Dynamic changes and environmental uncertainty, as well as the global economic crisis, significantly influence the sport clubs management to continuously make strategic decisions and adapt their organizations to the environment. Miles and Snow’s (1978) typology of strategic orientation has been successfully used in many research on strategy and performance of various organisations, across many industries worldwide. The choice of specific solutions to a set of strategic problems forms a type of strategic orientation, and significantly influences organizational performance. This paper explores the strategic behaviour of football clubs and the influence of strategic orientation on their organizational performance.