{"id":242170,"date":"2020-11-09T14:33:00","date_gmt":"2020-11-09T13:33:00","guid":{"rendered":"https:\/\/rtrsports.com\/spor-pazarlamasinda-yatirimin-geri%cc%87-donus-hesaplari\/"},"modified":"2026-09-22T19:18:29","modified_gmt":"2026-09-22T17:18:29","slug":"spor-pazarlamasinda-yatirimin-geri%cc%87-donus-hesaplari","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/spor-pazarlamasinda-yatirimin-geri-donus-hesaplari\/","title":{"rendered":"Sponsorlu\u011fun ROI’si: ger\u00e7ekte nas\u0131l \u00f6l\u00e7\u00fcl\u00fcr"},"content":{"rendered":"

Sponsorlu\u011fa yat\u0131r\u0131m yapan \u015firketlerin yaln\u0131zca %37’sinin bunu \u00f6l\u00e7mek i\u00e7in standartla\u015fm\u0131\u015f bir s\u00fcreci var. Veri, ABD reklamverenler birli\u011fi ANA’ya ait ve o g\u00fcnden bu yana kimse daha geni\u015f bir say\u0131m yay\u0131mlamad\u0131. Kolay sonu\u00e7, sponsorlu\u011fun \u00f6l\u00e7\u00fclemeyece\u011fi olurdu. Ger\u00e7ek sonu\u00e7 ba\u015fka: gayet iyi \u00f6l\u00e7\u00fcl\u00fcr, ama bunun i\u00e7in gereken aletleri neredeyse kimse sat\u0131n almaz.<\/strong><\/p>\n

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

Devreye alma, karne de\u011fil<\/h2>\n

Sanayi m\u00fc\u015fterileriyle y\u0131llard\u0131r kulland\u0131\u011f\u0131m bir benzetme var: devreye alma. Bir tesis \u00e7al\u0131\u015ft\u0131r\u0131ld\u0131\u011f\u0131nda \u00f6l\u00e7\u00fcm donan\u0131m\u0131 ate\u015flemeden \u00f6nce kurulur, sonra de\u011fil. Tesis dururken \u00f6l\u00e7\u00fcm al\u0131n\u0131r, \u00e7al\u0131\u015f\u0131rken al\u0131n\u0131r, kar\u015f\u0131la\u015ft\u0131r\u0131l\u0131r. Hi\u00e7bir fabrika m\u00fcd\u00fcr\u00fc bir \u00fcretim hatt\u0131n\u0131 y\u0131l sonunda uzaktan bakarak de\u011ferlendirmeyi kabul etmez.<\/p>\n

Sponsorlukta tam olarak bu oluyor. \u0130mza at\u0131l\u0131yor, aktivasyon yap\u0131l\u0131yor ve on iki ay sonra ajanstan bir rapor isteniyor. O noktada ba\u015flang\u0131\u00e7 verisi yok, kar\u015f\u0131la\u015ft\u0131rma grubu yok, s\u00f6zle\u015fmenin etkisini geri kalan her \u015feyden ay\u0131rmaya yarayacak hi\u00e7bir \u015fey yok. Gelen \u015fey bir \u00f6l\u00e7\u00fcm de\u011fil, notu alan ki\u015finin yazd\u0131\u011f\u0131 bir karne.<\/p>\n

ROI nedir, ne de\u011fildir<\/h2>\n

ROI finansal bir g\u00f6stergedir ve hep oldu\u011fu \u015fey olarak kal\u0131r: bir giri\u015fimin \u00fcretti\u011fi marj ile o giri\u015fimin maliyeti aras\u0131ndaki oran, y\u00fczde olarak. Art\u0131msal gelir eksi toplam maliyet, b\u00f6l\u00fc toplam maliyet, \u00e7arp\u0131 y\u00fcz. \u0130\u00e7inde g\u00f6sterim yok, izlenme yok, yay\u0131nda logonun ekranda kald\u0131\u011f\u0131 saniyeler yok.<\/p>\n

