentleman Jack

Accommodation partner – Kostjukowki Apartments. Sports equipment partner – Kappa x KOKOTASPORTS. Mood partner – PRAVDA brewery. Location partner – Barvy Event Hall

Football partner – the educational platform Play Vision. Official partner – Ukrainian Karate Federation. Social partner – the foundation Shakhtar Social. Exclusive fitness partner – UNI FORCE.

Media partner – media service MEGOGO, the largest media service in Ukraine, which broadcasts exclusive sport, TV channels, films from leading studios and educational courses.

Water partner – Karpatska Dzherelna. Coffee partner – Sky Coffee. Functional partner – DR WITT. Sweet partner – BISCOTTI.

Production partner – NAZHYVO Production. Grooming partners – Barbers, Medosan and Joko Blend. Official partner – restaurant group “Marymo svoieiu spravoiu”.

Technology partner – BotsBand. Style partner – YARMICH. Technical partner – PROOVE. General radio partner – Lvivska Khvylia.

Hospitality partner – IBIS hotel cluster. Digital partner – ROAS marketing agency Red5. Business partner – Yevropasazh business park.

Social partner – Veterans Institute “Architecture of Resilience” of KNUBA. Sports partner – Ukrainian Padel Federation.

Media partners of Sport&Business Club – Epicentr, Avtoradio, Kyivstar TV and Setanta Sports. Advertising partner – MS Outdoor.

Information partners – the TV channels “My – Ukraina” and “My – Ukraina+”, Marketer, Tribuna.com, Football Hub, Interfax, the websites Sport.ua, SportArena.com, UA.NEWS and XSPORT, the news portal “Korol Danylo”, the platform “Football 2.0”, “Ehoist” and PEREHOVORKA. Fashion partner – Fashion TV

Source: SportBusiness.Media (sportbusiness.media), https://sportbusiness.media/2026/11/03/artem-fedeczkyj-buty-chastynoyu-futbolu-cze-vzhe-napevno-na-vse-zhyttya/