After the 2014 annexation of Crimea and the EU- and US-imposed sanctions on Russia, the Kremlin employed a counter-strategy: disinformation and propaganda. The Western Balkans, a key strategic partner to the EU and NATO, became a fertile ground for Russian disinformation campaigns. Capitalizing on ethnic divides, weak institutions, and the deteriorating freedom of media, the Kremlin inserted itself into the region. Using Serbia as a launch site for disinformation, Russia established a regional base for the Sputnik news agency in Belgrade.