{"id":242161,"date":"2022-01-04T10:57:27","date_gmt":"2022-01-04T09:57:27","guid":{"rendered":"https:\/\/rtrsports.com\/2022de-spor-pazarlamasi-protokoller-ve-gecisler-arasinda\/"},"modified":"2026-09-25T11:54:31","modified_gmt":"2026-09-25T09:54:31","slug":"2022de-spor-pazarlamasi-protokoller-ve-gecisler-arasinda","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/","title":{"rendered":"2022’de spor pazarlamas\u0131, protokoller, metaverse ve ge\u00e7i\u015fler aras\u0131nda: d\u00f6rt y\u0131l sonra de\u011ferlendirme"},"content":{"rendered":"

Ocak 2022’de d\u00fcnya pandeminin ikinci k\u0131\u015f\u0131ndan g\u00fc\u00e7l\u00fckle \u00e7\u0131k\u0131yordu, Omicron man\u015fetleri dolduruyordu ve spor, sa\u011fl\u0131k protokolleri, yeni pazarlar ve metaverse’\u00fcn b\u00fcy\u00fck vaadi aras\u0131nda gelece\u011fini hayal etmeye \u00e7al\u0131\u015f\u0131yordu. O d\u00f6nemde spor pazarlamas\u0131n\u0131n kar\u015f\u0131 kar\u015f\u0131ya oldu\u011fu zorluklar\u0131 s\u0131ralamak i\u00e7in bu makaleyi yazd\u0131k. Bug\u00fcn onu o an\u0131n bir tan\u0131\u011f\u0131 olarak oldu\u011fu gibi yeniden yay\u0131ml\u0131yor ve ard\u0131na bir de\u011ferlendirme ekliyoruz: d\u00f6rt y\u0131l sonra ger\u00e7ekte ne oldu?<\/strong><\/p>\n

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

K\u0131saca de\u011ferlendirme \u015f\u00f6yle. Pandemi, k\u00fcresel bir acil durum olarak 5 May\u0131s 2023’te sona erdi ve seyirciler pistleri ve stadyumlar\u0131 rekor seviyelerde yeniden doldurdu. Katar’dan Suudi Arabistan’a sporun yeni co\u011frafyalar\u0131, f\u0131rsatlar\u0131 ve k\u0131r\u0131lganl\u0131klar\u0131yla birlikte kal\u0131c\u0131 hale geldi. Kripto paralar ve metaverse vaatlerinin yaln\u0131zca bir k\u0131sm\u0131n\u0131 tutabildi: baz\u0131 markalar kald\u0131, pek \u00e7o\u011fu geldi\u011fi h\u0131zla ortadan kayboldu. Ve en basit \u00f6ng\u00f6r\u00fc, yani her \u015feyin pistte ve sahada olup bitene ba\u011fl\u0131 oldu\u011fu \u00f6ng\u00f6r\u00fcs\u00fc, ayn\u0131 zamanda en isabetlisi \u00e7\u0131kt\u0131.<\/p>\n

Ocak 2022 tarihli metin<\/h2>\n

\u0130lgin\u00e7 y\u0131llar ya\u015f\u0131yoruz. Her \u015feyden \u00f6nce, s\u00fcrekli denge kaymalar\u0131yla dolu, k\u00f6kl\u00fc de\u011fi\u015fimlerin ya\u015fand\u0131\u011f\u0131 y\u0131llardan ge\u00e7iyoruz. A\u011f\u0131rl\u0131klar\u0131n hi\u00e7 bitmeyen bu yeniden da\u011f\u0131l\u0131m\u0131nda, bug\u00fcn a\u00e7\u0131k\u00e7as\u0131 tan\u0131mlamas\u0131 zor bir d\u00fczenlili\u011fin s\u00fcrekli aray\u0131\u015f\u0131nda, spor d\u00fcnyas\u0131 da ola\u011fan\u00fcst\u00fc durumu yeni bir g\u00fcndelik hayata d\u00f6n\u00fc\u015ft\u00fcrd\u00fc ve kendini yeniden ke\u015ffedemeden \u00f6nce yeniden tan\u0131mlamak zorunda kald\u0131. Reklamdaki gibi, bug\u00fcn spor d\u00fcnyas\u0131nda da di\u011fer t\u00fcm alanlarda oldu\u011fu gibi \u015funu sormak gerekiyor: normalli\u011fi aramak ba\u015fl\u0131 ba\u015f\u0131na normalin kendisi de\u011fil mi, ba\u015far\u0131n\u0131n s\u0131rr\u0131 da tam olarak kurallar\u0131 s\u00fcrekli yontmakta ve k\u00f6\u015feleri t\u00f6rp\u00fclemekte yatm\u0131yor mu? Darwinizme g\u00f6re hayatta kalmak i\u00e7in uyum sa\u011flamak, daha da iyisi, geli\u015fmek i\u00e7in uyum sa\u011flamak.<\/p>\n

Bu sat\u0131rlar\u0131n yazar\u0131 muhtemelen, ve bu olduk\u00e7a belli, epey belirgin bir bak\u0131\u015f a\u00e7\u0131s\u0131 yan\u0131lg\u0131s\u0131ndan mustarip. \u0130talya’n\u0131n Avrupa \u015eampiyonas\u0131 zaferinden haf\u0131zalardaki en ola\u011fan\u00fcst\u00fc Formula 1 \u015fampiyonas\u0131na, inan\u0131lmaz bir olimpiyat destan\u0131ndan muhte\u015fem bir MotoGP<\/a> sezonuna kadar, geride b\u0131rakt\u0131\u011f\u0131m\u0131z 2021 sportif a\u00e7\u0131dan t\u00fcm zamanlar\u0131n en unutulmaz y\u0131llar\u0131ndan biriydi. Stadyumlar\u0131n, pistlerin ve salonlar\u0131n bize b\u0131rakt\u0131\u011f\u0131 ders, \u00f6zetle olduk\u00e7a basit: ge\u00e7i\u015f d\u00f6nemleri, en ac\u0131 verici olanlar bile, ileriyi g\u00f6ren bir yakla\u015f\u0131mla y\u00f6netildi\u011fi s\u00fcrece olumlu olabilir. Spor, giderek h\u0131zlanan bir \u015fekilde de\u011fi\u015fen bir d\u00fcnyada e\u011flencenin en se\u00e7kin bi\u00e7imlerinden biri olmay\u0131 s\u00fcrd\u00fcrmek istiyorsa de\u011fi\u015fmeye devam etmek zorunda.<\/p>\n

Bu hem sezgisel hem de ak\u0131nt\u0131ya kar\u015f\u0131 bir d\u00fc\u015f\u00fcnce. Ne genel olarak spor ne de sponsorluktan televizyon haklar\u0131na ve bilet sat\u0131\u015f\u0131na kadar onun etraf\u0131nda d\u00f6nen galaksi devrimleri pek sever: de\u011fi\u015fim yorucudur, s\u00fcrprizlerle doludur ve hem zihin hem de c\u00fczdan a\u00e7\u0131s\u0131ndan kesinlikle pahal\u0131d\u0131r. Yine de dayat\u0131ld\u0131\u011f\u0131nda de\u011fi\u015fim, ba\u015flang\u0131\u00e7ta bazen ac\u0131 verici olsa da b\u00fcy\u00fck \u00f6l\u00e7\u00fcde olumlu sonu\u00e7lar do\u011furan bir dizi mekanizman\u0131n fitilini ate\u015fler.<\/p>\n

COVID y\u0131llar\u0131 ve COVID’le m\u00fccadele y\u0131llar\u0131<\/h3>\n

\u015eunu belirtmek gerek: pandemi elbette denklemin tek de\u011fi\u015fkeni de\u011fil. Kendi talihsizliklerimizin ve ba\u015fkalar\u0131nkinin gazete ve dergilerdeki ola\u011fan\u00fcst\u00fc ve eskimeyen pop\u00fclaritesi sayesinde vir\u00fcs d\u00fcnya sahnesinde ba\u015frol\u00fc \u00fcstlendi, ancak d\u00fcnyada COVID’den ba\u015fka \u015feyler de var ve yukar\u0131da s\u00f6z\u00fc edilen ge\u00e7i\u015fler \u00f6zel de\u011fil, genel bir ilke olarak anla\u015f\u0131lmal\u0131. Leonardo DiCaprio’nun rol ald\u0131\u011f\u0131 yepyeni “Don’t Look Up” filmi ger\u00e7ekte gezegenimize \u00e7arpmak \u00fczere olan bir kuyruklu y\u0131ld\u0131z\u0131 anlatmad\u0131\u011f\u0131 gibi, COVID de hem sorunun kendisi hem de sorunun prototipi.<\/p>\n

