{"id":242159,"date":"2023-12-28T16:28:57","date_gmt":"2023-12-28T15:28:57","guid":{"rendered":"https:\/\/rtrsports.com\/novak-djokovic-davasina-sponsor-olacaklar\/"},"modified":"2025-07-07T17:43:19","modified_gmt":"2025-07-07T15:43:19","slug":"novak-djokovic-davasina-sponsor-olacaklar","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/bloglar\/dava-novak-djokovicin-sponsorlugunda-devrimler-ne-dir\/","title":{"rendered":"Novak Djokovic davas\u0131n\u0131n sponsorluk a\u00e7\u0131s\u0131ndan sonu\u00e7lar\u0131 nelerdir?"},"content":{"rendered":"

\u0130ki hafta boyunca ba\u015fka hi\u00e7bir \u015fey konu\u015fulmad\u0131. Djokovicolay\u0131<\/strong>, Djokovic destan\u0131<\/strong>, Djokovic ve Avustralya aras\u0131ndaki sava\u015f ya da Djokovic’in d\u00fcnyaya kar\u015f\u0131 sava\u015f\u0131… K\u0131sacas\u0131, a\u015f\u0131lanmam\u0131\u015f d\u00fcnya 1 numaras\u0131 meselesi, gelmi\u015f ge\u00e7mi\u015f en \u00f6nemli tenis turnuvalar\u0131ndan biri olan Avustralya A\u00e7\u0131k<\/strong>‘\u0131n ba\u015flang\u0131c\u0131n\u0131 tamamen g\u00f6lgede b\u0131rakt\u0131.<\/p>\n

Olanlar\u0131 tekrar anlatman\u0131n bir anlam\u0131 yok, herkes zaten bu konuda konu\u015ftu. Analiz etmekle en \u00e7ok ilgilendi\u011fimiz husus, bir
\nspor pazarlama ajans\u0131<\/strong>
\n<\/a>olay\u0131n ekonomik ve sponsorluk a\u00e7\u0131s\u0131ndan yaratabilece\u011fi etki veya sonu\u00e7lard\u0131r.<\/p>\n

Ama bir ad\u0131m geri gidelim.<\/p>\n

Sponsor olmak, sponsor olunan spor disiplininin veya sporcunun de\u011ferlerine kendini ba\u011flamak anlam\u0131na gelir.<\/h2>\n

Bu, ba\u015flanmas\u0131 gereken temel ve ka\u00e7\u0131n\u0131lmaz bir noktad\u0131r. Her zaman s\u00f6yl\u00fcyoruz ve tak\u0131nt\u0131 derecesinde s\u00f6ylemeye devam edece\u011fiz: sponsorluk sadece bir futbol formas\u0131n\u0131n, bir futbol tak\u0131m\u0131n\u0131n \u00fczerine logo\/marka koymak de\u011fildir.
\nF1<\/strong>
\n<\/a>, bir
\nMotoGP<\/strong>
\n<\/a> ya da \u00fcnl\u00fc bir tenis\u00e7iye k\u0131yafet sa\u011flamak.<\/p>\n

Sponsorluk \u00e7ok, \u00e7ok daha fazlas\u0131d\u0131r. Her spor disiplininin arkas\u0131nda asl\u0131nda onu temsil eden ve sporu daha da fazla temsil eden belirli ve iyi tan\u0131mlanm\u0131\u015f de\u011ferler vard\u0131r. Sponsorluk her \u015feyden \u00f6nce bir de\u011ferler birli\u011fidir.<\/p>\n

Bir \u015firket spora yat\u0131r\u0131m yapmaya karar verdi\u011finde, her zaman kendilerinin veya markan\u0131n hangi de\u011ferleri iletmek istedi\u011fini anlamaya \u00e7al\u0131\u015f\u0131r\u0131z, b\u00f6ylece yat\u0131r\u0131m yapacaklar\u0131 disiplinin de\u011ferleriyle kar\u015f\u0131la\u015ft\u0131rarak uyumlu olduklar\u0131ndan emin oluruz. \u015eirketin de\u011fer \u00f6l\u00e7e\u011fi sponsor olunan sporun, tak\u0131m\u0131n veya sporcunun de\u011fer \u00f6l\u00e7e\u011fiyle e\u015fle\u015fmelidir. \u015eirketlerin alg\u0131lar\u0131n\u0131 iyile\u015ftirmek i\u00e7in kendilerini sporun belirli de\u011ferleriyle ili\u015fkilendirmeleri de s\u0131kl\u0131kla kar\u015f\u0131la\u015f\u0131lan bir durumdur.<\/p>\n

