Go greener, get more added value…



October 2021 Uncategorized

The Adriatic Staff

At the beginning of October, Ljubljana hosted business conference Exporters 2021: How Agile is the Slovenian Economy in the European Union, organized by the media outlet Delo and the Institute for Strategic Solutions.

At the conference, panellists reflected on the opportunities the European market offers for the Slovenian economy, as well as how to increase the added value in Slovenian exports and how to achieve a digital and green transition that will address the challenges of the coming years.

»Slovenia is a small story in the world, we depend on global forces. At the global level, there is a race between the US and China. At the local level, the opportunity for us is entrepreneurial ingenuity and how we can respond to what is happening. Europe will have to become more integrated and stand up to other superpowers. Slovenia needs to engage in lobbying at EU level and, above all, look for business opportunities within this environment,« said Domen Prašnikar, founder and CEO of Valior.

More technology for more user-friendly solutions

»Is the consumer willing to pay more for something that is made just for them? Rather than doing more for less money, we should use technology to create products that are made specifically for the consumer,« added Zoran Stančič, Associate Adviser at the European Commission’s Directorate General for Communications Networks, Content and Technology (DG CNECT).

As Zdravko Počivalšek, Minister of Economic Development and Technology, said in his address, Slovenia has created the conditions for restructuring the economy, which will bring new and better jobs.

Tine Kračun, Director of the Institute for Strategic Solutions (content partner), Aleš Cantarutti, Director General of the Slovenian Chamber of Commerce and Industry, and Stojan Petrič, Director of the media outlet Delo attended the conference.

Battling uncertainty with the single market

Photo: Jože Suhadolnik/Delo

Keynote speaker Kerstin Jorna, Director-General of the European Commission’s Directorate-General for Internal Market, Industry, Entrepreneurship and SMEs, highlighted the strength of the Slovenian economy, including tourism. The EU has learnt through the crises that it needs to strengthen the resilience of the single market, and that SMEs are particularly important as they are the backbone of the European economy… The single market is crucial in uncertain times, she stressed.

The three panels brought together excellent panellists who highlighted the need for Slovenia to further strengthen its productivity, to make better use of global events such as sporting events it hosts, and to invest more in research and development.

Slovenia’s economy also has its strengths, which are recognised by international markets, obviously. As Bojan Ivanc, Chief Economist at the Chamber of Commerce and Industry of Slovenia (GZS), said, »We have a lower price for a product or service than our competitors, while at the same time we ensure adequate product quality and qualified staff. The uniqueness of products and services and the flexibility to respond to customers’ wishes are also advantages in favour of our exporters.«

Still challenges to going green

Gorazd Justinek, Assistant Professor of International Political, Economic and Business Relations at the Faculty of State and European Studies. He believes that the role of Slovenian economic diplomacy in third markets, outside the EU, is relatively weak, and it should therefore be strengthened.

However, Slovenia has a good foundation in the area of digitalisation of companies, said Davor Jakulin, CEO of ATech. Domen Prašnikar agrees: »Slovenian companies are cutting costs and making the transition to digitalisation. However, I see more challenges to go green,« said Prašnikar.


This article is part of The Adriatic Journal: Strategic Foresight 2021
If you want a copy, please contact us at info@adriaticjournal.com.

Bosnia’s booming handmade beauty industry boosted by social media


October 2021 Business, Living

Haris Buljubašić


If you open your Facebook feed, you will most probably come across promotions for beauty products. And, a lot is offered. From zero-waste solid shampoo bars to bronzers which will make your skin glitter and tan faster. You have hair loss issues? Not a problem at all, you can easily find many home-made products on offer. Beauty industry producers have a lot in common. West majority of them are young women, many claim their products are all natural and they largely rely on social media to sell their ‘babies’ as one of the entrepreneurs we talked to called their products.

“I had a lot of problems with my skin, like sensitivity to chemical ingredients in care products, facial eczema and inability to use standard hair removal methods”, says Meliha Klopić-Murtić, owner of the Magic Touch Natural Cosmetic brand. She started her business in 2013 with one product alone – suggar paste for hair removal whose formula Meliha protected at the Institut for intelectual property of Bosnia and Herzegovina.