Spor ve spor pazarlamas\u0131, vir\u00fcs\u00fcn yar\u0131\u015f\u0131n\u0131 hen\u00fcz bitirmedi\u011fini ve d\u00f6ng\u00fcsel olarak k\u00fcresel g\u00fcndemin \u00fcst s\u0131ralar\u0131na geri d\u00f6nece\u011fini \u00e7ok iyi biliyor. \u00d6zetle, COVID y\u0131llar\u0131 bittiyse bile, COVID’le m\u00fccadele y\u0131llar\u0131 kesin olarak ortadan kalkmaktan \u00e7ok uzak. Sa\u011fl\u0131k ve g\u00fcvenlik protokolleri, balon uygulamalar\u0131, elbette a\u015f\u0131lar\u0131n geli\u015fi ve b\u00fcy\u00fck bir organizasyon ve denetim mekanizmas\u0131 sayesinde koronavir\u00fcs bug\u00fcn \u00fclkeler aras\u0131 bir felaketten \u00e7ok bir sakatl\u0131\u011fa biraz daha yak\u0131n: oyuncular, pilotlar, mekanikerler, teknik direkt\u00f6rler ve ekip \u00fcyeleri vir\u00fcs\u00fcn dayatt\u0131\u011f\u0131 karantinalara her g\u00fcn girip \u00e7\u0131k\u0131yor, ama g\u00f6steri devam etmeyi \u00f6\u011frendi.<\/p>\n

\u00d6te yandan spor pazarlamas\u0131 a\u00e7\u0131s\u0131ndan pandeminin, deyim yerindeyse, sekt\u00f6r profesyonellerinin elinden kaymakta olan bir konuda pusulay\u0131 yeniden ayarlama gibi bir erdemi oldu: i\u00e7erik, kaptan \u00e7ok daha \u00f6nemlidir. Y\u0131llarca, muhtemelen sosyal medyan\u0131n ve devrim niteli\u011findeki etkile\u015fim bi\u00e7imlerinin yaratt\u0131\u011f\u0131 kolay co\u015fku y\u00fcz\u00fcnden de, spor pazarlamas\u0131n\u0131n merkezine sportif performans\u0131n kendisini, yani sportif olay\u0131, ma\u00e7\u0131, yar\u0131\u015f\u0131, m\u00fcsabakay\u0131 koymay\u0131 gerektiren ana yol biraz g\u00f6zden ka\u00e7m\u0131\u015ft\u0131. M\u00fcsabakalar\u0131n iptali, takvimlerin de\u011fi\u015fmesi ve baz\u0131 etkinliklerin aniden ortadan kalkmas\u0131, \u00f6nceliklerin \u00f6nemli bir \u015fekilde yeniden s\u0131ralanmas\u0131na katk\u0131da bulundu ve en tepeye sporun kendisinin yap\u0131labilmesi yerle\u015fti.<\/p>\n

Spor sponsorlu\u011funun kendisi de, bu sat\u0131rlar\u0131n yazar\u0131n\u0131n da su\u00e7 orta\u011f\u0131 oldu\u011fu Ezop masallar\u0131na yak\u0131\u015f\u0131r k\u00fc\u00e7\u00fck bir oyunda, son d\u00f6nemde sonucun merkezde olmad\u0131\u011f\u0131 fikrini fazlas\u0131yla abartt\u0131 ve anla\u015fman\u0131n getirisinin yaln\u0131zca o anda orada olmak ve bunu aktive edebilmekte yatt\u0131\u011f\u0131n\u0131 savunan b\u00fct\u00fcnsel bir bak\u0131\u015f\u0131 \u00f6ne \u00e7\u0131kard\u0131. Bu do\u011frudur, yeter ki Liverpool’a sponsor olman\u0131n Norwich’e sponsor olmakla ayn\u0131 \u015fey oldu\u011funu ya da Red Bull Racing’in orta\u011f\u0131 olman\u0131n Haas tak\u0131m\u0131n\u0131n orta\u011f\u0131 olmakla ayn\u0131 \u015fey oldu\u011funu s\u00f6ylemeye varmayal\u0131m.<\/p>\n

Somut olarak, pandemi a\u00e7\u0131s\u0131ndan 2022, 2021’den farkl\u0131 olmayacak. K\u0131\u015f dalgas\u0131 ve \u015feytani Omicron dikkatli olmay\u0131 gerektiriyor ve h\u00e2l\u00e2 dans\u0131n temposunu belirliyor, ama organizat\u00f6rler notalar\u0131 \u00f6\u011frendi ve m\u00fczi\u011fin ritmine uymaya haz\u0131r. Kesin olan \u015fu ki h\u00e2l\u00e2 baz\u0131 bo\u015f stadyumlar ve seyrek trib\u00fcnler olacak, ancak gizemli Katar D\u00fcnya Kupas\u0131 y\u0131l\u0131nda, sahadaki i\u015flerin devam edebilmesi i\u00e7in baz\u0131 trib\u00fcn biletlerinden, hakl\u0131 olarak, feragat edilece\u011fini tahmin etmek zor de\u011fil.<\/p>\n

Yeni fiziksel, siyasi ve ticari co\u011frafyalar<\/h3>\n

Katar’daki D\u00fcnya Kupas\u0131 elbette bir 2022 konusu, t\u0131pk\u0131 iki y\u0131l \u00f6nce sonun ba\u015flang\u0131c\u0131n\u0131 ba\u015flatan \u00c7in’in ba\u015fkenti Pekin’deki K\u0131\u015f Olimpiyatlar\u0131 gibi. Arap Yar\u0131madas\u0131’ndaki bu \u00fclke, gezegenin en b\u00fcy\u00fck spor organizasyonuna ev sahipli\u011fi yapan en k\u00fc\u00e7\u00fck \u00fclke olmakla kalm\u0131yor, ayn\u0131 zamanda spor sisteminin motorunun do\u011fuya kayd\u0131\u011f\u0131n\u0131n kesin ve en somut i\u015fareti. Bu, Avrupa’n\u0131n satran\u00e7 tahtas\u0131ndaki \u00f6nemini yitirdi\u011fi anlam\u0131na gelmiyor; yeni d\u00fczene ait pazarlar\u0131n ve m\u00fc\u015fterilerin \u00f6nemli olan t\u00fcm masalardaki varl\u0131klar\u0131n\u0131 resmen somutla\u015ft\u0131rd\u0131\u011f\u0131 anlam\u0131na geliyor.<\/p>\n

Bunun \u00e7ok net bir i\u015fareti de motor sporlar\u0131n\u0131n en \u00fcst d\u00fczey uluslararas\u0131 \u015fampiyonalar\u0131n\u0131n takvimleri: MotoGP ve Formula 1 birlikte, eski k\u0131tan\u0131n d\u0131\u015f\u0131nda tam 20 yar\u0131\u015f i\u00e7eriyor. Nedeni a\u00e7\u0131k: Avrupa’n\u0131n miras\u0131na sahip olmasa da bug\u00fcn \u00f6nemli etkinliklerin sahnesi olacak sermayeye sahip baz\u0131 b\u00f6lgelerin mali g\u00fcc\u00fc.<\/p>\n