Bir spor sponsorlu\u011fu projesine yat\u0131r\u0131m yaparak ki\u015finin kendisini ili\u015fkilendirdi\u011fi de\u011ferler temeldir<\/strong>: fair play, kararl\u0131l\u0131k, \u00f6zveri, s\u0131k\u0131 \u00e7al\u0131\u015fma, fedakarl\u0131k, dayan\u0131kl\u0131l\u0131k, rakibe sayg\u0131, kurallara sayg\u0131. Bunlar sporla ili\u015fkilendirilen de\u011ferlerden sadece baz\u0131lar\u0131d\u0131r.<\/p>\n

Bu nedenle, ister bir tak\u0131m ister bir sporcu olsun, bir spor konusu se\u00e7erken b\u00fcy\u00fck \u00f6zen g\u00f6sterilmeli ve taraflar aras\u0131nda bir e\u015fle\u015fme olup olmad\u0131\u011f\u0131 a\u00e7\u0131k\u00e7a anla\u015f\u0131lmal\u0131d\u0131r<\/strong>.<\/p>\n

Sponsorluk, kimin kazanaca\u011f\u0131na yat\u0131r\u0131m yapmak anlam\u0131na gelmez<\/h2>\n

Spora yat\u0131r\u0131m<\/strong> yaparken g\u00f6z \u00f6n\u00fcnde bulundurulmas\u0131 gereken bir di\u011fer nokta. Sadece tak\u0131m\u0131n veya sporcunun performans\u0131na g\u00f6re yat\u0131r\u0131m yap\u0131lamaz. Sonu\u00e7, bir spor pazarlama projesinin in\u015fas\u0131nda belirleyici bir fakt\u00f6r olamaz. Spor sponsorlu\u011funa yat\u0131r\u0131m yapan bir \u015firketin her zaman tak\u0131m\u0131n\u0131n veya sporcusunun iyi sonu\u00e7lar elde etmesini veya m\u00fcmk\u00fcn oldu\u011funca \u00e7ok kazanmas\u0131n\u0131 umdu\u011fu a\u00e7\u0131kt\u0131r, ancak buna dayanarak se\u00e7im yapamay\u0131z.<\/p>\n

\u00dcst d\u00fczey bir tak\u0131m\u0131n<\/strong> daha k\u00fc\u00e7\u00fck bir tak\u0131mdan daha fazla g\u00f6r\u00fcn\u00fcrl\u00fc\u011fe ve ilgiye sahip oldu\u011fu kesindir, ancak bu sadece \u015fampiyonlara yat\u0131r\u0131m yap\u0131lmas\u0131 gerekti\u011fi anlam\u0131na gelmez. Sponsorluk, sportif sonu\u00e7lardan ba\u011f\u0131ms\u0131z olarak kullan\u0131lmal\u0131 ve duyurulmal\u0131d\u0131r.<\/p>\n

E\u011fer ger\u00e7ekten de yat\u0131r\u0131m yapt\u0131\u011f\u0131m\u0131z tak\u0131m bir dizi olumsuz sonu\u00e7la kar\u015f\u0131la\u015f\u0131rsa, bunlar\u0131 da ‘istismar etmeye’ \u00e7al\u0131\u015fmal\u0131, ileti\u015fim kurmal\u0131 ve bunlar \u00fczerine bir anlat\u0131 in\u015fa etmeliyiz.<\/p>\n