Naturalno.ba is also ran buy a young woman and she changed the concept of her business a lot, ever since she started it. Mirzana Arnaut’s products became well-known among those who are striving towards zero-waste or less-way lifestyle.

“We are now focused on solid cosmetics in paper packaging that is compostable / recyclable. So weight towards zero waste products“, she said adding that 90% of her sale happens through social media such as Facebook and Instagram.

Social Media key to success

Mirzana is not the only one who counts on social networks to sell what she makes at her lab. Anela Hodžić-Musić does so too. She thinks social media is essential in her business and stresses out the importance of creating engaging content that will attract your potential buyers.

Social media is important to gain trust, increase awareness about your brand and increasing your sale.

She started production of natual cosmetics called Balance only two months ago, despite the ongoing pandemic that has affected the entire industry.

COVID-19 challenges

Although the pandemic has increased online shopping, due to stores being closed for months, it also brought many challanges to these enterpreneurs. They were not prepared for them, but had to quickly find solutions to keep their businesses run successfuly. Magic Touch’s sale was heavily hit.

“Our best-selling products are all mostly used in the summer, on holidays or for night out. But, people were locked in houses and for that reason, our sales were worse than before Corona”, says Meliha for The Adriatic.

Naturalno.ba imports most of the packaging and ingredients from outside of Bosnia and Herzegovina, so importing them was their biggest challenge during the early phase of COVID-19 pandemic. Mirzana says her business was basically paralyzed, though situation has quite normalized and she believes their time is yet to come.

The pandemic didn’t prevent Anela from making her dream come true and start running a small business of natural cosmetics.

“My opinion is that COVID pandemic definitely turned many to online shopping. People spend more time at home and don’t want to go to shopping and be at risk. So they choose to shop online”, she concluded.

While all three are trying to grow their business, they are facing a lot of competition. The question is – who is manage to attract new and keep existing buyers.


This article is part of The Adriatic Journal: Strategic Foresight 2021 project.
If you want a copy, please contact us at info@adriaticjournal.com.

NLB supports the largest Petrol's expansion in decade



October 2021 Business

Jan Tomše


NLB and a syndicate of banks successfully financed Petrol's expansion in Croatia.

As the leading bank in the market for the organization of syndicated loans and issuance of securities, the NLB continues to successfully support and finance the expansion of Slovenian companies in the region. The bank has signed a syndicated loan agreement with Petrol d.d. Ljubljana, to finance their acquisition of a 100% business share in the company Crodux Derivati Dva d.o.o., totalling EUR 200m.

The international syndicated loan was organized together with Privredna Banka Zagreb. Banka Intesa Sanpaolo, UniCredit Banka Slovenia, SID banka and SKB banka were also part of the syndicate.

Blaž Brodnjak, CEO, NLB d. d.: “In the region of South-Eastern Europe, there are no global players. This is a specific and competitive environment, which offers great opportunity to local and regional players, provided they have the potential and a vision of what they want to do. Slovenia is therefore reaffirming its “Made in Slovenia” brand. Recent transactions carried out by Slovenian companies are once again returning Slovenian capital to a more significant extent. For instance: Petrol is becoming the second strongest oil trader in Croatia, and NLB the third strongest bank in Serbia.

»NLB remains a reliable partner for Slovenian economy both at home and in expanding Slovenian companies’ activities in international markets. We provide our clients with long-term sources of financing and advise them in proper structuring. We, therefore, support all projects that are important for the economic development of Slovenia, as well as the entire region, « said Andrej Lasič, assistant to NLB’s Management Board for Corporate and Investment Banking, at the end of the process. “We are proud to have successfully concluded the project with the team and in cooperation with a foreign partner bank, thus deepening our long-term cooperation with the Petrol Group, which will significantly increase the presence of the Slovenian companies in the markets of South East Europe,« he added.

The acquisition of Crodux Derivati Dva d.o.o. is Petrol’s largest transaction in the last 10 years. With it, the Petrol Group will acquire 93 service stations in Croatia. The total number of Petrol’s points of sale will increase to over 200, and the Petrol Group’s market share will grow from 13% to 23%. According to the Petrol Group, the acquisition will also enhance their role as an important link in increasing energy independence and efficiency, CO2 savings, the share of renewable energy sources and sustainable mobility in the region.

