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Innovation is reshaping the sports industry, addressing challenges, fostering inclusivity, and transforming the way athletes and enthusiasts engage with sports. From digital advancements to sustainability efforts, Europe has emerged as a global leader in sports innovation, setting benchmarks for collaboration and progress. Also, the Western Balkans are emerging as a dynamic region for sports innovation, with a growing focus on using sports as a catalyst for societal development, youth empowerment, and regional collaboration.
European Union Opportunities for Sport in the Western Balkans
The European Union supports youth and sport in the Western Balkans by promoting education, mobility, participation in decision-making, and the development of sport and healthy living. Through the Erasmus+ Programme, individuals from the region have benefited from mobility projects. The EU recognises the crucial role of young people in shaping Europe’s future and aims to strengthen social cohesion, enhance inclusion, and promote healthier lifestyles across the region through sports initiatives.
Sport is a powerful tool for youth empowerment and social inclusion and Europe is leading several initiatives to strengthen grassroots participation. Since 2018, the ‘European Week of Sport’ has been fully open to the Western Balkans, under the initiative ‘European Week of Sport Beyond Borders’. This EU-led campaign encourages active, healthier lifestyles across Europe, and since 2020, has received backing from the ‘EU4Youth’ programme, focusing on the Western Balkans. With the overarching theme #BeActive, this initiative has helped engage more young people in sport, fostering social inclusion and creating stronger links between communities, organisations, and countries.
The EU’s support for sport in the region is further reinforced by the Economic and Investment Plan for the Western Balkans and the Western Balkans Agenda on Innovation, Research, Education, Culture, Youth, and Sport. These frameworks aim to improve inclusion and cooperation and recognise sport as a key driver of economic development.
The Erasmus+ Sport Programme has been pivotal in funding projects that promote physical activity, education, and integration through sports. According to the Erasmus+ Annual Report in 2023, since 2021, in the Western Balkans, 11 projects for the region have been selected, involving 25 organisations from the different WB economies. An event dedicated to exploring the Erasmus+ Sport Programme and its opportunities will be held on 16 December 2024.
All Western Balkans are eligible for Erasmus+ in some capacity, but the full extent of participation and funding opportunities varies depending on their level of association with the programme. North Macedonia and Serbia are fully associated with Erasmus+ and can participate in the same way as EU member states. Albania, Bosnia and Herzegovina, Kosovo* and Montenegro can take part in certain Actions of the Programme, subject to specific criteria or conditions. These projects often include initiatives like capacity-building for sports organisations, fostering inclusion through sports, and promoting European values such as equality and non-discrimination. Highlighting this cooperation not only showcases the benefits of EU-Western Balkans collaboration but also reinforces the role of sports as a bridge between communities.
The Erasmus+ Capacity Building in Sport initiative fosters international cooperation through partnerships between sport organisations in Programme countries and non-associated regions, including the Western Balkans (Region 1). These projects promote sport as a tool for social inclusion, personal development, and community cohesion.
Examples of Sport Initiatives in the Western Balkans Supported by EU
The following projects represent innovative and impactful initiatives aimed at leveraging the power of sports to foster social inclusion, promote gender equality, and encourage youth empowerment. These initiatives reflect the growing recognition of sports as a catalyst for positive change, building strong and inclusive communities in the Western Balkans.
The “Empowering Grassroots Sport for Inclusion and Development” (EGSID) project is an ongoing initiative in Albania aiming to use sports as a tool for promoting social inclusion, health, and well-being, particularly among marginalised communities. It seeks to enhance access to sports activities, fostering a sense of belonging and community cohesion. A central focus is on strengthening the organisational capacities of local sports entities to make them more inclusive, effective, and sustainable. This involves providing training and resources to improve governance, management, and the delivery of diverse sport programmes.
“Athletes Speakers” project started in February 2023 and aims to develop, test and implement an innovative tailor-made education and training programme that empowers elite athletes to become active through the improvement of their communication skills. Having good communication skills is key to influence others and create powerful teams, relationships where to joint forces and achieve successful outcomes. This project, with 24 months length, ending in January 2025, is coordinated by the Olympic Committee of North Macedonia, together with the participation of six complimentary organisations from Spain, Ireland, the Netherlands, Portugal, Bulgaria, and Slovakia.