Bu tektonik hareket bile tart\u0131\u015fmalardan azade de\u011fil; baz\u0131lar\u0131 sa\u011flam temellere dayan\u0131yor, baz\u0131lar\u0131 daha az. D\u00fcnya Kupas\u0131’na ev sahipli\u011fi yapacak stadyumlar\u0131 ve altyap\u0131y\u0131 haz\u0131rlamakla g\u00f6revli i\u015f\u00e7ilerin ko\u015fullar\u0131na ili\u015fkin etik ve sosyal kayg\u0131lar ku\u015fkusuz ilk kategoriye giriyor. Buna kar\u015f\u0131l\u0131k, \u015feyhlerin \u0130talya’n\u0131n aleyhine ayarlad\u0131\u011f\u0131 iddia edilen ve son kampanyan\u0131n \u015fampiyonu olan tak\u0131m yerine fenomen Ronaldo’nun turnuvaya kat\u0131lmas\u0131n\u0131 sa\u011flayaca\u011f\u0131 s\u00f6ylenen “dan\u0131\u015f\u0131kl\u0131 d\u00f6v\u00fc\u015f” hakk\u0131nda son d\u00f6nemde kopan f\u0131rt\u0131na ise \u015f\u00fcpheli olmay\u0131 s\u00fcrd\u00fcr\u00fcyor. Her g\u00fcn bilgisayarlar\u0131, telefonlar\u0131 ve her t\u00fcrl\u00fc cihaz\u0131 dolduran sonsuz bilgi ak\u0131\u015f\u0131nda saman\u0131 bu\u011fdaydan ay\u0131rmak ve dikkatle eleme yapmak gerekiyor.<\/p>\n

Mesle\u011fimiz, yani spor sponsorlu\u011fu a\u00e7\u0131s\u0131ndan, bu yeni co\u011frafyalar\u0131n en bariz sonu\u00e7lar\u0131 uzun zamand\u0131r ortada. D\u00fcnyan\u0131n en \u00f6nemli spor varl\u0131klar\u0131n\u0131n en b\u00fcy\u00fck sponsorlar\u0131 \u00e7o\u011fu zaman Orta ya da Uzak Do\u011fu’dan geliyor. Ancak bu ortakl\u0131klar\u0131n nedeni konusunda yan\u0131lmamak gerekiyor: ama\u00e7 kesinlikle “Avrupa’y\u0131 fethetmek” de\u011fil, \u00e7ok daha k\u00fcresel ve \u00e7ok daha az yerel bir konumlanma. Spor, d\u00fcnya \u00f6l\u00e7e\u011finde o kadar \u00f6nemli bir ileti\u015fim varl\u0131\u011f\u0131 haline geldi ki Suudi ya da \u00c7inli gruplar\u0131n yaln\u0131zca Avrupal\u0131 m\u00fc\u015fteriyle ilgilendi\u011fini d\u00fc\u015f\u00fcnmek m\u00fcmk\u00fcn de\u011fil: \u0130talyanlar, Frans\u0131zlar, Almanlar ve \u0130spanyollar say\u0131ca \u00e7ok az ve ekonomik b\u00fcy\u00fcme a\u00e7\u0131s\u0131ndan fazla durgun olduklar\u0131 i\u00e7in art\u0131k d\u00fcnyadaki her \u015firketin arzu nesnesi de\u011filler. Mecaz\u0131 b\u0131rak\u0131rsak, Etihad City’nin formas\u0131nda Manchesterl\u0131 ya da \u0130ngiliz taraftarlar\u0131 kazanmak i\u00e7in de\u011fil, nerede olurlarsa olsunlar futbola az\u0131c\u0131k bile ilgi duyan herkese h\u0131zla ula\u015fmak i\u00e7in yer al\u0131yor.<\/p>\n

Aktivasyon sisteminin de de\u011fi\u015fti\u011fi, ki bu \u015fimdiden ya\u015fan\u0131yor, ve giderek iki makro sisteme ayr\u0131ld\u0131\u011f\u0131 a\u00e7\u0131k. Bir yanda neredeyse yaln\u0131zca isim, imaj ve \u015f\u00f6hret haklar\u0131n\u0131n kullan\u0131m\u0131yla ve \u00fcst d\u00fczey g\u00f6r\u00fcn\u00fcrl\u00fckle ilgilenen s\u00fcper sponsorlar var, di\u011fer yanda ise alt kademe sponsorlar (ho\u015f olmayan, yerine daha iyisini hak eden bir ifade); bunlar i\u00e7in a\u011f\u0131rlama ve birebir temas i\u00e7eren k\u00fc\u00e7\u00fck ama yo\u011fun yerel aktivasyonlar giderek daha faydal\u0131 olacak.<\/p>\n

Kripto paralar ve metaverse’ler \u00fczerine<\/h3>\n

Modernitenin sorgulad\u0131\u011f\u0131 tek co\u011frafya fiziksel s\u0131n\u0131rlar de\u011fil. Kripto paralar\u0131n, metaverse’\u00fcn, blockchain’in, NFT’lerin ve finans ile teknoloji sekt\u00f6rlerinden di\u011fer oyuncular\u0131n geli\u015fi, spor d\u00fcnyas\u0131na sekt\u00f6r\u00fcn her zaman haz\u0131r olmad\u0131\u011f\u0131 bir h\u0131zla girdi. Daha birka\u00e7 g\u00fcn \u00f6nce Scuderia Ferrari, NFT ve dijital c\u00fczdan pazar\u0131n\u0131n yeni ve g\u00fc\u00e7l\u00fc oyuncusu Velas Network ile bir anla\u015fma imzalad\u0131. Birka\u00e7 y\u0131l, bazen birka\u00e7 ay i\u00e7inde, bitcoin ve benzerlerinin pop\u00fclaritesiyle \u00e7ok zenginle\u015fen yepyeni \u015firketler spor d\u00fcnyas\u0131n\u0131 fethetmeye \u00e7\u0131kt\u0131 ve manzaray\u0131 yeniden \u00e7izen milyonlarca dolarl\u0131k anla\u015fmalar imzalad\u0131: baz\u0131lar\u0131na g\u00f6re bunlar yeni t\u00fct\u00fcn ya da yeni bankalar, ama aradaki fark asl\u0131nda k\u00f6kl\u00fc.<\/p>\n

Daha “geleneksel” \u015firketlerin aksine (bu da ho\u015f olmayan ve kesin olmayan, asl\u0131nda hi\u00e7 de olumsuz olmayan bir \u015feye olumsuz bir anlam y\u00fckleyen bir ifade), bu yeni b\u00fcy\u00fck yat\u0131r\u0131mc\u0131lar her anlamda derinden sanalla\u015fm\u0131\u015f durumda: a\u00e7\u0131k\u00e7a beyan edilmi\u015f fiziksel bir merkezleri yok, \u00e7o\u011fu zaman g\u00f6r\u00fcnmeyen ve yepyeni bir ku\u015faktan olu\u015fan bir hedef kitleye sesleniyorlar ve sahip olduklar\u0131 b\u00fct\u00e7elere ra\u011fmen son derece h\u0131zl\u0131 operasyonlara ve ani y\u00f6n de\u011fi\u015fikliklerine olanak tan\u0131yan yal\u0131n yap\u0131lara sahipler. K\u0131sacas\u0131 hen\u00fcz \u00f6l\u00e7\u00fcs\u00fc al\u0131nmaya \u00e7al\u0131\u015f\u0131lan, olduk\u00e7a yabanc\u0131 bir t\u00fcr. Bu \u015firketler yeni ortakl\u0131k t\u00fcrlerine kap\u0131y\u0131 sonuna kadar a\u00e7\u0131yor; bunlar bazen \u00f6zel NFT’ler ya da kripto paralar yaratmaya, bazen de h\u0131zla kalabal\u0131kla\u015fan bir pazarda \u00f6ne \u00e7\u0131kabilmek i\u00e7in saf marka itibar\u0131 (\u00f6rne\u011fin F1 \u015fampiyonas\u0131na sponsor olduktan sonra Los Angeles Lakers’\u0131n salonunun isim haklar\u0131n\u0131 sat\u0131n alan Crypto.com) ve marka geli\u015ftirme faaliyetlerine dayan\u0131yor.<\/p>\n