Blaž Brodnjak, CEO, NLB d. d.: “NLB is a regional systemic institution. We are among the top 3 largest banking institutions in six countries of the region. There is no comparable banking group in such strategic position as we are, with such geographical footprint and such meaningful operation. By providing adequate long-term sources of financing, we can support key projects that are important for the development, and thus improve the quality of life in the region.”

»By combining two strong brands, we will offer our customers, employees and shareholders the best of both worlds and, as a leading partner in the energy transition, continue to build a forward-looking ecosystem of sustainable and, above all, modern and digitised services. We plan to transfer best practices to become the leading provider of fuels and sustainable energy solutions in Croatia by 2025. With today’s acquisition, this country has become our second home,« explained Nada Drobne Popović, President of the Management Board of Petrol d.d., Ljubljana.

Blaž Brodnjak, CEO, NLB d. d.: “Cross-border financing is getting an increasingly important role in NLB, on the one hand due to excess liquidity, and on the other hand due to the limitations of the Slovenian market and the desire to expand cooperation with existing and new customers. In the markets of South-Eastern Europe, where we operate, we actively support the development of all strategic projects and especially the logistics infrastructure, as we are aware that it is of key importance for the decentralized development of individual countries. We want to participate in all major infrastructure projects in the region as one of the key financial partners and thus contribute to raising the quality of life in the region that is our home.”

“Digital Nomad”: from unheard of to buzzword overnight


September 2021 Business

Steve Tsentserensky


Cover photo: Split Tech City and Bruno Dubravec
Other photos: Steve Tsentserensky

A few years ago, the term “digital nomad” carried little weight to most countries from a policy standpoint. A pandemic later and the landscape of how we work has changed dramatically with “digitalni nomadi” going from unheard of to a well-known phrase in the region. Remote work became the de facto standard rather than a lifestyle choice, covid serving to accelerate a slow brewing trend and introduce many to the idea of long term remote work.


And you know what? People liked it.


While not for everyone and not something available to all types of workers, plenty of people have embraced their new normal with Harvard Business Review finding that “40% of U.S. employees would start looking for another job or quit immediately if ordered to return to the office full time”. A recent Bloomberg headline adding “employees are quitting instead of giving up working from home”.

Photo: Pixabay

What exactly does that have to do with the Balkans though?

Work from home became work from anywhere and the Balkans have long been a destination for the nomadic to base themselves. According to Nomad List, among the go to resources for the remote work set, 3 regional capitals currently rank in the top 50 places to be a digital nomad (DN):

• Belgrade (5)
• Ljubljana (27)
• Zagreb (46)

Photo: Steve Tsentserensky

Coronavirus presented an opportunity to work towards expanding tourism to a year-round industry and no country jumped on it with more vigor than Croatia – a nation that relies on it more than any other in the EU, with about 1/5th of GDP coming from tourists.

What famously started as an open letter on LinkedIn from Jan de Jong to the Prime Minister last July became the law of the land by January. Atypical speed from the infamously byzantine Croatian bureaucratic machine. Nowadays you’ll see conferences and events countrywide discussing everything from sustainable tourism to how to make cities more attractive to DNs to just bringing together nomads and locals to foster community. And it’s not just the famed coast, Zagreb currently has a digital nomad ambassador program and Slavonia in the east is working to lure nomads. The national tourist board even has a dedicated website.

And why not?

Croatia offers an unparalleled quality of life, stunning natural beauty, rich history, deep cultural heritage, safety, welcoming people and quality digital infrastructure at affordable prices. Same goes for much of the rest of the region as Budva hosts the Cross Border Coworking Conference next month bringing together thought leaders to expand the concept.

What do digital nomads bring to the table?

For starters, the pandemic helped dispel the notion that DNs are broke backpackers – they bring actual wealth. Exact numbers are tough to come by but research from MBO about American DNs found that “38% percent, or about 4.1 million [of 10 million+], say they earn $75,000 or more” and a survey from FlexJobs suggests 20% make between $50,000 and $99,999.

Because everything went remote, the jobs that are digital nomad friendly expanded greatly but the most typical are:

• Programmer
• Web or app developer
• SEO or PPC specialist
• Social media marketer
• eCommerce/digital entrepreneur
• Writer
• Photographer/videographer
• UI/UX/graphic designer
• Language teacher (generally English)
• Consultant or coach

More importantly, they tend to produce a constant stream of no-cost promotion of the country they live in which can have a multiplier effect on who comes later.
All in all, the Balkans continue to present a very compelling offering to the 10s of millions of digital nomads globally and creates compelling business opportunities for the countries that embrace them.

