{"id":242106,"date":"2023-12-28T11:17:56","date_gmt":"2023-12-28T10:17:56","guid":{"rendered":"https:\/\/rtrsports.com\/sponsorluk-suresi-sponsorluk-icinde-plc\/"},"modified":"2025-06-30T17:29:37","modified_gmt":"2025-06-30T15:29:37","slug":"sponsorluk-suresi-sponsorluk-icinde-plc","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/the-plc-in-sponsorship\/","title":{"rendered":"Sponsorluk s\u00fcresi: sponsorlukta PLC (\u00fcr\u00fcn ya\u015fam d\u00f6ng\u00fcs\u00fc)"},"content":{"rendered":"

Sponsorluk ne kadar s\u00fcrmelidir? Bu kadar karma\u015f\u0131k bir aletin \u00e7al\u0131\u015fmas\u0131 i\u00e7in birka\u00e7 ay yeterli mi yoksa daha uzun pozlama d\u00f6ng\u00fclerine mi ihtiyac\u0131n\u0131z var? Asl\u0131nda sponsorluk, \u00f6zel zamanlara ve ritimlere ihtiya\u00e7 duyan Ya\u015fam D\u00f6ng\u00fcs\u00fcn\u00fcn \u00f6zel bir durumudur. Bug\u00fcn \u00f6nemli bir soruyu yan\u0131tlamaya \u00e7al\u0131\u015faca\u011f\u0131z: sponsorluk ne kadar ve ne kadar s\u00fcre sonra k\u00e2rl\u0131d\u0131r? <\/b><\/p>\n

Hayranlar ve merakl\u0131lar, son g\u00fcnlerde Scuderia Ferrari Formula 1<\/a> tak\u0131m\u0131<\/strong> i\u00e7in iki \u00f6nemli ortakl\u0131\u011f\u0131n sona erdi\u011finin duyurulmas\u0131n\u0131 ka\u00e7\u0131rmayacaklard\u0131r; bunlardan biri kripto para birimi Velas<\/strong> ile di\u011feri ise Snapdragon<\/strong> markas\u0131yla mevcut olan i\u015flemci \u00fcreticisi Qualcomm<\/strong> ile.<\/p>\n

Velas<\/strong> ‘\u0131n Maranello<\/strong> ‘dan ayr\u0131l\u0131\u015f haberi, Velas<\/strong> i\u00e7in s\u0131k\u0131nt\u0131l\u0131 bir d\u00f6nemin sonunda geldi. kripto para piyasas\u0131<\/strong><\/a> ve Fantom<\/strong> ‘un daha az konu\u015fulan vedas\u0131ndan FTX<\/strong> ‘in \u00e7ok daha k\u00f6t\u00fc \u015f\u00f6hretli vedas\u0131na kadar di\u011fer b\u00fcy\u00fck vedalar\u0131 takip ediyor. Muhtemelen bir sekt\u00f6r\u00fcn, Web 3.0’\u0131n, hala istikrar aray\u0131\u015f\u0131nda olan ve ola\u011fan\u00fcst\u00fc sa\u011flaml\u0131ktaki \u015firketlerin daha az sa\u011flam temellere sahip baz\u0131 \u015firketlerle ku\u015fat\u0131ld\u0131\u011f\u0131 bir durum sunan hayat\u0131nda fizyolojik bir anla kar\u015f\u0131 kar\u015f\u0131yay\u0131z.<\/p>\n

Ancak Snapdragon<\/strong> ‘un s\u00f6zle\u015fmesinin yenilenmemesi konusunda Scuderia, her iki taraf\u0131n da s\u00f6zle\u015fmenin ilk y\u0131l\u0131ndan sonra birlikte kat ettikleri yola devam etmek istemedikleri konusunda anla\u015ft\u0131klar\u0131n\u0131 belirtiyor. K\u0131sacas\u0131, 2022’nin ba\u015f\u0131nda imzalanan 12 ayl\u0131k s\u00f6zle\u015fmeye sayg\u0131l\u0131 ve r\u0131zaya dayal\u0131 bir veda.<\/p>\n

