Konstantin Mayor, owner and CEO of the MAER media holding, has joined the Board of Trustees of the Interregional Association "Centre for the Study and Conservation of the Snow Leopard 'Irbis'". The Board coordinates efforts to protect the snow leopard in Altai, Tyva, Buryatia, and the Krasnoyarsk Territory. Key objectives include increasing Russia’s snow leopard population to 200 individuals to ensure the species' genetic sustainability. The "Irbis" Association unites experts, scientific organisations, and conservation structures, implementing programmes for monitoring, protecting, and restoring the snow leopard population in Russia, as well as conducting environmental education events. According to expert estimates, there are currently around 87 individuals in the country, and further population growth requires a comprehensive and cross-sectoral approach.

The Board of Trustees is led by Ali Uzdenov, a Russian businessman and philanthropist. The board also includes the Rais (Head) of the Republic of Tatarstan, Rustam Minnikhanov; Director General of the Moscow Zoo, Svetlana Akulova; zoologist, long-time TV presenter, and public figure Nikolai Drozdov; Director of the A. N. Severtsov Institute of Ecology and Evolution of the Russian Academy of Sciences, Sergei Naydenko; member of the Public Chamber of the Russian Federation and member of the Council of Regions of the Russian Geographical Society, Irina Sannikova, among others.

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The snow leopard is a symbol of the strength and fragility of our nature. Today, it is particularly important to unite the efforts of the state, experts, business, and the media to protect this unique species. For me, participating in the work of the 'Irbis' Association’s Board of Trustees is an opportunity to systematically develop the environmental agenda and engage millions of people in the preservation of natural heritage. The media has the power to truly change people’s attitudes towards environmental protection. I consider it important to use this resource as effectively as possible,

stated Konstantin Mayor.

At the end of 2025, a cooperation agreement was signed in Moscow between the "Irbis" Association and the MAER media holding, aiming to engage millions of Russians in heritage preservation.

As part of this collaboration, the joint nationwide campaign "Protect the Guardians of the Mountains" was launched, covering over 30 of the country’s largest cities.