Sinan Güler, a Turkish basketball legend who studied sport management at Johan Cruyff Institute in Amsterdam, nourishes the basketball legacy of his family, marked by the values of sport and focused on guiding young talent
Basketball runs in Sinan Güler‘s blood. As a member of the renowned Güler family, which represents a true basketball legacy in Turkey, Sinan has made significant contributions to Turkish sport. His father, Necati Güler, was a national star, while his mother, Fatma Nilgün, and brother, Muratcan Güler, also had impressive basketball careers. Sinan’s playing career included multiple roles across various national and international teams. He was team captain of Galatasaray during their triumphant Eurocup campaign in 2016 and was a member of the “12 Giant Men” team that won the silver medal at the 2010 FIBA Basketball World Championship.
After the 2010 World Championship, Sinan Güler co-founded Güler Legacy, a platform that uses the values and skills of basketball to educate and develop talent. Beyond the court, Sinan is a social entrepreneur committed to positively impacting young athletes’ lives. In 2023, after concluding his active basketball career, he enrolled at the Johan Cruyff Institute in Amsterdam to study sport management. He leverages his profound understanding of the game and knowledge of the sports industry, to develop new projects in different sports, basketball in particular. In this interview, Sinan Güler shares his inspiring journey, and his vision for the future of sport.
How was it growing up in a family rooted in basketball?
I feel very fortunate. My father was still playing basketball when I was born, and when my older brother got into it, it felt very natural for me to follow the same path. Basketball has always been a huge part of my life, but when I was young, there were also some burdens. Fans and stakeholders had different views on how we approached the game and our family’s role in it, which was sometimes tough to handle. Being my father’s son came with expectations. And my brother was seen as the more talented and disciplined athlete. While he was a star in youth programs, I was a late bloomer. Trying to follow in his footsteps was challenging. So going to the United States, and playing college basketball there, allowed me to discover who I was and to prove my capabilities.
“Basketball has always been a huge part of my life, but when I was young, there were also some burdens. I had to establish myself on my own terms”
You needed distance to carve out your own identity?
Definitely. I had to establish myself on my own terms. Being in an environment where no one knew me, or my family, allowed me to grow into the person I could be. It felt uncomfortable at first, but ultimately it was more comfortable, because I could be myself without any preconceived notions.
Left to right: Muratcan, Necati and Sinan Güler, three basketball legends from one family, at a Güler Legacy Summer Camp.
What did you take away from that time in the United States?
I gained a lot of focus, because I was determined to become a professional basketball player. And exposing myself to different cultures and competition levels also helped shape me as a player. I also value my college education and my improved language skills. Focusing only on top basketball—or elite sports in general—can be a limited area for developing your professional capabilities. Sports careers can be short-lived and having an education provides a safety net. That dual focus has always been important to me, and learning and developing myself still is, hence my career at Johan Cruyff Institute.
“The dual focus has always been important to me, and learning and developing myself still is, hence my career at Johan Cruyff Institute”
How did you pick up the relationship with your family when you came back from the States?
Before I left, I felt like a dot on a line between my brother and my father, so to speak. But after returning, I felt like I formed a triangle with them, where we all support, learn from, and draw strength from each other. We all have our own contributions to sport; my father brings passion, my brother provides structure and discipline, and I add creativity and imagination. Now, we share this balance through our own sports organization, Güler Legacy, blending our unique approaches to enrich others’ experiences.
After you returned from the States, you played a significant role in basketball. How was it to be part of the famous “12 Dev Adam”, the 12 Giant Men?
I graduated in 2006 and then played professionally in Turkish basketball until 2022. I played for the national team for about 10 years and with Turkish teams I won European competitions. Winning those titles was indeed impressive. It earned me recognition, a spot on the national team, and I was team captain for both the national team and club teams. But while putting on the jersey and achieving success was important, it was not everything I aimed for as an individual. Over the course of my basketball career, I realized that personal growth and experiences were what mattered most to me. So, I’m forever grateful for being part of those pivotal moments in Turkish basketball history, and now, being connected with Johan Cruyff Institute, studying sport management in Amsterdam and adding new experiences, it brings everything full circle for me.
“Over the course of my basketball career, I realized that personal growth and experiences were what mattered most to me. So, I’m forever grateful for being part of those pivotal moments in Turkish basketball history, and now, being connected with Johan Cruyff Institute”
How did you end up in Amsterdam and start studying the sport management program at Johan Cruyff Institute?
That’s a journey in itself! I was in a transitioning phase after my retirement from basketball. The shift meant letting go of the responsibilities to my teammates, training schedules, the rigorous training itself, and focusing on what lies beyond the court. Despite my entrepreneurial ventures, I felt unproductive and was looking for learning opportunities, and my wife and I were looking for a different educational environment for our five-year-old daughter. We have family in Amsterdam and when I was searching on the internet for sport management programs there, Johan Cruyff Institute in Amsterdam stood out. Amsterdam has good connections to Istanbul and the rest of Europe, and Johan Cruyff Institute offered me the opportunity to immerse myself in the broader sports industry. The blend of education in Barcelona and Amsterdam presented a clear, engaging path for my professional growth and networking.