Baz\u0131 sekt\u00f6r profesyonellerinin ku\u015fkular\u0131na ve bu yar\u0131 bilinmeyen nesnelere y\u00f6nelik ilk temkinli yakla\u015f\u0131mlara ra\u011fmen, dijital finans art\u0131k spor pazarlamas\u0131n\u0131n gelece\u011fi de\u011fil, bug\u00fcn\u00fc. Yar\u0131n ise, do\u011frusu olduk\u00e7a yak\u0131n olan yar\u0131n, a\u00e7\u0131k\u00e7a metaverse’te: sanal d\u00fcnyalar ama tamamen ger\u00e7ek deneyimler ve ekonomiler sunan, birbirine ba\u011fl\u0131 a\u011flardan olu\u015fan dev a\u011f, dijital d\u00fcnyan\u0131n bir sonraki b\u00fcy\u00fck olay\u0131. Meta, Amazon ve Apple gibi b\u00fcy\u00fck isimler metaverse i\u00e7in y\u0131llar \u00f6nce haz\u0131rlanmaya ba\u015flad\u0131ysa, \u00f6rne\u011fin Decentraland’de oldu\u011fu gibi yar\u0131n\u0131n internetini \u00e7oktan in\u015fa edip ard\u0131ndan \u00fczerinde spek\u00fclasyon yapan pek \u00e7ok ki\u015fi de var. B\u00fcy\u00fck spor varl\u0131klar\u0131 geri kalmayacaklar\u0131n\u0131 ve taraftarlar\u0131na ve payda\u015flar\u0131na metaverse’te (ya da tan\u0131ma g\u00f6re metaverse’lerde) ya\u015fayabilecekleri, kendi blockchain’leri ve NFT’leri \u00fczerinden y\u00f6netilen yeni bir 3.0 f\u0131rsatlar d\u00fcnyas\u0131 sunacaklar\u0131n\u0131 vaat ediyor.<\/p>\n

\u015eimdi mesele iki d\u00fcnyay\u0131 birbirine ba\u011flamak: metaverse’\u00fcn son derece sanal ve y\u00fcksek d\u00fczeyde dijital d\u00fcnyas\u0131 ile sporun ger\u00e7ek ve \u015fimdi ve burayla s\u0131k\u0131 s\u0131k\u0131ya ba\u011fl\u0131 d\u00fcnyas\u0131. Pek \u00e7ok ki\u015fi metaverse’te, sanal ger\u00e7eklik teknolojileri, b\u00fcy\u00fck veri ve anl\u0131k istatistikler sayesinde yar\u0131\u015flar\u0131, kar\u015f\u0131la\u015fmalar\u0131 ve ma\u00e7lar\u0131 izlemenin yeni bir yolunu g\u00f6r\u00fcyor, ancak \u00f6zellikle baz\u0131 platformlar\u0131n gerektirece\u011fi muazzam bant geni\u015fli\u011fi d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcnde teknolojinin durumuna ili\u015fkin ku\u015fkular s\u00fcr\u00fcyor. Buna kar\u015f\u0131l\u0131k metaverse, pandeminin ilk dalgas\u0131nda \u015fa\u015f\u0131rt\u0131c\u0131 bir medya ilgisi g\u00f6rd\u00fckten sonra s\u00fcrekli geni\u015fleyen oyuncu taban\u0131 sayesinde parlak bir d\u00f6nem ya\u015famaya devam eden e-spor i\u00e7in tart\u0131\u015fmas\u0131z bir se\u00e7enek gibi g\u00f6r\u00fcn\u00fcyor. Video oyunlar\u0131, uzun zamand\u0131r anla\u015f\u0131ld\u0131\u011f\u0131 gibi, yaln\u0131zca gelece\u011fin medyas\u0131 de\u011fil, ayn\u0131 zamanda herkesin \u00f6n\u00fcm\u00fczdeki y\u0131llarda kullanaca\u011f\u0131 pek \u00e7ok teknolojinin evrimsel temeli.<\/p>\n

Metaverse’ler \u00fczerine d\u00fc\u015f\u00fcnceyi tamamlarken ve konu hakk\u0131nda yak\u0131n zamanda yap\u0131lan bir sohbette ortaya \u00e7\u0131kan bir kayg\u0131y\u0131 k\u00e2\u011f\u0131da d\u00f6kerken, umar\u0131z duman\u0131n arkas\u0131nda ger\u00e7ekten bir \u00f6z vard\u0131r. \u0130zlenim \u015fu ki pek \u00e7ok ki\u015fi bu gelece\u011fin internetinden s\u00f6z ediyor, ama \u00e7ok az\u0131 arkas\u0131nda ne oldu\u011funu ger\u00e7ekten anlam\u0131\u015f ve dijital c\u00fczdana sahip olmak gibi ona eri\u015fmek i\u00e7in gereken \u00e7ok say\u0131da ko\u015fulu y\u00f6netebiliyor.<\/p>\n

\u00d6z\u00fcne d\u00f6n\u00fc\u015f<\/h3>\n

2022 spor pazarlamas\u0131n\u0131n konular\u0131na dair belki biraz da\u011f\u0131n\u0131k bu genel bak\u0131\u015f\u0131 bitirirken, bir ad\u0131m geri \u00e7ekilip b\u00fcy\u00fck resmi kavramaya \u00e7al\u0131\u015fmak faydal\u0131. Ba\u015fta s\u00f6yledi\u011fimiz gibi pandemi Pandora’n\u0131n kutusunun kapa\u011f\u0131n\u0131 kald\u0131rd\u0131 ve modernitenin sportif olay\u0131n \u00fcst\u00fcne yerle\u015ftirdi\u011fi pek \u00e7ok \u00fcst yap\u0131y\u0131 buharla\u015ft\u0131rd\u0131. Sportif olay\u0131n kendisinin olmad\u0131\u011f\u0131 aylar, vurguyu yeniden spor sisteminin temellerine, yani sporun kendisine koydu. Oynanm\u0131yorsa, yar\u0131\u015f\u0131lm\u0131yorsa, m\u00fccadele edilmiyorsa geri kalan her \u015fey bo\u015ftur. Sosyal medyadan metaverse’lere, co\u011frafi a\u00e7\u0131l\u0131mlardan yeni nesil aktivasyonlara kadar geri kalan her \u015fey, \u015fampiyonun performans\u0131n\u0131n, g\u00fczel bir teknik hareketin, zafer sevincinin ve unutulmaz bir etkinli\u011fin heyecan\u0131n\u0131n yaratt\u0131\u011f\u0131 duygulara ve ruh hallerine dayan\u0131yor.<\/p>\n

Sahada olup biten her \u015feyin merkezindeyse, ki do\u011fal olarak ba\u015fka t\u00fcrl\u00fc olamaz, o halde rekabet\u00e7ilik yeniden ola\u011fan\u00fcst\u00fc \u00f6nem kazan\u0131yor ve 2022’nin de\u011fil, t\u00fcm gelece\u011fin sporuna bakarken korunmas\u0131 gereken ilk \u015fey oluyor. Sporun pazarlamas\u0131yla u\u011fra\u015fanlar\u0131n, \u00f6ng\u00f6r\u00fclemezli\u011fin, g\u00f6sterinin, belirsizli\u011fin ve d\u00fcellonun (sportif olan\u0131n, elbette) \u015fampiyonalar\u0131, serileri, etkinlikleri ve turnuvalar\u0131 d\u00fczenleyenlerin her zaman nihai hedefi olmas\u0131n\u0131 sa\u011flayacak mekanizmalar bulmas\u0131 gerekiyor. Dikkat, sporun pazarlamas\u0131, spor arac\u0131l\u0131\u011f\u0131yla pazarlama de\u011fil: bu ikilik \u00fczerine yeni bir inceleme yapmadan, birincisinin sportif \u00fcr\u00fcn\u00fc tan\u0131tt\u0131\u011f\u0131n\u0131, ikincisinin ise \u00fc\u00e7\u00fcnc\u00fc taraflar\u0131n \u00fcr\u00fcn ya da hizmetlerini tan\u0131tmak i\u00e7in sporu kulland\u0131\u011f\u0131n\u0131 hat\u0131rlatmak yeterli.<\/p>\n

