{"id":242174,"date":"2023-12-29T08:31:52","date_gmt":"2023-12-29T07:31:52","guid":{"rendered":"https:\/\/rtrsports.com\/ne-sponsor-teknisyeni\/"},"modified":"2025-07-20T00:31:12","modified_gmt":"2025-07-19T22:31:12","slug":"ne-sponsor-teknisyeni","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/ne-sponsor-teknisyeni\/","title":{"rendered":"Teknik sponsor nedir?"},"content":{"rendered":"

Bir\u00e7ok t\u00fcr aras\u0131nda
\nsponsorluk<\/strong>
\n<\/a> ve ortakl\u0131klar<\/strong>, bu blogun \u00f6nceki sayfalar\u0131nda zaten tart\u0131\u015f\u0131lm\u0131\u015f olsa da, teknik sponsorluk<\/strong> kesinlikle daha yak\u0131ndan incelenmeyi hak ediyor.<\/p>\n

Akademik olma iddias\u0131nda bulunmaks\u0131z\u0131n, teknik sponsorlu\u011fu, mal ve hizmet \u00fcreten bir \u015firketin bir spor tesisi (tak\u0131m, etkinlik veya organizasyon) ile ili\u015fkisinden kaynaklanan ve tesisin ana spor projesinin ger\u00e7ekle\u015ftirilmesi i\u00e7in gerekli olan mal ve hizmetlerin tesise e\u015fzamanl\u0131 olarak tedarik edilmesiyle \u00e7ak\u0131\u015fan pazarlama haklar\u0131n\u0131n elde edilmesi olarak<\/strong> tan\u0131mlayabiliriz.<\/p>\n

G\u00f6rd\u00fc\u011f\u00fcn\u00fcz gibi, bu tan\u0131mda \u00e7e\u015fitli unsurlar yer almaktad\u0131r.<\/p>\n

Onlar\u0131 inceleyelim<\/h2>\n

Her \u015feyden \u00f6nce, teknik sponsorun kendi ba\u015f\u0131na bir sponsor oldu\u011fu<\/strong>, yani ekonomik fayda, konumland\u0131rma, g\u00f6r\u00fcn\u00fcrl\u00fck vb. elde etmek i\u00e7in pazarlama ve ileti\u015fim haklar\u0131n\u0131 elde etmeyi ama\u00e7layan bir kurulu\u015f oldu\u011fu s\u00f6ylenmelidir. T\u00fcm sponsorluk t\u00fcrlerinde ortak olan bu husus temeldir ve her sponsorluk anla\u015fmas\u0131n\u0131n arkas\u0131ndaki ana nedendir.<\/p>\n

\u0130kinci olarak, sponsorluk anla\u015fmas\u0131ndan sonra ve sponsorluk anla\u015fmas\u0131yla e\u015fzamanl\u0131 olarak mal ve hizmetlerin sa\u011flanmas\u0131<\/strong> s\u00f6z konusudur. Bir teknik sponsor, \u00fcr\u00fcn veya hizmetlerini sponsorluk \u00fccretinin temel bir par\u00e7as\u0131 olarak kullan\u0131r. Bir \u00f6rnek vermek gerekirse, ma\u00e7 formalar\u0131 \u00fcreten bir giyim \u015firketi, sponsorluk anla\u015fmas\u0131 yoluyla tak\u0131m\u0131n sahaya \u00e7\u0131kt\u0131\u011f\u0131 formalar\u0131 da tedarik etti\u011finde bir tak\u0131m\u0131n teknik sponsoru haline gelir.<\/p>\n

Teknik sponsor<\/h2>\n

Bu durum, Juventus, Manchester United<\/strong>, AC Milan ve Lazio’nun teknik sponsorlar\u0131 olan Nike, Adidas, Puma<\/strong> ve Macron<\/strong> gibi b\u00fcy\u00fck spor giyim markalar\u0131n\u0131n klasik bir \u00f6rne\u011fidir. Ancak ayn\u0131 \u015fey, MotoGP<\/strong><\/strong> ‘deki Ducati motosikletlerinin<\/a> zincirlerini \u00fcreten D.I.D., Scuderia Ferrari<\/strong>‘ye fren tedarik eden Brembo veya Roger Federer<\/strong>‘in tuttu\u011fu raketleri \u00fcreten Wilson<\/strong> i\u00e7in de ge\u00e7erlidir.<\/p>\n

