Welcome to our ‘Sport – A Career Choice Series’, a one-to-one meeting with sport professionals. On a regular basis, we will discuss sport career paths with leaders from the industry, who will share their tips, journeys, backgrounds, experience, ups and downs. At its core, this is an initiative to promote the exciting types of employment opportunities available in the sport environment, key points that will also be addressed at the sport business conference, which will be held in Bucharest between 28-30 September (PS: there is a Super Early Bird promotion still going on!)

A 1-2-1 with Aslı Koç

Can you briefly introduce yourself?

I was born in Manisa, one of the smallest cities in west side of Turkey, but I’ve lived my whole life in İstanbul and still am, except the 4 years of university. I was in İzmir then, another beautiful city in Turkey. Beside my career, sports plays a huge place in my life; I love Pilates, I work cardio. I like living healthy and do sports as much as I can.  

I’m also a football lover. I watch games on TV during weekends, especially the big 5 leagues, as it became a spiritual ceremony full of pleasure for me for the last couple years. I also like going abroad for football games when I get the chance.

Moreover, I have simple pleasures as probably all have at my age, like watching movies & series, going out with friends. Classy and joyful. Sometimes I go to universities as a guest speaker, to both talk about sports, experiences and have fun with students. I really enjoy it.

I’m writing for some digital and printed magazines about stories, economy, communications, and marketing trends of sports. This one is what I enjoy the most.

I’m sure it goes the same for everyone but for me, my family is the best in the world. We’ve been through much and did a great job together, me, my sister and my mom. We have some special moments like drinking Turkish coffee and talking about anything on the balcony of our home. Yes, I definitely call it a ceremony. Magnificent moments of life. We all love joy.

Walk me through the step-by-step process that you went through to get to where you are today.

I chose Chemistry in college because I thought then, I was gonna be a CSI detective. The Series was popular at that time. And I was so into analysing, doing puzzles all the time. Even now, I get lost in analysis and reports about football. I just can’t help myself on this:)

After graduation, my only options were in labs, but because I don’t like dissociality, I did not get in. I started working in the events business: launches, opening ceremonies, corporate meetings, concerts, summits, travels etc – a beautiful and dynamic work environment. I have experienced lots of national and international sport events during the period. I also worked with international and really talented people, which was another positive aspect of this experience for me.

I am already a big fan of football so it wasn’t hard for me to decide re-planning my career on sports marketing & communications. First, I undertook a Master’s degree in Sports Management and quitted my work. For a while, I worked as a freelancer and now I’ve recently started working in the Turkish office of a global media group. Since we broadcast both national and couples of global leagues, it gives me a huge opportunity to work in sports, especially in football. About what exactly I do, well, it kinda is a new area for me, Digital PR. I already love it. It’s growing day after day and really great achievements are taking shape all around the world.

Can you describe the ideal customer of the sport organisation you work for?

Well, it’s hard to tell, because it’s a media Group that I’m working in. Sports is our most powerful asset but we don’t do sports only. We also have entertainment content such as series & movies & documentaries & music. We basically are a Pay TV that people pay to watch what they want. As a sports broadcaster I believe sports lovers are the ideal customers and we try to provide them whatever they want, whenever they want with high quality. I feel lucky as a part of this group because it provides a big range of sports; football around the world (some of the national leagues of South America, Europe), basketball (national league, Euroleague), tennis etc. This, as well makes things easier for me to idealise the customer experience and make them happy.

Can you name one sport club / team / organisation from Eastern Europe that you think does a great job at:

a) Social media

Unfortunately no. To make noise on social media you need to have a big social community first. But even some of the legends and European Cup winners, such as Steaua Bucharest, Red Star Belgrade, CSKA Moscow, Dinamo Zagreb, Dinamo Kyiv, Zenit St. Petersburg, are weak on social media.

Only Steaua Bucharest leaped over 1 million followers and it’s just on Facebook. Zenit St. Petersburg is close; it’s also on Facebook. The rest of them are way behind the big players of Europe like Bayern Munich, Real Madrid, FC Barcelona, Juventus etc.

b) Engaging Fans

I believe this is a no, as well. Fans engage on social media around big events like Iniesta’s retirement, Buffon leaving Juventus, El Clasico, derby games, social responsibility that starts a move. Well I have a bad habit – or you may call it the easy solution – to combine everything to digital and in this era noisy engagements need digital, it needs people and again, Eastern European teams are weak on social media. Beside, lots of things have been experienced lately and still are. To catch up and be noisier, you have to try something new, maybe add some more tech, like the VR Mascot Everton did lately, and invest in growing your fan base and social community. 

c) Generating effective sponsorship deals

I cannot say no to this if we consider Russia with Gazprom & the Champions League deal. Gazprom, Europe’s gas provider company makes its name visible on spotlights with the UCL sponsorship.

What’s the…

a) proudest moment of your career?

It may sound a little bit weird but I believe I did not get there yet. What I’ve achieved in the last 4 years, starting a new career, successful projects with my teammates, writings, beautiful companies, executives, people I work for, the way I evolve.. Despite they’re all meaningful, valuable for me, I wouldn’t use the word “the most”. It still feels early. It also wouldn’t be true if I say I’m satisfied. And I want to keep the word to use when it comes the day.

b) first tip that comes to your mind if a student who is passionate about sport, but doesn’t have a degree in the industry, came to you for advice?

I have a 8 year professional career in total. It wasn’t easy to get where I am right now. As you’ve noticed, my studies were in a different field than the profession I chose to pursue upon graduation, and later on, I have, again, shifted professions. Thus, I needed to add value to myself like, everyday. With education, with experience. So as in every job, first of all you have to love it.  Love yourself, trust yourself, invest in yourself, then, love whatever you want to do as a profession. Your resume and connections may lead you to a certain level in some place but with passion, you probably get the most beautiful chances beyond your imagination. Let people see your passion, and don’t hesitate to show it yourself, too! Don’t wait for someone to come and find you, make yourself visible.

c) most important skill someone should develop to be successful in a career like yours?

It may sound cliche but the word word you’re looking for is definitely “passion”. It’s like being a supporter of one team. You can’t bargain with yourself, passion is not something you can order. Not just the ones who want to work in sports business but in every part of your life you need it. You need to feel it.

d) one person / role model that has inspired you the most during your sports-related career?

Actually it would be unfair to name just one person. I have a group of people around me who did great jobs and inspire me. I guess “girls don’t understand offside” mind is what triggered me in the first place. Mine is a determination story. Still I want to name an inspiring woman, whose steps I’m proud to take everyday and achievements I’m proud to follow. I really appreciate her for the inspiration. Sema Tuğçe Dikici, she’s working in a bank as a corporate communications manager of e-ticket department which provides match tickets as online tickets.

What’s the sweetest memory of attending football games as a child?

When I experienced my first football game, I wasn’t that young:)  Football has been always with me since the beginning but I admit that I was a little late to go to a game. Among all the games I went to, it’s hard to pick just one beautiful memory; there are hundreds. I strongly advise this kind of entertainment to everyone. At one time, when you list all the good times in your life, I assure you, there will at least be 3 football-related in your top 10.

You’ve reached the end of this 1-2-1 interview with Aslı. If you’re curious to find out about other various sport-related careers, life stories and career journeys:

• Karina Stiopu draws upon her passion for basketball that converted into a coaching profession combined with a knack for marketing;
• Ozana Marginean talks about her love for basketball, American college life and career at a sport business institute in Barcelona.