Asl\u0131nda eski temellere dayansa da son derece modern bir konu. MotoGP, Rossi’nin vedas\u0131ndan sonra ayakta kalabilecek mi? Messi ya da Ronaldo olmadan bir D\u00fcnya Kupas\u0131 olabilir mi? B\u00fcy\u00fck pazarlardan uzak tak\u0131mlar kazan\u0131rsa NBA geli\u015febilir mi? A\u00e7\u0131k\u00e7a cevap evet, yeter ki s\u0131ras\u0131yla pistte, \u00e7imde ve parkede b\u00fcy\u00fck bir g\u00f6steriyi garanti etmenin yollar\u0131 her zaman bulunsun. Bu anlamda \u00f6zellikle 2021 Formula 1<\/a> \u015fampiyonas\u0131 ayd\u0131nlat\u0131c\u0131 oldu: Max Verstappen kazand\u0131, ama her \u015feyden \u00f6nce son yar\u0131\u015f\u0131n son turunda belirlendi. Y\u0131llarca s\u0131k\u0131c\u0131 bir sirk olarak damgalanan ayn\u0131 spor, bu y\u0131l heyecan verici m\u00fccadeleleri ve iki b\u00fcy\u00fck \u015fampiyonun \u00e7eki\u015fmesiyle d\u00fcnyay\u0131 b\u00fcy\u00fcledi.<\/p>\n

Gelecek y\u0131l<\/h3>\n

Sonu\u00e7 olarak, gelecek y\u0131l, yani 2022, asl\u0131nda \u00e7oktan geldi ve spor ile spor pazarlamas\u0131 i\u00e7in zorluklar\u0131, karma\u015f\u0131kl\u0131klar\u0131 ve temel konular\u0131 yeterince a\u00e7\u0131k bi\u00e7imde ortaya koyuyor. Bu zorluklar\u0131n \u00e7o\u011fu yukar\u0131daki sat\u0131rlarda s\u0131raland\u0131, pek \u00e7o\u011fu daha derin incelemeyi hak ediyor. COVID-19 pandemisi ve h\u0131zla yay\u0131lan Omicron varyant\u0131 gazetelerin ana man\u015feti olmay\u0131 s\u00fcrd\u00fcrecek, ancak K\u00f6rfez \u00fclkelerinin merkezi konumu, kripto paralar\u0131n ve metaverse’lerin rol\u00fc ve rekabet\u00e7ili\u011fi gelecek m\u00fcsabakalar\u0131n merkezine koyma ihtiyac\u0131, mesle\u011fimizin ve onun pek \u00e7ok y\u00f6n\u00fcn\u00fcn yar\u0131n\u0131n\u0131 temsil ediyor.<\/p>\n

Son zamanlarda s\u0131k\u00e7a s\u00f6ylendi\u011fi gibi \u00f6zetle, spor ve spor pazarlamas\u0131 de\u011fi\u015fime ve modernitenin sundu\u011fu pek \u00e7ok d\u00f6n\u00fc\u015f\u00fcme uyum sa\u011flamamay\u0131 g\u00f6ze alamaz. Aksine, g\u00fcndelik hayatta sahip olduklar\u0131 birinci s\u0131n\u0131f rol\u00fc korumak istiyorlarsa \u00f6nce bu e\u011filimlere, zorluklara ve yeniliklere ayak uydurmak, sonra da onlar\u0131n \u00f6n\u00fcne ge\u00e7mek zorundalar. Bu iki y\u0131lda spor t\u00fcm topluma \u00f6nc\u00fcl\u00fck etti ve tam bir ola\u011fan\u00fcst\u00fc durumun ortas\u0131nda bile i\u015flemeye devam etmenin bir yolunun bulunabilece\u011fini g\u00f6sterdi. Herkesin bildi\u011fi gibi spor, basit bir e\u011flence bi\u00e7iminden ya da bo\u015f zaman oyunca\u011f\u0131ndan \u00e7ok daha fazlas\u0131: say\u0131s\u0131z pratik, somut ve canl\u0131 uygulamas\u0131 ve sonucu olan karma\u015f\u0131k bir sosyal ve k\u00fclt\u00fcrel olgu.<\/p>\n

Bu sonu\u00e7lar\u0131 anlamak, y\u00f6netmek, iletmek ve idare etmek, muhtemelen gelecek y\u0131l\u0131n ve sonraki y\u0131llar\u0131n en \u00f6nemli g\u00f6revi.<\/p>\n

D\u00f6rt y\u0131l sonra: de\u011ferlendirme<\/h2>\n

\u00d6ng\u00f6r\u00fclerle dolu bir makaleyi aradan zaman ge\u00e7tikten sonra yeniden okumak bir al\u00e7akg\u00f6n\u00fcll\u00fcl\u00fck al\u0131\u015ft\u0131rmas\u0131d\u0131r. \u0130\u015fte konu konu ger\u00e7ekte olanlar.<\/p>\n

COVID: acil durumdan an\u0131ya<\/h3>\n

5 May\u0131s 2023’te D\u00fcnya Sa\u011fl\u0131k \u00d6rg\u00fct\u00fc, COVID-19’un art\u0131k uluslararas\u0131 \u00f6nem ta\u015f\u0131yan bir halk sa\u011fl\u0131\u011f\u0131 acil durumu olmad\u0131\u011f\u0131n\u0131 a\u00e7\u0131klad\u0131. Vir\u00fcsle m\u00fccadelenin daha uzun s\u00fcrece\u011fi \u00f6ng\u00f6r\u00fcs\u00fc fazla temkinli \u00e7\u0131kt\u0131: bir y\u0131l i\u00e7inde protokoller, balonlar ve bo\u015f trib\u00fcnler birer an\u0131ya d\u00f6n\u00fc\u015ft\u00fc. Seyirciler geri d\u00f6nd\u00fc, hem de daha \u00f6nce g\u00f6r\u00fclmemi\u015f say\u0131larda: 2025’te MotoGP pistlerde 3,6 milyon seyirciyi a\u015ft\u0131, Formula 1 ise 6,7 milyon seyirciye ula\u015ft\u0131; ikisi de rekor. Buna kar\u015f\u0131l\u0131k as\u0131l de\u011ferin sportif i\u00e7erikte oldu\u011funu g\u00f6ren temel sezgi sa\u011flam kald\u0131: yay\u0131n platformlar\u0131 ve belgesel diziler, anlatacak \u00f6zg\u00fcn bir \u015feyleri oldu\u011fu i\u00e7in b\u00fcy\u00fcmeye devam etti.<\/p>\n

Yeni co\u011frafyalar: kal\u0131c\u0131 ama k\u0131r\u0131lgan<\/h3>\n

Katar D\u00fcnya Kupas\u0131 20 Kas\u0131m ile 18 Aral\u0131k 2022 aras\u0131nda, tarihte ilk kez k\u0131\u015f\u0131n oynand\u0131 ve Arjantin kazand\u0131. \u0130talya orada de\u011fildi: 24 Mart 2022’de play-off’ta Kuzey Makedonya’ya elendi ve o d\u00f6nem konu\u015fulan “dan\u0131\u015f\u0131kl\u0131 d\u00f6v\u00fc\u015f” iddias\u0131, ger\u00e7eklerden ayr\u0131lmas\u0131 gereken say\u0131s\u0131z s\u00f6ylentiden biri olarak kald\u0131. Buna kar\u015f\u0131l\u0131k sporun a\u011f\u0131rl\u0131k merkezinin do\u011fuya kaymas\u0131 tamamen do\u011fruland\u0131. Suudi Arabistan, Haziran 2022’de PIF varl\u0131k fonunun deste\u011fiyle LIV Golf turunu ba\u015flatt\u0131 ve 11 Aral\u0131k 2024’te 2034 D\u00fcnya Kupas\u0131’n\u0131n ev sahipli\u011fini ald\u0131; Aramco ise 2020’den bu yana Formula 1’in Global Partner’\u0131. Ancak 2026 bu co\u011frafyan\u0131n k\u0131r\u0131lganl\u0131\u011f\u0131n\u0131 da hat\u0131rlatt\u0131: mart ay\u0131nda Orta Do\u011fu’daki durum, Formula 1’i Bahreyn ve Suudi Arabistan Grand Prix’lerini iptal etmeye zorlad\u0131.<\/p>\n