Photo: Steve Tsentserensky

10 years of digital development concentrated in a single year


September 2021 Business

The Adriatic Staff

Cover photo: Delo (Blaž Samec)

The Slovenian healthcare system needs a catchy story. A story that will tell how the system works and how to improve it. But it also needs critical monitoring.

Slovenia needs the digitalisation of procedures in healthcare and a shift from the current system, which is not financially sustainable, towards a system that pays for health services according to the success of treatment. This is so-called value-based healthcare. At the business conference Health 2021, organized by the media house Delo in Ljubljana, this was agreed by speakers from the medicine, pharmacy, entrepreneurship and technological organizations that enable data collection and analysis, support solutions for the health system. 

Tine Kračun, director of the Institute for Strategic Solutions, which was the content partner of the event, pointed out: »There are three key findings of today’s conference. The Slovenian healthcare system needs a marketing story, but at the same time, a critical monitoring and evaluation. Telemedicine has made some progress. However, there are still many opportunities for process optimization, Kračun pointed out. Still, the health care system relies too much on the systemic solutions by large companies, but suffers from acknowledging solutions of startups, which are the driving force of development. We need better awareness that development can come from below, not necessarily from above,« concluded Kračun. 

According to Tomaž Gornik, founder and director of Better, the corona crisis has given digitalisation an acceleration that has cramped 10 years of development to a single year. 

Doctor Aleš Rozman, director of the Golnik Clinic, argued that the key challenge for Slovenian healthcare, besides digitalisation, remains the provision of staff and reduction ofwaiting times. How would Rozman improve the efficiency of work in hospitals? »I would hire a work organizer, a departmental coordinator, to take care of well-running processes and try to find mistakes so we can fix them.« 

An important realization when implementing digital solutions in the UK is that you need to have a good plan, but you also need to be willing to adapt and fix it if it proves necessary, said John Gwilliam, head of digitalization and delivery implementation at Wye Valley NHS Trust Hospital.

The keynote speaker at the event, Marco Marsella, Head of H3-E-Health, Wellbeing, Aging at the European Commission’s Directorate-General, pointed out that as many as 90% of patients would like access to their health data and are willing to share it, but only if the data is adequately secured. 

»There is a natural flow of changes in healthcare that cannot be stopped. The system will have to change. We are at a turning point. We need a story and something to be proud of. We need organizational and cultural change, the latter in particular. We have a parallel healthcare system, private. That is a fact. However, we must make sure that our public system does not fail.« This is the opinion of Gregor Cuzak, co-creator and co-organizer of the HealthDay.si/ECHAlliance platform. 

Digitization for pharmacy means the transition from permanent drug treatment through cell and gene therapy to a single procedure that often eliminates the disease, said Robert Ljoljo, President of the Management Board of Lek and President of Novartis in Slovenia. 

Dr. Tadej Battelino, a professor at the Medical Faculty in Ljubljana and a doctor at the Pediatric Clinic, uses video and teleambulatory solutions for children with diabetes. Dr. Battelino presented an example of monitoring values in diabetics and remote counseling. “In some cases, artificial intelligence is just as good as we are,” he said. 

Janez Kranjc, President of the Management Board of Prva osebna zavarovalnica (insurer), believes that the direction of the healthcare system is defined by the words quality and timeliness. 

»We all want affordable, high-quality, efficient and financially sustainable healthcare that will be digitally supported. The healthcare system has patients, clients. If we want the healthcare system to be as tailored as possible to our customers, then we need to monitor and respond to the needs of the system. The patient must be at the center, and money must follow. Procedures are not the ones that hinder development, the bureaucratic reality is the one that does not follow,« said Petra Juvančič, executive director of the Manager Association, and an expert on healthcare systems.

The curious life of Božo Dimnik



September 2021 Living

Jan Tomše, Executive Editor

Cover photo: Delo (Jure Eržen)

A Slovenian businessman has published a book about his life.

Some say he is one of the major profiteers of healthcare. He says that’s not true. He recommends everyone to read his book titled In the sign of the fish, where he explains it all. 