Ancak burada bir ayr\u0131m yapmak ve tan\u0131m\u0131n ‘m\u00fclk\u00fcn ana spor projesinin ger\u00e7ekle\u015ftirilmesi i\u00e7in gerekli’<\/strong> k\u0131sm\u0131n\u0131 netle\u015ftirmek \u00e7ok \u00f6nemlidir. Tak\u0131mlara veya sporculara mal (veya hizmet) sa\u011flayan her \u015firket teknik ortak olarak tan\u0131mlanamaz: ayr\u0131m, s\u00f6z konusu faaliyetin uygulanmas\u0131 i\u00e7in kesinlikle gerekli unsurlar\u0131n sa\u011flan<\/strong>mas\u0131nda yatmaktad\u0131r. Frenler ve lastikler, t\u0131pk\u0131 forma ile futbol ya da raket ile tenis oynaman\u0131n y\u00f6netmelik gere\u011fi olmas\u0131 gibi, araba ya da motosiklet yar\u0131\u015f\u0131 yapanlar i\u00e7in gereklidir. Aksine, makarna veya petrol \u00fcreticileri ya da konaklama ve ofis tesisleri sa\u011flayan genel m\u00fcteahhitlik \u015firketlerinin teknik ortak olarak g\u00f6r\u00fclmesi pek olas\u0131 de\u011fildir.<\/p>\n

Tazminat, mal ve hizmetler<\/h2>\n

Son olarak, bu t\u00fcr bir sponsorluk<\/strong> anla\u015fmas\u0131n\u0131n tazminat\u0131<\/strong> hakk\u0131nda hi\u00e7bir \u015fey s\u00f6ylenmemi\u015ftir. E\u011fer -geleneksel olarak- bir
\nAna Sponsorluk<\/strong>
\n<\/a> neredeyse tamamen parasal olsa da, yukar\u0131da tart\u0131\u015f\u0131lanlar kadar de\u011ferli mal ve hizmetler s\u00f6z konusu oldu\u011funda mesele daha karma\u015f\u0131k hale gelmektedir. Teknik sponsorluk s\u00f6z konusu oldu\u011funda, her bir vakan\u0131n ilgili unsurlar g\u00f6z \u00f6n\u00fcnde bulundurularak ayr\u0131 ayr\u0131 incelenmesi gerekti\u011fini s\u00f6ylemek yanl\u0131\u015f olmayacakt\u0131r. Bazen sadece malzeme sa\u011flanmas\u0131 anla\u015fmay\u0131 telafi etmek i\u00e7in yeterli olabilirken, di\u011fer durumlarda mallara mali bir bedelin e\u015flik<\/strong> etmesi gerekir.<\/p>\n

Nike<\/strong> ve Manchester City aras\u0131ndaki anla\u015fma buna yak\u0131n tarihli bir \u00f6rnektir. Swoosh<\/strong> markas\u0131, oyuncular ve personel i\u00e7in t\u00fcm ekipman\u0131 sa\u011flamak zorunda olmas\u0131n\u0131n yan\u0131 s\u0131ra, \u0130ngiliz kul\u00fcb\u00fcne y\u0131ll\u0131k 45 milyon sterlinlik y\u00fckl\u00fc bir \u00e7ek \u00f6deyecek. Benzer \u015fekilde, ayn\u0131 Amerikan \u015firketi NBA<\/strong> Basketbol \u015eampiyonas\u0131<\/strong> ‘n\u0131n tamam\u0131n\u0131n tedarik anla\u015fmas\u0131 i\u00e7in yakla\u015f\u0131k bir milyar dolar \u00f6dedi. Astronomik mebla\u011flar oldu\u011fu s\u00f6ylenebilir, ama cui prodest<\/em>?<\/strong><\/p>\n

