The Trainers4me.com firm founded by Marko Filej and business partner Alexander Tamarkin, a former Wall Street banker, runs a namesake mobile application connecting sports enthusiasts around the worlds with a trainer for any sport, the company said in a statement.

Ivanović, who is currently ranked seventh in the women's tour, has been brought in to promote the firm and has been given an unspecified stake in the start-up.

The 27-year-old was quoted in a company statement as saying that the company sought to deliver "the easiest and most cost-effective way of finding a top-class personal trainer or instructor".

Filej explained that the goal of the firm is "to become the next Airbnb in the world of sports", in a reference to the world-famous platform for renting out private lodgings.

The company is "proof that Slovenian companies with the right idea can make it on the global market", he added.