Can al\u0131c\u0131 nokta s\u0131fatta: art\u0131msal<\/strong> gelir. D\u00f6nemin geliri de\u011fil, sponsorluk olmasayd\u0131 var olmayacak olan gelir. Hesab\u0131 yapmaya kalk\u0131\u015fana dek akademik g\u00f6r\u00fcnen, kalk\u0131\u015ft\u0131\u011f\u0131n\u0131z anda tek \u00f6nemli \u015fey h\u00e2line gelen bir ayr\u0131m.<\/p>\n

ROI’nin ne olmad\u0131\u011f\u0131n\u0131 da a\u00e7\u0131k\u00e7a s\u00f6ylemek gerekir. Reklam e\u015fde\u011feri, o me\u015fhur AVE de\u011fildir: yani yay\u0131nda ve bas\u0131nda bedava elde edilen alan\u0131n reklam olarak sat\u0131n al\u0131nmas\u0131n\u0131n ka\u00e7a mal olaca\u011f\u0131. Sekt\u00f6r birlikleri bu metri\u011fi on be\u015f y\u0131l\u0131 a\u015fk\u0131n s\u00fcre \u00f6nce \u00e7\u00fcr\u00fctt\u00fc: AMEC’in y\u00fcr\u00fctt\u00fc\u011f\u00fc uluslararas\u0131 ileti\u015fim \u00f6l\u00e7\u00fcm standard\u0131 Barcelona Principles 2010’da do\u011fdu ve be\u015finci kural\u0131 AVE’leri hep d\u0131\u015far\u0131da b\u0131rakt\u0131. Haziran 2025’te sunulan 4.0 s\u00fcr\u00fcm\u00fc daha da nettir: AVE gibi ge\u00e7ersiz \u00f6l\u00e7\u00fctler kullan\u0131lmamal\u0131, ileti\u015fimin katk\u0131s\u0131 \u00e7\u0131kt\u0131lar\u0131 ve etkisi \u00fczerinden de\u011ferlendirilmelidir.<\/p>\n

Buna ra\u011fmen AVE sezon sonu raporlar\u0131nda g\u00f6r\u00fcnmeye devam ediyor, \u00e7\u00fcnk\u00fc kar\u015f\u0131 konulmaz iki \u00f6zelli\u011fi var: \u00fcretmesi kolay ve her zaman b\u00fcy\u00fck bir say\u0131 veriyor. Biri size sponsorluk getirisini reklam e\u015fde\u011feri olarak sunuyorsa, bir sonu\u00e7 \u00f6l\u00e7m\u00fcyordur. Ne kadar televizyon yapt\u0131\u011f\u0131n\u0131z\u0131 \u00f6l\u00e7\u00fcyordur.<\/p>\n

ROI ve ROO: iki alet, iki g\u00f6r\u00fc\u015f de\u011fil<\/h2>\n

ROI’nin yan\u0131nda ROO, yani hedeflere g\u00f6re getiri vard\u0131r. Say\u0131lar tutmad\u0131\u011f\u0131nda kullan\u0131lan yumu\u015fak bir ROI s\u00fcr\u00fcm\u00fc de\u011fildir: cari y\u0131lda k\u00e2r zarar tablosundan ge\u00e7meyen hedefler i\u00e7in do\u011fru alettir. Sizi kimsenin tan\u0131mad\u0131\u011f\u0131 bir pazarda teknik bir profili i\u015fe alma maliyetini d\u00fc\u015f\u00fcrmek bir hedeftir. \u00dc\u00e7 \u00fcreticinin tedarik\u00e7i listesine girmek bir hedeftir. Piste d\u00fczenledi\u011finiz etkinliklere kat\u0131lan sanayi m\u00fc\u015fterilerinin kayb\u0131n\u0131 azaltmak bir hedeftir.<\/p>\n

