{"id":242161,"date":"2023-12-28T16:29:04","date_gmt":"2023-12-28T15:29:04","guid":{"rendered":"https:\/\/rtrsports.com\/2022de-spor-pazarlamasi-protokoller-ve-gecisler-arasinda\/"},"modified":"2025-07-25T22:18:07","modified_gmt":"2025-07-25T20:18:07","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 protokoller, metaverse ve ge\u00e7i\u015fler aras\u0131nda spor pazarlamas\u0131"},"content":{"rendered":"

\u0130lgin\u00e7 y\u0131llar ya\u015f\u0131yoruz. Her \u015feyden \u00f6nce, \u00f6nemli \u00f6l\u00e7\u00fcde de\u011fi\u015fken ve s\u00fcrekli denge de\u011fi\u015fimleriyle dolu y\u0131llar ya\u015f\u0131yoruz. A\u011f\u0131rl\u0131klar\u0131n bu daimi yeniden merkezile\u015fmesinde, art\u0131k tan\u0131mlanmas\u0131 a\u00e7\u0131k\u00e7as\u0131 zor olan bir d\u00fczenlili\u011fin daimi aray\u0131\u015f\u0131nda, spor d\u00fcnyas\u0131 bile acil durumu yeni bir g\u00fcndelik olay haline getirdi ve kendini yeniden ke\u015ffedemeden \u00f6nce kendini yeniden tan\u0131mlamak zorunda kald\u0131. Reklamda da belirtildi\u011fi gibi, bug\u00fcn di\u011fer t\u00fcm evrenlerde oldu\u011fu gibi spor evreninde de normallik aray\u0131\u015f\u0131n\u0131n kendisinin normallik olup olmad\u0131\u011f\u0131n\u0131 ve ba\u015far\u0131n\u0131n s\u0131rr\u0131n\u0131n tam da kurallar\u0131n s\u00fcrekli yontulmas\u0131nda ve a\u00e7\u0131lar\u0131n yumu\u015fat\u0131lmas\u0131nda yat\u0131p yatmad\u0131\u011f\u0131n\u0131 sormak gerekiyor. Darwinizm’e g\u00f6re hayatta<\/strong> kalmak i\u00e7in uyum sa\u011flamak ya da – daha iyisi – geli\u015fmek i\u00e7in uyum sa\u011flamak.<\/p>\n

Bu sat\u0131rlar\u0131n yazar\u0131 muhtemelen olduk\u00e7a belirgin bir perspektif \u00f6nyarg\u0131s\u0131ndan muzdariptir ve bu olduk\u00e7a a\u00e7\u0131kt\u0131r. Azzurri’nin Avrupal\u0131lar zaferinden, Avrupa<\/strong> ‘n\u0131n en ola\u011fan\u00fcst\u00fc \u015fampiyonlu\u011funa
\nFormula 1<\/strong>
\n<\/a> inan\u0131lmaz bir Olimpiyat<\/strong> destan\u0131ndan muhte\u015fem bir MotoGP<\/a><\/strong> y\u0131l\u0131na kadar, geride b\u0131rakt\u0131\u011f\u0131m\u0131z 2021 y\u0131l\u0131 -spor a\u00e7\u0131s\u0131ndan- gelmi\u015f ge\u00e7mi\u015f en unutulmaz y\u0131llardan biriydi. Stadyumlar\u0131n, pistlerin ve arenalar\u0131n bize miras b\u0131rakt\u0131\u011f\u0131 ders \u00f6zetle olduk\u00e7a basittir: ge\u00e7i\u015fler – en ac\u0131 verici olanlar bile – \u00f6ng\u00f6r\u00fc ile y\u00f6netildikleri takdirde olumlu olabilir. Spor, giderek daha h\u0131zl\u0131 de\u011fi\u015fen bir d\u00fcnyada en iyi e\u011flence ara\u00e7lar\u0131ndan biri olmaya devam edecekse de\u011fi\u015fmeye devam etmelidir.<\/p>\n

Bu, sezgisel oldu\u011fu kadar kar\u015f\u0131-k\u00fclt\u00fcrel bir \u015feydir. Ne genel olarak spor ne de onun etraf\u0131nda d\u00f6nen galaksi -sponsorluktan televizyon haklar\u0131na veya biletlere kadar- \u00f6zellikle devrimleri sevmez: de\u011fi\u015fim yorucudur, beklenmedik olaylarla doludur ve hem sinirsel hem de c\u00fczdan a\u00e7\u0131s\u0131ndan kesinlikle maliyetlidir. Ancak de\u011fi\u015fim dayat\u0131ld\u0131\u011f\u0131nda, ba\u015flang\u0131\u00e7ta bazen sanc\u0131l\u0131 olsa da b\u00fcy\u00fck \u00f6l\u00e7\u00fcde olumlu sonu\u00e7lar do\u011furan bir dizi mekanizman\u0131n fitilini ate\u015fler.<\/p>\n