Daha \u00f6nce bahsetti\u011fimiz de\u011ferlere tekrar d\u00f6nelim: dayan\u0131kl\u0131l\u0131k, fedak\u00e2rl\u0131k, her \u015fey zor ve s\u0131k\u0131nt\u0131l\u0131 g\u00f6r\u00fcnd\u00fc\u011f\u00fcnde bile devam etmeyi bilmek, ciddi sakatl\u0131klardan sonra tekrar yola koyulmak, korkular\u0131n ve karanl\u0131k, olumsuz anlar\u0131n \u00fcstesinden gelmek. Bunlar\u0131n hepsi sadece spor programlar\u0131n\u0131n de\u011fil, genel olarak hayat\u0131n bir par\u00e7as\u0131 olan hususlard\u0131r. Ve bunlar, sporu da i\u00e7eren bir ileti\u015fim projesinin par\u00e7as\u0131 olabilecek ve olmas\u0131 gereken g\u00fc\u00e7l\u00fc mesajlard\u0131r.<\/p>\n

Spor ki\u015filikleri mesaj arac\u0131 haline geldi<\/h2>\n

Temsil ettikleri de\u011ferlerin yan\u0131 s\u0131ra, spor \u00fcnl\u00fcleri<\/strong> art\u0131k birer medya haline gelmi\u015ftir. Sosyal medyan\u0131n eri\u015fimi<\/strong> ve devam eden pandemi sayesinde, sporcular\u0131n sosyal medyay\u0131 giderek daha yayg\u0131n, hatta bazen biraz fazla kullanmaya ba\u015flad\u0131\u011f\u0131n\u0131 g\u00f6rd\u00fck.<\/p>\n

Zoom g\u00f6r\u00fc\u015fmeleri, canl\u0131 hikayeler, payla\u015f\u0131mlar, videolar… sporcular sosyal medyay\u0131 \u00f6zel ve profesyonel hayatlar\u0131yla ilgili i\u00e7eriklerle istila etti ve genellikle davran\u0131\u015flar\u0131 ve se\u00e7imleriyle ger\u00e7ek mesajlar g\u00f6nderdi. Evlerine girdik, ne yapt\u0131klar\u0131n\u0131, ne yediklerini, neye bakt\u0131klar\u0131n\u0131, nas\u0131l giyindiklerini ve \u00e7e\u015fitli konular ve g\u00fcncel meseleler hakk\u0131nda nas\u0131l d\u00fc\u015f\u00fcnd\u00fcklerini g\u00f6rd\u00fck. Spor s\u00f6zc\u00fcs\u00fcn\u00fcn ‘\u00f6zel’ alan\u0131 art\u0131k neredeyse hi\u00e7 yok; hem sporcu ve kad\u0131n olarak profesyonel faaliyetlerini y\u00fcr\u00fct\u00fcrken hem de sosyal a\u011flarda her t\u00fcrden binlerce i\u00e7erik yay\u0131nlarken ger\u00e7ek birer medyadalar. Ve burada s\u0131k s\u0131k sorunlar ortaya \u00e7\u0131kar. Djokovic davas\u0131nda oldu\u011fu gibi.<\/p>\n

\"tenis-djokovic\"<\/h2>\n

Ben profesyonel bir sporcuyum, ama sadece<\/h2>\n

Novak Djokovic<\/strong> gibi bir spor fig\u00fcr\u00fc sadece bir spor fig\u00fcr\u00fc de\u011fildir. O sadece tenis oynarken izledi\u011fimiz ola\u011fan\u00fcst\u00fc bir sporcu de\u011fil.<\/p>\n

Kendisi her \u015feyden \u00f6nce d\u00fcnyan\u0131n 1 numaral\u0131 tenis oyuncusu olmakla birlikte, sportif ba\u015far\u0131lar\u0131, kendisini destekleyen sponsorlar ve kendisini ve tenisi<\/strong> takip eden halk sayesinde elde etti\u011fi \u015f\u00f6hret ve pop\u00fclarite nedeniyle ayn\u0131 zamanda \u00f6nemli bir kamusal fig\u00fcrd\u00fcr.<\/p>\n

