312 KB0 KB201020262025Dragaš, SlavenMihanović, DamirPrahović, Markoletnik:16številka:2Str. 77-94ISSN:1855-931XCOBISSID_HOST:260268547URN:URN:NBN:SI:doc-IGPD2NORenGEA CollegeAdvances in business related scientific research journalartificial intelligencesports managementstrategic decisionmakingtransfersBusiness intelligence in the function of strategic decision-making in football|This paper explores the role of artificial intelligence (AI) in strategic decisionmaking in professional football clubs, using Luka Modrić’s 2012 transfer to Real Madrid as a case study. A qualitative approach is applied, based on the analysis of secondary sources and one semi-structured expert interview. The aim is to show how contemporary AI tools could improve processes of player evaluation, future value simulations and transfer risk reduction. The results indicate that today’s AI systems would significantly rationalise decision-making related to Modrić’s transfer. The paper also highlights methodological limitations and offers recommendations for future researchTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaGEA College