{"id":242168,"date":"2021-06-29T13:44:15","date_gmt":"2021-06-29T11:44:15","guid":{"rendered":"https:\/\/rtrsports.com\/spor-pazarlama-ajansinin-bakis-acisindan-sponsorluk-programi\/"},"modified":"2026-09-24T10:29:11","modified_gmt":"2026-09-24T08:29:11","slug":"spor-pazarlama-ajansinin-bakis-acisindan-sponsorluk-programi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/understanding-the-sports-sponsorship-process-from-an-agency-expert\/","title":{"rendered":"Bir ajans\u0131n g\u00f6z\u00fcnden spor sponsorlu\u011fu s\u00fcreci: 8 a\u015fama (2026)"},"content":{"rendered":"

D\u0131\u015far\u0131dan bak\u0131ld\u0131\u011f\u0131nda bir spor sponsorlu\u011fu i\u00e7g\u00fcd\u00fcyle al\u0131nm\u0131\u015f bir karar gibi g\u00f6r\u00fcn\u00fcr: tutkulu bir genel m\u00fcd\u00fcr, paddock’ta bir tokala\u015fma, kaportada bir logo. \u0130\u00e7eriden bak\u0131ld\u0131\u011f\u0131nda ise belirli a\u015famalar\u0131, verileri, m\u00fczakereleri ve kontrolleri olan bir s\u00fcre\u00e7tir. Bu iki g\u00f6r\u00fcnt\u00fc aras\u0131ndaki fark, bir sezon s\u00fcren sponsorlukla on y\u0131l s\u00fcren sponsorluk aras\u0131ndaki fark\u0131n ta kendisidir.<\/strong><\/p>\n

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

Bir ajans\u0131n sponsorluk program\u0131 olu\u015ftururken izledi\u011fi, ilk g\u00f6r\u00fc\u015fmeden sonu\u00e7lar\u0131n \u00f6l\u00e7\u00fclmesine kadar uzanan ad\u0131mlar dizisine “y\u00f6ntem” diyoruz. Bu b\u00fcrokrasi de\u011fil: sporda asla eksik olmayan heyecan\u0131, bir y\u00f6netim kurulunun incelemesinden ge\u00e7ebilecek bir yat\u0131r\u0131ma d\u00f6n\u00fc\u015ft\u00fcrmenin yoludur.<\/p>\n

Sponsorluk asl\u0131nda nedir<\/h2>\n

Sekt\u00f6rde en yayg\u0131n kullan\u0131lan tan\u0131m, onlarca y\u0131l boyunca sponsorluk pazar\u0131n\u0131 inceleyen kurum IEG’ye aittir: bir hak sahibine, yani bir tak\u0131ma, bir etkinli\u011fe ya da bir kurulu\u015fa, o hak sahibiyle ili\u015fkili de\u011ferlendirilebilir ticari potansiyele eri\u015fim kar\u015f\u0131l\u0131\u011f\u0131nda nakit veya ayni olarak \u00f6denen bedel. Anahtar kelime “de\u011ferlendirilebilir”dir. Sponsorluk asla bir ama\u00e7 de\u011fil, her zaman bir ara\u00e7t\u0131r: bir potansiyel sat\u0131n al\u0131r ve de\u011fer ancak bu potansiyel de\u011ferlendirildi\u011finde ortaya \u00e7\u0131kar. S\u00fcrecin t\u00fcm a\u015famalar\u0131 buradan t\u00fcrer.<\/p>\n

1. \u0130lk g\u00f6r\u00fc\u015fme<\/h2>\n

\u0130yi bir program her zaman iyi bir sohbetle ba\u015flar. \u015eirketin anl\u0131k isteklerinin \u00f6tesinde ger\u00e7ek ihtiya\u00e7lar\u0131n\u0131 anlamak, ajans\u0131n ilk i\u015fidir: neye ula\u015f\u0131lmak istendi\u011fi, hangi kitle i\u00e7in, hangi pazarlarda, hangi b\u00fct\u00e7eyle ve ne kadar s\u00fcrede. Ba\u015flang\u0131\u00e7ta dile getirilen hedef, yani daha fazla g\u00f6r\u00fcn\u00fcrl\u00fck, \u00e7o\u011fu zaman daha belirli bir hedefi gizler: bir pazara girmek, sat\u0131\u015f a\u011f\u0131n\u0131 desteklemek, en iyi m\u00fc\u015fterileri elde tutmak; g\u00f6r\u00fc\u015fme bunu g\u00fcn y\u00fcz\u00fcne \u00e7\u0131karmaya yarar.<\/p>\n

2. Veri ve ara\u015ft\u0131rma<\/h2>\n

\u0130kinci a\u015fama en az g\u00f6r\u00fcnen a\u015famad\u0131r. Farkl\u0131 \u015fampiyonalar\u0131n izleyici kitleleri, co\u011frafi ve televizyon da\u011f\u0131l\u0131mlar\u0131, kamuoyunun her sporla ili\u015fkilendirdi\u011fi de\u011ferler, halihaz\u0131rda temsil edilen ve h\u00e2l\u00e2 bo\u015f olan sekt\u00f6rler ile pazar maliyetleri analiz edilir. Motor sporlar\u0131nda, hak sahiplerinin yay\u0131mlad\u0131\u011f\u0131 rakamlardan ba\u011f\u0131ms\u0131z ara\u015ft\u0131rmalara kadar \u00e7ok b\u00fcy\u00fck miktarda veri vard\u0131r ve ajans\u0131n i\u015fi faydal\u0131 olan\u0131 tan\u0131t\u0131m ama\u00e7l\u0131 olandan ay\u0131rmakt\u0131r.<\/p>\n

3. Hak sahibinin se\u00e7imi<\/h2>\n

Hedefler ve veriler masaya kondu\u011funda se\u00e7im zaman\u0131 gelir: hangi \u015fampiyona, hangi tak\u0131m, hangi pilot, hangi etkinlik. Deneyimin en \u00e7ok a\u011f\u0131rl\u0131k ta\u015f\u0131d\u0131\u011f\u0131 a\u015fama budur, \u00e7\u00fcnk\u00fc \u00f6nemli olan yaln\u0131zca puan tablolar\u0131 de\u011fil; insanlar\u0131, al\u0131\u015fkanl\u0131klar\u0131, tak\u0131mlar\u0131n finansal sa\u011flaml\u0131\u011f\u0131n\u0131 ve ki\u015fiye \u00f6zel bir paket olu\u015fturma isteklerini de bilmektir. \u0130lk kez giren \u015firketler i\u00e7in ba\u015flang\u0131\u00e7 noktas\u0131 olan be\u015f karar\u0131<\/a> derledik.<\/p>\n

4. Teklif ve m\u00fczakere<\/h2>\n

Teklif haklar\u0131 tan\u0131mlar: markan\u0131n nerede ve ne kadar g\u00f6r\u00fcn\u00fcr olaca\u011f\u0131, hangi a\u011f\u0131rlama eri\u015fimleri, hangi g\u00f6r\u00fcnt\u00fc kullan\u0131m haklar\u0131, hangi sekt\u00f6r m\u00fcnhas\u0131rl\u0131klar\u0131, pilotlarla hangi etkinlikler. M\u00fczakere teklifi s\u00f6zle\u015fmeye d\u00f6n\u00fc\u015ft\u00fcr\u00fcr ve burada ayr\u0131nt\u0131lar \u00f6nem kazan\u0131r: s\u00fcre, \u00e7\u0131k\u0131\u015f maddeleri, beklenmedik olaylar ya da pilot de\u011fi\u015fikli\u011fi durumunda ne olaca\u011f\u0131. Bir ajansa g\u00fcvenmeden \u00f6nce on do\u011fru soruyu<\/a> sormakta ve bir ajans \u00fczerinden ilerlemek ile do\u011frudan tak\u0131mla g\u00f6r\u00fc\u015fmek<\/a> aras\u0131ndaki fark\u0131 dikkatle de\u011ferlendirmekte fayda var.<\/p>\n

5. Onay ve zamanlama<\/h2>\n

Bir sponsorluk neredeyse her zaman pazarlamadan finans departman\u0131na kadar birka\u00e7 i\u00e7 onay a\u015famas\u0131ndan ge\u00e7er ve s\u00fcrelere uyulmal\u0131d\u0131r. Motor sporlar\u0131nda takvim kat\u0131d\u0131r: bir MotoGP sezonu \u015fubat sonunda ba\u015flar ve sezon ba\u015flad\u0131ktan sonra imzalanan bir anla\u015fma, aktivasyon i\u00e7in de\u011ferli haftalar kaybeder. \u0130mza i\u00e7in en uygun zaman \u015fampiyonaya g\u00f6re de\u011fi\u015fir; bunu bir sponsorluk s\u00f6zle\u015fmesinin ne zaman imzalanmas\u0131 gerekti\u011fi<\/a> \u00fczerine rehberimizde analiz ettik.<\/p>\n

6. Aktivasyon<\/h2>\n

Sponsorlu\u011fun bir s\u00f6zle\u015fme olmaktan \u00e7\u0131k\u0131p pazarlamaya d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fc a\u015famad\u0131r. M\u00fc\u015fteri a\u011f\u0131rlama, tak\u0131m g\u00f6rselleriyle reklam kampanyalar\u0131, sosyal medya i\u00e7erikleri, pilotlarla etkinlikler, sat\u0131\u015f noktas\u0131 promosyonlar\u0131, sat\u0131\u015f a\u011f\u0131 te\u015fvikleri. Aktivasyonun haklara dahil olmayan bir maliyeti vard\u0131r ve en s\u0131k hafife al\u0131nan kalem budur. Bunu sponsorluk aktivasyonu<\/a> rehberimizde ele ald\u0131k.<\/p>\n

7. \u0130nce ayar<\/h2>\n

Hi\u00e7bir program ilk denemede kusursuz i\u015flemez. Sezon boyunca neyin i\u015fe yaray\u0131p neyin yaramad\u0131\u011f\u0131 g\u00f6zlemlenir, kaynaklar bir faaliyetten di\u011ferine kayd\u0131r\u0131l\u0131r ve beklenmedik f\u0131rsatlar de\u011ferlendirilir: s\u00fcrpriz bir podyum, kamuoyunun sevdi\u011fi bir hik\u00e2ye. Bu, \u015firket, tak\u0131m ve ajans aras\u0131nda s\u00fcrekli diyalog gerektiren kesintisiz bir \u00e7al\u0131\u015fmad\u0131r.<\/p>\n

8. \u00d6l\u00e7\u00fcm<\/h2>\n

Son a\u015fama d\u00f6ng\u00fcy\u00fc tamamlar ve bir sonraki sezonu haz\u0131rlar. Sonu\u00e7lar ba\u015fta belirlenen hedeflere g\u00f6re \u00f6l\u00e7\u00fcl\u00fcr: bilinirlik, elde edilen ba\u011flant\u0131lar, sat\u0131\u015flar, \u00e7al\u0131\u015fan kat\u0131l\u0131m\u0131. \u0130leti\u015fim \u00f6l\u00e7\u00fcm\u00fcn\u00fcn uluslararas\u0131 standard\u0131 olan Barcelona Principles’\u0131n 2025 s\u00fcr\u00fcm\u00fc, medya de\u011ferinin eski hesaplama y\u00f6ntemi olan reklam e\u015fde\u011ferini ge\u00e7ersiz \u00f6l\u00e7\u00fctler aras\u0131nda s\u0131n\u0131fland\u0131r\u0131yor ve kullan\u0131lmamas\u0131n\u0131 tavsiye ediyor. Sekt\u00f6r prati\u011finde ise en fazla farkl\u0131 paketleri kar\u015f\u0131la\u015ft\u0131rmak i\u00e7in bir \u00f6l\u00e7\u00fct olarak varl\u0131\u011f\u0131n\u0131 s\u00fcrd\u00fcr\u00fcyor, asla ticari getirinin kan\u0131t\u0131 olarak de\u011fil. Y\u00f6ntemin tamam\u0131 i\u00e7in yat\u0131r\u0131m getirisinin ger\u00e7ekte nas\u0131l \u00f6l\u00e7\u00fcld\u00fc\u011f\u00fc<\/a> \u00fczerine rehberimize g\u00f6z atabilirsiniz. Son olarak sonu\u00e7lar, yenileme, yeniden m\u00fczakere ya da de\u011fi\u015ftirme<\/a> karar\u0131n\u0131n temelini olu\u015fturur.<\/p>\n

\u0130yi, k\u00f6t\u00fc ve \u00e7irkin<\/h2>\n

S\u00fcre\u00e7 riski ortadan kald\u0131rmaz, onu y\u00f6netilebilir k\u0131lar. \u0130yisi, iyi kurgulanm\u0131\u015f bir sponsorlu\u011fun di\u011fer t\u00fcm pazarlama ara\u00e7lar\u0131n\u0131n de\u011ferini katlamas\u0131d\u0131r. K\u00f6t\u00fcs\u00fc, zaman, emek ve s\u00f6zle\u015fmenin \u00f6tesine ge\u00e7en bir b\u00fct\u00e7e gerektirmesidir. \u00c7irkini ise kestirme yoldur: ilk a\u015famalar\u0131 atlamak, tutkuyla se\u00e7mek, ba\u015far\u0131n\u0131n nas\u0131l \u00f6l\u00e7\u00fclece\u011fini bilmeden imza atmak. Ba\u015far\u0131s\u0131z olan programlar\u0131n neredeyse hepsi bu kestirmeyi se\u00e7mi\u015ftir ve kal\u0131c\u0131 olanlar\u0131n neredeyse hepsi, \u015fu ya da bu \u015fekilde, bir y\u00f6ntem izlemi\u015ftir.<\/p>\n

Kaynaklar:<\/strong> TicketManager, IEG’nin sponsorluk tan\u0131m\u0131<\/a>; IEG, Activation Ratios Are Dead<\/a>; AMEC, Barcelona Principles 4.0<\/a>; MotoGP, 2026 takvimi<\/a>.<\/p>\n

\r\n\r\n

Spor sponsorlu\u011fu s\u00fcreci hakk\u0131nda s\u0131k sorulan sorular<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