Djokovic, t\u0131pk\u0131 di\u011fer y\u0131ld\u0131z sporcular gibi, davran\u0131\u015flar\u0131, g\u00f6r\u00fc\u015fleri, de\u011ferleri, fikirleri, saha i\u00e7i ve d\u0131\u015f\u0131ndaki eylemleriyle milyonlarca insana mesaj iletme g\u00fcc\u00fcne sahiptir. Ama \u015f\u00f6hretle birlikte sorumluluk da gelir.<\/p>\n

Her sporcu inand\u0131\u011f\u0131 gibi d\u00fc\u015f\u00fcnmekte ve hareket etmekte \u00f6zg\u00fcrd\u00fcr, ancak ayn\u0131 zamanda s\u00f6ylediklerinin ve yapt\u0131klar\u0131n\u0131n kendisini takip eden izleyiciler \u00fczerinde bir etkisi ve dolay\u0131s\u0131yla sonu\u00e7lar\u0131 oldu\u011funun da fark\u0131nda olmal\u0131d\u0131r. Bu nedenle, onu destekleyen ve imaj\u0131na yat\u0131r\u0131m yapan sponsorlar<\/strong>, markan\u0131n ve hedef kitlenin, saha d\u0131\u015f\u0131nda bile kamuya mal olmu\u015f bir fig\u00fcr olarak, referans\u0131n temsil etti\u011fi \u015feyle uyumlu olup olmad\u0131\u011f\u0131n\u0131 anlamal\u0131d\u0131r.<\/p>\n

Baz\u0131 \u00f6rnekler verelim:<\/strong><\/p>\n

E\u011fer sponsor oldu\u011fum sporcu doping yap\u0131yorsa, onu terk ederim.<\/p>\n

Sponsor oldu\u011fum sporcu \u015fiddetle su\u00e7lan\u0131r ve mahkum edilirse, onu terk ederim.<\/p>\n

E\u011fer sponsor oldu\u011fum sporcu kurallar\u0131 ihlal eder ve hi\u00e7e sayarsa, onu terk ederim.<\/p>\n

Bunun nedeni, \u015firketin\/markan\u0131n bu t\u00fcr olumsuz de\u011ferlerle ili\u015fkilendirilmeyi g\u00f6ze alamamas\u0131d\u0131r. Bu nedenle, sporcularla yap\u0131lan s\u00f6zle\u015fmelerde doping, \u015fiddet, kumar, \u0131rk\u00e7\u0131l\u0131k, homofobik tutumlar vb. durumunda her zaman cezalar veya \u00e7\u0131k\u0131\u015f maddeleri vard\u0131r.<\/p>\n

Djokovic davas\u0131, sponsorlar i\u00e7in ne gibi sonu\u00e7lar do\u011furacak?<\/h2>\n

Pek \u00e7ok ki\u015fi sponsorlar\u0131n\u0131n<\/strong> ne yapaca\u011f\u0131n\u0131 merak ediyor. \u015eu ana kadar herkes tam bir sessizlik i\u00e7indeydi.<\/p>\n

Daha iki g\u00fcn \u00f6nce Financial Times<\/strong> ‘ta okudu\u011fum bir makalede Lacoste<\/strong> ‘un, tenis\u00e7inin Avustralya’dan s\u0131n\u0131r d\u0131\u015f\u0131 edilmesine yol a\u00e7an olaylar\u0131 ‘g\u00f6zden ge\u00e7irmeyi’ planlad\u0131\u011f\u0131 belirtiliyordu. “M\u00fcmk\u00fcn olan en k\u0131sa s\u00fcrede, Avustralya’da bulunmas\u0131yla ilgili olaylar\u0131 g\u00f6zden ge\u00e7irmek \u00fczere Novak Djokovic ile temasa ge\u00e7ece\u011fiz.<\/p>\n

\u0130svi\u00e7reli MF Brands<\/strong> grubuna ait Lacoste, 2017 y\u0131l\u0131nda Djokovic ile dev Uniqlo’nun yerini alan \u00e7ok y\u0131ll\u0131 bir anla\u015fma imzalad\u0131. Forbes’a g\u00f6re, S\u0131rp tenis\u00e7i sponsorluk ba\u011flar\u0131ndan y\u0131lda 30 milyon dolar kazan\u0131yor. Lacoste’un yan\u0131 s\u0131ra Peugeot, Seiko, Head, Asics, UKG<\/strong> de var.<\/p>\n