Uygulad\u0131\u011f\u0131m kural basit. ROO imzadan \u00f6nce, say\u0131sal e\u015fikler ve bir tarihle birlikte beyan edilir. ROI sonradan, sat\u0131\u015flar \u00fczerinden hesaplan\u0131r. \u0130\u00e7inde bunlardan hi\u00e7biri yazmayan bir s\u00f6zle\u015fme, kimsenin ger\u00e7ekten de\u011ferlendirmeyece\u011fi bir s\u00f6zle\u015fmedir ve genelde ya al\u0131\u015fkanl\u0131kla yenilenir ya da yorgunluktan biter.<\/p>\n

Ak\u0131lda tutmaya de\u011fer say\u0131lar<\/h2>\n

Kearney, Temmuz 2025’te yay\u0131mlanan bir \u00e7al\u0131\u015fmada k\u00fcresel spor pazar\u0131n\u0131 417 milyar dolar olarak de\u011ferlendiriyor ve 2030’a kadar 600 milyar\u0131 a\u015faca\u011f\u0131n\u0131 \u00f6ng\u00f6r\u00fcyor. Bu 417 milyar\u0131n i\u00e7inde medya haklar\u0131, sponsorluk, tesis i\u00e7i reklam, \u00fcr\u00fcn sat\u0131\u015f\u0131 ve ma\u00e7 g\u00fcn\u00fc gelirlerini toplayan segment 154 milyar ediyor; yaln\u0131z sponsorluk ile tesis i\u00e7i reklam ise bunun 52 milyar\u0131n\u0131 olu\u015fturuyor. Son rakam\u0131 ak\u0131lda tutmakta fayda var, \u00e7\u00fcnk\u00fc konu\u015ftu\u011fumuz mesle\u011fin ger\u00e7ek \u00e7er\u00e7evesi odur.<\/p>\n

Di\u011fer yanda ANA ve MASB’\u0131n Temmuz 2018’de yay\u0131mlad\u0131\u011f\u0131 ve ESP Properties’in 24,2 milyar dolar olarak tahmin etti\u011fi Kuzey Amerika pazar\u0131na dayanan foto\u011fraf var: kat\u0131l\u0131mc\u0131lar\u0131n yaln\u0131zca %37’sinin standartla\u015fm\u0131\u015f bir \u00f6l\u00e7\u00fcm s\u00fcreci var, yaln\u0131zca %40’\u0131 sahiplerle yapt\u0131\u011f\u0131 s\u00f6zle\u015fmelere \u00f6l\u00e7\u00fcm beklentilerini yaz\u0131yor ve tan\u0131ml\u0131 s\u00fcreci olanlar\u0131n %57’sinin ayr\u0131 bir b\u00fct\u00e7esi var; bu b\u00fct\u00e7e \u00e7o\u011fu durumda hak bedelinin %5’i veya daha az\u0131. Buna kar\u015f\u0131l\u0131k %78’i do\u011frulanm\u0131\u015f sonu\u00e7lara duydu\u011fu ihtiyac\u0131n artt\u0131\u011f\u0131n\u0131 belirtiyordu.<\/p>\n

Sekiz y\u0131l sonra h\u00e2l\u00e2 en \u00e7ok al\u0131nt\u0131lanan ara\u015ft\u0131rman\u0131n bu olmas\u0131, bence, rakam\u0131n kendisinden daha fazlas\u0131n\u0131 anlat\u0131yor.<\/p>\n

Be\u015f hata, bana g\u00f6re<\/h2>\n

Birincisi: ROI’yi hen\u00fcz olmad\u0131\u011f\u0131 yerde aramak. \u0130lk y\u0131l\u0131ndaki bir sponsorluk nadiren \u00f6l\u00e7\u00fclebilir art\u0131msal gelir \u00fcretir, \u00e7\u00fcnk\u00fc ilk y\u0131l ko\u015fullar\u0131 kurmaya gider. On ikinci ayda ROI istemek, i\u015fleyen programlar\u0131n kapat\u0131lmas\u0131na yol a\u00e7ar.<\/p>\n

