{"id":242103,"date":"2023-02-06T09:28:55","date_gmt":"2023-02-06T08:28:55","guid":{"rendered":"https:\/\/rtrsports.com\/heineken-in-formula-1-an-improbable-partnership\/"},"modified":"2026-09-30T12:10:13","modified_gmt":"2026-09-30T10:10:13","slug":"heineken-in-formula-1-an-improbable-partnership","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/heineken-in-formula-1-an-unlikely-partnership\/","title":{"rendered":"F1’de Heineken: ortakl\u0131k, sorumlu t\u00fcketim ve 2027’den itibaren yenileme"},"content":{"rendered":"

Heineken, 2016’dan beri Formula 1’in k\u00fcresel bira orta\u011f\u0131d\u0131r ve 5 Kas\u0131m 2025’te 2027’den itibaren ge\u00e7erli, \u00e7ok y\u0131ll\u0131 bir yenileme duyurdu; bu yenilemede isim sponsoru oldu\u011fu \u00fc\u00e7 yeni Grand Prix (Brezilya, Madrid ve Silverstone) ile \u00c7in ve Las Vegas’\u0131n devam\u0131 yer al\u0131yor. Anla\u015fman\u0131n kalbinde Heineken 0.0 ve “When You Drive, Never Drink” kampanyas\u0131 var: bir h\u0131z sporuna sponsor olan bir bira markas\u0131, g\u00fcvenilirli\u011fini sorumlu s\u00fcr\u00fc\u015ften s\u00f6z ederek in\u015fa etti.<\/strong><\/p>\n

Eyl\u00fcl 2026’da g\u00fcncellendi.<\/em><\/p>\n

K\u00e2\u011f\u0131t \u00fczerinde olas\u0131 g\u00f6r\u00fcnmeyen bir ortakl\u0131k: \u00e7ok y\u00fcksek h\u0131zlarda yar\u0131\u015f\u0131lan bir sporla ba\u011flant\u0131l\u0131 bir bira markas\u0131. Yine de Heineken, modern Formula 1’in en uzun soluklu ve en tan\u0131nan sponsorlar\u0131ndan biri ve \u015eampiyonlar Ligi’nden ayr\u0131laca\u011f\u0131n\u0131 duyurdu\u011fu s\u0131rada yenileme yapt\u0131. Nas\u0131l ba\u015flad\u0131\u011f\u0131na, ele\u015ftirilere nas\u0131l yan\u0131t verdi\u011fine ve 2027’den itibaren neyin de\u011fi\u015fti\u011fine bakal\u0131m.<\/p>\n

\"Formula<\/p>\n

Heineken ile Formula 1 ortakl\u0131\u011f\u0131 nas\u0131l ba\u015flad\u0131<\/h2>\n

Heineken ve Formula 1, anla\u015fmay\u0131 9 Haziran 2016’da duyurdu; ilk aktivasyonlar o y\u0131lki \u0130talya Grand Prix’sinde yap\u0131ld\u0131. 2017 sezonundan itibaren Heineken, y\u0131lda \u00fc\u00e7 Grand Prix’nin isim sponsoru oldu; yar\u0131\u015f hafta sonlar\u0131na ba\u011fl\u0131 servis haklar\u0131 ve etkinlikler vard\u0131, ancak ara\u00e7lar \u00fczerinde hi\u00e7bir marka yoktu. O d\u00f6nem Formula 1 grubunun CEO’su olan Bernie Ecclestone, birinci s\u0131n\u0131f bir pazarlama itibar\u0131na sahip premium bir markadan s\u00f6z etti.<\/p>\n