Spor sponsorlu\u011funun s\u00fcresi<\/b><\/h2>\n

Bir sponsorluk<\/strong> s\u00f6zle\u015fmesinin feshedilmesi veya yenilenmemesinin nedenleri, \u00f6ng\u00f6r\u00fclebilirli\u011fi ve uygunlu\u011funun yan\u0131 s\u0131ra, sponsorluk s\u00fcresi konusu spor pazarlamas\u0131nda yer alan herkes i\u00e7in merkezi bir \u00f6neme sahiptir.<\/p>\n

Bu blogda birka\u00e7 kez belirtildi\u011fi gibi, spor sponsorlu\u011fu \u00fc\u00e7 boyutlu bir nesnedir ve psikolojik, davran\u0131\u015fsal ve motivasyonel etkileri a\u00e7\u0131s\u0131ndan \u00e7ok derindir. Pazarlama karmas\u0131 ve ileti\u015fimin di\u011fer ara\u00e7lar\u0131yla aras\u0131ndaki temel farklardan biri, belirli bir zaman y\u00f6netiminde yatmaktad\u0131r.<\/p>\n

Bir markan\u0131n belirli bir spor dal\u0131na y\u00f6nelik sponsorlu\u011funu pazarlama a\u00e7\u0131s\u0131ndan bir \u00fcr\u00fcn olarak yorumlamak gerekirse, sponsorlu\u011fun \u00e7ok \u00f6zel PLC’sinin (\u00dcr\u00fcn Ya\u015fam D\u00f6ng\u00fcs\u00fc)<\/strong> ne oldu\u011funu ve zaman a\u00e7\u0131s\u0131ndan pratik uygulamalar \u00fczerindeki etkilerini analiz etmek ve anlamak ilgin\u00e7tir.<\/p>\n

\u00dcr\u00fcn Ya\u015fam D\u00f6ng\u00fcs\u00fc ve \u00dcr\u00fcn \u00d6mr\u00fc<\/b><\/h2>\n

Bu sayfalar\u0131n kapsam\u0131n\u0131 a\u015fan uzun teorik tart\u0131\u015fmalara girmek istememekle birlikte, tipik olarak bir \u00fcr\u00fcn\u00fcn ya\u015fam d\u00f6ng\u00fcs\u00fc a\u015fa\u011f\u0131daki \u015femada g\u00f6sterildi\u011fi gibi d\u00f6rt art\u0131 bir a\u015famaya b\u00f6l\u00fcnm\u00fc\u015ft\u00fcr.<\/p>\n

\"plc\"<\/p>\n

Grafikte X ekseninde apsis olarak \u00fcr\u00fcn\u00fcn tasarlanmas\u0131ndan bu yana ge\u00e7en s\u00fcre, Y ekseninde ise ordinat olarak sat\u0131\u015flar a\u00e7\u0131s\u0131ndan ekonomik sonu\u00e7 yer almaktad\u0131r. Bir \u00fcr\u00fcn\u00fcn \u00f6mr\u00fcn\u00fcn her an\u0131ndan \u00e7izilen e\u011fri veya noktalar k\u00fcmesi \u00dcr\u00fcn Ya\u015fam D\u00f6ng\u00fcs\u00fcn\u00fc<\/strong> olu\u015fturur.<\/p>\n

Tipik bir trendde, bir geli\u015fim<\/strong> a\u015famas\u0131n\u0131, yani kavrama ve \u00e7al\u0131\u015fma a\u015famas\u0131n\u0131, bir giri\u015f<\/strong> a\u015famas\u0131, bir b\u00fcy\u00fcme<\/strong> a\u015famas\u0131, bir olgunluk<\/strong> a\u015famas\u0131 ve son olarak bir d\u00fc\u015f\u00fc\u015f a\u015famas\u0131 takip eder. Bu, bildi\u011fimiz mal ve hizmetlerin b\u00fcy\u00fck \u00e7o\u011funlu\u011fu i\u00e7in tipik olan \u00e7ok fizyolojik bir e\u011filimdir ve olgunluk a\u015famas\u0131 ekonomik getirinin en \u00f6nemli zaman\u0131d\u0131r.<\/p>\n

Spor sponsorlu\u011funun \u00fcr\u00fcn ya\u015fam d\u00f6ng\u00fcs\u00fc<\/b><\/h2>\n

