
The Sports Career Podcast
452: Aslı Koç Tiryak- How To Redefine Commercial Strategy, Motherhood and Leadership In Football?
Redefining Football Business: Commercial Strategy, Motherhood & Leadership with Aslı Koç Tiryak This week's podcast special guest is Aslı Koç Tiryak – Football Industry Executive, former Head of Commercial & Sustainability at Istanbul Başakşehir FK , member of the European Club Association / European Football Clubs committees , and founder of LOBA a consultancy focused on strategy, marketing, communications, and sustainability in football. From falling in love with the Premier League as a young girl in Turkey to helping Istanbul Başakşehir become Turkish champions and regulars in European competitions , Aslı's journey shows what happens when you combine curiosity, analytical thinking, and courage to "think differently" in a traditionally male‑dominated industry. She now works with clubs and organisations on redefining commercial strategy with sustainability and social impact at the core. In this conversation, Aslı shares how a non‑linear path (starting in chemistry , moving into events, media, and club football ) shaped her unique way of solving problems, why sustainability became the brand positioning for Başakşehir, how she navigates motherhood and leadership in football, and why she believes football is one of the most powerful tools for social and environmental change. What You'll Discover: From chemistry lab to a Football Club : How Aslı intentionally chose chemistry because of her obsession with asking "why?", and how that scientific, puzzle‑solving mindset now shapes her work in commercial strategy and sponsorship. Redefining a club branding through sustainability: The story behind questioning a "grey kit", why there was no strategic answer, and how that simple "why?" led to Başakşehir positioning sustainability at the heart of its brand, turning alternative kits into a playground for environmental messages and award‑winning campaigns. Becoming Turkish champions and entering Europe: What it meant to join Başakşehir in its fourth year, win the Turkish Super League , qualify for the Champions League , reach a Europa League quarterfinal , and suddenly be responsible for organising matches against European giants – including meeting childhood heroes like Sir Alex Ferguson. Looking ahead to EURO 2032 and Turkish football's transformation: Why co‑hosting EURO 2032 with Italy is a once‑in‑a‑generation opportunity for Turkey, and how governance, structure, and entertainment‑driven experiences must evolve to unlock football's full potential. Motherhood as the ultimate leadership programme: How becoming a mother has changed her leadership – from empathy and vulnerability to sharper focus on where she spends time and energy – and why she wants her daughter (and other girls) to know they do not have to choose between family and an ambitious career. Founding Loba and serving the wider ecosystem: The story behind planning LOBA 18 months before leaving Başakşehir, what Loba actually does for clubs, leagues, brands, and investors, and how it aims to prepare Turkish and European football for a more strategic and sustainable future. Aslı shares how Curiosity, relationships, and authenticity as career cornerstones and much more. Connect with Aslı Here: LinkedIn: https://www.linkedin.com/in/asl%C4%B1-e-ko%C3%A7-tiryaki-b4194629/ Instagram: https://laloba.tr/ Website: https://www.instagram.com/asasinoykusu/






