Hasani Abdulgani: Happy to share his sports marketing knowledge

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Hasani Abdulgani is a member of PSSI’s Executive Committee. (photo: IO/RP)

IO, Jakarta – There aren’t many sports marketing books in Indonesia. Amidst this rarity, Hasani Abdulgani has launched his first book: Sport Marketing. Indonesia Market and Beyond (Asian Games, Piala Presiden dan Sport Tourism). The book was launched in Gramedia Book Store, Grand Indonesia, Jakarta, on Wednesday October 30. 

“This book was created, starting from a meeting with Erick Thohir around 2001. That meeting took me to the sports marketing world,” said Hasani, who was born in Aceh and had worked for the Consulate General of the Republic of Indonesia in New York. “When talking to Mr. Erick in New York about sports, our vision turned out to be the same. I was asked to return to Indonesia and was entrusted to take care of Mahaka Sports,” he recalls. 

His journey with Mahaka Sports didn’t begin well. “We took a turn for the better after creating the Crushbone program, a mixture of basketball in a cage from a collaboration with DJ music,” said Hasani. The event, which was sponsored by a cigarette company, grew from only taking place in one city to taking place in tens of cities around Indonesia. 

Hasani and Mahaka Sport then received an opportunity to manage the Piala Presiden (President Cup) football tournament. He was subsequently chosen to become the marketing director of the Indonesia Asian Games Organizing Committee (INASGOC) during Asian Games 2018 Jakarta-Palembang. 

“Indonesia has a large potential in industry and sports marketing,” said Hasani. According to several studies, Indonesia has one of the fourth-largest sports industry potentials in Asia. 

“Our sports industry even surpasses two other popular industries: film and music. The football industry sits at eighth with a total market reaching IDR 3 trillion a season. The market value and value of the broadcasting rights of Indonesian clubs, leagues, and its national football teams are high in the Southeast Asian region,” he said. 

Sports market value isn’t only determined by sports marketing, as sports marketers work at the lower levels. Sports market value is created by various things, including achievements, athlete’s stardom, media broadcasts, trust built through the system, regulations, law enforcement, ethics, sponsorships, government support and audience. 

“Sports must be developed with a business logic or industry logic which orients towards quality and valuable sports products in the eyes of the market. This is because in the end, sports market value is a reflection of the quality and achievements of athletes, clubs, national teams, and sports event management,” said Hasani. Indonesia’s large sports market hasn’t been as fruitful as it could be because of several elements in the sports business which haven’t worked as a system, which is synergism and of quality. During this time, sports marketers play a strategic role in moving the elements in the sports business. 

“Sports marketing must be able to drive all elements to think and work in a business corridor and be profit oriented.” 

Hasani is happy he has been able put his knowledge about sports marketing in a book. “If I die, I have already shared the knowledge I have and everyone can read it. Hopefully, what I have written is useful for Indonesia,” he said. 

Hasani can’t stay away from the sports world. Not long after the launching of his book, he was chosen to become a member of the executive committee of the Football Association of Indonesia (PSSI) in a PSSI Extraordinary Congress in Jakarta, Saturday, November 2. “Hopefully I can hold the mandate,” he said.