When Dragan Marković signed the contract in Belgrade during the EJU Marketing Meeting 2026, Triglav Insurance officially became part of the European Judo Union family but as we sat down following the ceremony, it became clear this isn’t just another corporate sponsorship deal. For Triglav, this partnership represents something deeper, such as a commitment to values, to inclusion and to the belief that sport can genuinely transform lives.
What motivated a leading insurance company to partner with European judo? For Marković, the answer lies in shared principles.
“Our partnership with the European Judo Union stems from a deep belief that sport has the power to change lives, especially when focused on inclusion and equal opportunities,” he explained. “Judo promotes discipline, respect and mental strength, whilst inclusive judo further emphasises empathy, unity and support for people with special needs.”
It is this inclusive dimension that particularly resonates with Triglav’s corporate identity. “At Triglav, we recognise the importance of making sport accessible to everyone, regardless of physical or intellectual abilities. These values perfectly align with our corporate principles, responsibility, dedication and care for people. That is why our collaboration with the EJU, particularly in the field of inclusive judo, is a natural and truly inspiring step for us.”
There is no corporate jargon here, no performative virtue signalling. Just a straightforward acknowledgement that what judo teaches, especially inclusive judo, mirrors what Triglav believes as an organisation. This partnership isn’t a short-term marketing exercise either, it is embedded in Triglav’s long-term strategic vision.
“This partnership is fully aligned with our long-term vision of development and social responsibility,” Marković stated. “We strive to be a company that actively contributes to building a safer, more inclusive and more humane environment.”
He emphasised that the EJU collaboration allows Triglav to support those who need it most. “Through a sport that promotes equality, integration and respect for diversity, we strengthen our position as a socially responsible organisation dedicated to people and their growth.”
Then comes the line that captures everything: “This partnership is more than a sponsorship, it is part of our broader vision of the role Triglav should play in the community.”
More than a sponsorship. Part of a vision. That is the distinction between writing cheques and genuine commitment. When asked about specific objectives, Marković focused not on brand metrics or visibility targets but on tangible outcomes for athletes and communities.
“Through our cooperation with the EJU, we aim to achieve long-term and sustainable results,” he began. “Our primary goal is to support the development of young athletes whilst also contributing to the growth of inclusive judo a sport that provides individuals with special needs a sense of belonging, confidence and equal opportunity.”
The ambition extends beyond the tatami. “We want to be recognised as a company that not only supports sport but actively helps build an inclusive, humane and safe environment. We also want to strengthen our connection with families, schools, youth and the broader community because we believe that sport has the power to inspire positive change.”
It is an approach that recognises sport’s role in social cohesion, not just athletic development but community building, confidence creation and inclusion as lived reality rather than abstract concept. How will Triglav engage with the judo community? Marković’s answer suggests hands-on involvement rather than from a distance.
“Our plan is to be an active and consistent partner to the judo community, with a special focus on developing inclusive programmes,” he explained. “This means supporting EJU events and competitions but also initiatives that promote judo for people with special needs.”
The commitment is specific: “We want to contribute to projects that ensure young athletes, regardless of their abilities, have a safe environment, quality training and a sense of belonging.”
Still, Triglav’s ambitions go beyond financial contribution. “Our goal is for the community to feel our genuine commitment, not only through financial support but through our active presence, understanding, and contribution to the growth of European judo, especially its inclusive segment.”
Active presence. Understanding. Contribution. These aren’t words typically associated with corporate sponsorship, yet they define Triglav’s approach. As the conversation concluded, the logic of this partnership became increasingly clear. Triglav Insurance operates in the business of security, protection, and managing risk. Judo teaches respect, discipline and resilience. Inclusive judo extends those principles to ensure everyone, regardless of ability, has access to the sport’s transformative power.
It is not a stretch. It is not forced. It is, as Marković said, natural. The EJU has welcomed many sponsors over the years, each bringing their own motivations and objectives but when a partner leads with “sport has the power to change lives” and backs it up with specific commitments to inclusion, young athletes and community building, you sense this could be something special.
Welcome to the family, Triglav. The judo community, especially its most vulnerable and often overlooked members, will benefit from your presence that, ultimately, is what sponsorship should be about: not logos on backdrops but lives made better, opportunities created and communities strengthened.
Author: EJU Media