De\u011fere gelince, rakamlar hi\u00e7bir zaman resm\u00ee olmad\u0131: bas\u0131n yakla\u015f\u0131k 150 milyon dolardan yakla\u015f\u0131k 250 milyona kadar uzanan tahminler aktard\u0131, Hollanda bas\u0131n\u0131 ise 200 milyon euroluk be\u015f y\u0131ll\u0131k bir anla\u015fmadan s\u00f6z etti. Bu, grubun ilk b\u00fcy\u00fck spor anla\u015fmas\u0131 de\u011fildi: Heineken, 1994’ten beri UEFA \u015eampiyonlar Ligi’nin sponsorudur; \u00f6nce Amstel markas\u0131yla, 2005’ten itibaren Heineken markas\u0131yla.<\/p>\n

Ele\u015ftiriler ve yan\u0131t: sorumlu t\u00fcketim<\/h2>\n

Anla\u015fma duyuruldu\u011funda ele\u015ftiriler hemen geldi. Haziran 2016’da, 25 Avrupa \u00fclkesindeki 57 halk sa\u011fl\u0131\u011f\u0131 kurulu\u015funu temsil eden European Alcohol Policy Alliance, FIA ba\u015fkan\u0131 Jean Todt’a yazd\u0131\u011f\u0131 mektupta alkoll\u00fc ara\u00e7 kullan\u0131m\u0131n\u0131n Avrupa Birli\u011fi’nde y\u0131lda 10.000’den fazla \u00f6l\u00fcme yol a\u00e7t\u0131\u011f\u0131n\u0131 savundu ve t\u00fct\u00fcnde yap\u0131ld\u0131\u011f\u0131 gibi bu t\u00fcr sponsorluklardan uzakla\u015fmas\u0131n\u0131 istedi.<\/p>\n

Heineken’in yan\u0131t\u0131, sponsorlu\u011fu tam tersi bir mesaj\u0131n etraf\u0131nda kurmak oldu. 2016’dan itibaren marka “If You Drive, Never Drink” kampanyas\u0131n\u0131 ba\u015flatt\u0131 ve k\u00fcresel medya harcamas\u0131n\u0131n %10’unu sorumlu t\u00fcketim programlar\u0131na ay\u0131rd\u0131\u011f\u0131n\u0131 a\u00e7\u0131klad\u0131. \u015eubat 2020’de kampanya “When You Drive, Never Drink” oldu; iki Formula 1 d\u00fcnya \u015fampiyonunun, baba ve o\u011ful Keke ve Nico Rosberg’in rol ald\u0131\u011f\u0131 bir filmle: g\u00fcnl\u00fck aktivitelerde yar\u0131\u015fan ikili, en iyi s\u00fcr\u00fcc\u00fcn\u00fcn i\u00e7ki i\u00e7meyen oldu\u011fu sonucuna var\u0131yor. Mesaj, ki\u015finin kendi yetene\u011fine a\u015f\u0131r\u0131 g\u00fcveninin alkoll\u00fc ara\u00e7 kullan\u0131m\u0131n\u0131n ba\u015fl\u0131ca nedenlerinden biri oldu\u011funu g\u00f6steren k\u00fcresel bir ara\u015ft\u0131rmaya dayan\u0131yor.<\/p>\n

\"Formula<\/p>\n

Heineken 0.0 ve taraftar deneyimi<\/h2>\n

Bir sponsorlu\u011fun i\u015fe yaramas\u0131 i\u00e7in iki markan\u0131n ortak olmas\u0131 gerekir; Petronas ile Mercedes aras\u0131nda oldu\u011fu gibi (bunu Petronas-Mercedes ortakl\u0131\u011f\u0131<\/a> yaz\u0131m\u0131zda anlat\u0131yoruz). Heineken’de kald\u0131ra\u00e7 Heineken 0.0’d\u0131r: alkols\u00fcz bira, ara\u00e7 kullanan bir kitleye seslenmeyi ve sorumlu t\u00fcketim mesaj\u0131yla tutarl\u0131 kalmay\u0131 m\u00fcmk\u00fcn k\u0131l\u0131yor; markan\u0131n and\u0131\u011f\u0131 ara\u015ft\u0131rma, alkols\u00fcz alternatiflerin g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcn direksiyon ba\u015f\u0131ndaki davran\u0131\u015f\u0131 olumlu etkiledi\u011fini g\u00f6steriyor.<\/p>\n

