At Sofascore, product management isn’t limited to job titles. It’s a shared mindset—one that asks not just what we’re building, but why. That’s the core of our internal Product Management Academy, an initiative designed to boost product thinking across departments.
After a powerful opening session with co-founder and CSO Ivan Bešlić, who highlighted how great PMs align teams and turn ambiguity into clarity, the second day brought a fresh wave of insights. This time, the focus turned to the role of artificial intelligence and business development in shaping product direction.
The speakers?
Karlo Knežević, Ph.D., Head of AI at Sofascore, and Toni Jermaniš, Sofascore’s Chief Business Development Officer – two voices who know exactly how data, strategy, and user behavior come together in a product people actually care about.
The Role of AI: More Than Just a Buzzword
While AI is often treated as a mystical black box, Karlo Knežević, Ph.D., brought it back down to earth: “There’s no single, mathematical definition of AI,” he explained.
Karlo’s session broke down how AI helps Sofascore personalize user experiences, detect anomalies, and generate predictions that make our platform more intuitive and powerful.
“Product management is the glue that holds different teams together. It focuses on what to build and why, balancing engineering, design, marketing, sales, and user feedback — and making sure the product meets both business and user needs.”
He focused on the importance of thoughtful planning and data clarity.
“Think about the analysis before you track. Don’t just collect everything—collect what’s meaningful. AI is only useful when you know what you’re measuring and why.”
How Sofascore uses AI was also discussed in a recent discussion on National Television, that featured our CSO Ivan Bešlić.
Business Development as a Product Compass
If AI represents the how, then Toni Jermaniš brought in the where — highlighting how business development steers Sofascore toward the right opportunities and partnerships.
He spoke about the strategic importance of the Sofascore Editor, a tool that’s changing how we gather and structure match data.
“It’s better to have data flowing into a platform like Sofascore than into random spreadsheets. That’s how we become the one-stop shop for sport. Not just for elite competitions, but for every level — from grassroots to global.”
What sets Sofascore apart isn’t just the data — it’s what that data means to people.
“When your nephew has a profile on the same platform as Modrić or Mbappé, it stops being just an app. It becomes something personal.”
Today, in the Sofascore main app, you can find over 300,000 matches annually that came in through Sofascore Editor. Thanks to a growing network of engaged users and strategic partnerships with competition organizers. It’s a setup that not only feeds data into the platform but also expands its relevance — both globally and locally.
Key Takeaways from the Second Session
- AI is part of product strategy, not a separate layer. When planned properly, it enhances personalization, forecasting, and operational precision.
- Product managers unify the company — balancing vision, execution, and user focus.
- Business development fuels product growth — by identifying the right sports, formats, and partners to keep Sofascore ahead of the curve.
- Relevance at every level — from top-tier leagues to local tournaments — is what makes Sofascore a truly unique sports platform.
What’s Next?
The Sofascore Product Management Academy is built for ongoing conversations and fresh perspectives. It’s a dedicated space for exploring how we think about products, make decisions, and connect ideas across teams.
For anyone who missed the announcement or wants a reminder of what the Academy is all about, you can revisit the first blog post here.
As the sessions continue, so does our shared effort to build smarter — and stay curious along the way.