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Na temelju (samo)procjene osobnih vrijednosti bosansko–hercegovačkih i slovenskih nogometnih trenera u radu se kritički promišlja o aksiološkom i teleloškom vidiku sporta, posebice nogometu koji se danas nametnuo kao društveni i kulturni fenomen. Glavni cilj rada bio je utvrditi hijerarhiju vrijednosti, analizirati faktorsku strukturu vrijednosti te utvrditi povezanost sociodemografskih podataka sa sustavom vrijednosti bosansko–hercegovačkih i slovenskih nogometnih trenera te utvrditi slažu li se vrijednosni nalazi hrvatskih nogometnih trenera s trenerima država iz okruženja. Za potrebe ovoga rada korišten je Schwartzov upitnik vrijednosti Portrait Values Questionnaire (PVQ, 2001), a istraživanje je provedeno 2017. godine u suradnji s Centrom za edukaciju Nogometnog/Fudbalskog saveza Bosne i Hercegovine i Nogometnom zvezom Slovenije. Provedena je faktorska analiza vrijednosti bosansko–hercegovačkih i slovenskih nogometnih trenera, koja je dala tri ekstrahirana vrijednosna faktora: vrijednosti vlastitoga odricanja, zadržavanje tradicionalnih odnosa i vlastiti probitak. Analiza rezultata pokazala je kako postoje razlike u hijerarhiji vrijednosti trenerskih podskupina UEFA B, UEFA A, UEFA PRO te kako određeni sociodemografski podatci utječu na vrijednosti bosansko–hercegovačkih i slovenskih nogometnih trenera., Based on the (self–) assessment of personal values by Bosnian — Herzegovinian soccer coaches and Slovenian soccer coaches, the article presents critical thoughts on the axiological and teleological aspect of sports, especially in regard to soccer which today has imposed itself as a social and cultural phenomenon. For the purposes of this article we used Schwartz’s values questionnaire — The Portrait Values Questionnaire (PVQ, 2001). Research was conducted in 2017 in cooperation with The Education Center of the Soccer Union of Bosnia and Herzegovina (Centar za edukaciju Nogometnog/Fudbalskog saveza Bosne i Hercegovine) and The Soccer Federation of Slovenia. An analysis of the results demonstrates that coaches differ in regard to their value hierarchies according to their coaching subgroup (UEFA A, UEFA B and UEFA PRO), and that socio–demographic variables are important in defining the value systems of Bosnian — Herzegovinian soccer coaches as well as Slovenian soccer coaches. The main goal was to determine value hierarchies, to analyze the factor structure of values, to determine the correlation of socio–demographic data with the value systems of Bosnian — Herzegovinian soccer coaches and Slovenian soccer coaches, and to determine whether the values of Croatian soccer coaches coincide with the values of coaches in the region. A factor analysis was conducted on the values of Bosnian — Herzegovinian soccer coaches and Slovenian soccer coaches from which three factors were extracted: self–renunciation, preserving of traditional relationships and personal success.