\"spor<\/h3>\n

COVID y\u0131llar\u0131 ve COVID m\u00fccadelesi y\u0131llar\u0131<\/h3>\n

L\u00fctfen dikkat: pandemi<\/strong> elbette denklemdeki tek de\u011fi\u015fken de\u011fildir. Vir\u00fcs, bizim ve ba\u015fkalar\u0131n\u0131n talihsizliklerinin gazete ve dergilerdeki ola\u011fan\u00fcst\u00fc ve zamans\u0131z pop\u00fclaritesi nedeniyle k\u00fcresel ilgi oda\u011f\u0131nda ana rol\u00fc oynam\u0131\u015ft\u0131r, ancak d\u00fcnyada COVID<\/strong> ‘den daha fazlas\u0131 vard\u0131r ve yukar\u0131daki ge\u00e7i\u015fler \u00f6zel de\u011fil genel bir ilke olarak anla\u015f\u0131lmal\u0131d\u0131r. Leonardo di Caprio‘<\/strong>nun oynad\u0131\u011f\u0131 yak\u0131n tarihli‘Don’t Look Up<\/strong>‘ filminin asl\u0131nda gezegenimize \u00e7arpmak \u00fczere olan bir kuyruklu y\u0131ld\u0131zla ilgili olmamas\u0131 gibi, Covid de hem sorunun kendisi hem de sorunun prototipidir.<\/p>\n

Spor ve spor pazarlamas\u0131, vir\u00fcs\u00fcn yar\u0131\u015f\u0131n\u0131 bitirmedi\u011fini ve k\u00fcresel g\u00fcndemde \u00f6nemli olan pozisyonlar aras\u0131nda d\u00f6ng\u00fcsel bir s\u0131kl\u0131kta geri d\u00f6nece\u011fini iyi biliyor. \u00d6z\u00fcnde COVID y\u0131llar\u0131 bittiyse de, COVID’e kar\u015f\u0131 m\u00fccadele y\u0131llar\u0131 kesinlikle bitmedi. Sa\u011fl\u0131k ve g\u00fcvenlik protokolleri, koruma baloncuklar\u0131 ve tabii ki a\u015f\u0131lar\u0131n ve g\u00f6ze \u00e7arpan bir organizasyon ve kontrol makinesinin geli\u015fi, Koronavir\u00fcs\u00fcn \u015fu anda uluslar aras\u0131 bir felaketten ziyade bir yaralanmaya biraz daha yak\u0131n oldu\u011fu anlam\u0131na geliyor: oyuncular, s\u00fcr\u00fcc\u00fcler, teknisyenler, antren\u00f6rler ve personel art\u0131k her g\u00fcn vir\u00fcs taraf\u0131ndan dayat\u0131lan karantinalara girip \u00e7\u0131k\u0131yor, ancak g\u00f6steri devam etmeyi \u00f6\u011frendi.<\/p>\n

Bak\u0131\u015f a\u00e7\u0131s\u0131ndan
\nspor pazarlamasi<\/strong>
\n<\/a>\u00f6te yandan, pandemi – tabirimi mazur g\u00f6r\u00fcn – profesyonellerin g\u00f6z\u00fcnden ka\u00e7an bir meselenin kuzeyini yeniden ayarlama erdemine sahip oldu: i\u00e7erik, kaptan \u00e7ok daha \u00f6nemlidir. Asl\u0131nda y\u0131llard\u0131r, muhtemelen sosyal a\u011flar\u0131n ve devrim niteli\u011findeki etkile\u015fim bi\u00e7imlerinin yaratt\u0131\u011f\u0131 kolay co\u015fku nedeniyle, spor pazarlamas\u0131 disiplininin odak noktas\u0131n\u0131n sportif performans\u0131n kendisi, yani spor etkinli\u011fi, ma\u00e7, yar\u0131\u015f olmas\u0131n\u0131 gerektiren y\u00fcksek yol bir \u015fekilde kaybedilmi\u015fti. Yar\u0131\u015fmalar\u0131n iptal edilmesi, takvimlerdeki de\u011fi\u015fiklikler ve baz\u0131 etkinliklerin aniden ortadan kalkmas\u0131, sporun kendi performans\u0131n\u0131n en \u00fcst s\u0131rada yer ald\u0131\u011f\u0131 \u00f6nceliklerin b\u00fcy\u00fck \u00f6l\u00e7\u00fcde de\u011fi\u015fmesine katk\u0131da bulundu.<\/p>\n

