Record-breaking Slovenian Global Forum confirms that sport opens many doors

SLOVENIA, June 9 - This year's keynote speaker, Dr J. Simon Rofe, Professor of Sports Diplomacy and Management (Carnegie School of Sport, Leeds Beckett University), highlighted the importance of sport in the field of diplomacy. Sport is often precisely the element that can connect different countries, institutions and organisations. "Sport diplomacy enables countries, federations, regions, teams and individuals to showcase their values, capabilities and opportunities, including commercial aspects." It achieves this by harnessing the power of sport to communicate, represent and negotiate in both the sporting and diplomatic arenas." He also quoted Nelson Mandela: "Sport has the power to change the world."

In the panel discussion titled Slovenia's Winning Brand: Sport as a Platform for Global Expansion, featuring Alenka Potočnik Anžič (Hisense Europe), Leon Korošec (Elan Group) and Matej Avanzo (Sportanzo), speakers noted that sporting achievements are not always easy to capitalise on, but they bring significant benefits. Sport and the economy are connected primarily through shared values. Athletes as individuals represent exceptional marketing potential that products alone cannot surpass.

It does not matter that Slovenia is a small country; what matters is what it has to offer. Visibility is built through differentiation and authenticity. In sport, we are undoubtedly at the very top. Athletes and sporting events place Slovenia on the global map, both in formal and in more informal settings. It would, however, make sense to link this more purposefully into a coherent strategy, and there are also numerous opportunities for development in the field of sponsorship management.

With a strategic outlook to the future, two markets of opportunities were highlighted at the event: Sub-Saharan Africa, represented by the Ambassador in Addis Ababa, and Central Asia, which is covered from Moscow. The European Union's Global Gateway initiative was presented in more detail, which represents an opportunity for companies to participate in a wide range of development and infrastructure projects around the world. The initiative brings together instruments of development assistance, internationalisation, export support and development financing. 

Two-time downhill world champion Ilka Štuhec inspired the audience with her story. Her decision to take up downhill skiing, which until then had not been considered a Slovenian strength, was driven by her love for the sport. She emphasised that behind every success there is a team, and she repaid their support in the best possible way through strong results. In the conversation, she touched not only on her victories but also on her setbacks, during which she received help from individuals in the business community. "In life, we are faced with exactly the challenges we are capable of overcoming," she believes. After her career, she will likely remain connected to sport, but is open to all opportunities. She believes that Slovenia could make even better use of its connection with sport, and that it has enormous potential.

Sara Vehovec (Zavarovalnica Triglav) spoke about building partnerships, which they see as the foundation of their communication strategy. Sport carries an emotional charge that helps tell stories. In this context, it is essential that they choose to cooperate only with partners with whom they share common values.  

Dr Andraž Vehovar (Berk-Vehovar Composites) spoke about the company’s beginnings in the production of cycling saddles. The aim was to create ultra-light products that would stand out for their design while remaining affordable for customers. They sell their products in 70 countries around the world, with more than half of their sales going to Asia. In their work, they do not imitate others, but follow their own path.

Luka Železnik (KingsBox) argued that the Slovenian market is too small for a start-up business, which is why he chose Italy as the first market for his sports equipment. Even today, 60 per cent of their products are made in Slovenia. Along the way, they realised that it was not enough to sell a product – they needed to offer a complete gym-fit-out experience. They have expanded into 42 countries worldwide, where Slovenian athletes also help them build brand recognition.