Alexander Isak’s representative has ignited one of the most high-profile transfer sagas in recent memory, just as the new Premier League campaign is set to start.
The Newcastle United forward, who has scored 62 goals in 109 appearances, is reportedly refusing to feature for the team to push through a switch to Liverpool before the window shuts. His stance, and the timing of it, have certainly caused debate. This comes as Jamie Carragher and Gary Neville share differing opinions on Isak’s likely influence.
The situation becomes more understandable when considering the adviser who has been directing him recently—Lemic. Football agency work involves calculated manoeuvres and leveraging rivals against each other.
These are tactics the 59-year-old Serbian has mastered during over 25 years in the profession. Starting with helping fellow countrymen secure moves to the Netherlands, he grew into running one of the sport’s biggest agencies, Universal Twenty Two, which also represents the likes of Emi Martinez and Luka Modric.
Lemic first drew controversy during his early role at PSV in the 2000s, facing unproven allegations of financial wrongdoing that still led to him being barred from the club’s training facilities.
Four years later in 2012, FIFA began investigating his role in Milan Badelj’s move from Dinamo Zagreb to Hamburg. World football’s governing body contacted all relevant sides after claims surfaced that Lemic profited from the deal via an inflated transfer sum.
However, the inquiry was dropped in February 2013, with FIFA TMS stating: “After looking into the claims, there appeared to be no significant involvement by Vlado Lemic in this transfer.”
By then, Lemic had been steadily climbing the ranks in global football. After arranging a partnership between PSV and Chelsea that allowed the Dutch team to host Blues signings while awaiting work permits, he became more involved with Roman Abramovich’s network.
He reportedly played a crucial role in bringing Branislav Ivanovic and Nemanja Matic to Chelsea in 2008 and 2009. His influence spread across Europe, including Real Madrid, where, with his guidance, Luka Modric’s 2012 arrival from Tottenham included a £387 million ($525 million) release clause.
More recently, Lemic arranged several deals for Ajax, who have now reportedly banned him from involvement—just as PSV once did. Swedish side AIK are also said to have cut ties with his agency.
Universal Twenty Two has been asked for comment. Notably, Lemic is not officially a licensed agent, describing himself instead as an adviser.
He works closely with his FIFA-licensed brother Zoran and partners such as Sven Mislintat, using them for official club contact.
In Isak’s case, Gonzalo Gaitan has handled most negotiations. Lemic’s assertive methods often produce results and substantial earnings for him.
However, they face a stern test now, as Isak’s threat to strike may backfire with Newcastle under no obligation to sell, especially while struggling to find a replacement striker. Whether Liverpool will improve their $148 million offer remains uncertain.
