{"id":241998,"date":"2023-08-29T13:40:41","date_gmt":"2023-08-29T11:40:41","guid":{"rendered":"https:\/\/rtrsports.com\/sponsorluk-pazar-suruculer\/"},"modified":"2026-10-06T19:06:33","modified_gmt":"2026-10-06T17:06:33","slug":"sponsorluk-pazar-suruculer","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/sponsorluk-pazar-suruculer\/","title":{"rendered":"Sponsorluk ve silly season: sponsorluk ile pilot piyasas\u0131 nas\u0131l ba\u011flant\u0131l\u0131?"},"content":{"rendered":"

Spor pazarlamas\u0131 derslerinde<\/strong> pek incelenmeyen ama ger\u00e7ekte \u00e7ok s\u0131k g\u00f6r\u00fclen bir ili\u015fki, silly season<\/strong> denen d\u00f6nem (art\u0131k t\u00fcm sezon boyunca s\u00fcren pilot ve tak\u0131m transfer piyasas\u0131) ile sponsorluk<\/a> d\u00fcnyas\u0131 aras\u0131ndaki ili\u015fkidir. Motosikletin \u00fczerindeki ya da direksiyonun ba\u015f\u0131ndaki ki\u015fi de\u011fi\u015fti\u011finde sponsorluk nas\u0131l de\u011fi\u015fir? \u00c7ok y\u0131ll\u0131k bir s\u00f6zle\u015fmenin ortas\u0131ndaki bir sponsor, pilot birden tak\u0131m de\u011fi\u015ftirmeye karar verirse ya da tak\u0131m ba\u015fka sporcular\u0131 se\u00e7erse ne yapmal\u0131d\u0131r? Ve son olarak, bir ortakl\u0131k program\u0131 i\u00e7inde spor property’sinin s\u00fcrekli ve do\u011fal de\u011fi\u015fimi nas\u0131l y\u00f6netilir?<\/p>\n

Silly season<\/h2>\n

“Silly season<\/strong>” terimi 19. y\u00fczy\u0131l\u0131n ikinci yar\u0131s\u0131nda, spordan olduk\u00e7a uzak bir anlamla do\u011fdu: Parlamentonun toplanmad\u0131\u011f\u0131 ve mahkemelerin kapal\u0131 oldu\u011fu siyasi y\u0131l d\u00f6nemini ifade ediyordu. Verecek \u00f6nemli haber bulamayan gazeteler, dedikodu, s\u00f6ylenti ve k\u00fc\u00e7\u00fck olaylar gibi “silly”, yani sa\u00e7ma ve \u00f6nemsiz haberlerle yetinmek zorunda kal\u0131yordu.<\/p>\n

Silly season k\u0131sa s\u00fcrede spor d\u00fcnyas\u0131na da ula\u015ft\u0131. Bug\u00fcn terim, dar anlamda spor habercili\u011fi olmayan her \u015feyi, \u00f6zellikle transfer s\u00f6ylentilerini ve tak\u0131mlar\u0131n y\u00f6netiminde ya da kadrosunda ya\u015fanan de\u011fi\u015fikliklere dair haberleri<\/strong> kaps\u0131yor.<\/p>\n

Bu kavram y\u0131llar i\u00e7inde, \u00f6zellikle zamanlama a\u00e7\u0131s\u0131ndan, k\u00f6kl\u00fc bi\u00e7imde de\u011fi\u015fti. Yakla\u015f\u0131k yirmi y\u0131l \u00f6ncesine kadar piyasa, hem y\u00f6neticiler hem pilotlar i\u00e7in, sezon sonuna do\u011fru birka\u00e7 hafta i\u00e7inde konu\u015fulup kapan\u0131rd\u0131; bug\u00fcn esneklik en \u00fcst d\u00fczeyde, ufuklar uzad\u0131 ve s\u00fcreler ka\u00e7\u0131n\u0131lmaz olarak geni\u015fledi. Piyasa her zaman a\u00e7\u0131k ve bir yerlerden olas\u0131 bir forma de\u011fi\u015fikli\u011fi s\u00f6ylentisinin \u00e7\u0131kmad\u0131\u011f\u0131 g\u00fcn yok.<\/p>\n