Bir sonraki ad\u0131m 20 \u015eubat 2023’te geldi: Max Verstappen Heineken 0.0’\u0131n k\u00fcresel el\u00e7isi oldu ve Red Bull markan\u0131n resm\u00ee orta\u011f\u0131 oldu; s\u00fcr\u00fc\u015f sim\u00fclat\u00f6r\u00fc toplulu\u011funa y\u00f6nelik Player 0.0 oyun giri\u015fimi de devreye girdi. Alkol\u00fc ileti\u015fimin merkezine koymadan gen\u00e7 kitleye ula\u015fman\u0131n bir yolu bu. Heineken’in tak\u0131m\u0131n portf\u00f6y\u00fcne nas\u0131l oturdu\u011funu g\u00f6rmek i\u00e7in Red Bull Racing sponsorlar\u0131<\/a> analizimizi okuyun.<\/p>\n

Etkinlik cephesinde, Kas\u0131m 2022’de Heineken Silver, 18 Kas\u0131m 2023’te ko\u015fulan ilk Las Vegas Grand Prix’sinin isim sponsoru olarak duyuruldu: bir \u015fehir pistinde cumartesi gecesi ko\u015fulan ilk F1 yar\u0131\u015f\u0131, yaln\u0131zca sporun yan\u0131nda de\u011fil e\u011flencenin i\u00e7inde yer almak isteyen bir marka i\u00e7in ideal vitrin.<\/p>\n

\"Formula<\/p>\n

2025 yenilemesi ve 2027’den itibaren neler de\u011fi\u015fiyor<\/h2>\n

5 Kas\u0131m 2025’te Formula 1 ve Heineken, 2027’de ba\u015flayan \u00e7ok y\u0131ll\u0131 bir yenileme duyurdu; s\u00fcresi ve de\u011feri a\u00e7\u0131klanmad\u0131. Heineken \u00fc\u00e7 Grand Prix’de yeniden isim sponsoru olacak: Brezilya, Madrid ve Silverstone; ayr\u0131ca \u00c7in ve Las Vegas Grand Prix’lerindeki sponsorlu\u011funu uzatacak. Anla\u015fma pist kenar\u0131 markalamay\u0131, Paddock Club hospitality’sini ve ortak markal\u0131 \u00fcr\u00fcnleri de kaps\u0131yor; promosyon \u00f6nceli\u011fi Heineken 0.0. Yenilemeyle birlikte Heineken, F1’in ilk sezonluk biletini de ba\u015flatt\u0131 (2026 i\u00e7in ge\u00e7erli): sahibine ve bir misafire y\u0131l\u0131n t\u00fcm Grand Prix’lerine eri\u015fim veren, seyahat ve konaklama dahil karbon fiber bir kart.<\/p>\n

Ba\u011flam tercihi a\u00e7\u0131kl\u0131yor. Yenileme belgelerinde Heineken, 827 milyonluk bir Formula 1 taraftar taban\u0131ndan s\u00f6z ediyor; 2016’da belirtilen y\u0131ll\u0131k 400 milyon tekil televizyon izleyicisi ile k\u0131yasland\u0131\u011f\u0131nda (\u00f6l\u00e7\u00fcler farkl\u0131, ama b\u00fcy\u00fcme a\u00e7\u0131k). Ayn\u0131 aylarda Heineken, A\u011fustos 2027’de otuz y\u0131l\u0131 a\u015fk\u0131n bir s\u00fcrenin ard\u0131ndan \u015eampiyonlar Ligi’nden ayr\u0131laca\u011f\u0131n\u0131, yarat\u0131lan de\u011ferle orant\u0131l\u0131 harcamaya dayanan “stratejik” bir kararla Formula 1’i ise koruyaca\u011f\u0131n\u0131 duyurdu. Markan\u0131n bug\u00fcn sponsorluk harcamas\u0131n\u0131n getirisini nerede g\u00f6rd\u00fc\u011f\u00fcne dair g\u00fc\u00e7l\u00fc bir i\u015faret.<\/p>\n