Benim de su\u00e7 orta\u011f\u0131 oldu\u011fum egzotik bir oyun olan spor sponsorlu\u011funun<\/strong> kendisi, son zamanlarda, operasyonun getirisini o anda orada olman\u0131n ve onu harekete ge\u00e7irebilmenin basit ger\u00e7e\u011finde<\/strong> g\u00f6ren b\u00fct\u00fcnsel bir vizyon lehine sonucun merkezsizli\u011fini a\u015f\u0131r\u0131 vurgulam\u0131\u015ft\u0131r. Liverpool<\/strong> ‘a sponsor olman\u0131n Norwich<\/strong> ‘e sponsor olmakla ya da Red Bull Racing<\/strong> ‘in orta\u011f\u0131 olman\u0131n Haas tak\u0131m\u0131n\u0131n orta\u011f\u0131 olmakla ayn\u0131 \u015fey oldu\u011funu s\u00f6yleyecek kadar ileri gitmedi\u011finiz s\u00fcrece bu do\u011frudur.<\/p>\n

Pandemi s\u00f6z konusu oldu\u011funda 2022’nin 2021’den farkl\u0131 olmayaca\u011f\u0131n\u0131 belirtmek gerekir. K\u0131\u015f\u0131n yeniden do\u011fu\u015fu ve \u015feytani Omicron<\/strong> temkinli olmay\u0131 dayat\u0131yor ve hala danslar\u0131n temposuna h\u00fckmediyor, ancak organizat\u00f6rler skoru \u00f6\u011frendiler ve m\u00fczikle gitmeye haz\u0131rlar. Yine de birka\u00e7 bo\u015f stadyum ve birka\u00e7 bo\u015f trib\u00fcn olaca\u011f\u0131 kesin; ancak Katar’da d\u00fczenlenecek olan D\u00fcnya Kupas\u0131’nda, sahadaki i\u015flerin devam\u0131 i\u00e7in birka\u00e7 trib\u00fcn biletinin -do\u011fru bir \u015fekilde- feda edilece\u011fini varsaymak kolay.<\/p>\n

Yeni fiziki, siyasi ve emtia co\u011frafyalar\u0131<\/h3>\n

Katar’daki D\u00fcnya Kupas\u0131<\/strong> ‘n\u0131n 2022 temas\u0131 oldu\u011fu a\u015fik\u00e2r; iki y\u0131l \u00f6nce sonun ba\u015flang\u0131c\u0131n\u0131 ba\u015flatan \u00c7in’in ba\u015fkenti Pekin’deki K\u0131\u015f Olimpiyatlar\u0131 da \u00f6yle. Arap Yar\u0131madas\u0131 sadece gezegenin en \u00f6nemli spor etkinli\u011finin oynand\u0131\u011f\u0131 en k\u00fc\u00e7\u00fck devlet de\u011fil, ayn\u0131 zamanda spor sisteminin motorunun do\u011fuya do\u011fru hareketinin de kesin ve en somut i\u015faretidir. Bu, Avrupa’n\u0131n satran\u00e7 tahtas\u0131ndaki \u00f6nemini yitirdi\u011fi anlam\u0131na gelmiyor; ancak yeni d\u00fczene ait piyasalar ve prensipler, \u00f6nemli olan t\u00fcm masalarda varl\u0131klar\u0131n\u0131 resmen somutla\u015ft\u0131rd\u0131.<\/p>\n

Bunun \u00e7ok a\u00e7\u0131k bir i\u015fareti de
\nen i\u0307yi\u0307 uluslararasi motor sporlari yari\u015fmalarinin takvi\u0307mleri\u0307<\/strong>
\n<\/a>MotoGP<\/strong> ve Formula 1<\/strong> aras\u0131nda, eski k\u0131tadan uzakta 20 kadar yar\u0131\u015f say\u0131l\u0131yor. Bunun nedeni, a\u00e7\u0131k\u00e7a g\u00f6r\u00fcld\u00fc\u011f\u00fc \u00fczere, Avrupa miras\u0131ndan yoksun olmalar\u0131na ra\u011fmen, art\u0131k \u00f6nemli olaylara sahne olacak sermayeye sahip olan baz\u0131 b\u00f6lgelerin ekonomik olarak elveri\u015fli olmas\u0131d\u0131r.<\/p>\n