Kripto paralar ve metaverse: \u00f6z ve duman<\/h3>\n

De\u011ferlendirmenin en sert oldu\u011fu yer buras\u0131 ve 2022’de dile getirilen kayg\u0131, yani “duman\u0131n arkas\u0131nda bir \u00f6z olmas\u0131” umudu, yerinde \u00e7\u0131kt\u0131. 11 Kas\u0131m 2022’de kripto borsas\u0131 FTX iflas ba\u015fvurusunda bulundu ve sponsorluklar\u0131n\u0131 da beraberinde s\u00fcr\u00fckledi: Mercedes Formula 1’deki ortakl\u0131\u011f\u0131n\u0131 ask\u0131ya ald\u0131, Miami-Dade County ve Miami Heat salon isim hakk\u0131 s\u00f6zle\u015fmesini sonland\u0131rd\u0131, MLB de 2023 sezonundan itibaren hakem formalar\u0131ndaki FTX amblemi uygulamas\u0131ndan vazge\u00e7ti. Ferrari ile Velas aras\u0131nda 27 Aral\u0131k 2021’de duyurulan anla\u015fma, 12 Ocak 2023’te Scuderia taraf\u0131ndan erken sonland\u0131r\u0131ld\u0131. NFT pazar\u0131 \u00e7\u00f6kt\u00fc: DappRadar’a g\u00f6re i\u015flem hacimleri 2022’deki 57,2 milyar dolardan 2024’te 13,7 milyar dolara geriledi, yani %76 d\u00fc\u015ft\u00fc. Metaverse’e gelince, Meta’n\u0131n Reality Labs b\u00f6l\u00fcm\u00fc 2020 sonundan bu yana 80 milyar dolar\u0131 a\u015fan faaliyet zarar\u0131 biriktirdi ve Ocak 2026’da b\u00f6l\u00fcm\u00fcn yakla\u015f\u0131k %10’una denk gelen binden fazla ki\u015fiyi i\u015ften \u00e7\u0131kard\u0131.<\/p>\n

Yine de her \u015fey buharla\u015fmad\u0131. 2022’de itibara yat\u0131r\u0131m \u00f6rne\u011fi olarak g\u00f6sterilen Crypto.com, 2030’a kadar uzat\u0131lan bir anla\u015fmayla h\u00e2l\u00e2 Formula 1’in orta\u011f\u0131 ve yakla\u015f\u0131k 700 milyon dolarl\u0131k yirmi y\u0131ll\u0131k bir s\u00f6zle\u015fme sayesinde ad\u0131 Lakers’\u0131n salonunda duruyor. Ders her sponsor i\u00e7in ge\u00e7erli: ayakta kalan, bir balonun \u00fcst\u00fcnde s\u00f6rf yapan de\u011fil, marka in\u015fa etmek i\u00e7in yat\u0131r\u0131m yapan olur.<\/p>\n

Rekabet\u00e7ilik: en basit \u00f6ng\u00f6r\u00fc do\u011fru olan\u0131yd\u0131<\/h3>\n

“MotoGP, Rossi’nin vedas\u0131ndan sonra ayakta kalabilecek mi?” sorusu net bir yan\u0131t ald\u0131: 2025’te \u015fampiyona, bir \u00f6nceki y\u0131la g\u00f6re %12 art\u0131\u015fla 632 milyon ki\u015filik bir taraftar kitlesi a\u00e7\u0131klad\u0131 ve hik\u00e2ye yeni kahramanlara kayd\u0131. Formula 1, 2021 finalinin ard\u0131ndan d\u00fcellolarla ya\u015famaya devam etti: 2025 \u015fampiyonlu\u011fu Abu Dabi’de Lando Norris ile Max Verstappen aras\u0131ndaki yaln\u0131zca iki puanl\u0131k farkla belirlendi. Bunu Valentino Rossi’nin son yar\u0131\u015f\u0131<\/a> ve NBA ile Formula 1 aras\u0131ndaki \u00e7apraz kitle pazarlamas\u0131<\/a> \u00fczerine yazd\u0131\u011f\u0131m\u0131z makalelerde de anlatt\u0131k: pistteki g\u00f6steri, geri kalan her \u015feyin \u00fczerine kuruldu\u011fu temel olmay\u0131 s\u00fcrd\u00fcr\u00fcyor.<\/p>\n

Bize ne \u00f6\u011fretti<\/h2>\n

D\u00f6rt y\u0131l sonra d\u00f6rt konuyu birbirine ba\u011flayan ip, 2022 metninin en basit pasaj\u0131nda i\u015faret etti\u011fi \u015feyle ayn\u0131: oynanm\u0131yorsa, yar\u0131\u015f\u0131lm\u0131yorsa, m\u00fccadele edilmiyorsa geri kalan her \u015fey bo\u015ftur. Pandemi sporu elimizden alarak bunu g\u00f6r\u00fcn\u00fcr k\u0131ld\u0131, seyircilerin d\u00f6n\u00fc\u015f\u00fc onu bize geri vererek bunu do\u011frulad\u0131, kripto balonu ise somut bir \u015fey sunabilenleri \u00f6d\u00fcllendirerek bunu tersinden kan\u0131tlad\u0131. Sporu bir ileti\u015fim arac\u0131 olarak g\u00f6ren \u015firketler i\u00e7in sonu\u00e7 pratik: modalar ge\u00e7er, platformlar de\u011fi\u015fir, ama bir sponsorlu\u011fun de\u011feri her zaman pistte olup bitenden ve bunu nas\u0131l anlatt\u0131\u011f\u0131n\u0131zdan do\u011far. Bunu bug\u00fcn nas\u0131l uygulayaca\u011f\u0131n\u0131z\u0131 anlamak istiyorsan\u0131z, Formula 1’in nas\u0131l i\u015fledi\u011fi<\/a> \u00fczerine rehberimizden ve MotoGP sponsorlu\u011fu<\/a> sayfam\u0131zdan ba\u015flayabilirsiniz.<\/p>\n

Kaynaklar:<\/strong> BM Haberleri, DS\u00d6 COVID-19 acil durumunun sona erdi\u011fini a\u00e7\u0131klad\u0131<\/a>; FIFA, Katar 2022 D\u00fcnya Kupas\u0131<\/a>; FIFA, 2030 ve 2034 D\u00fcnya Kupas\u0131 ev sahipleri<\/a>; Sky Sports, Bahreyn ve Suudi Arabistan GP’lerinin iptali<\/a>; Fortune, FTX’in spor sponsorluklar\u0131<\/a>; ESPN, Ferrari Velas anla\u015fmas\u0131n\u0131 sonland\u0131rd\u0131<\/a>; The Block, NFT i\u015flem hacimleri<\/a>; CNBC, Meta Reality Labs i\u015ften \u00e7\u0131karmalar\u0131<\/a>; CNBC, Reality Labs’in birikmi\u015f zararlar\u0131<\/a>; CoinDesk, MLB ve FTX amblemleri<\/a>; Formula 1, Norris’in 2025 \u015fampiyonlu\u011fu<\/a>; Formula 1, Crypto.com 2030’a kadar ortak<\/a>; MotoGP, rekor 2025 de\u011ferlendirmesi<\/a>; BlackBook Motorsport, F1’in 2025 rakamlar\u0131<\/a>.<\/p>\n

