Irena Trifunović on the values that push brand boundaries
CORPORATE INTERVIEW
Irena Trifunović
Corporate Communications Director, MaxBet
Modern companies face challenges that go beyond the scope of traditional business. Today, success is measured not only by profit, but also by the impact organisations have on society and the environment. In this context, strategic communication becomes the key to understanding, building trust, and sustaining reputation. Irena Trifunović reveals how the company shapes its values through socially responsible activities and how these messages are conveyed across all levels of the business. In an interview with Diplomacy & Commerce, she discusses linking local practices with global ESG frameworks, the role of communications in building trust, and why CSR is not an add-on but an integral part of brand identity.
At MaxBet, CSR is not a department’s job – it’s a company-wide culture lived and practised every day
What are the key areas in which MaxBet applies the principles of social responsibility, and how is this strategy further developed through integration into Flutter Entertainment’s global ESG goals?
At MaxBet, social responsibility is not just a strategic priority but also a personal value shared by every member of our team. In recent years, we have implemented numerous initiatives in the fields of environmental protection, health, sport, and women’s empowerment – from the voluntary blood donation campaign “Life is Blood” to planting over 6,000 trees across Serbia and the region. In the area of health, in addition to blood donations, we also support healthcare institutions through equipment donations.
As part of Flutter Entertainment, the world’s leading betting and gaming group, MaxBet integrates local values into the global ESG platform through its four pillars: Play Well, Do More, Work Better, and Go Zero. Our contribution is measured by the number of activities carried out, the volunteers involved, and the sustainability of results, positioning us as a leading local player within the global sustainability standard. The synergy between our local identity and global goals is not merely declarative – it is implemented daily through operational procedures, reporting tools, and performance measurement methodologies systematically developed by Flutter. This approach enables continuous learning and the adaptation of strategies to meet the real needs of both the community and employees, further reinforcing responsibility as a fundamental part of our corporate culture.
How does the CSR strategy influence the company’s reputation and brand?
The CSR strategy significantly shapes the company’s identity – how we are perceived by customers, partners, and the wider public. It is not there merely to create a positive image, but to justify that image through concrete actions. We always consider a long-term approach that is both consistent and transparent, and the key indicator that we are on the right track is the trust we enjoy in the communities where we operate. A company’s reputation is built over time, but can be quickly damaged if the values we promote do not align with what we actually do in practice. This is why it is essential for us that every campaign we launch has a measurable and documented impact.
CSR is not an addition to the brand – it is its foundation. Consistency and openness create a brand recognised for its voice, values, and actions, not just for its promotional messages.
Trust is built when values are matched by consistent, transparent action that leaves a measurable impact
What are the most significant socially responsible projects MaxBet has implemented in recent years?
For us, the most important socially responsible projects are not the most visible ones, but those that have touched people the most. The true value of CSR is not in the announcement but in the impact that remains long after the spotlight fades.
Life is Blood is a campaign we at MaxBet are particularly proud of – not because it has been running since 2017, because of the figures showing that more than 74 voluntary blood donation drives have been organised across Serbia and the region, collecting over 5,000 units of blood that could mean up to 15,000 lives saved – but because our employees have embraced it as a personal mission. This culture of solidarity and humanity is no longer just an initiative; it has become a practice.
The same is true for our environmental projects. Planting 6,000 trees – including 2,000 black pines near Kraljevo, 2,000 spruces near Niš, 2,000 oaks near Belgrade, and a final planting of 20 maples in Košutnjak – was not merely an act of environmental protection but an act of unity. Our teams participated alongside players from FK Partizan and FK Vojvodina. It was not a PR event, but a moment where sport and nature breathed together, as these trees will produce enough oxygen annually for over 3,000 people.
One of the most emotional campaigns for us was last year’s Movember, dedicated to men’s health. We distributed 1,000 vouchers for free check-ups and ultrasound scans, joined by players from Partizan, Vojvodina, and Radnički Niš. Their participation helped the topic gain support and visibility.
As part of Flutter’s ESG pillar, Play Well, this campaign went beyond corporate duty – it was a reminder that leadership also means caring about issues less visible in the public eye. Play Well means that a business cannot remain neutral to the real lives of its customers and employees. And if through a single campaign you manage to steer even one life towards better health, you have already achieved a great deal.
Can you share more examples of MaxBet campaigns that have had a significant impact on the local community?
The campaigns we develop at MaxBet are rooted in an understanding of local identity, with sport and women’s empowerment being not just symbolic gestures, but part of our everyday reality. We believe in support that lasts.
In the field of sport, MaxBet is a partner that invests not only funds but also meaning. Through our support for FK Partizan, FK Vojvodina, and FK Radnički Niš, we actively participate in the life of the clubs, from upgrading equipment to promoting healthy habits and local sporting values. We are not just a sponsor; together with the clubs, we create initiatives that go beyond the boundaries of commercial cooperation. When we supported the refurbishment of Partizan’s stadium changing rooms, we involved the fans too, because we know that sports infrastructure must be built collectively.
In the area of women’s empowerment, our approach is perhaps the most visible, yet also the most personal. The Strength of a Woman in Balance initiative is part of both our internal and external activities, launched not because it is a trend, but because it is necessary. We organised meetings, open discussions, and support formats covering topics from professional development to mental well-being – all with women from our teams, not from external PR narratives. At MaxBet, more than 60% of employees are women, but for us, that figure has never been a target metric – it is the result of a system in which ability is recognised, not gender. For us, CSR is not just about donations, but about fostering a culture in which women, sport, and the community are all part of the same circle of responsibility.
What makes CSR authentic, and how do you build trust within the company to ensure these activities are genuinely sincere and not just part of a reputation strategy?
Authenticity starts from within – from the values we share as a team. At MaxBet, there is no single department “responsible” for CSR; the entire company lives those values. From top management to colleagues in operations, everyone participates, volunteers, proposes, and implements projects. Transparency is key, which is why we regularly communicate results, publish stories, and give space for people from the community to speak about the impact.
Trust is built over the years but can be lost in a day, which is why our strategy is long-term, structured, and adaptable. Values such as empathy, solidarity, and respect for diversity are not phrases, but operational principles. In everything we do, the message must be backed by action, and when that happens, there is no doubt about sincerity, because the community’s trust validates every step we take.
Photos: MaxBet