Bu tell\u00fcrik hareket bile, baz\u0131lar\u0131 iyi temellendirilmi\u015f, baz\u0131lar\u0131 ise daha az temellendirilmi\u015f tart\u0131\u015fmalardan yoksun de\u011fildir. D\u00fcnya Kupas\u0131’na ev sahipli\u011fi yapacak stadyumlar\u0131n ve altyap\u0131n\u0131n haz\u0131rlanmas\u0131ndan sorumlu i\u015f\u00e7ilerin ko\u015fullar\u0131na ili\u015fkin etik ve sosyal kayg\u0131lar kesinlikle ilk kategoriye girmektedir. \u00d6te yandan, \u015eeyhlerin Azzurri’ye kar\u015f\u0131 d\u00fczenledikleri iddia edilen ve Ronaldo<\/strong> fenomeninin son k\u0131ta turnuvas\u0131n\u0131 da kazanan tak\u0131m\u0131n yerine kermese kat\u0131lmas\u0131n\u0131 sa\u011flayacak olan ‘bisk\u00fcvi’ hakk\u0131nda son zamanlarda kopar\u0131lan yaygara konusunda \u015f\u00fcpheler devam ediyor. Kepek ve unu ay\u0131rmak ve her g\u00fcn bilgisayarlara, telefonlara ve di\u011fer \u00e7e\u015fitli cihazlara akan sonsuz bilgi ak\u0131\u015f\u0131ndan iyi bir se\u00e7im yapmak gerekir.<\/p>\n

Ticaretimiz a\u00e7\u0131s\u0131ndan, yani spor sponsorlu\u011fu a\u00e7\u0131s\u0131ndan, bu yeni co\u011frafyalar\u0131n daha markala\u015fm\u0131\u015f etkileri uzun zamand\u0131r belliydi. D\u00fcnyan\u0131n en \u00f6nemli m\u00fclklerinin \u00fcst d\u00fczey sponsorlar\u0131 genellikle Orta veya Derin Do\u011fu’dan geliyor. Ancak, hi\u00e7bir \u015fekilde ‘Avrupa’y\u0131 fethetmeyi’ ama\u00e7lamayan, aksine \u00e7ok daha k\u00fcresel ve \u00e7ok daha az yerel bir konumland\u0131rmay\u0131 hedefleyen bu ortakl\u0131klar\u0131n nedeni konusunda yan\u0131lg\u0131ya d\u00fc\u015fmeye gerek yok. Spor, Suudi veya \u00c7inli gruplar\u0131n sadece Avrupal\u0131 m\u00fc\u015fteriyi \u00f6nemsedi\u011fini d\u00fc\u015f\u00fcnmek i\u00e7in gezegen d\u00fczeyinde \u00e7ok \u00f6nemli bir ileti\u015fim varl\u0131\u011f\u0131 haline gelmi\u015ftir: \u0130talyanlar, Frans\u0131zlar, Almanlar ve \u0130spanyollar say\u0131ca \u00e7ok azd\u0131r ve ekonomik b\u00fcy\u00fcme a\u00e7\u0131s\u0131ndan hala d\u00fcnyadaki her \u015firketin arzu nesnesi olamayacak kadar durgundur. Metaforik olarak konu\u015fmak gerekirse, Etihad<\/strong> City<\/strong> formas\u0131n\u0131 Mancunyal\u0131 ya da \u0130ngiliz taraftarlar\u0131 kazanmak i\u00e7in de\u011fil, nerede olursa olsun futbolla az da olsa ilgilenen herkese h\u0131zl\u0131 bir \u015fekilde ula\u015fmak i\u00e7in giyiyor.<\/p>\n

Ayr\u0131ca, giderek iki makro sisteme b\u00f6l\u00fcnen aktivasyon sisteminin de de\u011fi\u015fmekte oldu\u011funu – ve bunun zaten ger\u00e7ekle\u015fmekte oldu\u011funu – s\u00f6ylemeye gerek yok. Neredeyse yaln\u0131zca isim\/resim\/\u015f\u00f6hret haklar\u0131ndan ve \u00fcst d\u00fczey g\u00f6r\u00fcn\u00fcrl\u00fckten yararlanmakla ilgilenen s\u00fcper sponsorlar ve bunun yerine a\u011f\u0131rlama faaliyetleri ve bire bir kat\u0131l\u0131m gibi k\u00fc\u00e7\u00fck ama yo\u011fun yerel etkinliklerden giderek daha fazla yararlanacak olan alt d\u00fczey sponsorlar (\u00e7irkin bir kelime, de\u011ferli bir ikameye ihtiya\u00e7 duyuyor) var.<\/p>\n