\u0130kincisi: s\u0131f\u0131r \u00f6l\u00e7\u00fcm\u00fcn\u00fc almamak. \u0130mzadan \u00f6nce bilinirlik, de\u011ferlendirme, sat\u0131\u015f hatt\u0131 ve ilgili pazarlardaki pay \u00fczerinde bir okuma yap\u0131lmad\u0131ysa, sonraki her rakam kar\u015f\u0131la\u015ft\u0131rma noktas\u0131 olmayan bir iddiad\u0131r.<\/p>\n

\u00dc\u00e7\u00fcnc\u00fcs\u00fc: yaln\u0131zca kolay pazarlar\u0131 \u00f6l\u00e7mek. Uluslararas\u0131 bir program, aktif oldu\u011fu her \u00fclkede ayn\u0131 y\u00f6ntemle \u00f6l\u00e7\u00fclmelidir; aksi h\u00e2lde t\u00fcm operasyon, sponsorluktan neredeyse her zaman en az etkilenen i\u00e7 pazar\u0131n sonucuyla yarg\u0131lan\u0131r.<\/p>\n

D\u00f6rd\u00fcnc\u00fcs\u00fc: paydada aktivasyon maliyetlerini unutmak. ROI toplam yat\u0131r\u0131m \u00fczerinden hesaplan\u0131r, yaln\u0131z haklar \u00fczerinden de\u011fil. 500.000 avro hak ve 400.000 avro aktivasyonu olan bir program\u0131n paydas\u0131 900.000’dir ve bunu unutan kendine var olmayan bir getiri anlat\u0131r.<\/p>\n

Be\u015fincisi: B2B’yi saymamak. Motor sporlar\u0131nda sponsorlar aras\u0131 ticari ili\u015fkilerden, a\u011f\u0131rlama alan\u0131nda do\u011fan tedarik s\u00f6zle\u015fmelerinden, ofiste sizi kabul etmeyecek m\u00fc\u015fterilere paddockta yap\u0131lan sunumlardan ge\u00e7en de\u011fer pay\u0131 \u00e7o\u011fu zaman t\u00fcm program\u0131n en k\u00e2rl\u0131 k\u0131sm\u0131d\u0131r. Ve kimsenin kayda ge\u00e7irmedi\u011fi tek k\u0131s\u0131md\u0131r da, \u00e7\u00fcnk\u00fc ba\u015fka yerde do\u011fmu\u015f gibi g\u00f6r\u00fcnen sipari\u015fler bi\u00e7iminde gelir.<\/p>\n

Y\u00f6ntem, be\u015f ad\u0131mda<\/h2>\n

Bir, hedefler s\u00f6zle\u015fmeye yaz\u0131l\u0131r, say\u0131lar ve tarihlerle. “Bilinirli\u011fi art\u0131rmak” de\u011fil, “Almanya pazar\u0131nda destekli bilinirli\u011fi yirmi d\u00f6rt ay i\u00e7inde %12’den %20’ye \u00e7\u0131karmak”.<\/p>\n

\u0130ki, imzadan \u00f6nce s\u0131f\u0131r \u00f6l\u00e7\u00fcm\u00fc al\u0131n\u0131r, sonradan kullan\u0131lacak olanla ayn\u0131 g\u00f6stergeler ve ayn\u0131 ara\u00e7la. M\u00fc\u015fterilerin ilk kesti\u011fi kalem budur ve geri kalan her \u015feyi m\u00fcmk\u00fcn k\u0131lan da budur.<\/p>\n