Bu alandaki \u00e7al\u0131\u015fmalar ve deneyimler bize, a\u015fa\u011f\u0131da sunulan \u015fematizasyondan da g\u00f6r\u00fclebilece\u011fi gibi, spor sponsorlu\u011fu \u00fcr\u00fcn\u00fc analiz edilirken PLC e\u011frisinin \u015feklinin \u00f6nemli \u00f6l\u00e7\u00fcde farkl\u0131 oldu\u011funu g\u00f6stermektedir.<\/p>\n

\"plc-sponsorluk\"<\/p>\n

 <\/p>\n

Bu farkl\u0131l\u0131\u011f\u0131n temelde iki nedeni vard\u0131r:<\/p>\n

    \n
  1. Olgunluk ve b\u00fcy\u00fcme evreleri aras\u0131na, burada \u00e7\u00f6kelme<\/strong> olarak adland\u0131rd\u0131\u011f\u0131m\u0131z ve e\u011friye bir b\u00fcy\u00fcme profili ekleyen be\u015finci bir evre<\/strong> eklenir.<\/li>\n
  2. Spor pazar\u0131n\u0131n \u00f6zellikleri ve sporun seyirci t\u00fcketicinin hayat\u0131nda sahip oldu\u011fu farkl\u0131 anlam t\u00fcr\u00fc nedeniyle, d\u00fc\u015f\u00fc\u015f d\u00f6nemi yerini, ba\u015flang\u0131\u00e7ta etkinli\u011fi azalsa da y\u0131llar i\u00e7inde istikrara kavu\u015fan bir bak\u0131m a\u015famas\u0131na<\/strong> b\u0131rak\u0131r.<\/li>\n<\/ol>\n

    Sedimantasyon a\u015famas\u0131<\/b><\/h3>\n

    Genellikle sponsorluk anla\u015fmas\u0131n\u0131n ilk y\u0131l\u0131nda ortaya \u00e7\u0131kan b\u00fcy\u00fcme a\u015famas\u0131ndan sonra, sponsorluk hemen olgunluk a\u015famas\u0131na girmez<\/strong>. Asl\u0131nda tam da bu noktada spor pazarlamas\u0131n\u0131n en ilgin\u00e7 fenomenlerinden biri, yani t\u00fcketicinin zihninde spor m\u00fclk\u00fcn\u00fcn pozitif de\u011ferleri ile markan\u0131n de\u011ferlerinin \u00f6rt\u00fc\u015fmesi ortaya \u00e7\u0131kmaktad\u0131r.<\/p>\n

    B\u00fcy\u00fcme evresinde sponsorlu\u011fun etkinli\u011fi temel olarak marka fark\u0131ndal\u0131\u011f\u0131 olgusuyla ba\u011flant\u0131l\u0131 iken, tortula\u015fma evresinde arac\u0131n etkinli\u011fi tamamen psikolojik bir olguyla, yani spordan kaynaklanan olumlu alg\u0131n\u0131n markan\u0131nkiyle \u00f6rt\u00fc\u015fmesiyle ilgilidir. Tipik olarak bir ortakl\u0131\u011f\u0131n s\u00fcresinin ikinci y\u0131l\u0131nda ortaya \u00e7\u0131kan bu olgu, t\u00fcketicinin zihninde tamamen \u00f6zerk ve heterodirekt olmayan bir \u015fekilde ola\u011fan\u00fcst\u00fc etkinlikte bir yeniden konumland\u0131rmaya neden olur.<\/p>\n

    Yeni bir Hi-Tech markas\u0131n\u0131n Formula 1 sponsorlu\u011fu<\/strong> \u00f6rne\u011fini ele alal\u0131m. S\u00f6zle\u015fmenin ilk y\u0131l\u0131, markay\u0131 milyonlarca t\u00fcketicinin g\u00f6z\u00fcne sokmak i\u00e7in \u00e7ok faydal\u0131d\u0131r. Formula 1’in \u00e7ok y\u00fcksek k\u00fcresel g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc, \u00fcr\u00fcn\u00fcn marka bilinirli\u011fini orant\u0131s\u0131z bir \u015fekilde art\u0131rmaktad\u0131r, t\u0131pk\u0131 markan\u0131n y\u0131l boyunca bir\u00e7ok yar\u0131\u015fta tekrarlanmas\u0131 gibi, m\u00fckemmel hedef kapsam\u0131 ve marka g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcn tekrarlanmas\u0131n\u0131 garanti eder.<\/p>\n