\"spor<\/h3>\n

Kripto para birimleri ve metaverse hakk\u0131nda<\/h3>\n

Modernitenin meydan okudu\u011fu tek co\u011frafya fiziksel s\u0131n\u0131rlar de\u011fildir. Kripto para birimleri, metaverse bloglar, blok zinciri, NFT<\/strong> ve di\u011fer finans\/teknoloji oyuncular\u0131n\u0131n ortaya \u00e7\u0131k\u0131\u015f\u0131, sekt\u00f6r\u00fcn kendisinin bile haz\u0131r olmad\u0131\u011f\u0131 bir h\u0131zla kendini spor end\u00fcstrisine dayatt\u0131. Sadece birka\u00e7 saat \u00f6nce Scuderia Ferrari<\/strong>, NFT ve dijital c\u00fczdanlar pazar\u0131nda yeni ve g\u00fc\u00e7l\u00fc bir oyuncu olan Velas Network<\/strong> ile bir anla\u015fma imzalad\u0131. Sadece birka\u00e7 y\u0131l, bazen de aylar i\u00e7inde, bitcoin ve similia’n\u0131n pop\u00fclaritesiyle zenginle\u015fen yepyeni \u015firketler, spor d\u00fcnyas\u0131n\u0131 fethetmek i\u00e7in yola \u00e7\u0131kt\u0131lar ve senaryoyu yeniden tan\u0131mlayan milyonlarca dolarl\u0131k anla\u015fmalar yapt\u0131lar: baz\u0131lar\u0131 i\u00e7in bu yeni t\u00fct\u00fcn ya da yeni bankalar, ancak aradaki fark \u00f6nemli.<\/p>\n

Daha ‘geleneksel’ \u015firketlerin (ger\u00e7ekte olumsuz hi\u00e7bir yan\u0131 olmayan bir \u015feye olumsuz bir \u00e7a\u011fr\u0131\u015f\u0131m yapan bir ba\u015fka \u00e7irkin, kesin olmayan terim) aksine, bu yeni b\u00fcy\u00fck yat\u0131r\u0131mc\u0131lar son derece – ve her anlamda – kaydile\u015ftirilmi\u015ftir: kesin olarak belirtilmi\u015f bir fiziksel konumlar\u0131 yoktur, genellikle bat\u0131k ve \u00e7ok yeni nesil hedeflere hitap ederler, – b\u00fct\u00e7eleri pahas\u0131na – \u00e7ok h\u0131zl\u0131 hareket etmelerine ve ani y\u00f6n de\u011fi\u015fiklikleri yapmalar\u0131na olanak tan\u0131yan modern yap\u0131lara sahiptirler. \u00d6z\u00fcnde, hala \u00f6l\u00e7\u00fclmekte olan olduk\u00e7a bilinmeyen bir hayvand\u0131rlar. Asl\u0131nda bu \u015firketler, h\u0131zla kalabal\u0131kla\u015fan bir pazarda \u00f6ne \u00e7\u0131kmak i\u00e7in bazen \u00f6zel NFT veya kripto para birimlerinin olu\u015fturulmas\u0131na, bazen de salt marka itibar\u0131 faaliyetlerine (\u00f6rne\u011fin Crypto.com ve F1 \u015eampiyonas\u0131 sponsorlu\u011funun ard\u0131ndan Los Angeles Lakers<\/strong> ‘\u0131n arenas\u0131n\u0131n isim haklar\u0131n\u0131n sat\u0131n al\u0131nmas\u0131) ve marka geli\u015ftirmeye dayanan yeni ortakl\u0131k t\u00fcrlerine alan a\u00e7maktad\u0131r.<\/p>\n

\u0130\u00e7eriden baz\u0131lar\u0131n\u0131n bile \u015fa\u015fk\u0131nl\u0131\u011f\u0131na ve bu yar\u0131 bilinmeyen nesnelere yakla\u015fman\u0131n ilk manevralar\u0131na ra\u011fmen, dijital finans art\u0131k spor pazarlamas\u0131n\u0131n gelece\u011fini de\u011fil, bug\u00fcn\u00fcn\u00fc temsil ediyor. Ger\u00e7e\u011fi s\u00f6ylemek gerekirse yar\u0131n, sanal d\u00fcnyalar\u0131 ama kesinlikle ger\u00e7ek deneyimleri ve ekonomileri garanti eden ve dijitaldeki bir sonraki b\u00fcy\u00fck \u015feyi temsil eden ba\u011flant\u0131l\u0131 a\u011flar\u0131n mega a\u011f\u0131 olan metaverse’de a\u00e7\u0131k\u00e7a yer al\u0131yor. Meta, Amazon ve Apple<\/strong> gibi b\u00fcy\u00fck isimler metaverse i\u00e7in y\u0131llard\u0131r haz\u0131rl\u0131k yap\u0131yorlarsa, \u00f6rne\u011fin Decentraland<\/strong> ‘de oldu\u011fu gibi, yar\u0131n\u0131n internetini \u00e7oktan in\u015fa etmi\u015f – ve sonra da \u00fczerinde spek\u00fclasyon yapm\u0131\u015f – bir\u00e7ok ki\u015fi var. B\u00fcy\u00fck spor kurulu\u015flar\u0131 da bu konuda geride kalmayacaklar\u0131na ve taraftarlar\u0131na ve payda\u015flar\u0131na metaverse (ya da metaverse, tan\u0131mlara ba\u011fl\u0131 olarak) i\u00e7inde keyfini \u00e7\u0131karabilecekleri ve blok zinciri ve tescilli NFT’ler arac\u0131l\u0131\u011f\u0131yla y\u00f6netilebilecekleri yeni bir 3.0 f\u0131rsatlar\u0131 d\u00fcnyas\u0131 sunacaklar\u0131na s\u00f6z veriyorlar.<\/p>\n

