Football is the most popular sport in the world. Although women are also involved in football, male dominance is still clearly visible at all levels. This is well realized by the CEO of PSIM (Perserikatan Sepak Bola Indonesia Mataram), Liana Tasno. She had to fight hard to prove that she could compete amidst the dominance of men who dominate football.
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This woman whose full name is Yuliana Tasno is indeed not new to the world of football. Starting her career from the bottom, she went through a difficult process until she was finally able to prove herself and was trusted to become the CEO of PSIM Yogyakarta since July 2023.
Her presence in football did start from promotion and business matters. "Before PSSI, I first joined the IBL (Indonesian Basketball League). I then joined PSSI as Brand and Communication Manager since August 2017," said the woman who was once nicknamed the Angel of PSSI.
Although she admitted to enjoying her career in football, she was traumatized by the world. At that time, she had to undergo an examination because there was a football organization administrator who was caught in a legal case for alleged match fixing. Since then, she has tried to stay away from football. However, as far as she avoided it, the call to return to football became stronger. She could not avoid it.
She did not accept the position of CEO easily. "I joined PSIM because I was trusted by a consortium of investors. Initially, I was asked to take care of the business side only. I never thought I would get a position this high in PSIM," said Liana Tasno.
She was sad when one of PSIM's top brass told her about the small chance of reaching the top position, just because she was a woman. "I was sad, why is it so hard for women. But apparently God said otherwise, the universe is on my side. I am the one who is trusted by investors," she told Edy Suherli, Bambang Eros, Irfan Meidianto, and Dandi Juniar when they visited the VOI office not long ago. Here is an excerpt.
Not many women become CEOs of football clubs. You are one of them. What was your consideration in accepting the challenge of becoming CEO of PSIM?
I have been with PSIM for six years. It started when EMTEK (the main consortium of investors) as the owner of the broadcasting rights for League 1 and League 2, bought PSIM. The investors appointed me to be their representative at the club, and I was trusted to take care of the business side. PSIM is a legendary club, it has a large fan base, the club was founded in 1929 and has a long history. So, the responsibility is not light. Then, Yogyakarta is a unique area; there is the Keraton. This is indeed very challenging.
For two years we experienced the COVID-19 pandemic which stopped matches for a year, and the following year they were allowed to compete but without spectators. We had no income from tickets, but I persisted. When football started to recover after the pandemic, there was the Kanjuruhan Tragedy, this also affected us. Several directors at PSIM resigned due to trauma. In conditions like this, the club must be maintained. With various considerations, I finally accepted this challenge (to become CEO in July 2023).
You are a woman, amidst the majority of men involved in PSIM. How do you deal with this situation?
Indeed, my presence is often discussed in the industry, but that's okay. Because, getting to this position (CEO) is not something easy. I went through it from zero. For me, this is an extraordinary career achievement.
As far as you know, before the investor consortium chose you, were there other candidates?
From the investor side, they were also looking for candidates other than me, but they didn't find a suitable one. I just told this in VOI, before becoming CEO, I had worked in PSIM for four years. There was a high-ranking official at PSIM who said to me, no matter how many years, I would not be able to reach the top position in PSIM. I asked why? He answered because I was a woman. Then I said, ready, sir.
Even though I said that, in my heart I was sad, why is it so hard for women. But it turned out that God said otherwise, the universe was on my side, I was actually trusted by investors.
When you first became CEO, what did you do?
I analyzed PSIM's weaknesses and strengths. It turns out that the weakness is very technical. In the first year as CEO, I learned a lot. It turns out that it is not easy to manage a football club, especially with a high target, entering League 1 from the current League 2 position. I have resolved A, B, and C, but there are problems D, E, and F. This is football, beyond expectations.
The coach has been found, the players are a combination of local and foreign players according to the quota. When everything has been arranged and planned, if there is one that doesn't fit, it will affect the others. In my opinion, managing a football club is handling humans or human resources management. The personal approach must be good, responsive, critical, that's why I'm looking for a good team manager. Must have integrity, especially regarding player rights. And can collaborate with the coach. Praise God, I finally got the manager I wanted.
For PSIM Liana Tasno, bringing PSIM to a higher caste is the target she wants to achieve. Therefore, she needs support from all lines. (Photo: Bambang Eros, DI: Raga Granada VOI)
As a CEO, do you have a role model out there?