\u00dc\u00e7, etki yal\u0131t\u0131l\u0131r. M\u00fcmk\u00fcn oldu\u011funda bir kontrol pazar\u0131, yani sponsorlu\u011fun etkinle\u015ftirilmedi\u011fi kar\u015f\u0131la\u015ft\u0131r\u0131labilir bir \u00fclke kullan\u0131l\u0131r ve ikisi aras\u0131ndaki fark \u00f6l\u00e7\u00fcl\u00fcr. Bu mesle\u011fin izin verdi\u011fi kan\u0131ta en yak\u0131n \u015fey budur.<\/p>\n

D\u00f6rt, \u00fc\u00e7 de\u011fer ak\u0131\u015f\u0131 ayr\u0131 ayr\u0131 izlenir: art\u0131msal sat\u0131\u015flar, olu\u015fan ticari ili\u015fkilerin de\u011feri ve sponsorlu\u011fun gereksiz k\u0131ld\u0131\u011f\u0131 di\u011fer pazarlama kalemlerinde sa\u011flanan tasarruf. Sonuncusu neredeyse her zaman unutulur ve neredeyse her zaman anlaml\u0131d\u0131r.<\/p>\n

Be\u015f, s\u00f6zle\u015fmenin ortas\u0131nda g\u00f6zden ge\u00e7irilir. Fiyat\u0131 yeniden pazarl\u0131k etmek i\u00e7in de\u011fil, aktivasyon b\u00fct\u00e7esini say\u0131lar\u0131n i\u015fledi\u011fini s\u00f6yledi\u011fi yere kayd\u0131rmak i\u00e7in. \u0130kinci y\u0131l\u0131n sonunda h\u00e2l\u00e2 birinci y\u0131l\u0131n aktivasyon plan\u0131n\u0131 ta\u015f\u0131yan \u00e7ok y\u0131ll\u0131 bir program, kimsenin bakmad\u0131\u011f\u0131 bir programd\u0131r.<\/p>\n

\u00d6l\u00e7menin maliyeti<\/h2>\n

\u00d6l\u00e7\u00fcm ciddiyse ve birden \u00e7ok pazar\u0131 kaps\u0131yorsa hak bedelinin %3’\u00fc ile %5’i aras\u0131. Bu, ANA’n\u0131n 2018’de ayr\u0131 b\u00fct\u00e7esi olan \u015firketler aras\u0131nda harcama tavan\u0131 olarak kaydetti\u011fi b\u00fcy\u00fckl\u00fck mertebesiyle ayn\u0131; bu da \u00f6l\u00e7enlerin maliyeti bildi\u011fini, \u00f6l\u00e7meyenlerin ise hi\u00e7 sormad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnd\u00fcr\u00fcyor.<\/p>\n

Bana g\u00f6re bu y\u00fczde ayn\u0131 zamanda alt\u0131na inmenin anlams\u0131z oldu\u011fu bir taband\u0131r. Bir milyon avroluk bir programa yirmi bin avroluk \u00f6l\u00e7\u00fcm bir rapor \u00fcretir, bir \u00f6l\u00e7\u00fcm de\u011fil. Ve hay\u0131r diyemeyen bir rapor hi\u00e7bir i\u015fe yaramaz, \u00e7\u00fcnk\u00fc bir \u00f6l\u00e7\u00fcm aletinin de\u011feri tamamen size yan\u0131ld\u0131\u011f\u0131n\u0131z\u0131 s\u00f6yleyebilme kapasitesindedir.<\/p>\n

Motor sporlar\u0131nda sponsorlukla<\/a> u\u011fra\u015fan bunu iyi bilir: do\u011frudan ticari getirinin en kolay yal\u0131t\u0131ld\u0131\u011f\u0131 aland\u0131r, \u00e7\u00fcnk\u00fc paddock ili\u015fkilerin tek tek say\u0131labildi\u011fi kapal\u0131 bir ortamd\u0131r. Ve h\u00e2l\u00e2 girip girmemeye karar verenler, hesaptan da \u00f6nce karar\u0131 ger\u00e7ekten y\u00f6nlendiren kurumsal fakt\u00f6rlerden<\/a> ba\u015flamakta fayda g\u00f6r\u00fcr.<\/p>\n