\r\n Spor sponsorlu\u011fu nedir?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Sekt\u00f6rde en yayg\u0131n kullan\u0131lan IEG tan\u0131m\u0131na g\u00f6re, bir tak\u0131m, etkinlik ya da kurulu\u015f gibi bir hak sahibine, o hak sahibiyle ili\u015fkili de\u011ferlendirilebilir ticari potansiyele eri\u015fim kar\u015f\u0131l\u0131\u011f\u0131nda nakit veya ayni olarak \u00f6denen bedeldir. Her zaman pazarlama hedeflerine ula\u015fman\u0131n bir arac\u0131d\u0131r, asla bir ama\u00e7 de\u011fildir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Sponsorluk s\u00fcrecinin a\u015famalar\u0131 nelerdir?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Hedefleri anlamak i\u00e7in ilk g\u00f6r\u00fc\u015fme, veri toplama ve analizi, hak sahibinin se\u00e7imi, teklif ve s\u00f6zle\u015fme m\u00fczakeresi, i\u00e7 onay, aktivasyon, sezon boyunca ince ayar ve son olarak sonu\u00e7lar\u0131n ba\u015flang\u0131\u00e7 hedeflerine g\u00f6re \u00f6l\u00e7\u00fclmesi.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Bir spor sponsorlu\u011fu ajans\u0131 ne yapar?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\u015eirketin hedeflerini belirlemesine yard\u0131mc\u0131 olur, farkl\u0131 \u015fampiyonalar\u0131n verilerini analiz eder, en uygun hak sahibini belirler, s\u00f6zle\u015fmeyi m\u00fczakere eder, aktivasyonu kurar ve takip eder, sonu\u00e7lar\u0131 \u00f6l\u00e7er. \u00c7o\u011fu durumda komisyonunu marka de\u011fil, tak\u0131m ya da hak sahibi \u00f6der.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Medya de\u011feri, sponsorluk getirisinin iyi bir \u00f6l\u00e7\u00fct\u00fc m\u00fcd\u00fcr?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Hay\u0131r. \u0130leti\u015fim \u00f6l\u00e7\u00fcm\u00fcn\u00fcn uluslararas\u0131 standard\u0131 olan Barcelona Principles’\u0131n 2025 s\u00fcr\u00fcm\u00fc, reklam e\u015fde\u011ferini ge\u00e7ersiz \u00f6l\u00e7\u00fctler aras\u0131nda s\u0131n\u0131fland\u0131r\u0131yor ve kullan\u0131lmamas\u0131n\u0131 tavsiye ediyor. Pratikte en fazla paketleri kar\u015f\u0131la\u015ft\u0131rmak i\u00e7in bir \u00f6l\u00e7\u00fct olarak varl\u0131\u011f\u0131n\u0131 s\u00fcrd\u00fcr\u00fcyor, asla ticari getirinin kan\u0131t\u0131 olarak de\u011fil.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Bir sponsorluk olu\u015fturmak ne kadar s\u00fcrer?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\u015eampiyonaya ve i\u00e7 onay a\u015famalar\u0131na ba\u011fl\u0131d\u0131r, ancak birka\u00e7 ay \u00f6nceden ba\u015flamak ak\u0131ll\u0131cad\u0131r. Motor sporlar\u0131nda takvim kat\u0131d\u0131r: MotoGP \u015fubat sonunda ba\u015flar ve sezon ba\u015flad\u0131ktan sonra imzalanan bir anla\u015fma, aktivasyon i\u00e7in de\u011ferli haftalar kaybeder.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

D\u0131\u015far\u0131dan bak\u0131ld\u0131\u011f\u0131nda bir spor sponsorlu\u011fu i\u00e7g\u00fcd\u00fcyle al\u0131nm\u0131\u015f bir karar gibi g\u00f6r\u00fcn\u00fcr: tutkulu bir genel m\u00fcd\u00fcr, paddock’ta bir tokala\u015fma, kaportada bir logo. \u0130\u00e7eriden bak\u0131ld\u0131\u011f\u0131nda ise belirli a\u015famalar\u0131, verileri, m\u00fczakereleri ve kontrolleri olan bir s\u00fcre\u00e7tir. Bu iki g\u00f6r\u00fcnt\u00fc aras\u0131ndaki fark, bir sezon s\u00fcren sponsorlukla on y\u0131l s\u00fcren sponsorluk aras\u0131ndaki fark\u0131n ta kendisidir. Eyl\u00fcl 2026’da g\u00fcncellendi. Bir ajans\u0131n […]<\/p>\n","protected":false},"author":2,"featured_media":192264,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20269,20200],"tags":[],"class_list":["post-242168","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motogp-8","category-spor-pazarlamasi"],"acf":[],"contentshake_article_id":"","yoast_head":"\n8 a\u015famada spor sponsorlu\u011fu s\u00fcreci<\/title>\n<meta name=\"description\" content=\"Spor sponsorlu\u011fu s\u00fcreci nas\u0131l i\u015fler, bir ajans\u0131n anlat\u0131m\u0131yla: ilk g\u00f6r\u00fc\u015fmeden m\u00fczakereye, aktivasyondan \u00f6l\u00e7\u00fcme.\" \/>\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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