The “Re-imagining the Playing Field – A Gender Equality in Sport Project” is currently ongoing and aims to promote gender equality in sport by addressing gender representation imbalances, raising awareness about inequalities, and supporting organisations in adopting and applying gender equality policies across their operations. The project and coordinated by Serbia with partners from North Macedonia, Spain, Portugal and Türkiye.
The “Sport + Youth 4 Inclusion =ity (Equality)” project will conclude on 30 November 2024 and is coordinated by the Association for Progress, Education, and Lobbying in Skopje, with support from its partners in Serbia, Spain, and another sports club from North Macedonia. This project focuses on teaching children inclusivity and acceptance from a young age, aiming to build the foundation for healthy, inclusive societies. By instilling core values such as tolerance, mutual respect, solidarity, and equality early in life, the project seeks to shape future generations who will positively influence society and foster strong social ties.
The “European Platform for Sport Innovation (EPSI)“ is a non-profit European association that aims to support the development and growth of innovation within the European sports sector. It connects stakeholders from various sectors, including sports organisations, public authorities, research institutions, and private companies, to foster collaboration and the exchange of ideas. EPSI focuses on advancing innovation in sports using digital technologies, new business models, and creative solutions that address challenges in the sector. Albania, North Macedonia and Serbia are also members of this platform.
Other Sport Innovations and Highlights in the Western Balkans
Sustainability is reshaping sports in the Western Balkans. With its widespread appeal and influence, sport has a unique capacity to raise awareness and drive meaningful progress toward environmental sustainability. The decisions and actions of stakeholders, as mentioned in this report under the EU Work Plan for Sport 2021-2024, carry significant implications for the climate and the environment.
The 17th European Network of Sport Education Forum, held on 1-2 November 2024 at the Sports University of Tirana in Albania, brought together academics, practitioners, and students to explore the theme “Bridging Borders through Sport Education: The Euro-Balkan-Med Perspective.” The event highlighted the transformative role of sport in fostering social inclusion, integration, and community cohesion across Europe, the Western Balkans, and the Mediterranean.
With a circular shape and a unique façade including garden areas, Serbia’s new national stadium stands as a highly efficient, sustainable and environmentally project. This project also aims to offer and entirely energy-efficient design, smart in its operation and environmentally friendly. EXPO 2027 Belgrade, running from 15 May to 15 August 2027, will serve as a global hub for education, culture, and innovation, attracting over 3 million visitors from more than 120 countries. With the theme “Play for Humanity: Sport and Music for All,” the Expo will explore the unifying power of sport and music, highlighting their role in promoting inclusivity, well-being, and harmony. The event will showcase how these domains transcend boundaries and bring communities together, while celebrating Serbia’s cultural heritage.
Hosting major sports events is becoming a strategic focus for the region. The upcoming Mediterranean Games 2030 in Pristina is expected to serve as a platform to showcase Kosovo’s ability to organise large-scale events while fostering economic growth and tourism.
The Youth Sports Games (YSG) are Europe’s largest amateur sports event with a 28-year tradition, promoting healthy lifestyles and social values among children and youth. Originating in Croatia, they now include Bosnia and Herzegovina, Serbia, and Slovenia, fostering multiculturalism, tolerance, and respect for diversity. Organised under the patronage of global and regional institutions like the International Olympic Committee and UEFA, YSG offers free sports competitions for children aged 6 to 18 in 10 disciplines, engaging over 260,000 participants in 2023 across the four countries. The games emphasise fair play, sustainability, and non-violence, addressing modern issues such as sedentary lifestyles and excessive technology use.
Sport has long been a tool to enhance competitiveness, particularly through sports events that contribute to a city’s brand image, tourism, and overall economic development. Recently, however, a new trend has emerged and that sounds interesting also for the Western Balkans’ sport future: the rise of incubators and accelerators focused on sports technology. By connecting the worlds of sport and innovation, these initiatives offer cities the chance to generate new employment, attract skilled professionals, and stimulate local economies. These programmes aim to fast-track the development of emerging businesses by offering support such as office space, investment, guidance, and networking
With continued support from local governments, international organisations, and the European Union, sports in the Western Balkans are becoming a powerful tool for development and integration, showcasing the region’s resilience and potential on the global stage. By investing in digitalisation, promoting inclusivity, and fostering regional collaboration, the region is not only enhancing its sports ecosystem but also building bridges across communities.