\"tekni\u0307k<\/p>\n

Etkililik ve getiriler<\/h2>\n

Ger\u00e7ek \u015fu ki, teknik sponsorluk<\/strong> en etkili<\/strong> ve en h\u0131zl\u0131 geri d\u00f6n\u00fc\u015flerden<\/strong> biridir. Metaforun d\u0131\u015f\u0131na \u00e7\u0131kmak isterseniz, bu t\u00fcr bir anla\u015fmayla iletilen \u015fey \u015fudur: \u201c\u00fcr\u00fcnlerim o kadar iyi ki d\u00fcnyan\u0131n en iyi sporcular\u0131 taraf\u0131ndan kullan\u0131l\u0131yor. Bu nedenle b\u00fcy\u00fck olas\u0131l\u0131kla ana ak\u0131m kullan\u0131c\u0131lar i\u00e7in de \u00e7ok iyi olacaklard\u0131r\u201d.<\/em> Bir sporun hayranlar\u0131, \u00f6zellikle de bu sporu yapanlar<\/strong>, s\u00fcper y\u0131ld\u0131zlar\u0131n<\/strong> oyun alanlar\u0131nda kulland\u0131klar\u0131 \u00fcr\u00fcn se\u00e7imine b\u00fcy\u00fck<\/strong> \u00f6nem verir ve performanslar\u0131n\u0131 art\u0131rmak umuduyla ayn\u0131 ekipman\u0131 sat\u0131n almaktan \u00e7ekinmezler.<\/p>\n

Pazar kortlar\u0131nda Messi<\/strong> ya da Ronaldo<\/strong> ile ayn\u0131 ayakkab\u0131lar\u0131 giyen \u00e7ocuklar\u0131, Mo Farah<\/strong> ile ayn\u0131 g\u00f6zl\u00fckleri takan ko\u015fucular\u0131<\/strong> ya da Nadal<\/strong>\u201c\u0131n Babolat Pure Aero<\/strong>\u201d sunu giymek i\u00e7in fedak\u00e2rl\u0131k yapan tenis tutkunlar\u0131n\u0131 g\u00f6rmek al\u0131\u015f\u0131lmad\u0131k bir durum de\u011fil.<\/p>\n

Unutmay\u0131n ki, sponsorlu\u011fun<\/strong> b\u00fcy\u00fck etkisi de burada yatmaktad\u0131r :<\/strong> sadece moda de\u011fil (her ne kadar bu ihmal edilemez bir unsur olsa da), \u00fcr\u00fcn\u00fcn do\u011fu\u015ftan gelen niteliklerini hemen kavrayan kullan\u0131c\u0131\/kullan\u0131c\u0131 taraf\u0131ndan a\u00e7\u0131k\u00e7a alg\u0131lanan ger\u00e7ek bir de\u011fer aktar\u0131m\u0131d\u0131r<\/strong>.<\/p>\n

\"tekni\u0307k<\/p>\n

Teknik sponsorlar\u0131n de\u011feri ne kadar?<\/h2>\n

En b\u00fcy\u00fck ve en zahmetli teknik sponsorluklar, di\u011fer spor dallar\u0131yla aradaki fark son y\u0131llarda b\u00fcy\u00fck \u00f6l\u00e7\u00fcde azalm\u0131\u015f olsa da, \u00e7o\u011funlukla futbol<\/strong> d\u00fcnyas\u0131nda bulunmaktad\u0131r.<\/p>\n

Bunu s\u00f6yledikten sonra, d\u00fcnyan\u0131n en \u00f6nemli spor tesisleri i\u00e7in teknik sponsorlar\u0131n ekonomik de\u011feri nedir? Ve hepsinden \u00f6nemlisi, bu t\u00fcr sponsorlu\u011fu benimseyen en \u00fcnl\u00fc markalar hangileri?<\/p>\n

\u0130\u015fte baz\u0131 \u00f6rnekler:<\/p>\n

2017-2018 sezonunun ba\u015f\u0131nda Amerikan markas\u0131 Nike, Amerikan basketbol ligi NBA’<\/strong>in \u015fampiyonluk organizat\u00f6r\u00fc ile sekiz y\u0131ll\u0131k bir s\u00f6zle\u015fme imzalad\u0131. \u00c7e\u015fitli kaynaklar, taraflar aras\u0131ndaki s\u00f6zle\u015fmenin yakla\u015f\u0131k 1 milyar dolar de\u011ferinde oldu\u011funu belirtiyor.<\/p>\n