So far, none, but there is a figure I admire, Pieter Tanuri. He is the owner of the Bali United club. I see Bali United as a reference. As a company, Bali United has been listed on the stock exchange. They don't just make cafes or merchandise. They also make good training fields. Then the development of young people is also good. Another thing is that he takes care of Bali United with his heart. So he is my role model. I have to learn a lot from him.
You live in Jakarta, how do you build bonds with the players, staff and Laskar Mataram?
Indeed, I live in Jakarta, but I still pay attention to PSIM. My advantage as a woman is that I have strong instincts. If there are signs I feel, I immediately communicate with the manager and team in Jogja, is there a problem? Do I need to come down? They said no need. Okay, I'll wait for the report. But sometimes I come to visit the players. At least once a month to Jogja, if it's important sometimes twice a month or more, depending on the needs.
What is your target as CEO for PSIM's achievements?
In my opinion, the target of a CEO is to secure the club and players first, so financial matters. The budget and running of the competition season are guaranteed. The matter of achievement is indeed borne by the coach, but the CEO is responsible for choosing a good coach.
Before you joined PSIM and until now, was it financially healthy?
As a football club from 2019 until now, I guarantee that PSIM is one of the healthiest clubs in League2. Salaries are routine and never late, taxes are neat, all our administration is fulfilled.
What has been and will be done to bring PSIM to a higher caste?
During this year, my team and I have done our best, if it turns out that the results are not as expected, we have to work harder. We have completed our coaching team, there are analysts, physical trainers, we also use sports scientists.
Are there any plans to add players?
The quota for foreign and local players has almost been filled, only the U-21 player quota remains. PSIM's preparation is more mature among other League2 clubs. It can be compared on this matter.
What are the tips for maintaining investors and approaching sponsors?
To maintain our capital investors is trust, that's what we have to maintain. We have to prove it with work and achievements so that investors are convinced. For sponsors, we provide the most updated data for them to use in their product and service marketing strategies. So if they see a suitable target market, they usually join.
Currently for supporters; Laskar Mataram, have they been registered?
Actually, for supporter matters, we leave it to the Brajamusti and The Maident management. These are two groups of PSIM or Laskar Mataram supporters. When there is a match, tens of thousands come to the stadium.
Can the existence of these supporters be optimized for the benefit of the company?
What's important is that PSIM must win every match. Because if they win, business will also follow. Tickets sell, merchandise sells well. If on match day the school is empty, the office is quiet, there is a hashtag empty the school, empty the office. Because PSIM wants to play.
Is there any cooperation with the local government to raise funds for PSIM?
Until now, there hasn't been any. There was a very memorable experience when PSIM was 1-0 against Persis Solo. Jogja was congested, the people poured out to welcome PSIM's victory. There were mothers who were willing to push and shove their children to welcome PSIM's victory.
In this era, has PSIM entered NFT to seek funds?
The plan already exists, but it has not been realized. Its relevance is still far away, maybe it can be done in a few years.
What are your hopes for football lovers?
For all football fans, not just Laskar Mataram, if you love a football club, love it like you love your life partner. Supported in difficult and happy times, don't just give support when you win. Support is very important for clubs and players, especially when they are down.
If this sports industry is managed well, with competent human resources, I am sure it can progress. The issue of sponsorship will follow by itself. Club managers must be good and have integrity. If it is like this, our sport will progress, can make the nation proud. Clubs can be a place to work and achieve.
Liana Tasno Wants to be Minister of Youths and Sports
There is no prohibition to dream in this republic, and after achieving the position of CEO of PSIM Liana Tasno aspires to become a minister in charge of sports. (Photo: Bambang Eros, DI: Raga Granada VOI)
Liana Tasno previously did not expect to reach the position of CEO of PSIM Yogyakarta, when she successfully achieved that position, she became more confident. She aspires to become the Minister of Youth and Sports. If that dream is achieved, she wants to build as many sports facilities as possible so that Indonesian athletes can excel.
Liana's career journey in the world of national football is interesting and can be an inspiration. How an ideal and desire must be pursued earnestly. How a struggle will bear sweet and beautiful fruit in time. All is done patiently and step by step.
"My background is an ordinary person. I am not the child of a conglomerate. That's why I am very grateful to have been able to go through the journey in the world of football so far. There was no thought of reaching the top position of a football club like now," admitted the woman who was born on July 19, 1983.