\"Silly<\/p>\n

Sponsorluk ve pilot piyasas\u0131<\/h2>\n

Sponsorlu\u011fu pilot piyasas\u0131ndaki geli\u015fmelere ba\u011flayan \u00e7ifte ba\u011f \u00e7o\u011fu zaman unutulur. Oysa bu sayfalar\u0131 d\u00fczenli takip edenler, her spor ortakl\u0131\u011f\u0131 projesinin temelinde olmas\u0131 gereken yak\u0131nl\u0131k, f\u0131rsat ve de\u011fer uyumu gerek\u00e7elerini iyi bilir. Bir sponsor, destekledi\u011fi tak\u0131m\u0131n kendisini imajda, karakterde ve pazarlama uzmanlar\u0131n\u0131n \u00e7ok iyi bildi\u011fi o me\u015fhur vizyon, misyon ve ama\u00e7 \u00fc\u00e7l\u00fcs\u00fcnde temsil etmesini ister. Bir pilotu sponsor i\u00e7in cazip k\u0131lan \u015feyin<\/a> bu kadar \u00f6nemli olmas\u0131n\u0131n nedeni de budur.<\/p>\n

Bu anlamda, a\u00e7\u0131k\u00e7a s\u00f6ylemek gerekirse, direksiyonda Lewis Hamilton<\/strong>‘\u0131n ya da Arvid Lindblad<\/strong>‘\u0131n olmas\u0131 ayn\u0131 \u015fey de\u011fildir; t\u0131pk\u0131 motosikletin \u00fczerinde Marc M\u00e1rquez<\/strong>‘in ya da Ferm\u00edn Aldeguer<\/strong>‘in olmas\u0131n\u0131n ayn\u0131 \u015fey olmad\u0131\u011f\u0131 gibi.<\/p>\n

Bunu destekler bi\u00e7imde, iki ve d\u00f6rt tekerlekte imzalanan pek \u00e7ok sponsorluk s\u00f6zle\u015fmesi tam da o tak\u0131mda belirli bir pilot oldu\u011fu i\u00e7in imzalan\u0131r. Sergio P\u00e9rez<\/strong> y\u0131llar\u0131nda Red Bull Racing’in renklerinde yer alan \u00e7ok say\u0131da Meksikal\u0131 \u015firket ya da Estrella Galicia<\/strong>‘n\u0131n MotoGP’de ve Formula 1<\/a>‘de \u00e7o\u011fu zaman Carlos Sainz gibi \u0130spanyol bir pilotun varl\u0131\u011f\u0131na ba\u011fl\u0131 faaliyetleri buna \u00f6rnektir. Honda<\/strong>, Idemitsu<\/strong> ve Asyal\u0131 pilotlar aras\u0131ndaki ili\u015fki de, 2018’den 2025’e kadar LCR’de Takaaki Nakagami’den Somkiat Chantra’ya, kabaca ayn\u0131 \u00e7izgiyi izledi.<\/p>\n

\u0130deal bir d\u00fcnyada tak\u0131m, sponsor ve pilot \u00fc\u00e7geni her zaman ortak temellere dayan\u0131r. Spor pazarlamas\u0131nda s\u0131k\u00e7a s\u00f6z\u00fc edilen o de\u011ferler ve miras demeti, o ortak tarih ve o ortak k\u00f6kler; sportif, pazarlama ve taraftar sevgisi a\u00e7\u0131s\u0131ndan b\u00fcy\u00fck ba\u015far\u0131 tariflerinin malzemeleridir.<\/p>\n

Gelenler ve gidenler<\/h2>\n

Ancak bu kusursuz sinerjileri kurmak \u00e7o\u011fu zaman zorsa, uzun s\u00fcre korumak daha da zordur. Peki bir pilot tak\u0131m de\u011fi\u015ftirdi\u011finde<\/strong> (on bir sezonun ard\u0131ndan Honda’dan ayr\u0131lan Marc M\u00e1rquez ya da 2025’te Mercedes’ten Ferrari’ye ge\u00e7en Lewis Hamilton), emekli oldu\u011funda<\/strong> (2022’de Sebastian Vettel) ya da daha h\u0131zl\u0131 g\u00f6r\u00fclen bir tak\u0131m arkada\u015f\u0131yla<\/strong> de\u011fi\u015ftirildi\u011finde (2023’te Nyck de Vries ya da 2025’te Red Bull’da yaln\u0131zca iki yar\u0131\u015f\u0131n ard\u0131ndan Racing Bulls’a geri g\u00f6nderilen Liam Lawson) sponsorluk d\u00fcnyas\u0131nda ne olur?<\/p>\n

