EYOF 2025 Is More Than Just Sports – It’s a Chance for Brands to Be Part of a European Story

Interview with Jovan Toshevski, Marketing and Branding Manager for EYOF 2025

The European Youth Olympic Festival is one of the biggest sports events to ever be organized in North Macedonia. What is the significance of the festival, both for sports and for the broader public?

EYOF Skopje 2025 marks a historic moment for sports in our country and for the international reputation of North Macedonia. This is the first time our country is hosting a multi-sport event of such rank, bringing together over 4,000 athletes, coaches, and delegations from 50 European countries. The festival, which will take place from July 20 to 26 in Skopje and Kumanovo, is much more than just a sports competition – it is a symbol of European unity, of Olympic values such as fair play, respect and friendship, and ultimately, an investment in the future.

From the public’s perspective, the festival offers a chance for citizens to be part of something big and inspirational. Young people will be motivated to engage in sports, to dream of competing in the Olympic Games, while at the same time local sports capacities and infrastructure will be improved. This festival will shine a positive spotlight on North Macedonia on the European map, not only as a sporting host but also as a cultural and tourist destination.

From a brand perspective, why is EYOF an important event, and what do companies gain by joining as partners or sponsors?

EYOF 2025 offers a unique opportunity for brands that want to align with positive, authentic values and reach a wide audience. Every sponsor or partner doesn’t just get a logo on a banner – they become part of a broader story that unites youth, sports, energy, emotion, and European solidarity.

With more than 4,000 athletes, their teams, coaches, and families, and tens of thousands of visitors attending competitions and fan zones, each brand will enjoy direct and indirect exposure to diverse target groups. Furthermore, through our communication strategy – which includes traditional media, digital platforms, influencers and TV broadcasts – brands will benefit from comprehensive media promotion, amplified by emotional impact and a context that is hard to replicate through standard campaigns.

You have already signed agreements with several companies. Who are the current sponsors and what role do they play in EYOF?

We are proud to have already welcomed several important and strong brands as sponsors – Gorska, Komercijalna Banka AD Skopje, Joma, Sloga, Avant Car, Erasmus+, the Red Cross, the Volunteer Centre Skopje and Media Centre.

Each of these partners plays a crucial role. For example, Gorska, a natural mineral water brand, will be present at all sports venues and fan zones, providing hydration for athletes, volunteers, and the audience. Komercijalna Banka, with its long-standing support for youth and sports, provides not only financial backing but also strategic collaboration.

Joma is the technical sponsor responsible for outfitting some of the delegations and the official team, while Sloga and Avant Car contribute with logistics, transportation, and technical support for the organization. With Erasmus+, the Red Cross, and the Volunteer Centre Skopje, we are working on implementing a strong volunteer program – the heart of the event – with over 800 volunteers.

All of these partnerships show us that EYOF is not just a sports project, but a social one – uniting different sectors around a shared vision for success.

What are your expectations regarding attendance and media coverage? How much visibility will partners receive?

We expect a large turnout, both from local audiences and international guests – families, sports delegations, tourists, and media representatives. Our projections estimate tens of thousands of physical visitors, especially during the opening, closing, and final competitions.

Media coverage is also a priority – we will have a dedicated media center, agreements with national and regional TV stations for live broadcasts, involvement of online and print media, and a significant portion of coverage will happen on social media. This will give partners continuous visibility – not only at event locations but also in the digital space where young people are most active. Every communication touchpoint – from press conferences to fan activities – will be designed to incorporate sponsor branding.

How can companies from different industries get involved, and what types of partnerships do you offer?

We are open to partnerships with companies from all sectors – food and beverage, finance, insurance, technology, textiles, energy, mobile operators, the automotive industry, and many others. EYOF is an event with enormous scope, enabling the creation of customized packages tailored to each company’s interests and resources.

We offer multiple levels of sponsorship – gold, silver, and bronze – as well as thematic partnerships, such as sponsoring a specific sport, fan zone, volunteer program, or the opening and closing ceremonies. Each partner receives a personalized approach based on their target audience and business goals.

We invite all companies not to view this as just another sponsorship deal, but as a long-term investment in their image, in sports, in youth, and in the European future of North Macedonia. Together, we can build an event that leaves a lasting legacy – sporting, social, and economic.