I am not a lobbyist, says Božo Dimnik (89), a doctor, a long-time businessman and a cosmopolitan. They got everything mixed up, he points out. I am predominantly a marketer, he elaborates. »I did this all my life. The only time I lobbied was for an independent Slovenia.« 

»I caught my first fish in Ljubljana, in Gruberjev canal. It weighed a little over two pounds. With the fish in my hands I ran to our house to bring her there alive, put her in the pool, and went to see her again and again. Since then, I’ve been at the water every day.«

»Focus on an area, develop the skills, then invite your business partners...«

And before the independence of the country in 1991, he witnessed and experienced a lot. Before the second world war, he grew up in Belgrade, together with the children of the Karađorđević royal family. »The king’s descendants tell me my personal archives consist of more of their ancestors’ photographs than theirs,« Dimnik says, not trying to hide his pride. 

»In the 1960s, there was a chronic shortage of foreign currencies in Yugoslavia, and we could read in the newspapers that the government was buying cars for its offices. I had some foreign currencies and I thought I could take advantage of it and earn some, hence I started importing cars. I exchanged or bought these foreign currencies from foreigners, mostly rich people. With the exchange I earned 15, 20%, sometimes even more, even up to 50%. I handed out dinars to foreigners at the official exchange rate, and of course I exchanged foreign currency in the black market, which allowed me to cash in on this.«

He played cards with top communist leaders, Tito, Stane Dolanc, and Edvard Kardelj. Anecdotes about significant history events come out of his mouth easily. He hung out with the world’s most famous celebrities –the British count Angus Douglas, and Brigite Bardot are some of them. He always loved the company of women. His book is full of stories about women he has met and been surrounded with within his business. 

A person has to focus on an area where he is really good at, advises Dimnik. »You can capitalise on that when you invite business partners to your very own field.« His is fishing. Everything important that has happened to him is related to fish. Hence the title of the book, In the sign of the fish. The book was edited by Slovenian writer and journalist Tadej Golob, the author of the most read and best-selling crime novels in Slovenia. 



Božo Dimnik will present the book in the Gallus hall in Cankarjev dom on Monday, September 27, at 5 p.m. 

»[Stipe] Mesić, who knew about my visit to [Hans Dietrich] Genscher, asked me to arrange a meeting for him so that he could also explain Croatia’s position in Yugoslavia to the German politician. I called Count Douglas again to pull his strings and help me on this matter. And on November 14, 1991 the meeting took place in complete secrecy. However, it is difficult to take the president abroad without anyone knowing about it, Janez Drnovšek helped us with that. Mesic had introduced me to Drnovšek before.«

A few tips for a perfect log-out getaway

Digital detox tips


August 2021 Living

The Adriatic Staff

Slovenia offers a whole bunch of secluded destinations to completely disconnect and take a first-class dose of detox. Below are some of the secluded gems.

Everyone of us needs to take a break from the relentless every-day pace, stress and work saturation from time to time. With the summer still lingering, now might be the perfect moment to exercise an efficient and mind-clearing getaway. We have collected a few tips on where to do this efforetlessly. This time in the beautiful eastern part of Slovenia.

Luxury Villa Izabela

Luxury Villa Izabela is located in the heart of Prlekija, a stone’s throw from the river Mura and Jeruzalem vineyards. It boasts an exceptional position with an easy access. It offers great starting point for nature lovers and active holiday seekers. This modern furnished house has everything you need to take an efficient break from everyday routine, including the lush garden, the pool, and the sauna room.

Luxury Villa Izabela offers great starting point for nature lovers and active holiday seekers.

Boutique Glamping Divja DiVine

A few kilometers from Maribor you will find a very special place where stress and the Internet have no entrance. »We strive to run away from the daily routine, so the place has no wi-fi,« says Goran Gumze, longtime entrepreneur and director and driving force of the recently opened Boutique Glamping Divja DiVine. At the edge of the quiet village Zgornja Korena, on the way from Maribor to Ptuj, you can merge with nature in an unspoiled forest environment and forget about worries and tense nerves. The four nicely decorated glamping houses are complemented by a sauna, a swimming pool and many hidden pathways, where you can exchange the city hustle and bustle for a calm forest stroll. The eco-estate also has sheep and rabbits, and visitors can bring their own pets, too, at no extra charge. »In a few years, our pride will be our original biodynamic wine,« predicts Gumze, who recently planted 4,000 vines, turning the hill on the estate into a wine-growing piece of soil.