Durumlar \u00e7ok \u00e7e\u015fitlidir ve \u00f6nce sponsoru tak\u0131ma ba\u011flayan s\u00f6zle\u015fmeyle, ard\u0131ndan da i\u015fin bug\u00fcne kadarki ve bundan sonraki etkinli\u011fine dair bir de\u011ferlendirme ya da \u00f6ng\u00f6r\u00fcyle y\u00f6netilir.<\/p>\n

S\u00f6yledi\u011fimiz gibi, baz\u0131 sponsorlar belirli bir tak\u0131mla tam da direksiyonda ya da motosiklette belirli bir pilot oldu\u011fu i\u00e7in anla\u015f\u0131r. \u0130ster co\u011frafi nedenlerle ister uzun bir i\u015f birli\u011fi nedeniyle olsun, sponsor neden orada oldu\u011funu gizlemez ve s\u00f6zle\u015fme a\u015famas\u0131nda kendi kaderinin g\u00f6zdesininkine ba\u011fl\u0131 olmas\u0131n\u0131 g\u00fcvence alt\u0131na al\u0131r. Pilot olduk\u00e7a sponsor kal\u0131r; aksi halde masaya oturulur. Finlandiyal\u0131 Wihuri<\/strong>‘nin durumu budur: Valtteri Bottas<\/strong> y\u0131llar\u0131nda Williams’a sponsor olduktan sonra 2017’de onu Mercedes’e kadar izledi.<\/p>\n

Ba\u015fka durumlarda sponsorluk pilotu izleyerek ba\u015flar ama pilot tak\u0131mdan ayr\u0131ld\u0131ktan sonra da s\u00fcrer. \u00d6rne\u011fin Santander<\/strong> 2007’de Fernando Alonso<\/strong> ile birlikte McLaren’a geldi, ancak Asturyal\u0131 pilot yaln\u0131zca bir y\u0131l sonra Woking’den ayr\u0131l\u0131p Renault’ya d\u00f6nd\u00fc\u011f\u00fcnde de tak\u0131mda kald\u0131 (ikili, pek de tesad\u00fcf olmayan bi\u00e7imde, 2010’da Ferrari’de yeniden bulu\u015ftu). Bunlar spor pazarlamas\u0131 projesinin gerekliliklerinin belirledi\u011fi durumlard\u0131r; burada baz\u0131 anla\u015fmalar\u0131n i\u015fe yaramas\u0131 i\u00e7in en az\u0131ndan \u00e7ok y\u0131ll\u0131k olmas\u0131 gerekti\u011fi a\u00e7\u0131kt\u0131r.<\/p>\n

Daha ba\u015fka durumlarda ise sponsor bizzat pilotun kendisi ya da bir aile \u00fcyesidir; Nikita Mazepin<\/strong> ve babas\u0131n\u0131n \u015firketinde oldu\u011fu gibi. O zaman hi\u00e7bir tart\u0131\u015fma olmad\u0131\u011f\u0131n\u0131 s\u00f6ylemek haks\u0131zl\u0131k olmaz.<\/p>\n

\"MotoGP<\/p>\n

Piyasay\u0131 anlamak, sponsorlu\u011fu y\u00f6netmek<\/h2>\n

G\u00f6r\u00fcld\u00fc\u011f\u00fc gibi durumlar \u00e7e\u015fitlidir ve pek \u00e7ok etkene ba\u011fl\u0131d\u0131r. En b\u00fcy\u00fck sponsorlar ve en g\u00f6r\u00fcn\u00fcr \u015firketler daha geni\u015f pazarl\u0131k alan\u0131na sahiptir, ancak farkl\u0131 imaj, s\u00f6zle\u015fme ve g\u00f6r\u00fcn\u00fcrl\u00fck kayg\u0131lar\u0131yla da ba\u011fl\u0131d\u0131r. K\u00fc\u00e7\u00fck sponsorlar ise daha fazla hareket serbestisine sahiptir, ama piyasa konu\u015fulurken s\u00f6z haklar\u0131 daha azd\u0131r.<\/p>\n

Her durumda piyasadaki gerilimleri anlamak ve sponsor olunan serilerde olup bitenden haberdar olmak sponsorlar\u0131n g\u00f6revidir; t\u0131pk\u0131 tak\u0131mdaki de\u011fi\u015fiklikleri onlara zaman\u0131nda bildirmenin tak\u0131mlar\u0131n ve organizasyonlar\u0131n y\u00fck\u00fcml\u00fcl\u00fc\u011f\u00fc olmas\u0131 gibi.<\/p>\n