Liana received her education from kindergarten to college in the country. "My school was indeed private but everything was done domestically," said the recipient of a Bachelor of Law (Business) and a Master of Management from Tarumanegara University, Jakarta.
Her passion for marketing and advertising led her to join the Indonesian Basketball League (IBL). However, her time at the IBL was short-lived, and she then moved to PSSI and took care of business and communications. “I learned a lot at IBL in handling sponsorship. During the 2018 Jakarta-Palembang Asian Games, I was involved in branding. How to brand these two cities from the airport to the venue,” said the alumnus of SMA Regina Pacis Bogor.
When Liana was able to enter PSSI, many were suspicious, thinking she had an insider. “There were some who were suspicious, how could she enter PSSI. There were insiders and corruption. In fact, there was none at all. Purely based on my abilities and experience,” said Liana, who joined when PSSI was frozen by FIFA due to dual management.
After only three months of working in the communications division, Liana was promoted to Brand and Communication Manager for the PSSI National Team since August 2017. “Because I managed to bring in several big sponsors for the National Team. I got a promotion and I accepted the challenge,” she said.
Traumatized once on PSSI
Liana Tasno's career journey to reach the top of the club was not always smooth. She even had trauma and left the world of football because of trauma. (Photo: Bambang Eros, DI: Raga Granada VOI)
Liana Tasno's career in PSSI is not always smooth. She even experienced trauma once. “In 2019, PSSI was investigated by the Corruption Eradication Committee (KPK) in an alleged match-fixing case. Because of the trauma of facing the legal process, I finally left PSSI. I moved away and tried my luck outside of football.”
The offer to return to the world of football came when a consortium offered her to join and manage the business side of a football club. “I initially refused because I was really traumatized by managing football,” she said. “Not for football for now,” she said when she rejected the offer from EMTEK.
However, the person who offered her the job was no less agile. “Even though I had sworn that I would no longer be involved in the world of football. Eh, it turned out that I broke my own oath. I was shown a photo of the Mandala Krida Stadium in Yogyakarta. I saw that the stadium and the field were beautiful. I started to give in,” she said, recalling that moment.
Liana recalled the enthusiasm of football fans. “No one can beat the enthusiasm of football fans. Finally, I gave in and became the Business Director at PSIM. And then I was trusted to be the CEO since July 2023," said Liana, who had a career in sports exhibitions after leaving PSSI.
Being trusted to be the CEO of PSIM requires Liana Tasno to know everything in football management. "Everything related to the club, licensing, employee and player salaries to management, I have to know and must be accountable to investors," she said.
Keep Exercising although Busy
Although busy with targets at PSIM, Liana Tasno still takes time to exercise and of course maintain a healthy diet. (Photo: Bambang Eros, DI: Raga Granada VOI)
Despite her busy schedule, Liana Tasno still makes time to exercise. "Usually three times a week I have to exercise, lifting weights and cycling or running," she said.
Aware of her high level of busy schedule, she pays close attention to her food intake. "It can't be lacking because it can reduce concentration, and it can't be excessive because it can be troublesome if your weight increases. The main thing is that your food intake must be sufficient," she continued.
Liana is grateful that things have changed now. When she started her career at PSSI, she still used free costumes from sponsors who joined PSSI. Now she can have her own budget for clothes, although she admits that she doesn't have a personal stylist for her appearance. "That's my dream, if I'm trusted," said Liana.
She hopes that all Laskar Mataram will always support PSIM. "Growing PSIM is the responsibility of all of us, not just management. We ask for full support from all parties. Support is needed in all situations. When you're down or losing, that support is very influential in getting you back up," said Liana Tasno.
Having a long career in the world of sports has made Liana aspire to become a minister who handles the field of sports. In President Jokowi's Cabinet, she is now the Minister of Youth and Sports. "If I become Minister of Youth and Sports, I can work together with the Minister of PUPR to build sports fields. I am concerned about the condition of sports facilities and infrastructure in the regions. How can our athletes achieve if the fields and supporting facilities are not suitable," said Liana Tasno.
"For all football fans, not just Laskar Mataram, if you love a football club, love it like you love your life partner. Be supportive in difficult and happy times, don't just give support when you win. Support is very important for the club and the players, especially when they are down,"
The English, Chinese, Japanese, Arabic, and French versions are automatically generated by the AI. So there may still be inaccuracies in translating, please always see Indonesian as our main language. (system supported by DigitalSiber.id)
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