Divja Divine, at the edge of the quiet village Zgornja Korena, on the way from Maribor to Ptuj, is a place where you can merge with nature in an unspoiled forest environment and forget about worries and tense nerves.

Tourist Farm Marjanca

In Rogaška Slatina, the area where some of the most unusual mineral water springs from the earth, you will find Tourist Farm Marjanca. This place is ideal for peace and beauty of nature. It offers beautiful sights not only of the surrounding mountain world but also all the way to the Kamnik Savinja Alps in the west. Farm provides plentiful of options to enjoy your perfect logout, from local cuisine to different types of saunas, and even famous Kneipp bath. Children will be surely pleased, too, for they can feed animals, search and collect hen eggs and help farm’s grandma bake bread.

Tourist Farm Marjanca provides plentiful of options to enjoy your perfect logout, from local cuisine to different types of saunas, and even famous Kneipp bath.

The Future of Europe in the limelight at the BSF

Bled Strategic Forum 2021


August 2021 Geopolitics

Jan Tomše


This year's Bled Strategic Forum starts on Wednesday, 1 September.

Over the years, the Bled Strategic Forum has evolved into a leading international conference in Central and South-Eastern Europe, offering a platform to express and contrast opinions on modern society and its future. The purpose of the event is to gather participants from various fields with diverse knowledge and encourage them to exchange views and seek innovative solutions to current and future challenges.

This year’s programme, which starts on Wednesday, 1 September, offers a variety of topics, including leaders’ panel Future of Europe – To stand or Withstand, where leaders and chiefs of different Europan countries and institutions – Andrej Babiš, Charles Michel, Andrej Plenković, David Sasooli, Aleksandar Vučić, Janez Janša and others – will give their take on the subject of the future of European association and collaboration.

Distinguished guests from political, entrepreneurial and social environment

Where do opportunities emerge for a post-pandemic recovery ? is the cue that will spark discussion within Wednesday’s afternoon panel, with speakers-experts in the field of finance and regulatory measures, including Litvana Pavlova, Vice-President of the European Investment Bank, Klaus Regling, Managing Director of the European Stability Mechanism, Andrej Šircelj, Slovenian Finance Minister, Boštjan Vasle, Governor at Bank of Slovenia.

The two-day event will host numerous other distinguished names from the political, entrepreneurial and societal environment, namely Sviatlana Tsikhanouskaya, Belarusian human rights activist and an independent politician, Borut Pahor, president of the Republic of Slovenia, Dr Gordon Campbell, Head of Enterprise, Science, Applications and Climate Department, Directorate of EO Programmes, European Space Agency, Matthew G. Boyse, Deputy Assistant Secretary, Bureau of European and Eurasian Affairs, U.S. Department of State, Manfred Köhler, President, World Green Infrastructure, Zurab Pololikashvili, Secretary-General, World Tourism Organization (UNWTO), and many others.


This article is part of the Adriatic Journal project.
If you want a copy of our annual The Adriatic Journal: Strategic Foresight publication, please contact us at info@adriaticjournal.com.

OLYMPIC GAMES SARAJEVO 1984 - Helping Bosnia heal



August 2021 Living

Aljoša Žvirc


The first association with sports in Bosnia and Herzegovina are surely the 1984 Winter Olympic games in Sarajevo.

The city was given an image boost as the Games helped update its infrastructure
and lift its passion for sport. Many major foreign sponsors like Coca
Cola, Kodak, American Cyanimid, Miller Brewing Co. and U.S. Tobacco Co. saw
it fit to invest in the biggest sporting event in the history of Yugoslavia. People
flocked to watch the games that cost around USD 111m in 1984. The Bosnian war later left destruction and the heritage of sport was severely damaged
and compromised. Yet with the strong will of the people, along with the help of the Olympic movement and the investment from the International Olympic
Committee (IOC), Sarajevo restored its sporting legacy. Aid came from
the city of Barcelona, which helped rebuild and redevelop the Olympic
Village in Mojmilo, that was left in ruins by the war.