Ayn\u0131 zamanda sponsorlu\u011fun verimlili\u011fine dair g\u00fcncel raporlara<\/strong> ve projenin ROI<\/strong>‘si ile performans\u0131na dair taze verilere sahip olmak, bilin\u00e7li ve etkili kararlar alman\u0131n ilk ad\u0131m\u0131d\u0131r.<\/p>\n

Her sponsorluk belirli bir pilotun varl\u0131\u011f\u0131na dayanmasa da, ortakl\u0131k projesinin b\u00fct\u00fcn\u00fcnde uyum ve ahenk olmas\u0131 kesinlikle hayati \u00f6nemdedir.<\/p>\n

Spor pazarlama ajanslar\u0131<\/a> bu a\u015famada belirleyici bir rol oynar. G\u00fcvenilir kaynaklar ve sekt\u00f6re dair derin bilgileri sayesinde m\u00fc\u015fterilerine, piyasa fazla hareketlendi\u011finde nas\u0131l davranacaklar\u0131 konusunda g\u00fcvenilir bilgi ve sa\u011flam tavsiyeler sunabilirler.<\/p>\n

Zamanla de\u011fi\u015fen canl\u0131 yap\u0131lar<\/h2>\n

Pilot piyasas\u0131, ve ayn\u0131s\u0131 ba\u015fka sporlar i\u00e7in de ge\u00e7erli, sponsorluk y\u00f6netimi ve ortakl\u0131k kararlar\u0131yla \u00f6nemli bir ba\u011fa sahiptir.<\/p>\n

Farkl\u0131 sporcular\u0131n farkl\u0131 profilleri, de\u011ferleri, k\u00f6kenleri ve tutumlar\u0131 vard\u0131r ve bunlar\u0131n sponsorluk projesiyle uyumlu olmas\u0131 gerekir. Pilot, tak\u0131m ve sponsor \u00fc\u00e7geninde \u00fc\u00e7\u00fcn\u00fcn de bir denge ile ortak bir vizyon ve kimlik bulmas\u0131 gerekir.<\/strong> \u0130\u015fte tam da bu y\u00fczden silly season ve pilot piyasas\u0131 bir sponsorlu\u011fun hayat\u0131nda \u00f6nemli anlard\u0131r ve herhangi bir karar almadan \u00f6nce \u00f6zenle y\u00f6netilmelidir: bir spor pazarlama ajans\u0131n\u0131n son derece yararl\u0131 olabilece\u011fi yer buras\u0131d\u0131r.<\/p>\n

Sponsorluklar bir kez daha canl\u0131 ve de\u011fi\u015fken yap\u0131lard\u0131r; \u00e7ekicilikleri ve etkinlikleri de tam olarak buradan gelir. Tak\u0131mlar, seriler, sporlar ve sporcular y\u0131llar ve d\u00f6nemler boyunca de\u011fi\u015fti\u011fi gibi, ortakl\u0131klar\u0131n da zaman\u0131n ak\u0131nt\u0131s\u0131yla hareket etmeyi bilerek de\u011fi\u015fmesi gerekir.<\/p>\n

Sponsorun ho\u015flanmad\u0131\u011f\u0131 bir pilot geldi\u011finde ya da \u00f6zellikle sevilen biri ayr\u0131ld\u0131\u011f\u0131nda kesin kurallar ya da do\u011fru hamleler yoktur. Spor property’si ile s\u00fcrekli diyalog ve sponsorluk performans raporlar\u0131n\u0131n d\u00fczenli okunmas\u0131, olas\u0131 ya da ger\u00e7ek her rota de\u011fi\u015fikli\u011finin dayanmas\u0131 gereken iki temel pusulad\u0131r.<\/strong><\/p>\n

\r\n\r\n

Silly season ve sponsorluk hakk\u0131nda s\u0131k sorulan sorular<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Motor sporlar\u0131nda silly season nedir?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Art\u0131k neredeyse t\u00fcm y\u0131la yay\u0131lan, pilot piyasas\u0131n\u0131n ve tak\u0131m de\u011fi\u015fikliklerinin konu\u015fuldu\u011fu d\u00f6nemdir. Terim, gazetelerin dedikodu ve s\u00f6ylentilerle doldu\u011fu, \u00f6nemli haberlerin olmad\u0131\u011f\u0131 aylar\u0131 anlatmak i\u00e7in 19. y\u00fczy\u0131l\u0131n ikinci yar\u0131s\u0131nda do\u011fdu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Pilot tak\u0131m de\u011fi\u015ftirirse sponsora ne olur?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