\r\n\r\n

Spor pazarlamas\u0131 ve COVID hakk\u0131nda s\u0131k sorulan sorular<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Spor d\u00fcnyas\u0131 COVID pandemisine nas\u0131l tepki verdi?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Sa\u011fl\u0131k protokolleri, balon uygulamalar\u0131, yeniden d\u00fczenlenen takvimler ve gerekti\u011finde seyircisiz m\u00fcsabakalarla. Spor, tam bir ola\u011fan\u00fcst\u00fc durumun ortas\u0131nda bile i\u015flemeye devam edilebilece\u011fini g\u00f6steren ilk sekt\u00f6rlerden biri oldu. 5 May\u0131s 2023’te DS\u00d6, COVID-19’un art\u0131k uluslararas\u0131 bir sa\u011fl\u0131k acil durumu olmad\u0131\u011f\u0131n\u0131 a\u00e7\u0131klad\u0131.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Pandemi spor pazarlamas\u0131na ne \u00f6\u011fretti?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\u0130\u00e7eri\u011fin kaptan daha \u00f6nemli oldu\u011funu: yar\u0131\u015flar, ma\u00e7lar ve etkinlikler olmadan geri kalan her \u015fey de\u011fer kaybeder. M\u00fcsabakalar\u0131n iptali ve ertelenmesi, sportif olay\u0131n kendisini ve onunla birlikte rekabet\u00e7ili\u011fin ve g\u00f6sterinin \u00f6nemini yeniden merkeze ta\u015f\u0131d\u0131.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n COVID'den sonra seyirciler stadyumlara ve pistlere d\u00f6nd\u00fc m\u00fc?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Evet, hem de rekor seviyelerde. 2025’te MotoGP pistlerde 3,6 milyon seyirciyi a\u015ft\u0131, Formula 1 ise 6,7 milyon seyirci kaydetti; bu rakamlar her ikisinin de tarihindeki en y\u00fcksek de\u011ferler.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Spordaki kripto para sponsorluklar\u0131na ne oldu?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Bir\u00e7o\u011fu pazar\u0131n \u00e7\u00f6k\u00fc\u015f\u00fcyle sona erdi: Kas\u0131m 2022’deki FTX iflas\u0131 F1’de Mercedes, Miami Heat ve MLB ile yap\u0131lan anla\u015fmalar\u0131 sonland\u0131rd\u0131, Ferrari de Velas ile anla\u015fmas\u0131n\u0131 Ocak 2023’te erken bitirdi. Baz\u0131 markalar ise kald\u0131; \u00f6rne\u011fin 2030’a kadar Formula 1’in orta\u011f\u0131 olan Crypto.com.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Metaverse spor pazarlamas\u0131n\u0131 de\u011fi\u015ftirdi mi?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