Hassas bir kategoride sponsor olanlar i\u00e7in ders<\/h2>\n

Heineken-F1 hik\u00e2yesi, alkol, bahis veya enerji i\u00e7ece\u011fi gibi ele\u015ftiri \u00e7eken kategorilere yat\u0131r\u0131m yapan herkese \u00fc\u00e7 \u015fey \u00f6\u011fretiyor. Birincisi: ele\u015ftiriye verilen yan\u0131t \u015fekilsel de\u011fil, \u00f6zl\u00fc olmal\u0131; burada bir \u00fcr\u00fcne (0.0), bir kampanyaya ve bir el\u00e7iye d\u00f6n\u00fc\u015ft\u00fc. \u0130kincisi: bir sponsorluk, marka yaln\u0131zca logo de\u011fil \u015fampiyonan\u0131n orta\u011f\u0131 olursa y\u0131llar boyu dayan\u0131r. \u00dc\u00e7\u00fcnc\u00fcs\u00fc: s\u00fcre g\u00fcven in\u015fa eder; ilk anla\u015fmadan on y\u0131l sonra marka yaln\u0131zca yenilemekle kalm\u0131yor, yeni yar\u0131\u015flara da geni\u015fliyor.<\/p>\n

Bug\u00fcn neredeyse t\u00fcm Formula 1 tak\u0131mlar\u0131 en az iki y\u0131ll\u0131k bir taahh\u00fct istiyor ve y\u0131lda 2 milyon dolar\u0131n alt\u0131nda art\u0131k hi\u00e7bir \u015fey sat\u0131n al\u0131nam\u0131yor. Yat\u0131r\u0131m seviyeleri Formula 1 sponsorlu\u011funun maliyeti<\/a> rehberimizde; anla\u015fman\u0131n kar\u015f\u0131l\u0131\u011f\u0131n\u0131 vermesi i\u00e7in ise motor sporlar\u0131nda aktivasyon<\/a> i\u00e7in somut fikirler gerekir.<\/p>\n

<\/p>
Markan\u0131z\u0131 Formula 1’e ta\u015f\u0131mak ister misiniz?<\/strong>
RTR Sports Marketing, 1995’ten beri motor sporlar\u0131nda sponsorluklar kuruyor.<\/div>

Formula 1 sponsorlu\u011fu<\/a>
<\/div>\n

Kaynaklar<\/strong>: Formula 1, 2016 Heineken anla\u015fmas\u0131<\/a>; RaceFans, Jean Todt’a yaz\u0131lan mektup<\/a>; GrandPrix247, anla\u015fman\u0131n de\u011feri<\/a>; Heineken, When You Drive, Never Drink kampanyas\u0131<\/a>; GrandPrix247, Verstappen ve Heineken 0.0<\/a>; Heineken, 2025 F1 yenilemesi<\/a>; Sportcal, yenileme<\/a>; Global Drinks Intel, \u015eampiyonlar Ligi’nden ayr\u0131l\u0131\u015f<\/a>.<\/p>\n