What did you gain from the sport management program?
Stepping into this program has pushed me far out of my comfort zone. It’s not just about grasping the workings of the global sports industry and football-centric environments, but also about transitioning from my 17–18-year basketball career where I was a veteran and a leader. Now, I’m among peers, many of them younger and less experienced, yet our academic training with insightful professors puts us all on an equal footing, making us receptive to new learning experiences. This openness is both challenging and rewarding, akin to honing one’s talent as a young athlete. Entering this third phase of my life, I’m eager to understand and embrace these new challenges, rediscovering my personal attributes to share and apply them in supporting those around me.
“Participating in the sport management program of Johan Cruyff Institute has been a profound experience, reinforcing that learning alone isn’t enough. We must also act”
Sinan Güler with fellow students of the master’s degree at the graduation ceremony.
But you were already working as an entrepreneur, right? How has the program influenced you despite your experience?
Yes, I’ve been an entrepreneur for a while, but the learning never stops. Participating in the sport management program of Johan Cruyff Institute has been a profound experience, reinforcing that learning alone isn’t enough—we must also act. The course pushed us to make our learning tangible. With three teammates—all under the age of 25—I completed the Master Final Project (MFP), and despite our age difference, I didn’t act as their leader or coach. We shared our experiences all on the same level. I love these dynamics, being open to new learning and insights. We integrated insights from our professors and inspirations from Johan Cruyff, into building a supportive community for aspiring sports industry professionals. This initiative aims to foster a collaborative environment where they don’t feel isolated but rather grow together. So, our efforts aim to benefit participants by providing a support system as they navigate their careers.
“We shared our experiences all on the same level. I love these dynamics, being open to new learning and insights”
And additionally, being in Amsterdam connects me with various new sports stakeholders, enhancing my involvement in sports technologies. This networking helps me understand how to create opportunities, learning from both Dutch and Turkish sports ecosystems.
Can you tell us what your enterprise Güler Legacy is all about?
With my father and brother, I started Güler Legacy after the 2010 World Championship, where I was part of the team that won the silver medal. It’s a social enterprise that aims to break down barriers like race and economic status. We invite young athletes to our summer camps that do not have full access to sports facilities. So far, we have had athletes from 60 different cities in Turkey and 12 different countries. The idea of each camp is to bring everyone together in a basketball environment where the principal focus is on enjoying the game through the universal language of basketball. There are athletes of all ages, but it’s especially for the younger ones, providing a setting that not only helps them improve their basketball skills, but also teach them valuable life lessons and values.
“The summer camps of Güler Legacy provide a setting that not only helps young athletes improve their basketball skills, but also teach them valuable life lessons and values”
Additionally, we offer our services to corporations to promote teamwork and show them how they can apply the values of basketball in the corporate world, such as helping employees become better teammates and better versions of themselves. In short, we provide comprehensive basketball-related services for anyone interested in learning from this beautiful sport.
You mentioned that you’re the more imaginative one. Can you elaborate on that role?
Sure. My brother and I both attended summer camps in the United States, which gave us a blueprint for the summer camps we are organizing now. Within Güler Legacy, we balance each other well. Given Turkey’s challenging economic situation, sustaining a business requires a steady hand, which is where my brother excels. He primarily steers the company, ensuring stability. My curiosity drives me to explore new opportunities, test them, and see if they succeed or fail. This approach was particularly beneficial in our early years, when we were innovating and expanding. This dynamic allows us to control various aspects effectively. We’ve been fortunate that, since founding the company in 2011, we haven’t needed outside investment or incurred any debt.
Can you give us an example of a corporate partnership of your enterprise?
We are currently partnering with Enerjisa Üretim, Turkey’s largest green energy producer. Although they also produce conventional energy, their significant focus on green energy aligns well with our values. In collaboration with them, we organize annual three-on-three basketball tournaments at one of their main power plants. This event brings together 64 teams from within the company, promoting teamwork and teambuilding.
Additionally, we work together to renovate basketball courts in the regions where they operate. This initiative not only enhances local sports facilities but also encourages physical activity in the community. We also conduct basketball training sessions for kids in these areas, teaching fundamental basketball skills and important values like teamwork and perseverance. Through these initiatives, we help Enerjisa Üretim foster engagement with their employees and positively impact local communities.
It makes me think of the Cruyff Courts of the Johan Cruyff Foundation…
It sure does. It’s no surprise that there’s a parallel with the beautiful legacy of Johan Cruyff. I draw a lot of inspiration from him, both as an athlete and in his off-the-field initiatives. The similarities in our missions highlight that sport offers a universal language that transcends barriers and doesn’t require translation. It connects people in diverse and meaningful ways. Sport certainly has that power.
Reflecting on legacy: at Johan Cruyff Institute we are nurturing the legacy of Johan Cruyff. How do you perceive your own legacy? Is it tightly connected to you and your family, or has Güler Legacy become a brand in its own right?