Futbol d\u00fcnyas\u0131nda Barcelona<\/strong> ile Nike ve Real Madrid<\/strong> ile Adidas bu \u00f6zel s\u0131ralamada ba\u015f\u0131 \u00e7ekiyor. Blaugrana ve b\u0131y\u0131k 2018’de y\u0131ll\u0131k 178 milyon dolar de\u011ferinde 10 y\u0131ll\u0131k bir s\u00f6zle\u015fme imzalarken, Blancos ve Alman marka ge\u00e7ti\u011fimiz aylarda kendilerini \u00f6n\u00fcm\u00fczdeki 10 y\u0131l boyunca ba\u011flayacak 169 milyon dolar de\u011ferinde bir anla\u015fmaya vard\u0131. Sadece, tabiri caizse, Cristiano Ronaldo<\/strong> ‘nun Juventus<\/strong> ‘u, Adidas’\u0131n temel \u00fcr\u00fcn ve hizmetlerinden sezon ba\u015f\u0131na 51 milyon kar\u015f\u0131l\u0131\u011f\u0131nda yararlan\u0131yor.<\/p>\n

D\u00fcnyan\u0131n en \u00e7ok kazanan sporcular\u0131 s\u0131ralamas\u0131nda Nike \u201ctan yakla\u015f\u0131k 18 milyon dolar alan Old Lady\u201d nin Portekizli as\u0131 ba\u015f\u0131 \u00e7ekiyor. Adidas \u201c<\/strong> tan 7 milyon alan Lionel Messi<\/strong> ve Amerikan Reebok<\/strong>\u201d a 5 milyona ba\u011fl\u0131 olan UFC d\u00f6v\u00fc\u015f\u00e7\u00fcs\u00fc Conor McGregor<\/strong> gibi di\u011fer spor y\u0131ld\u0131zlar\u0131yla k\u0131yasland\u0131\u011f\u0131nda kesinlikle \u00e7ok b\u00fcy\u00fck bir mebla\u011f<\/strong>.<\/p>\n

Erkekler tenis d\u00fcnyas\u0131nda, \u0130svi\u00e7reli \u00e7oklu \u015fampiyon Roger Federer<\/strong>, ABD’li raket ve \u00e7anta tedarik\u00e7isi Wilson<\/strong> ile y\u0131ll\u0131k 2 milyon de\u011ferinde \u00f6m\u00fcr boyu s\u00fcrecek bir s\u00f6zle\u015fme bile imzalad\u0131. Kad\u0131nlarda ise Japon tenis\u00e7i Naomi Osaka<\/strong>, hen\u00fcz 23 ya\u015f\u0131nda olmas\u0131na ra\u011fmen, Nike \u201ctan her y\u0131l ald\u0131\u011f\u0131 8,5 milyon sayesinde, kendisinden \u00e7ok daha \u00fcnl\u00fc olan Serena Williams<\/strong> ve Maria Sharapova<\/strong>\u201d y\u0131 geride b\u0131rakarak \u00fcnl\u00fc Forbes dergisine g\u00f6re gelmi\u015f ge\u00e7mi\u015f en y\u00fcksek maa\u015fl\u0131 kad\u0131n sporcu oldu.<\/p>\n

Son olarak, sanal spor m\u00fcsabakalar\u0131nda teknik sponsorlu\u011fun katlanarak artt\u0131\u011f\u0131n\u0131 vurgulamak da \u00f6nemlidir. Amerika’n\u0131n en b\u00fcy\u00fck kablo operat\u00f6r\u00fc Comcast’s Xfinity<\/strong> ve \u00e7ok uluslu Alman T-Mobile<\/strong> birka\u00e7 y\u0131ld\u0131r, neredeyse 1 milyar dolar de\u011ferinde ve giderek b\u00fcy\u00fcyen bir pazar olan eSpor<\/strong>‘u desteklemek i\u00e7in ba\u011flant\u0131 ara\u00e7lar\u0131 ve dijital platformlar sa\u011fl\u0131yor.<\/p>\n