\u015eu anki tema iki d\u00fcnya aras\u0131ndaki ba\u011flant\u0131d\u0131r: metaverse’in sanal ve son derece dijital olan\u0131 ile ger\u00e7ek ve sporunhic et nunc<\/em> ‘una \u00e7ok ba\u011fl\u0131 olan\u0131. Bir\u00e7ok ki\u015fi sanal ger\u00e7eklik teknolojisi, b\u00fcy\u00fck veri ve ger\u00e7ek zamanl\u0131 istatistikler sayesinde metaverse’i m\u00fcsabakalar\u0131n, ma\u00e7lar\u0131n ve oyunlar\u0131n keyfini \u00e7\u0131karman\u0131n yeni bir yolu olarak g\u00f6r\u00fcyor, ancak \u00f6zellikle baz\u0131 platformlar\u0131n gerektirece\u011fi b\u00fcy\u00fck miktarda bant geni\u015fli\u011fi g\u00f6z \u00f6n\u00fcne al\u0131nd\u0131\u011f\u0131nda, teknolojinin bug\u00fcne kadarki durumu hakk\u0131nda \u015f\u00fcpheler devam ediyor. \u00d6te yandan, metaverse, ilk pandemi dalgas\u0131 nedeniyle \u015fa\u015f\u0131rt\u0131c\u0131 bir medya maruziyetinin ard\u0131ndan, bug\u00fcn s\u00fcrekli geni\u015fleyen bir oyuncu taban\u0131 sayesinde mutlak bir ihti\u015fam an\u0131 ya\u015famaya devam eden e-spor d\u00fcnyas\u0131 i\u00e7in hi\u00e7 ak\u0131ll\u0131ca de\u011fil gibi g\u00f6r\u00fcn\u00fcyor. Video oyunu -bu uzun zamand\u0131r anla\u015f\u0131lm\u0131\u015ft\u0131r- sadece gelece\u011fin arac\u0131 de\u011fil, ayn\u0131 zamanda \u00f6n\u00fcm\u00fczdeki y\u0131llarda herkesin kullanaca\u011f\u0131 bir\u00e7ok teknolojinin evrimsel temelidir.<\/p>\n

Metaverse ili\u015fkin ak\u0131l y\u00fcr\u00fctmeyi sonland\u0131r\u0131rken, yak\u0131n zamanda konuyla ilgili bir sohbette ortaya \u00e7\u0131kan bir endi\u015feyi ka\u011f\u0131da d\u00f6kerek, duman\u0131n ard\u0131nda biraz kavrulma oldu\u011funu umuyoruz. Bir\u00e7ok ki\u015fi gelece\u011fin interneti hakk\u0131nda konu\u015fuyor ancak \u00e7ok az ki\u015fi bunun arkas\u0131nda ne oldu\u011funu ger\u00e7ekten anlad\u0131 ve dijital bir c\u00fczdan ve benzeri \u015feylere sahip olmak gibi ona eri\u015fmek i\u00e7in gerekli olan etkileyici say\u0131daki olmazsa olmaz ko\u015fullarla nas\u0131l ba\u015fa \u00e7\u0131kaca\u011f\u0131n\u0131 biliyor.<\/p>\n

Enerji vericiye geri d\u00f6n\u00fcn<\/h3>\n

2022 spor pazarlamas\u0131 konular\u0131na ili\u015fkin bu -belki de biraz da\u011f\u0131n\u0131k- genel bak\u0131\u015f\u0131 sonland\u0131rmak i\u00e7in bir ad\u0131m geri at\u0131p b\u00fcy\u00fck resmi kavramaya \u00e7al\u0131\u015fmakta fayda var. Ba\u015flang\u0131\u00e7ta da belirtildi\u011fi gibi, pandemi Pandora’n\u0131n kutusunun kapa\u011f\u0131n\u0131 kald\u0131rd\u0131 ve modernitenin spor etkinli\u011fine yerle\u015ftirdi\u011fi \u00fcst yap\u0131lar\u0131n \u00e7o\u011funu buharla\u015ft\u0131rd\u0131. Spor etkinli\u011finin aylard\u0131r yap\u0131lmamas\u0131, odak noktas\u0131n\u0131 yeniden spor sisteminin temellerine, yani sporun kendisine \u00e7evirdi. E\u011fer oynamazsan\u0131z, ko\u015fmazsan\u0131z, rekabet etmezseniz, gerisi bo\u015ftur. Sosyalden metaverilere, co\u011frafi d\u00fc\u015f\u00fc\u015flerden yeni nesil aktivasyonlara kadar di\u011fer her \u015fey asl\u0131nda \u015fampiyonun performans\u0131n\u0131n yaratt\u0131\u011f\u0131 duygu ve ruh haline, g\u00fczel teknik jeste, zafer sevincine, unutulmaz bir etkinli\u011fin heyecan\u0131na dayan\u0131yor.<\/p>\n