At the moment, it’s very much linked to us personally. We haven’t yet built something that stands on its own. During the summer camps, we’re there with the kids most days as a family. For the first six or seven years, I was at the camp full-time. Later, with my family commitments and a young child, I had to find a balance. But those camps also feel like summer vacations—spending time with the kids and sharing experiences is very rewarding. Having that said, we do aim to expand our story through ambassadors, who can share their own experiences and what they’ve learned from us. This includes coaches, referees and sports psychologists, who grew up within our system and are now sharing their stories.
Sinan Güler translates the lessons and experiences from the court into a language that resonates well in the educational and business world.
You were a team captain when you played basketball. Does that experience help you in taking on leadership roles outside of basketball, or is it different?
That experience has certainly influenced my approach to leadership off the court. The ability to connect with people and build relationships has been useful in leading organizations, too. As I get a bit older, I have shifted from a ‘lead by example’ style on the court, to a more communicative style, which I like a lot. I am now more of a storyteller, translating the lessons and experiences from the court into a language that resonates well in the educational and business world. This was not a straightforward transition. Some skills, like languages and connecting disparate ideas, have been very useful, but in the business context they require adaptation. So, while the context differs, the core attributes that made me a captain in basketball, also serve me well in other endeavors.
“I am now more of a storyteller, translating experiences from the court into a language that resonates well in the educational and business world”
To what extent do you notice the impact of being a renowned basketball player on your current projects?
When I’m in Turkey, I definitely feel the influence of that extensive network and the impact it brings. I made a few risky moves and strained some relationships, especially with fans, because I switched from one rival team to another during my career. At certain times that was very intense, but I always felt more connected to the sport of basketball itself rather than to a particular club. I avoided identifying myself solely as a club player over being a basketball player.
Now you’re based in Amsterdam, are you planning to start operating internationally as well?
Most of our operations are based in Turkey. However, I have started building relationships with network companies in the Netherlands, too. Specifically, we’re in close talks with 3×3 basketball units, because 3×3 basketball aligns well with our vision.
3×3 basketball is gaining popularity. Can you tell us a bit more about it?
Sure. 3×3 basketball is an exciting mix of streetball and traditional 5-on-5 basketball. As an Olympic sport, it offers a fantastic opportunity for athletes who might not break into the 5-on-5 format to carve out their own paths and build a career. It requires a different skill set and strength and is fast-paced. Unlike a regular 5×5 game where you wouldn’t play a second game in a day, in 3×3, you often play two or three games. This format fosters a strong connection with the audience and other participants, teaching the game’s values at a faster pace. It’s a smaller space with unique dynamics, making it incredibly enjoyable.
“If I had a magic wand, and I believe Johan Cruyff would agree, I’d make all under-14 sports like 3×3, or smaller-scale sports, to give young players more opportunities to try and learn”
If I had a magic wand, and I believe Johan Cruyff would agree, I’d make all under-14 sports like 3×3, or smaller-scale sports, to give young players more opportunities to try and learn. As they grow, they can then decide if they want to transition to 5-on-5. In my opinion, it’s better for youth development.
It’s very appealing and constantly evolving as an urban sport. It connects different sports and cultures. In the Netherlands, for instance, 3×3 Unites has successfully combined breakdancing and 3×3 basketball into single events, building a community around these activities. The Paris Olympics this summer will feature an urban campus under the Eiffel Tower, hosting breakdancing, skateboarding and 3×3 basketball together. This setup allows you to create a vibrant cultural hub in the city center without significantly impacting the surrounding environment.
How exactly are you involved in 3×3 basketball?
I am exploring ways to leverage my experience and the expertise of initiatives like 3×3 Unites, to create a mutually beneficial relationship. Right now, we’re in the idea stage, figuring out potential initiatives. As we move forward, I hope we’ll be able to ramp up these talks and create something tangible.
You’re also interested in sports technology. How did you get involved in this area, and what role do they play in your ambitions?
Starting with my ambitions, I’d say sharing experiences with the younger generation begins on the basketball court, but it extends far beyond that. I engage in mentorship, helping young entrepreneurs grow their companies. My journey into this world began with a failed startup I invested in back in 2012. That experience taught me a lot about investment vehicles and innovation across various sectors. Since 2018, I’ve become increasingly involved in the sports industry, observing its digital transformation on a global scale. Currently, we’re in the development phase. It’s a process of building relationships and learning simultaneously. I’ve noticed that Turkey is lagging a bit behind in this area. I want to be part of that transformation, to drive digital change in Turkey. One reason I’m in the Netherlands is that it’s an excellent place to build a fund to support startups in the EU and globally.
I trust Johan Cruyff Institute will offer you useful opportunities here as well…
Absolutely, the network of Johan Cruyff Institute itself is immensely helpful. It connects you with people who have similar backgrounds and valuable connections, and the knowledge I gain from my classes will undoubtedly be beneficial.
And as a last question, what do you envision for the future?
We moved to Amsterdam as a family in October, so it’s been about settling in, figuring things out, and managing various commitments. This summer, we want to enjoy the things the city has to offer, while also putting into motion the projects we’ve been working on and what I’ve been learning in the industry. I’m particularly excited about building relationships beyond the classroom, and tapping into the network I’ve accumulated over the past year. It’s time to apply the skills I’ve learned and enhance those connections.