Bir sponsorlu\u011fu \u00f6l\u00e7mek zor de\u011fildir. Yaln\u0131zca \u00f6nceden karar verilmesi gereken bir \u015feydir. Her zaman.<\/strong><\/p>\n

Kaynaklar:<\/strong> ANA ve MASB, sponsorluk \u00f6l\u00e7\u00fcm\u00fc \u00fczerine \u00e7al\u0131\u015fma<\/a>; AMEC, AVE’ler neden ge\u00e7ersiz<\/a>; Kearney, k\u00fcresel spor pazar\u0131 600 milyara do\u011fru<\/a>; Kearney, From passion to profit<\/a>.<\/p>\n

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Sponsorlukta ROI hesab\u0131 hakk\u0131nda s\u0131k sorulan sorular<\/b><\/h2>\r\n \r\n
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\r\n Bir sponsorlu\u011fun ROI'si nas\u0131l hesaplan\u0131r?<\/b>\r\n <\/h3>\r\n\r\n
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Sponsorlu\u011fun \u00fcretti\u011fi art\u0131msal gelirden toplam maliyetler \u00e7\u0131kar\u0131l\u0131r, toplam maliyetlere b\u00f6l\u00fcn\u00fcr ve y\u00fczle \u00e7arp\u0131l\u0131r. Toplam maliyetler hak bedelini ve t\u00fcm aktivasyon giderlerini kapsar, yaln\u0131zca sahibine \u00f6denen bedeli de\u011fil. Gelirin art\u0131msal olmas\u0131 gerekir, yani s\u00f6zle\u015fme olmasayd\u0131 var olmayacak gelir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n ROI ile ROO aras\u0131ndaki fark nedir?<\/b>\r\n <\/h3>\r\n\r\n
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ROI finansal bir g\u00f6stergedir ve yat\u0131r\u0131ma kar\u015f\u0131l\u0131k \u00fcretilen marj\u0131 \u00f6l\u00e7er. ROO, hedeflere g\u00f6re getiri, k\u00e2r zarar tablosundan hemen ge\u00e7meyen hedeflerin ger\u00e7ekle\u015fmesini \u00f6l\u00e7er: yeni bir pazarda bilinirlik, tedarik\u00e7i listesine girmek ya da i\u015fe al\u0131m maliyetinin d\u00fc\u015fmesi gibi. \u0130kisi bir arada y\u00fcr\u00fcr: ROO imzadan \u00f6nce beyan edilir, ROI sonradan hesaplan\u0131r.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n AVE sponsorluk getirisi i\u00e7in ge\u00e7erli bir \u00f6l\u00e7\u00fct m\u00fcd\u00fcr?<\/b>\r\n <\/h3>\r\n\r\n
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Hay\u0131r. Reklam e\u015fde\u011feri, ayn\u0131 alan\u0131n reklam olarak sat\u0131n al\u0131nmas\u0131n\u0131n ka\u00e7a mal olaca\u011f\u0131n\u0131 tahmin eder, ama o g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn neye yol a\u00e7t\u0131\u011f\u0131 hakk\u0131nda hi\u00e7bir \u015fey s\u00f6ylemez. 2010’da do\u011fan ve bug\u00fcn 4.0 s\u00fcr\u00fcm\u00fcnde olan uluslararas\u0131 ileti\u015fim \u00f6l\u00e7\u00fcm standard\u0131 Barcelona Principles, AVE gibi ge\u00e7ersiz \u00f6l\u00e7\u00fctlerin kullan\u0131lmamas\u0131 gerekti\u011fini belirtir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Bir sponsorlu\u011fu \u00f6l\u00e7mek ne kadara mal olur?<\/b>\r\n <\/h3>\r\n\r\n
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Birden \u00e7ok pazarda ciddi bir program i\u00e7in hak bedelinin %3’\u00fc ile %5’i aras\u0131. ANA’n\u0131n 2018 \u00e7al\u0131\u015fmas\u0131, \u00f6l\u00e7\u00fcm s\u00fcreci olan \u015firketlerin \u00e7o\u011funun bu kaleme hak bedelinin %5’i veya daha az\u0131n\u0131 ay\u0131rd\u0131\u011f\u0131n\u0131 saptam\u0131\u015ft\u0131.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Bir getirinin \u00f6l\u00e7\u00fclebilmesi ne kadar zaman al\u0131r?