E\u011fer sahada ya\u015fananlar her \u015feyin merkezinde yer al\u0131yorsa -ki almamas\u0131 m\u00fcmk\u00fcn de\u011fil elbette- o zaman rekabet\u00e7ilik konusu yeniden ola\u011fan\u00fcst\u00fc bir \u00f6nem kazan\u0131yor ve 2022’nin de\u011fil gelece\u011fin sporuna bakarken korunmas\u0131 gereken ilk \u015fey oluyor. Spor pazarlamas\u0131yla* ilgilenenlerin, \u00f6ng\u00f6r\u00fclemezli\u011fin, g\u00f6sterinin, belirsizli\u011fin, d\u00fcellonun (elbette sportif) her zaman \u015fampiyonalar\u0131, serileri, etkinlikleri ve turnuvalar\u0131 d\u00fczenleyenlerin nihai hedefi olmas\u0131n\u0131 sa\u011flayacak mekanizmalar bulmalar\u0131 gerekir.<\/p>\n

\u00c7ok eski temellere dayanmas\u0131na ra\u011fmen asl\u0131nda \u00e7ok modern bir tema. MotoGP<\/strong> Rossi<\/strong> ‘nin vedas\u0131n\u0131 atlatabilecek mi?<\/strong> Messi<\/strong> ya da Ronaldo<\/strong> olmadan bir d\u00fcnya \u015fampiyonas\u0131 olabilir mi? B\u00fcy\u00fck Pazar’dan uzak tak\u0131mlar kazan\u0131rsa NBA geli\u015febilir mi? A\u00e7\u0131k\u00e7as\u0131 bu sorunun cevab\u0131 evet, yeter ki pistte, \u00e7imde ve parkede her zaman harika bir g\u00f6steri sunman\u0131n yollar\u0131n\u0131 bulal\u0131m. Bu anlamda, daha \u00f6nce de belirtildi\u011fi gibi, Max Verstappen<\/strong> taraf\u0131ndan kazan\u0131lan 2021 Formula 1 \u015fampiyonlu\u011fu \u00f6zellikle ayd\u0131nlat\u0131c\u0131yd\u0131, ancak her \u015feyden \u00f6nce son yar\u0131\u015f\u0131n son turunda karar verildi. Y\u0131llarca s\u0131k\u0131c\u0131 bir bandwagon olarak damgalanan bu spor, bu y\u0131l heyecan verici m\u00fccadeleleri ve iki b\u00fcy\u00fck \u015fampiyonun kap\u0131\u015fmas\u0131yla d\u00fcnyay\u0131 b\u00fcy\u00fcledi.<\/p>\n

Gelecek y\u0131l<\/h3>\n

Sonu\u00e7 olarak, gelecek y\u0131l olan 2022 asl\u0131nda \u00e7oktan geldi ve spor ve spor pazarlamas\u0131 i\u00e7in zorluklar\u0131, karma\u015f\u0131kl\u0131klar\u0131 ve d\u00fc\u011f\u00fcm noktalar\u0131n\u0131 yeterli a\u00e7\u0131kl\u0131kla ortaya koyuyor. Bu zorluklar\u0131n bir\u00e7o\u011fu \u00f6nceki sat\u0131rlarda listelenmi\u015ftir, bir\u00e7o\u011funun ise daha fazla detayland\u0131r\u0131lmas\u0131 gerekecektir. Covid-19<\/strong> salg\u0131n\u0131 ve yayg\u0131n Omicron varyant\u0131 hala gazetelerin ana man\u015feti olmaya devam edecek, ancak K\u00f6rfez \u00fclkelerinin merkezili\u011fi, kripto para birimlerinin ve metaverse’in rol\u00fc ve rekabet\u00e7ili\u011fi yakla\u015fan yar\u0131\u015fmalar\u0131n merkezine koyma ihtiyac\u0131, mesle\u011fimizin ve y\u00f6nlerinin gelece\u011fini temsil ediyor.<\/p>\n

Sonu\u00e7 olarak, son zamanlarda s\u00f6ylendi\u011fi gibi, spor ve spor pazarlamas\u0131 de\u011fi\u015fime ve modernitenin sundu\u011fu bir\u00e7ok mutasyona uyum sa\u011flamamay\u0131 g\u00f6ze alamaz. Aksine, g\u00fcnl\u00fck ya\u015famda oynad\u0131klar\u0131 \u00f6nc\u00fc rol\u00fc s\u00fcrd\u00fcrmek istiyorlarsa, \u00f6nce kendilerini hizalamak ve ard\u0131ndan bu e\u011filimlerden, bu zorluklardan ve bu yeniliklerden \u00f6nce gelmek zorundad\u0131rlar.<\/p>\n

