Jelena Jankovic will represent Serbia on a new international stage after being appointed an official brand ambassador for Specialised Expo 2027 Belgrade, an event set to bring more than 140 countries to the Serbian capital.
The former world No. 1 joins a global ambassador group featuring Usain Bolt, Jackie Chan and former badminton champion Lin Dan. The expo is scheduled for May 15 through August 15, 2027, with organisers projecting about four million visitors during its 93-day run.
Its theme, “Play for Humanity – Sport and Music for All,” carries a message familiar to Jankovic after a career spent competing across continents. The Serbian star rose to the top of the WTA rankings in 2008, collected 15 singles titles and represented her country at four Olympic Games.
“During my career, I always tried to represent my country with love, pride and responsibility,” Jankovic said. “I am particularly happy that, this time, I will not be travelling around the world; the world will be coming to us in Serbia.”
Sport’s common language
Jankovic said tennis showed her how competition can connect people from different backgrounds long before political or cultural divisions become relevant.
“Before children understand borders, politics or differences, they learn to play,” she said. “Sport has been my language of connection for most of my life. I have faced people across the net who spoke other languages, came from very different cultures and had entirely different life experiences, but on court we still understood each other.”
Construction work is continuing at the expo venue in Surcin. Jankovic’s appointment gives the project one of Serbia’s most recognisable sporting figures, with the former tour leader now helping present Belgrade as a host city preparing to welcome visitors from around the world.