\r\n\r\n

S\u0131k sorulan sorular<\/b><\/h2>\r\n \r\n <\/p>\n
\r\n\r\n

\r\n Heineken ne zamandan beri Formula 1'e sponsor?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\n2016’dan beri: Formula 1 ile anla\u015fma o y\u0131l\u0131n 9 Haziran’\u0131nda duyuruldu. 2017’den itibaren Heineken y\u0131lda \u00fc\u00e7 Grand Prix’nin isim sponsorudur ve Kas\u0131m 2025’te 2027’den itibaren ge\u00e7erli \u00e7ok y\u0131ll\u0131 bir yenileme duyurdu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Heineken'in Formula 1 sponsorlu\u011funun de\u011feri nedir?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nResm\u00ee rakam yok. 2016’da bas\u0131n, \u00e7ok y\u0131ll\u0131 bir anla\u015fma i\u00e7in yakla\u015f\u0131k 150 ile yakla\u015f\u0131k 250 milyon dolar aras\u0131nda tahminler aktard\u0131; 2027’den itibaren ge\u00e7erli yenileme i\u00e7in hi\u00e7bir de\u011fer a\u00e7\u0131klanmad\u0131.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Bir bira markas\u0131 neden bir motor sporuna sponsor olur?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nFormula 1’in k\u00fcresel g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc i\u00e7in ve sorumlu t\u00fcketim \u00fczerine bir mesaj kurmak i\u00e7in. Heineken ele\u015ftirilere “When You Drive, Never Drink” kampanyas\u0131yla ve yenilemenin promosyon \u00f6nceli\u011fi olan alkols\u00fcz bira Heineken 0.0 ile yan\u0131t verdi.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Heineken 2027'den itibaren hangi Grand Prix'lere sponsor olacak?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nHeineken Brezilya, Madrid ve Silverstone Grand Prix’lerinin isim sponsoru olacak ve \u00c7in ile Las Vegas sponsorlu\u011funu uzatacak. Anla\u015fma ayr\u0131ca pist kenar\u0131 markalama, Paddock Club hospitality ve ortak markal\u0131 \u00fcr\u00fcnleri de i\u00e7eriyor.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n\r\n

\r\n Formula 1'de Heineken 0.0'\u0131n el\u00e7isi kim?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\nMax Verstappen; Red Bull’un markan\u0131n resm\u00ee orta\u011f\u0131 oldu\u011fu 20 \u015eubat 2023’te Heineken 0.0’\u0131n k\u00fcresel el\u00e7isi olarak a\u00e7\u0131kland\u0131. Birlikte, s\u00fcr\u00fc\u015f sim\u00fclat\u00f6r\u00fc toplulu\u011funa y\u00f6nelik bir oyun giri\u015fimi olan Player 0.0’\u0131 ba\u015flatt\u0131lar.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n \n

\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Avrupa’n\u0131n en b\u00fcy\u00fck bira \u015firketi Heineken, son y\u0131llarda Formula 1 ile g\u00fc\u00e7l\u00fc bir ortakl\u0131k kurdu. Sorumlu i\u00e7icilik kampanyas\u0131n\u0131n b\u00fcy\u00fcmesi, her iki markan\u0131n da F1 hayranlar\u0131na \u00f6nemli bir mesaj iletmesine yard\u0131mc\u0131 oldu\u011fu i\u00e7in kar\u015f\u0131l\u0131kl\u0131 faydalar sa\u011fland\u0131.<\/p>\n","protected":false},"author":2,"featured_media":193575,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20202,20199],"tags":[],"class_list":["post-242103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula1-tr","category-spor-sponsorlugu"],"acf":[],"contentshake_article_id":"","yoast_head":"\nHeineken F1: ortakl\u0131k, 0.0 ve 2027 yenilemesi<\/title>\n<meta name=\"description\" content=\"Heineken 2016'dan beri Formula 1'de: ortakl\u0131\u011f\u0131n do\u011fu\u015fu, sorumlu t\u00fcketim, Heineken 0.0 ve 2027'den itibaren 5 isim sponsorluklu Grand Prix ile yenileme.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/tr\/blog\/heineken-in-formula-1-an-unlikely-partnership\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"F1'de Heineken: ortakl\u0131k, sorumlu t\u00fcketim ve 2027'den itibaren yenileme\" \/>\n<meta property=\"og:description\" content=\"Heineken 2016'dan beri Formula 1'de: ortakl\u0131\u011f\u0131n do\u011fu\u015fu, sorumlu t\u00fcketim, Heineken 0.0 ve 2027'den itibaren 5 isim sponsorluklu Grand Prix ile yenileme.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/tr\/blog\/heineken-in-formula-1-an-unlikely-partnership\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta 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