\u015eu anda, S\u0131rp tenis\u00e7inin imaj\u0131 kesinlikle sportif boyutun \u00f6tesine ge\u00e7en \u00e7a\u011fr\u0131\u015f\u0131mlara sahip. Mevcut pandemi ve a\u015f\u0131larla ilgili g\u00f6r\u00fc\u015fleri, vir\u00fcs\u00fcn yay\u0131lmas\u0131n\u0131 engellemek i\u00e7in d\u00fcnyadaki her \u00fclkenin uygulamak zorunda kald\u0131\u011f\u0131 kurallarla ilgili davran\u0131\u015f ve eylemleri ve olaylarla ilgili a\u00e7\u0131klamalar\u0131, kendisini destekleyen \u015firketlerin kesinlikle g\u00f6z ard\u0131 edemeyece\u011fi bir de\u011fere ve a\u011f\u0131rl\u0131\u011fa sahiptir. Olay daha sonra sporcunun \u00e7evresi taraf\u0131ndan ele al\u0131n\u0131\u015f bi\u00e7imiyle daha da a\u011f\u0131rla\u015ft\u0131. Djokovic, izolasyon kurallar\u0131n\u0131 ihlal etti\u011fi ve olumlu olarak r\u00f6portaj yapt\u0131\u011f\u0131 i\u00e7in \u00f6z\u00fcr diledi\u011fi ve Avustralya’ya giri\u015f vizesini yanl\u0131\u015f doldurdu\u011fu i\u00e7in ekibini su\u00e7lad\u0131\u011f\u0131 bir g\u00f6nderi payla\u015ft\u0131. S\u0131rbistan’daki ailesi bir bas\u0131n toplant\u0131s\u0131 d\u00fczenleyerek herkese sald\u0131rd\u0131 ve tenis\u00e7iyi sebepsiz yere \u00e7arm\u0131ha gerilen \u0130sa Mesih’e benzetti.<\/p>\n

Diyelim ki bu iki y\u0131l i\u00e7inde her birimiz ya\u015fam al\u0131\u015fkanl\u0131klar\u0131m\u0131z\u0131 b\u00fcy\u00fck \u00f6l\u00e7\u00fcde de\u011fi\u015ftirmek ve yeni kurallara uyum sa\u011flamak zorunda kald\u0131k. E\u011fer seyahat etmem gerekiyorsa ve bir yolcu bulma formu doldurmam gerekiyorsa, u\u00e7u\u015fumdan \u00f6nceki g\u00fcnlerde nerede oldu\u011fumu s\u00f6ylemem ya da formumu dolduran ki\u015finin bir hata yapt\u0131\u011f\u0131n\u0131 s\u00f6ylemem i\u00e7in yalan s\u00f6yleyemem (ve Avustralya Havaalan\u0131 G\u00fcvenli\u011fi’ni izleyen herkes, kim olursan\u0131z olun, gelen vizesinde yalan s\u00f6ylemenin sizi en hafif deyimiyle zor bir duruma soktu\u011funu \u00e7ok iyi bilir).<\/p>\n

S\u0131rp tenis\u00e7inin bu tavr\u0131n\u0131n d\u00fcnya kamuoyundan pek onay g\u00f6rmedi\u011fini s\u00f6yleyelim.<\/p>\n

Kurallar herkes i\u00e7in ge\u00e7erlidir, \u00f6zellikle de bug\u00fcn ya\u015fad\u0131\u011f\u0131m\u0131z gibi hassas bir d\u00f6nemde.<\/p>\n

Kamuoyu herkesin, hatta ‘\u00fcnl\u00fclerin’ bile \u00e7aba g\u00f6stermesini ve ko\u015fullara uyum sa\u011flamas\u0131n\u0131 bekliyor.<\/p>\n