S\u00f6zle\u015fmeye ve sponsorun neden geldi\u011fine ba\u011fl\u0131d\u0131r. Anla\u015fma o pilota ba\u011fl\u0131ysa sponsor \u00e7o\u011fu zaman onu izler ya da g\u00f6r\u00fc\u015fmeleri yeniden a\u00e7ar; tak\u0131ma ba\u011fl\u0131ysa, Alonso’nun ayr\u0131lmas\u0131ndan sonra McLaren’da kalan Santander gibi, pilot gittikten sonra da kalabilir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Baz\u0131 sponsorlar neden belirli bir pilotu izler?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Co\u011frafi, pazar ya da uzun s\u00fcreli i\u015f birli\u011fi nedenleriyle: bir pilot bir \u00fclkenin ya da bir kitlenin kap\u0131lar\u0131n\u0131 a\u00e7abilir. Sergio P\u00e9rez y\u0131llar\u0131nda Red Bull’a gelen Meksikal\u0131 \u015firketler ya da \u0130spanyol pilotlarla Estrella Galicia buna \u00f6rnektir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Bir sponsor pilot de\u011fi\u015fikliklerine kar\u015f\u0131 kendini nas\u0131l korur?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Tak\u0131m kadrosunda de\u011fi\u015fiklik olmas\u0131 halinde ne olaca\u011f\u0131n\u0131 \u00f6ng\u00f6ren bir s\u00f6zle\u015fmeyle, spor property’si ile s\u00fcrekli ileti\u015fimle ve verilere dayanarak karar vermeyi sa\u011flayan, sponsorlu\u011fun performans\u0131 ve ROI’sine dair g\u00fcncel raporlarla.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Pilot piyasas\u0131 tak\u0131m sponsorlar\u0131 i\u00e7in de \u00f6nemli mi?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Evet. Sponsorluk belirli bir pilota ba\u011fl\u0131 olmasa bile, arac\u0131 kimin kulland\u0131\u011f\u0131 tak\u0131m\u0131n imaj\u0131n\u0131, sonu\u00e7lar\u0131n\u0131 ve ula\u015f\u0131lan kitleyi etkiler. Bu y\u00fczden pilot, tak\u0131m ve sponsorun de\u011ferleri ve kimli\u011fi payla\u015fmas\u0131 \u00f6nemlidir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Silly season'da bir spor pazarlama ajans\u0131n\u0131n rol\u00fc nedir?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

G\u00fcvenilir kaynaklar ve padok bilgisi sayesinde sponsorun piyasay\u0131 okumas\u0131na, bir pilot de\u011fi\u015fikli\u011finin projeye etkisini anlamas\u0131na ve nas\u0131l hareket edece\u011fine karar vermesine yard\u0131mc\u0131 olur.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Spor pazarlamas\u0131 derslerinde pek incelenmeyen ama ger\u00e7ekte \u00e7ok s\u0131k g\u00f6r\u00fclen bir ili\u015fki, silly season denen d\u00f6nem (art\u0131k t\u00fcm sezon boyunca s\u00fcren pilot ve tak\u0131m transfer piyasas\u0131) ile sponsorluk d\u00fcnyas\u0131 aras\u0131ndaki ili\u015fkidir. Motosikletin \u00fczerindeki ya da direksiyonun ba\u015f\u0131ndaki ki\u015fi de\u011fi\u015fti\u011finde sponsorluk nas\u0131l de\u011fi\u015fir? \u00c7ok y\u0131ll\u0131k bir s\u00f6zle\u015fmenin ortas\u0131ndaki bir sponsor, pilot birden tak\u0131m de\u011fi\u015ftirmeye karar verirse […]<\/p>\n","protected":false},"author":2,"featured_media":195609,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20269,20200,20199,20198],"tags":[],"class_list":["post-241998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-8","category-spor-pazarlamasi","category-spor-sponsorlugu","category-spor-sponsorluklari"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSilly season ve sponsorluk: sponsora ne olur?<\/title>\n<meta name=\"description\" content=\"Silly season ve sponsorluk: bir pilot tak\u0131m de\u011fi\u015ftirdi\u011finde, emekli oldu\u011funda ya da de\u011fi\u015ftirildi\u011finde sponsora ne olur? 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