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Hedefe ba\u011fl\u0131. Alg\u0131 g\u00f6stergeleri aktivasyon g\u00fc\u00e7l\u00fcyse ilk on iki ayda hareket eder, art\u0131msal gelirler nadiren ikinci y\u0131ldan \u00f6nce, a\u011f\u0131rlama alan\u0131nda do\u011fan ticari ili\u015fkilerin de\u011feri ise s\u00f6zle\u015fmenin t\u00fcm s\u00fcresi boyunca ortaya \u00e7\u0131kar. On ikinci ayda finansal ROI istemek, i\u015fleyen programlar\u0131n kapat\u0131lmas\u0131na yol a\u00e7ar.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Sponsorlu\u011fa yat\u0131r\u0131m yapan \u015firketlerin yaln\u0131zca %37’sinin bunu \u00f6l\u00e7mek i\u00e7in standartla\u015fm\u0131\u015f bir s\u00fcreci var. Veri, ABD reklamverenler birli\u011fi ANA’ya ait ve o g\u00fcnden bu yana kimse daha geni\u015f bir say\u0131m yay\u0131mlamad\u0131. Kolay sonu\u00e7, sponsorlu\u011fun \u00f6l\u00e7\u00fclemeyece\u011fi olurdu. Ger\u00e7ek sonu\u00e7 ba\u015fka: gayet iyi \u00f6l\u00e7\u00fcl\u00fcr, ama bunun i\u00e7in gereken aletleri neredeyse kimse sat\u0131n almaz. Eyl\u00fcl 2026’da g\u00fcncellendi. Devreye alma, […]<\/p>\n","protected":false},"author":14,"featured_media":191758,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20207,20198],"tags":[],"class_list":["post-242170","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi-tr","category-spor-sponsorluklari"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsorlukta ROI: ger\u00e7ekte nas\u0131l \u00f6l\u00e7\u00fcl\u00fcr<\/title>\n<meta name=\"description\" content=\"Sponsorluk ROI'si ger\u00e7ekte nas\u0131l \u00f6l\u00e7\u00fcl\u00fcr: art\u0131msal gelir, ROO, AVE neden ge\u00e7ersiz, be\u015f klasik hata ve be\u015f ad\u0131ml\u0131k y\u00f6ntem.\" \/>\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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A law graduate of the University of Bologna, he began his career in PR in London before moving into motorsport, and has spent more than 30 years structuring sponsorship partnerships in Formula 1 and MotoGP - closing over 100 deals across eight championships with properties including McLaren, Williams, Ducati, Honda HRC, Yamaha Factory Racing and Dorna Sports. He writes on sponsorship strategy, commercial rights, pricing, and ROI measurement for brands entering motorsport at every budget level.","sameAs":["https:\/\/rtrsports.com","https:\/\/uk.linkedin.com\/in\/riccardotafa"],"url":"https:\/\/rtrsports.com\/tr\/author\/riccardo\/"}]}},"_links":{"self":[{"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/posts\/242170","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\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/comments?post=242170"}],"version-history":[{"count":5,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/posts\/242170\/revisions"}],"predecessor-version":[{"id":356046,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/posts\/242170\/revisions\/356046"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/media\/191758"}],"wp:attachment":[{"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/media?parent=242170"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/categories?post=242170"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rtrsports.com\/tr\/wp-json\/wp\/v2\/tags?post=242170"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}