Norwegian to take up PSL reins
Brad Morgan
9 February 2007
South Africa's Premier Soccer League has appointed Norwegian Kjetil Siem to succeed Trevor Phillips as chief executive officer when the Englishman steps down at the end of July. Siem has signed a three-year contract.
Siem is a former sports journalist and writer. His experience includes six years working as a sports reporter for Norway's largest broadcaster, TV2. In a second stint with TV2, he served as project manager in charge of large events.
He also founded an internet company which today has offices in England and Germany.
Football positions in Norway
Siem also held the position of director of the Oslo club Valerenga. After helping the team break Rosenborg's 13-year stranglehold on the Norwegian title in 2005, he became director for media and business development for Norsk Toppfotball, which oversees the top two leagues in Norway, the Tippeliga (14 clubs) and the Adeccoliga (16 clubs).
His
background in media certainly proved a strong selling card, and he'll be expected to use this to build on the successes achieved by Phillips.
Addressing the media in Johannesburg on Thursday, Siem said: "These are very big shoes I am here to fill and follow after Trevor Phillips.
'An extraordinary job'
"I understand that Mr Phillips, through his strong knowledge of soccer, has done an extraordinary job making the league more professional and building the PSL brand. I hope the overlap between Mr Phillips and I will be 100 percent."
When Phillips returned for a second spell in charge of the PSL in 2003, the league was in disarray, with losses totaling almost R5-million. The administration was poor.
However, the savvy Englishman quickly righted the ship, and for the past three years the organisation has returned good financial results, including a net profit of R7.7-million in 2006.
Primary
successes
Phillips' primary successes have been in securing sponsorships, and Siem admits he has a difficult act to follow. However, Phillips will not be lost to the PSL, and will stay on as a consultant, which should make the transition for Siem that much easier.
Ensuring a smooth change is very important, says Phillips, who feels the next six months represent a crucial time for South African football.
According to PSL chairman Irvin Khoza, who is also the chairman of South Africa 2010 Local Organising Committee, Siem cracked the nod ahead of three other candidates.
Complement Phillips' work
Khoza says Siem's understanding of soccer, television, the internet and the media made him an ideal candidate to succeed Phillips. He reckons that background will help Siem complement all the good work previously done by Phillips.
"He knows how to develop football as a product," Khoza said.
Hinting at the direction he
wishes to follow in the PSL, Siem said: "Modern football is developing very fast and broadcasting of the rights, and the quality of the broadcasting, is key to giving the people what they want to see, and continuing to build interest in the brand.
"I hope I am right when today I can nearly guarantee that the product of the PSL will be uplifted through a new TV deal, where both the television broadcasters and the clubs will have obligations to follow to maximise the value of the product for all that have an interest in following this beautiful game."
'A golden chance'
He added: "If we do the right things now until the end of this season and into the next, we have a golden chance to take international proactive steps with our product. The focus on SA soccer for the next years will be massive."
Phillips has had previous dealings with Siem, and describes him as "a very experienced football administrator". He says he has dealt with the
Norwegian on a number of occasions and found him to be "intelligent" and "on the ball".
Siem is no stranger to South Africa. He says he has been in the country many times over the past 14 years - and that being able to take up a position in it is a dream come true.
2010 World Cup
The 46-year-old sees plenty of tests lying in wait for him, one of which is helping to contribute to the country's hosting of the 2010 World Cup.
"I like that we, the PSL, are helping all that we can to make 2010 the best World Cup ever," he said. "This will again not only help soccer in this country, but this country [as a whole]. The power of soccer is massive."
Although Siem has never watched a domestic Premier League match, he has a good knowledge of soccer in the Rainbow Nation, but admits he has plenty to learn.
"I am very excited and am looking forward to starting in this job," he said.
| 
