Sports and business have long been closely intertwined and those professionally involved in either field, or both, see many synergies. "Both require passion, commitment and constant efforts for top results," Rok Capl, the head of the Spirit investment promotion agency, said at a round-table on the eve of basketball star Goran Dragić's farewell game.

"For many entrepreneurs, Goran Dragić's success is an inspiration and motivation to achieve their goals. It'is not easy to make it to the top, be it in basketball or business," Capl said at the I Feel Slovenia Night of the Dragon business talk, which Spirit organised on 23 August.

The public agency promotes the Slovenian business environment as stable, reliable and forward-looking, and the opportunities sport provides for this are great, he said, pointing to business events in Dallas, where Luka Dončić plays for the Dallas Mavericks, during the UEFA Euro 2024 in Germany, and at the Olympics in Paris.

Such synergies were also highlighted by Economy Ministry State Secretary Matevž Frangež, who said "athletes are the best manifestation of the values for which Slovenia wants to be recognised in the world - hard work and team spirit".

Investment in sports is therefore crucial, he said, adding that the results achieved by top Slovenian athletes today are the outcome of investments made twenty years ago. The Ministry of the Economy, Tourism and Sport is very well aware of this, and is allocating €150 million until 2030 for sport tourist infrastructure.

A public call worth €32 million is about to close, and is expected to result in €100 million worth of investments, said Frangež.

But sport could also not do without corporate sponsors. Drago Kavšek, member of the board at Petrol, said the energy company cooperates with several sport federations and the Olympic Committee.

"Petrol has worked with sport for 80 years and together with the state we need to realise that fostering this kind of long-term cooperation is key to success."

Addiko Bank CEO Andrej Andoljšek and Bragg executive director Matevž Mazij, too, stressed that sport can count on support from business.