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5 Insights is a new series of short interviews in which we introduce members of our FBIN Executive Community – their careers, their challenges, and their unique perspectives on the future of the football business.
We kick things off with these 5 Insights from Sinancan Sözen, Director of Sponsorship and Advertising at Galatasaray.
How did you first get involved in football, and what path has brought you to your current role?
I began my career in 2010 at the Grassroots Department of the Turkish Football Federation, where I contributed to growing the game nationwide through youth development and community engagement projects. Over four years, I gained extensive experience in international events and marketing before joining Galatasaray for my first tenure of 4.5 years, where I worked on high-profile sponsorships, fan engagement programs, and international brand positioning.
In 2019, I moved to Puma Turkey and advanced to become Head of Sports Marketing, leading national and international athlete partnerships, brand activations, and strategic campaigns. I then served as Marketing Director of Trabzonspor for three years, delivering record-breaking sponsorship revenues and innovative commercial projects. In December 2024, I returned to Galatasaray for my second term, building on this multi-faceted experience in both club and corporate environments.
What’s one big change you think the football business will see in the next 3 to 5 years?
The most significant shift will be the dominance of streaming platforms in the broadcasting landscape. As traditional TV rights plateau, streaming will unlock new monetization models through targeted advertising, direct-to-consumer subscriptions, and integrated e-commerce. This evolution will not only drive higher broadcasting revenues but also expand global fanbases, enabling clubs to connect with supporters on a more personalized and interactive level. Clubs that adapt their content strategies to leverage data analytics, micro-subscriptions, and localized programming will be the biggest beneficiaries of this change.
Can you share a major challenge you are facing or faced recently, and the steps you took to address it?
Rising football budgets inevitably place greater pressure on revenue generation. Our approach has been to explore and implement creative commercial strategies, building innovative partnerships and securing high-value deals to meet and exceed financial targets.
What’s a leadership lesson or piece of advice that has stayed with you throughout your career?
Be authentic, lead by example, and stay sincere. In the sports business, relationships are built on trust, and teams follow leaders who are consistent in their values and actions. I have found that transparency in decision-making, combined with a clear vision and empathy, creates a strong culture of accountability and motivation.
Who or what do you look to for inspiration when tackling new challenges in the football business?
I take inspiration from Ali Sami Yen, the founder of Galatasaray. In 1905, as a high school student, he dared to dream of creating a world-class football club. That vision became reality, and he went on to be recognized as the father of Turkish football, serving as the first national team technical director. His legacy is a reminder that bold vision, persistence, and a willingness to challenge the status quo can turn ambition into history. In my work, I try to apply that same forward-thinking approach – anticipating industry shifts, embracing innovation, and striving for sustainable growth.