Photo: Wikipedia/BiHVolim

The cities are now forever bound as ‘twins’ since 2000. The IOC also invested more than USD 10m into the reconstruction of the Zetra Olympic Hall, which was named after the late former IOC president Juan Antonio Samaranch right after his death in 2010. The bobsleigh and luge facilities were also destroyed and later restored and are now a popular training base for other teams. The city never lost its Olympic spirit, as it motivates and drives people to get involved in sports, to train or just be passionate fans. And most important of all, the different ways of collaboration it provided are transmitted from generation to generation.

Official logo of Winter Olympics Sarajevo 1984.

(Photo: Shutterstock)

Telemach: Loyal to athletes, clubs and federations

Telemach, the leading video provider and fastest growing mobile operator in Slovenia, has been a big supporter of sports since the very start of its business. Its sponsorship portfolio in Slovenia is quite dispersed as they try to help and support as many clubs, associations, individuals, and organizers of sports events as possible. Among other things, they are the golden sponsor of the Slovenian Nordic national team, which has been inspiring winter sports fans for many years. It was already in their first year of sponsorship, for example, that the Slovenian ski jumper Peter Prevc achieved the greatest success of his career. “We also committed ourselves to take care of the development and progress of young promising ski jumpers, which we also proved with the campaign Let’s renew ski jumps across Slovenia.

And here, of course, is basketball. Telemach became the general sponsor of the Basketball Association of Slovenia in 2004. We were also joyful and proud together with the Slovenian national basketball team, as they gained their greatest success by winning the European Championship in 2017. We started a joint journey with the tennis association in Slovenia in 2015. And in 2021, we remain a loyal companion of athletes and sports organizations, ”says Adrian Ježina, president of the Management Board of Telemach.


This article was originally published in The Adriatic Journal: Strategic Foresight 2021
If you want a copy, please contact us at info@adriaticjournal.com.

Novak Djoković – The biggest sporting name in the region



August 2021 Living

Aljoša Žvirc


Sports industry has always been one of the most developed branches of the regional economy.
Brands fight for signatures of biggest sportspersons, depending on their reach.

The Adriatic region has become a hatchery of golden eggs in terms of sporting successes, and it is showing in the global adulation of stars like the Serbian tennis player Novak Djoković, one of the best tennis players in history, and arguably one of the best sportsmen of the century in global sports. He is one of the most endorsed champions as well, outgrowing the local market already early in his career.

According to Forbes, the 33-year-old earned almost EUR 27m in sponsorships in 2019, ranked 68th amongst all celebrities, including movie and music stars. His total earnings were estimated at around EUR 38m, while his net worth is estimated somewhere in the region of EUR 200m. Amongst others, he is endorsed by Asics, Head, Lacoste, NetJets, Peugeot, Seiko Watches, and Ultimate software group. He has always stayed loyal to the Serbian public. This past year, he and his wife pledged EUR 1m to buy medical equipment to fight the pandemic.

Djoković has several other philanthropic interests in his native country through his foundation (which has, according to its webpage, already helped 45 school adaptations, supported 4,500 parents, trained 1600 teachers, and helped more than 30,000 children with education and other needs). Global stardom usually comes with social responsibility and dealing with this part of life is almost as important as sporting success, which in Djoković’s case is abundant.

Photo: Ciril Jazbec/Triglav


The Triglav Group has traditionally been associated with sports. “We strive to enter partnerships by co-creating their long-term validity. We place great emphasis on the development of childrens’ and youth sports at the local level, and thus help develop the environment in which we operate,” says David Benedek, a member of the Management Board of the Triglav Group. The group supports top athletes and clubs and so contributes to the development of sports at the highest (international) level. Benedek stresses: “We are also a loyal partner to some national sports organizations, international events, development programs…

One example is the Ski Association of Slovenia. For over 30 years, we have enabled young people from all over Slovenia to attend ski jumps in Planica, we have sponsored the tennis tournament in Umag, which is considered the oldest sporting event in Croatia and the most important tennis tournament in the region, as well as sponsored the Serbian Basketball Association and handball clubs in Montenegro and Europe, to name a few.”


This article was originally published in The Adriatic Journal: Strategic Foresight 2021
If you want a copy, please contact us at info@adriaticjournal.com.