    Bununla birlikte, t\u00fcketiciler ancak ikinci y\u0131ldan itibaren yeni y\u00fcksek teknoloji markas\u0131na Formula 1 de\u011fer sisteminden al\u0131nan h\u0131z, performans, prestij ve etkinlik \u00f6zelliklerini atfetmeye ba\u015flayacakt\u0131r. F1’in de\u011ferlerinin marka alg\u0131s\u0131na tam olarak yerle\u015fti\u011fi bu tortula\u015fma a\u015famas\u0131 uzun bir a\u015famad\u0131r ve markay\u0131 her seferinde yeni \u00f6zelliklerle zenginle\u015ftirerek tekrar tekrar maruz kalmaktan fayda sa\u011flar.<\/p>\n

    Son bak\u0131m<\/b><\/h3>\n

    Ba\u015far\u0131l\u0131 bir sponsorluk program\u0131<\/strong> asl\u0131nda ger\u00e7ek bir d\u00fc\u015f\u00fc\u015f ya\u015famaz.<\/p>\n

    Bir sporun taraftarlar\u0131n\u0131n zihinlerinde ve kalplerinde, e\u011fer yeterince uzun s\u00fcre orada bulunulmu\u015fsa (teoriye g\u00f6re bunun ger\u00e7ekle\u015fmesi i\u00e7in be\u015f y\u0131l vard\u0131r), taraflar aras\u0131ndaki s\u00f6zle\u015fme geri \u00e7ekilse bile sponsor ve spor tesisi aras\u0131ndaki ba\u011f silinmez kal\u0131r.<\/p>\n

    McLaren ile Marlboro<\/strong>, Repsol ile Honda HRC<\/strong>, Canon ile Williams<\/strong> ve di\u011fer pek \u00e7ok m\u00fckemmel \u00f6rnek aras\u0131nda oldu\u011fu gibi motor sporlar\u0131ndaki<\/strong> b\u00fcy\u00fck sponsorluklar\u0131n durumu da budur. Ancak Sharp ile Manchester United, JVC ile Arsenal, Pirelli ile L’inter Milan aras\u0131ndaki tarihi sponsorluklar gibi motor sporlar\u0131 d\u0131\u015f\u0131ndaki sponsorluklarda da ayn\u0131 durum s\u00f6z konusudur.<\/p>\n

    Bunun spor sponsorlu\u011funun m\u00fckemmel bir pazarlama arac\u0131 olmas\u0131n\u0131n bir ba\u015fka nedeni oldu\u011fu a\u00e7\u0131k olsa da, bunun ger\u00e7ekle\u015fmesi i\u00e7in araca kendini tam olarak ifade etmesi ve tam etkinli\u011fini ortaya \u00e7\u0131karabilmesi i\u00e7in zaman verilmesi gerekti\u011fi de ayn\u0131 derecede do\u011fru ve a\u00e7\u0131kt\u0131r.<\/p>\n

    Sponsorlu\u011fun zamanlamas\u0131 ve etkinli\u011fi<\/b><\/h2>\n

    Sponsorlu\u011fun zamanlamas\u0131, kesinlikle kendine \u00f6zg\u00fc oldu\u011fu i\u00e7in \u00e7e\u015fitli vesilelerle \u0131srarla \u00fczerinde durdu\u011fumuz bir konudur. Bu, hem ortakl\u0131k<\/strong> program\u0131na kat\u0131l\u0131m hem de programdan ayr\u0131lma s\u00fcresi s\u00f6z konusu oldu\u011funda ge\u00e7erlidir.<\/p>\n