Sports Illustrated’da k\u0131sa bir s\u00fcre \u00f6nce yay\u0131nlanan bir makalede NBA<\/strong> komisyon \u00fcyesi Adam Silver<\/strong> \u015funlar\u0131 ifade etmi\u015ftir: ‘Spor toplumumuzda bir t\u00fcr \u00e7an kulesi olmu\u015ftur. Bu \u00e7a\u011fda ya\u015famam\u0131za ra\u011fmen faaliyetlerimizi s\u00fcrd\u00fcrmenin bir yolunu bulabilmemiz toplum i\u00e7in de \u00f6nemlidir. Bunlar, d\u00fcnyan\u0131n en \u00f6nemli spor liglerinden birinin ba\u015fkan\u0131ndan gelen ve \u00f6n\u00fcm\u00fczdeki y\u0131llarda belki de son ve nihai bir konuya i\u015faret eden ilgin\u00e7 s\u00f6zler. Herkesin bildi\u011fi gibi, spor sadece bir e\u011flence bi\u00e7imi ya da bo\u015f zaman u\u011fra\u015f\u0131 de\u011fildir: say\u0131s\u0131z pratik, somut ve canl\u0131 uygulama ve sonu\u00e7lar\u0131 olan karma\u015f\u0131k bir sosyal ve k\u00fclt\u00fcrel nesnedir.<\/p>\n

Bu etkileri anlamak, y\u00f6netmek, iletmek ve y\u00f6netmek<\/strong> muhtemelen \u00f6n\u00fcm\u00fczdeki y\u0131l\u0131n ve gelecek y\u0131llar\u0131n en \u00f6nemli g\u00f6revidir.<\/p>\n

 <\/p>\n

 <\/p>\n

\n

* Burada spor pazarlamas\u0131 ve spor pazarlamas\u0131 aras\u0131ndaki ikilik \u00fczerine ba\u015fka bir tart\u0131\u015fmaya girmeyece\u011fiz, ancak basitle\u015ftirilmi\u015f terimlerle birincisinin spor \u00fcr\u00fcn\u00fcn\u00fc veya \u00fcr\u00fcnlerini tan\u0131tmakla ilgilendi\u011fini, ikincisinin ise \u00fc\u00e7\u00fcnc\u00fc taraf \u00fcr\u00fcnlerini veya hizmetlerini tan\u0131tmak i\u00e7in sporu kullanmakla ilgilendi\u011fini s\u00f6ylemek yeterlidir.<\/p>\n

** ‘Spor toplumumuz i\u00e7in bir t\u00fcr g\u00f6rev y\u00f6neticisi olmu\u015ftur. Sorunlar\u0131n \u00fcstesinden gelme ve i\u015flevini s\u00fcrd\u00fcrme yetene\u011fimiz, bu tarihsel d\u00f6nemin sorunlar\u0131na \u00e7\u00f6z\u00fcmler oldu\u011funu g\u00f6stermek i\u00e7in toplum i\u00e7in de ayn\u0131 derecede \u00f6nemlidir’<\/p>\n","protected":false},"excerpt":{"rendered":"

\u0130lgin\u00e7 y\u0131llar ya\u015f\u0131yoruz. Her \u015feyden \u00f6nce, \u00f6nemli \u00f6l\u00e7\u00fcde de\u011fi\u015fken ve s\u00fcrekli denge de\u011fi\u015fimleriyle dolu y\u0131llar ya\u015f\u0131yoruz. A\u011f\u0131rl\u0131klar\u0131n bu daimi yeniden merkezile\u015fmesinde, art\u0131k tan\u0131mlanmas\u0131 a\u00e7\u0131k\u00e7as\u0131 zor olan bir d\u00fczenlili\u011fin daimi aray\u0131\u015f\u0131nda, spor d\u00fcnyas\u0131 bile acil durumu yeni bir g\u00fcndelik olay haline getirdi ve kendini yeniden ke\u015ffedemeden \u00f6nce kendini yeniden tan\u0131mlamak zorunda kald\u0131. Reklamda da belirtildi\u011fi gibi, […]<\/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":[20269,20207,20198],"tags":[],"class_list":["post-242161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-8","category-spor-pazarlamasi-tr","category-spor-sponsorluklari"],"acf":[],"contentshake_article_id":"","yoast_head":"\n2022'de protokoller aras\u0131nda spor pazarlamas\u0131 - Bloglar ve ge\u00e7i\u015fler<\/title>\n<meta name=\"description\" content=\"2022'de spor pazarlamas\u0131 trendleri, bu disiplin nereye gidiyor?\" \/>\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\/\" 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