Sport Vision: Transformation Enables an Enhanced Experience

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Sport Vision, a leading sports retailer in the Balkans, has embarked on a digital transformation journey, leveraging technologies to enhance CX

For nearly three decades, Sport Vision has been the leading sports retailer in the Balkans. Founded in 1996 in Bijeljina, Bosnia and Herzegovina, the company has since expanded across 13 countries, employing over 6,000 people with its headquarters in Belgrade, Serbia.

From its humble beginnings focused on commerce, retail and wholesale in the sports industry, Sport Vision has grown into a retail powerhouse through its commitment to professionalism, reliability and innovation. The company’s success is built on providing the best products and shopping experiences to its customers across the region.

Operating in a highly competitive market, Sport Vision has established itself as a leader by embracing digital transformation to enhance customer experience and streamline operations. The company's commitment to leveraging advanced technologies has positioned it as a forward-thinking organisation, ready to meet the evolving demands of the modern consumer.

Branislav Zobenica, the Group Director for Technology and Transformation at Sport Vision Group, plays a pivotal role in steering the company’s digital strategy. With nearly 20 years of experience in the IT industry, Zobenica's journey has been one of significant achievements and leadership roles. “I'm responsible for the strategy of digital transformation and choosing the right technology, and – besides that – how the company will transform further," he explains.


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