    Asl\u0131nda di\u011fer ara\u00e7lar\u0131n aksine sponsorluk tamamen ‘tak ve \u00e7al\u0131\u015ft\u0131r’<\/strong> de\u011fildir, ancak tan\u0131t\u0131m ve uygulama i\u00e7in bir \u00f6\u011frenme e\u011frisi gerektirir.
    \nBu alanda uzmanla\u015fm\u0131\u015f bir spor pazarlama ajans\u0131n\u0131n tavsiyesi<\/strong>
    \n<\/a>. \u0130leti\u015fim, uygulamalar, aktivasyonlar, lojistik, sponsorluk y\u00f6netimi ve \u00f6l\u00e7\u00fcm\u00fc, tamamen \u00f6zerk co\u011frafyalar ve zaman ufuklar\u0131nda hareket eden bir d\u00fcnya olan sporda asl\u0131nda son derece spesifik ve \u00e7ok \u00f6zel unsurlard\u0131r: bunlar\u0131 \u00f6\u011frenmek ve zaman\u0131nda ele almak, \u00f6zellikle ba\u015flang\u0131\u00e7ta uygun \u015fekilde desteklenmezse zor olabilir.<\/p>\n

    \u00d6te yandan, program\u0131n sonunda, g\u00f6rd\u00fc\u011f\u00fcm\u00fcz gibi, sponsorluk anla\u015fma s\u00fcresinin \u00e7ok \u00f6tesine ge\u00e7en f\u0131rsatlar, avantajlar ve kaynaklar sunabilir. K\u0131sacas\u0131, iyi ortakl\u0131klar, onlara \u00f6deme yapmay\u0131 b\u0131rakt\u0131\u011f\u0131n\u0131zda bile k\u00e2rl\u0131 olmaya devam edebilir ve sporun duygusal ve psikolojik bile\u015fenleri arac\u0131l\u0131\u011f\u0131yla haf\u0131zay\u0131 ve etkinli\u011fi geni\u015fletebilir.<\/p>\n

    \u015eirketin di\u011fer a\u015famalar\u0131n\u0131n yan\u0131na uygun bir \u015fekilde yerle\u015ftirmek i\u00e7in bu zamanlar\u0131 iyi y\u00f6netmek ve bir a\u015fama ile di\u011feri aras\u0131nda ortaya \u00e7\u0131kan bir\u00e7ok f\u0131rsattan yararlanmak bir bilim oldu\u011fu kadar bir sanatt\u0131r, ancak burada da her t\u00fcr ve b\u00fcy\u00fckl\u00fckteki \u015firket ve sanayi grubu i\u00e7in giderek daha etkili ve f\u0131rsatlarla dolu oldu\u011fu kan\u0131tlanan bir arac\u0131n bir\u00e7ok avantaj\u0131 yatmaktad\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Sponsorluk ne kadar s\u00fcrmelidir? Bu kadar karma\u015f\u0131k bir aletin \u00e7al\u0131\u015fmas\u0131 i\u00e7in birka\u00e7 ay yeterli mi yoksa daha uzun pozlama d\u00f6ng\u00fclerine mi ihtiyac\u0131n\u0131z var? Asl\u0131nda sponsorluk, \u00f6zel zamanlara ve ritimlere ihtiya\u00e7 duyan Ya\u015fam D\u00f6ng\u00fcs\u00fcn\u00fcn \u00f6zel bir durumudur. Bug\u00fcn \u00f6nemli bir soruyu yan\u0131tlamaya \u00e7al\u0131\u015faca\u011f\u0131z: sponsorluk ne kadar ve ne kadar s\u00fcre sonra k\u00e2rl\u0131d\u0131r? Hayranlar ve merakl\u0131lar, son […]<\/p>\n","protected":false},"author":2,"featured_media":193518,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20200,20207,20199],"tags":[],"class_list":["post-242106","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi","category-spor-pazarlamasi-tr","category-spor-sponsorlugu"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsorluk s\u00fcresi: Sponsorlukta PLC<\/title>\n<meta name=\"description\" content=\"Sponsorluk ne kadar s\u00fcrmelidir? Bu aletin \u00e7al\u0131\u015fmas\u0131 i\u00e7in birka\u00e7 ay yeterli mi yoksa daha uzun pozlama d\u00f6ng\u00fclerine mi ihtiyac\u0131n\u0131z var?\" \/>\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\/the-plc-in-sponsorship\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sponsorluk s\u00fcresi: sponsorlukta PLC (\u00fcr\u00fcn ya\u015fam d\u00f6ng\u00fcs\u00fc)\" \/>\n<meta property=\"og:description\" content=\"Sponsorluk ne kadar s\u00fcrmelidir? 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