Regional promotion of the values of the Republic of Serbia through sport and youth potential — across 8 cities, from May 2026 to February 2027.
"Putem sporta" is a comprehensive programme of public and cultural diplomacy of the Republic of Serbia, aimed at improving Serbia's international visibility, reputation and positive perception in the Western Balkans and Europe.
Through sport, youth dialogue and contemporary communication formats, the programme presents Serbia as a country of outstanding sporting achievements, young talent, social responsibility and positive values. By organising public, educational and promotional activities abroad, it contributes to strengthening cultural ties, mutual understanding and regional cooperation.
The long-term goal of the programme is to establish a sustainable regional platform for cooperation in sport, youth dialogue and public diplomacy, which will continue and expand through future implementation cycles.
The programme connects eight cities through public events, conversations, workshops and multilingual digital content, creating space for dialogue, visibility and regional connection.
Ljubljana, Zagreb, Banja Luka, Budapest, Timișoara, Podgorica and Skopje — all roads lead to the closing conference on Zlatibor.
Eight cities from May to October, with wrap-up activities, evaluation and a continuous campaign running through February 2027.
From public panels to digital promotion — the programme operates on multiple levels simultaneously, from May 2026 to February 2027.
Preparing content, organisation and communication so that each event is clear, coherent and adapted to its local context.
Organisation of public panels, lectures and discussions in each of the eight cities. Each event lasts 1–2 days and includes educational workshops for young people, with the participation of sports and youth experts.
Production and distribution of video, photo and digital content in foreign languages, supported by a regional media and online presence throughout the programme.
Closing activities focused on bringing together key insights, sharing outcomes and strengthening the programme through future collaborations and next steps.
The primary target group — young people and students in European and regional countries, to whom Serbia is presented through sport, values and contemporary forms of youth dialogue.
Sports and youth workers, as well as representatives of cultural and social institutions in host countries — carriers of cooperation and regional connectivity.
The Serbian diaspora, regional and international media, and the wider young digital audience reachable through the continuous online campaign in foreign languages.
The programme is delivered in cooperation with organisations from Serbia, the region and across Europe.
The "Putem sporta" programme is delivered with the support of the Office for Public and Cultural Diplomacy of the Government of the Republic of Serbia, with a focus on connecting young people, communities and partners through sport and dialogue.
News records what happened. The blog gives us room to pause, interpret the experience and open a conversation about the values sport carries.
On sport as a space where young people learn to belong to a team, try again and value contribution beyond the result itself.
On cooperation, respect, responsibility and persistence that young people practise through sport long before they call them life skills.
A reflection on why shared activity can sometimes build trust faster than formal conversation.
