Our managing director took part at the sports diplomacy event in London, hosted by the Welsh Government and the British Council. The panelists at the event have presented various sports diplomacy good practices at both national and grass-root level, practiced in small-scale nations. Mrs. Mitevska shared insights and experience both from North Macedonia and the sports diplomacy exchange program in the USA. Sport remains to be an effective and low-cost instrument to advance foreign policy goals and create cross-cultural relations and partnerships.