\u0130maj hasar\u0131 ve daha fazlas\u0131<\/h2>\n

T\u00fcm bu olay\u0131n sonu\u00e7lar\u0131, ba\u015fta Djokovic<\/strong> ve ona sponsor olan \u015firketler olmak \u00fczere, tenis\u00e7inin Avustralya A\u00e7\u0131k’a kat\u0131lamamas\u0131n\u0131n sonu\u00e7lar\u0131ndan ve ekonomik etkilerinden bahsetmeye bile gerek yok, kesinlikle b\u00fcy\u00fck bir imaj z<\/strong> edelenmesine yol a\u00e7acakt\u0131r. T\u00fcm sporcular\u0131n a\u015f\u0131lanmas\u0131 gerekti\u011fini ilan etmi\u015f olan Fransa<\/strong> ‘daki Roland Garros<\/strong> ‘a ve \u0130talya’ya kat\u0131l\u0131m\u0131 da risk alt\u0131nda. Amerika’ya gitmek i\u00e7in a\u015f\u0131 olmak zorunlu, dolay\u0131s\u0131yla ABD A\u00e7\u0131k<\/strong> da risk alt\u0131nda.<\/p>\n

Bu, sponsorlar\u0131n<\/strong> sahip olmalar\u0131 gereken g\u00f6r\u00fcn\u00fcrl\u00fc\u011fe<\/strong> sahip olamayacaklar\u0131, referans\u0131n kat\u0131lmas\u0131 gereken turnuvalarla ilgili \u00e7e\u015fitli ileti\u015fim ve pazarlama faaliyetlerini planlayamayacaklar\u0131 ve aylar \u00f6nce planlad\u0131klar\u0131 t\u00fcm planlamalar\u0131 kesinlikle g\u00f6zden ge\u00e7irmek zorunda kalacaklar\u0131 anlam\u0131na gelir. Sporcunun fikir birli\u011fi ve pop\u00fclaritesi kesinlikle tehlikeye girmi\u015ftir ve bu, sporcunun imaj\u0131 ve ismiyle ilgili her \u015feyin daha az sat\u0131lmas\u0131 anlam\u0131na gelecektir; daha az Lacoste ti\u015f\u00f6rt\u00fc, daha az Asics ayakkab\u0131s\u0131, daha az Head raketi, vb.<\/p>\n

Zarar\u0131 tahmin etmek zordur, ancak ilgili t\u00fcm sponsorlar i\u00e7in kesinlikle \u00e7ok b\u00fcy\u00fckt\u00fcr. Bu noktada geriye ne olaca\u011f\u0131n\u0131 g\u00f6rmek kal\u0131yor.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u0130ki hafta boyunca ba\u015fka hi\u00e7bir \u015fey konu\u015fulmad\u0131. Djokovicolay\u0131, Djokovic destan\u0131, Djokovic ve Avustralya aras\u0131ndaki sava\u015f ya da Djokovic’in d\u00fcnyaya kar\u015f\u0131 sava\u015f\u0131… K\u0131sacas\u0131, a\u015f\u0131lanmam\u0131\u015f d\u00fcnya 1 numaras\u0131 meselesi, gelmi\u015f ge\u00e7mi\u015f en \u00f6nemli tenis turnuvalar\u0131ndan biri olan Avustralya A\u00e7\u0131k‘\u0131n ba\u015flang\u0131c\u0131n\u0131 tamamen g\u00f6lgede b\u0131rakt\u0131. Olanlar\u0131 tekrar anlatman\u0131n bir anlam\u0131 yok, herkes zaten bu konuda konu\u015ftu. Analiz etmekle en […]<\/p>\n","protected":false},"author":17,"featured_media":192631,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20207,20198],"tags":[],"class_list":["post-242159","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi-tr","category-spor-sponsorluklari"],"acf":[],"contentshake_article_id":"","yoast_head":"\nNovak Djokovic davas\u0131n\u0131n sponsorluk sonu\u00e7lar\u0131 - RTR Sports<\/title>\n<meta name=\"description\" content=\"Bu olay\u0131n sonu\u00e7lar\u0131 Djokovic ve sponsor \u015firketleri i\u00e7in kesinlikle b\u00fcy\u00fck bir imaj zedelenmesine yol a\u00e7acakt\u0131r.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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