2022’de \u00f6ng\u00f6r\u00fclenden \u00e7ok daha az. DappRadar’a g\u00f6re 2022 ile 2024 aras\u0131nda %76 k\u00fc\u00e7\u00fclen NFT pazar\u0131yla birlikte heyecan da s\u00f6nd\u00fc ve Meta’n\u0131n metaverse b\u00f6l\u00fcm\u00fc 2020 sonundan bu yana 80 milyar dolar\u0131 a\u015fan faaliyet zarar\u0131 biriktirdi. De\u011fer her zaman oldu\u011fu yerde kald\u0131: sportif olayda ve onu anlatabilme becerisinde.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Ocak 2022’de d\u00fcnya pandeminin ikinci k\u0131\u015f\u0131ndan g\u00fc\u00e7l\u00fckle \u00e7\u0131k\u0131yordu, Omicron man\u015fetleri dolduruyordu ve spor, sa\u011fl\u0131k protokolleri, yeni pazarlar ve metaverse’\u00fcn b\u00fcy\u00fck vaadi aras\u0131nda gelece\u011fini hayal etmeye \u00e7al\u0131\u015f\u0131yordu. O d\u00f6nemde spor pazarlamas\u0131n\u0131n kar\u015f\u0131 kar\u015f\u0131ya oldu\u011fu zorluklar\u0131 s\u0131ralamak i\u00e7in bu makaleyi yazd\u0131k. Bug\u00fcn onu o an\u0131n bir tan\u0131\u011f\u0131 olarak oldu\u011fu gibi yeniden yay\u0131ml\u0131yor ve ard\u0131na bir de\u011ferlendirme ekliyoruz: […]<\/p>\n","protected":false},"author":2,"featured_media":192603,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20200,20199],"tags":[],"class_list":["post-242161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi","category-spor-sponsorlugu"],"acf":[],"contentshake_article_id":"","yoast_head":"\n2022'de spor pazarlamas\u0131: \u00f6ng\u00f6r\u00fcler, d\u00f6rt y\u0131l sonra<\/title>\n<meta name=\"description\" content=\"COVID, K\u00f6rfez, kripto ve metaverse aras\u0131nda 2022'de spor pazarlamas\u0131: orijinal metin ve d\u00f6rt y\u0131l sonra ger\u00e7ekte neler oldu\u011funun de\u011ferlendirmesi.\" \/>\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-sports-marketing-in-2022-between-protocols-and-transitions\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"2022'de spor pazarlamas\u0131, protokoller, metaverse ve ge\u00e7i\u015fler aras\u0131nda: d\u00f6rt y\u0131l sonra de\u011ferlendirme\" \/>\n<meta property=\"og:description\" content=\"COVID, K\u00f6rfez, kripto ve metaverse aras\u0131nda 2022'de spor pazarlamas\u0131: orijinal metin ve d\u00f6rt y\u0131l sonra ger\u00e7ekte neler oldu\u011funun de\u011ferlendirmesi.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/rtrsportsmarketing\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pexels-pixabay-163444.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"719\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Emanuele Venturoli\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@twitter.com\/RTR_motoGP\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Yazan:\" \/>\n\t<meta name=\"twitter:data1\" content=\"Emanuele Venturoli\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tahmini okuma s\u00fcresi\" \/>\n\t<meta name=\"twitter:data2\" content=\"12 dakika\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/\"},\"author\":{\"name\":\"Emanuele Venturoli\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\"},\"headline\":\"2022’de spor pazarlamas\u0131, protokoller, metaverse ve ge\u00e7i\u015fler aras\u0131nda: d\u00f6rt y\u0131l sonra de\u011ferlendirme\",\"datePublished\":\"2022-01-04T09:57:27+00:00\",\"dateModified\":\"2026-09-25T09:54:31+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/\"},\"wordCount\":4314,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/pexels-pixabay-163444.jpg\",\"articleSection\":[\"Spor Pazarlamas\u0131\",\"Spor Sponsorlu\u011fu\"],\"inLanguage\":\"tr\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/\",\"name\":\"2022'de spor pazarlamas\u0131: \u00f6ng\u00f6r\u00fcler, d\u00f6rt y\u0131l sonra\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/pexels-pixabay-163444.jpg\",\"datePublished\":\"2022-01-04T09:57:27+00:00\",\"dateModified\":\"2026-09-25T09:54:31+00:00\",\"description\":\"COVID, K\u00f6rfez, kripto ve metaverse aras\u0131nda 2022'de spor pazarlamas\u0131: orijinal metin ve d\u00f6rt y\u0131l sonra ger\u00e7ekte neler oldu\u011funun de\u011ferlendirmesi.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/#breadcrumb\"},\"inLanguage\":\"tr\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"tr\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/#primaryimage\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/pexels-pixabay-163444.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/pexels-pixabay-163444.jpg\",\"width\":1280,\"height\":719,\"caption\":\"Spor pazarlamas\u0131\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/blog\\\/the-sports-marketing-in-2022-between-protocols-and-transitions\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"2022’de spor pazarlamas\u0131, protokoller, metaverse ve ge\u00e7i\u015fler aras\u0131nda: d\u00f6rt y\u0131l sonra de\u011ferlendirme\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#website\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/\",\"name\":\"RTR Sports Marketing\",\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#organization\"},\"alternateName\":\"RTR Sports\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"tr\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#organization\",\"name\":\"RTR Sports Marketing\",\"alternateName\":\"RTR sports\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"tr\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"contentUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/01\\\/rtrsports-anniversary-1.jpg\",\"width\":946,\"height\":260,\"caption\":\"RTR Sports Marketing\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/RTRSportsMarketing\\\/\",\"https:\\\/\\\/x.com\\\/rtrsports\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/rtr-sports-marketing\\\/\",\"https:\\\/\\\/www.wikidata.org\\\/wiki\\\/Q7797317\"],\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"email\":\"info@rtrsports.com\",\"legalName\":\"RTR Sports Marketing LTD\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#\\\/schema\\\/person\\\/6db38b859a8be0e39a3fb94a2a7b0a24\",\"name\":\"Emanuele Venturoli\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"tr\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g\",\"caption\":\"Emanuele Venturoli\"},\"description\":\"Emanuele Venturoli is Head of Communication & Marketing at RTR Sports Marketing, where he has led the agency's editorial, digital, and SEO output since 2012. He holds a degree in Public, Political and Institutional Communication from the University of Bologna and began his career in sport at Virtus Bologna basketball before moving into motorsport. He lectures in sports marketing at 24ORE Business School and writes across Formula 1, MotoGP, and sponsorship strategy, overseeing RTR's multilingual content platform across 13 languages.\",\"sameAs\":[\"https:\\\/\\\/rtrsports.com\",\"https:\\\/\\\/www.facebook.com\\\/rtrsportsmarketing\",\"https:\\\/\\\/it.linkedin.com\\\/in\\\/emanueleventuroli\",\"https:\\\/\\\/x.com\\\/twitter.com\\\/RTR_motoGP\"],\"url\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/author\\\/emanuele\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"2022'de spor pazarlamas\u0131: \u00f6ng\u00f6r\u00fcler, d\u00f6rt y\u0131l sonra","description":"COVID, K\u00f6rfez, kripto ve metaverse aras\u0131nda 2022'de spor pazarlamas\u0131: orijinal metin ve d\u00f6rt y\u0131l sonra ger\u00e7ekte neler oldu\u011funun de\u011ferlendirmesi.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/","og_locale":"tr_TR","og_type":"article","og_title":"2022'de spor pazarlamas\u0131, protokoller, metaverse ve ge\u00e7i\u015fler aras\u0131nda: d\u00f6rt y\u0131l sonra de\u011ferlendirme","og_description":"COVID, K\u00f6rfez, kripto ve metaverse aras\u0131nda 2022'de spor pazarlamas\u0131: orijinal metin ve d\u00f6rt y\u0131l sonra ger\u00e7ekte neler oldu\u011funun de\u011ferlendirmesi.","og_url":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/","og_site_name":"RTR Sports","article_publisher":"https:\/\/www.facebook.com\/RTRSportsMarketing\/","article_author":"https:\/\/www.facebook.com\/rtrsportsmarketing","og_image":[{"width":1280,"height":719,"url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pexels-pixabay-163444.jpg","type":"image\/jpeg"}],"author":"Emanuele Venturoli","twitter_card":"summary_large_image","twitter_creator":"@twitter.com\/RTR_motoGP","twitter_site":"@rtrsports","twitter_misc":{"Yazan:":"Emanuele Venturoli","Tahmini okuma s\u00fcresi":"12 dakika"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/#article","isPartOf":{"@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/"},"author":{"name":"Emanuele Venturoli","@id":"https:\/\/rtrsports.com\/tr\/#\/schema\/person\/6db38b859a8be0e39a3fb94a2a7b0a24"},"headline":"2022’de spor pazarlamas\u0131, protokoller, metaverse ve ge\u00e7i\u015fler aras\u0131nda: d\u00f6rt y\u0131l sonra de\u011ferlendirme","datePublished":"2022-01-04T09:57:27+00:00","dateModified":"2026-09-25T09:54:31+00:00","mainEntityOfPage":{"@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/"},"wordCount":4314,"commentCount":0,"publisher":{"@id":"https:\/\/rtrsports.com\/tr\/#organization"},"image":{"@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pexels-pixabay-163444.jpg","articleSection":["Spor Pazarlamas\u0131","Spor Sponsorlu\u011fu"],"inLanguage":"tr","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/","url":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/","name":"2022'de spor pazarlamas\u0131: \u00f6ng\u00f6r\u00fcler, d\u00f6rt y\u0131l sonra","isPartOf":{"@id":"https:\/\/rtrsports.com\/tr\/#website"},"primaryImageOfPage":{"@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/#primaryimage"},"image":{"@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/#primaryimage"},"thumbnailUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pexels-pixabay-163444.jpg","datePublished":"2022-01-04T09:57:27+00:00","dateModified":"2026-09-25T09:54:31+00:00","description":"COVID, K\u00f6rfez, kripto ve metaverse aras\u0131nda 2022'de spor pazarlamas\u0131: orijinal metin ve d\u00f6rt y\u0131l sonra ger\u00e7ekte neler oldu\u011funun de\u011ferlendirmesi.","breadcrumb":{"@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/#breadcrumb"},"inLanguage":"tr","potentialAction":[{"@type":"ReadAction","target":["https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/"]}]},{"@type":"ImageObject","inLanguage":"tr","@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/#primaryimage","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pexels-pixabay-163444.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/pexels-pixabay-163444.jpg","width":1280,"height":719,"caption":"Spor pazarlamas\u0131"},{"@type":"BreadcrumbList","@id":"https:\/\/rtrsports.com\/tr\/blog\/the-sports-marketing-in-2022-between-protocols-and-transitions\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/rtrsports.com\/tr\/"},{"@type":"ListItem","position":2,"name":"2022’de spor pazarlamas\u0131, protokoller, metaverse ve ge\u00e7i\u015fler aras\u0131nda: d\u00f6rt y\u0131l sonra de\u011ferlendirme"}]},{"@type":"WebSite","@id":"https:\/\/rtrsports.com\/tr\/#website","url":"https:\/\/rtrsports.com\/tr\/","name":"RTR Sports Marketing","description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","publisher":{"@id":"https:\/\/rtrsports.com\/tr\/#organization"},"alternateName":"RTR Sports","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/rtrsports.com\/tr\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"tr"},{"@type":"Organization","@id":"https:\/\/rtrsports.com\/tr\/#organization","name":"RTR Sports Marketing","alternateName":"RTR sports","url":"https:\/\/rtrsports.com\/tr\/","logo":{"@type":"ImageObject","inLanguage":"tr","@id":"https:\/\/rtrsports.com\/tr\/#\/schema\/logo\/image\/","url":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","contentUrl":"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/01\/rtrsports-anniversary-1.jpg","width":946,"height":260,"caption":"RTR Sports Marketing"},"image":{"@id":"https:\/\/rtrsports.com\/tr\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/RTRSportsMarketing\/","https:\/\/x.com\/rtrsports","https:\/\/www.linkedin.com\/company\/rtr-sports-marketing\/","https:\/\/www.wikidata.org\/wiki\/Q7797317"],"description":"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.","email":"info@rtrsports.com","legalName":"RTR Sports Marketing LTD","numberOfEmployees":{"@type":"QuantitativeValue","minValue":"1","maxValue":"10"}},{"@type":"Person","@id":"https:\/\/rtrsports.com\/tr\/#\/schema\/person\/6db38b859a8be0e39a3fb94a2a7b0a24","name":"Emanuele Venturoli","image":{"@type":"ImageObject","inLanguage":"tr","@id":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/0b31d97856061312ddbe71e59715c5835bd3e68f9734d235e2650b6c5a1fb59f?s=96&d=mm&r=g","caption":"Emanuele Venturoli"},"description":"Emanuele Venturoli is Head of Communication & Marketing at RTR Sports Marketing, where he has led the agency's editorial, digital, and SEO output since 2012. He holds a degree in Public, Political and Institutional Communication from the University of Bologna and began his career in sport at Virtus Bologna basketball before moving into motorsport. He lectures in sports marketing at 24ORE Business School and writes across Formula 1, MotoGP, and sponsorship strategy, overseeing RTR's multilingual content platform across 13 languages.","sameAs":["https:\/\/rtrsports.com","https:\/\/www.facebook.com\/rtrsportsmarketing","https:\/\/it.linkedin.com\/in\/emanueleventuroli","https:\/\/x.com\/twitter.com\/RTR_motoGP"],"url":"https:\/\/rtrsports.com\/tr\/author\/emanuele\/"}]}},"_links":{"self":[{"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/posts\/242161","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/comments?post=242161"}],"version-history":[{"count":4,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/posts\/242161\/revisions"}],"predecessor-version":[{"id":356649,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/posts\/242161\/revisions\/356649"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/media\/192603"}],"wp:attachment":[{"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/media?parent=242161"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/categories?post=242161"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/tags?post=242161"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}