Motorlar hakk\u0131nda konu\u015fal\u0131m<\/h2>\n

Muhtemelen en etkili \u00f6rnek yine motor d\u00fcnyas\u0131ndan<\/strong> geliyor. Motosikletleri<\/strong> s\u0131k ve tutkuyla (ve her \u015feyden \u00f6nce ihtiyatl\u0131 bir fark\u0131ndal\u0131kla) kullananlar<\/strong>, birinci s\u0131n\u0131f koruyucu giysilerin<\/strong> \u00f6neminin fark\u0131ndad\u0131r ve yeni bir s\u0131rt koruyucu, eldiven, kask<\/strong> veya dolgulu ceket<\/strong> sat\u0131n almak s\u00f6z konusu oldu\u011funda avroya ald\u0131rmazlar. Dainese, Alpinestars, AGV<\/strong> ve Arai<\/strong> gibi markalar (ve elbette di\u011ferleri) spor ileti\u015fimi ve sponsorlu\u011funu ana pazarlama varl\u0131klar\u0131 haline getirmi\u015flerdir, \u00e7\u00fcnk\u00fc hi\u00e7bir \u015fey MotoGP<\/strong> (veya SuperBike) s\u00fcr\u00fcc\u00fclerinin ola\u011fan\u00fcst\u00fc performanslar\u0131 s\u0131ras\u0131nda takt\u0131klar\u0131 kask kadar g\u00fcven telkin edemez.<\/p>\n

\u00d6te yandan, Valentino Rossi AGV’lere g\u00fcveniyorsa, i\u015fe giderken Bay Luigi neden g\u00fcvenmesin?<\/p>\n

Bu nedenle teknik sponsorluk sadece ileti\u015fim veya sat\u0131\u015f a\u00e7\u0131s\u0131ndan \u00f6nemli sonu\u00e7lar verebilen etkili bir ara\u00e7 olmakla kalmaz – Adidas’\u0131n 2027 y\u0131l\u0131na kadar sataca\u011f\u0131 Ronaldo formalar\u0131n\u0131n replikalar\u0131n\u0131 d\u00fc\u015f\u00fcn\u00fcn – ayn\u0131 zamanda spor tesisi taraf\u0131ndan bolca kullan\u0131lan malzemeler s\u00f6z konusu oldu\u011funda, teknik sponsorluk anla\u015fmas\u0131n\u0131n bir k\u0131sm\u0131n\u0131 para yerine kendi \u00fcr\u00fcnlerini kullanarak \u00f6deyecek olan tedarik\u00e7i \u015firket i\u00e7in de son derece elveri\u015flidir<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Bir\u00e7ok t\u00fcr aras\u0131nda sponsorluk ve ortakl\u0131klar, bu blogun \u00f6nceki sayfalar\u0131nda zaten tart\u0131\u015f\u0131lm\u0131\u015f olsa da, teknik sponsorluk kesinlikle daha yak\u0131ndan incelenmeyi hak ediyor. Akademik olma iddias\u0131nda bulunmaks\u0131z\u0131n, teknik sponsorlu\u011fu, mal ve hizmet \u00fcreten bir \u015firketin bir spor tesisi (tak\u0131m, etkinlik veya organizasyon) ile ili\u015fkisinden kaynaklanan ve tesisin ana spor projesinin ger\u00e7ekle\u015ftirilmesi i\u00e7in gerekli olan mal ve […]<\/p>\n","protected":false},"author":2,"featured_media":177877,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20207,20198],"tags":[],"class_list":["post-242174","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi-tr","category-spor-sponsorluklari"],"acf":[],"contentshake_article_id":"","yoast_head":"\nTeknik sponsor nedir?<\/title>\n<meta name=\"description\" content=\"Teknik sponsor nedir? Teknik sponsorun tan\u0131m\u0131n\u0131 m\u0131 ar\u0131yorsunuz? 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