{"id":242438,"date":"2024-01-05T16:28:20","date_gmt":"2024-01-05T15:28:20","guid":{"rendered":"https:\/\/rtrsports.com\/motor-sporlarinda-sponsorluk-duygusal-etki-ve-anilar\/"},"modified":"2025-07-11T12:27:57","modified_gmt":"2025-07-11T10:27:57","slug":"motor-sporlarinda-sponsorluk-duygusal-etki-ve-anilar","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/motorsporlarinda-sponsorluk-duygusal-etki-ve-anilar\/","title":{"rendered":"Motor sporlar\u0131nda sponsorluk: duygusal etki ve an\u0131lar"},"content":{"rendered":"
Riceviamo e volentieri pubblichiamo questo bell'articolo scritto da Salvatore Valerioti<\/em><\/strong>, Redattore del Blog del Ring<\/strong><\/a><\/pre>\n
“Bir \u00e7ocu\u011fa bir ka\u011f\u0131t ve biraz boya verin ve bir araba \u00e7izmesini isteyin, mutlaka k\u0131rm\u0131z\u0131 yapacakt\u0131r.”<\/strong><\/em><\/h2>\n
B\u00fcy\u00fck Enzo Ferrari<\/strong>‘nin \u00fcnl\u00fc s\u00f6zlerinden biri, herhangi biri de\u011fil. D\u00fcnya motor sporlar\u0131n\u0131n<\/strong> b\u00fcy\u00fck \u0130htiyar\u0131n\u0131n<\/strong> berrak bir vizyoner oldu\u011funa \u015f\u00fcphe yoktur ve motor sporlar\u0131na<\/strong> yakla\u015fan pazarlamac\u0131lar\u0131n<\/strong> fikirleri ve hayal g\u00fc\u00e7leri on y\u0131llar boyunca bu al\u0131nt\u0131n\u0131n ta\u015f\u0131d\u0131\u011f\u0131 i\u00e7sel anlamdan geli\u015fmi\u015ftir.<\/p>\n
Estetik -ve kromatik- etki, sadece motor sporlar\u0131<\/strong> merakl\u0131lar\u0131n\u0131n de\u011fil, ekranlar\u0131, ekranlar\u0131 ve bas\u0131l\u0131 medyay\u0131 dolduran g\u00f6r\u00fcnt\u00fclerin s\u0131radan izleyicilerinin de hayal g\u00fcc\u00fcnde ve an\u0131lar\u0131nda<\/strong> her zaman \u00f6nemli bir yere sahip olmu\u015ftur.<\/p>\n
Bir test yapsan\u0131z ve siyah bir Formula 1<\/strong> arac\u0131 d\u00fc\u015f\u00fcnmelerini isteseniz, ak\u0131llar\u0131na bir Lotus JPS<\/strong> gelecektir. Elbette merakl\u0131s\u0131 ad\u0131n\u0131, y\u0131l\u0131n\u0131, modelini ve onu kullanan s\u00fcr\u00fcc\u00fcleri hat\u0131rlayacakt\u0131r, di\u011ferleri ise sadece araban\u0131n foto\u011fraf\u0131n\u0131 hat\u0131rlayacakt\u0131r, ama yine de ayn\u0131d\u0131r.<\/p>\n
Bu sat\u0131rlar\u0131 yazmak i\u00e7in fikir toplarken, haf\u0131zam bir \u00e7ekmeceye hapsedilmi\u015f, dokunulmam\u0131\u015f ve aniden yeniden ortaya \u00e7\u0131kmaya haz\u0131r araba ve motosiklet foto\u011fraflar\u0131n\u0131<\/strong> geri getirdi. Bu muhte\u015fem sporun nesnelerini ve adamlar\u0131n\u0131 g\u00f6zlemleyen, uzak ama ayn\u0131 zamanda yak\u0131n olsalar da onlarla ya\u015fayabilmeyi ve tan\u0131\u015fabilmeyi hayal eden, televizyonun veya her yere ast\u0131\u011f\u0131m Autosprint<\/strong> ve Motosprint<\/strong> posterlerinin ev duvarlar\u0131n\u0131n i\u00e7ine getirdi\u011fi bir \u00e7ocu\u011fun ve bir ergenin an\u0131lar\u0131. Art\u0131k var olmayan, ancak pek \u00e7ok ki\u015finin haf\u0131zas\u0131nda, ge\u00e7mi\u015f d\u00f6nemlerin bir kahraman\u0131n\u0131 sadece araban\u0131n renginden ve \u015fampiyonlar\u0131n\u0131n, idollerinin arabas\u0131n\u0131 veya motosikletini renklendiren ana sponsorun ad\u0131ndan bile tan\u0131yabilecek kadar iz b\u0131rakan tarihi birlikteliklerin an\u0131lar\u0131 yeniden g\u00fcn y\u00fcz\u00fcne \u00e7\u0131kt\u0131.<\/p>\n
\"\"<\/p>\n
Bu, bu i\u015fi yapmay\u0131 se\u00e7enlerin sezgisiydi. imajlar\u0131n\u0131 ve markalar\u0131n\u0131 arzu ettikleri yar\u0131\u015f nesneleri arac\u0131l\u0131\u011f\u0131yla iletmek<\/strong><\/a> ve 1970’lerin ba\u015f\u0131ndan beri halk taraf\u0131ndan sevilmektedir. Sponsorun<\/strong> ‘\u00fcniformas\u0131n\u0131’ giyen kahraman\u0131n ismiyle birlikte haf\u0131zalara kaz\u0131nan foto\u011fraf, taraftar\u0131n hayal g\u00fcc\u00fcnde sponsorun ismini ta\u015f\u0131yor.<\/p>\n
B\u00f6ylece ulusal renklerle ve teknik ortaklar\u0131n birka\u00e7 \u00e7\u0131kartmas\u0131yla dizilmi\u015f arabalardan , sponsorlar\u0131n yaz\u0131 ve logolar\u0131yla ‘\u00f6zelle\u015ftirilmi\u015f’ arabalara<\/strong><\/a> ge\u00e7ildi. Televizyon ve yaz\u0131l\u0131 bas\u0131n arac\u0131l\u0131\u011f\u0131yla herkesin evine girebilen ve ileti\u015fim a\u00e7\u0131s\u0131ndan b\u00fcy\u00fck bir etkinlik sa\u011flayan bir t\u00fcr ‘gezici billboard’ yaratmaktan daha basit bir \u015fey olamazd\u0131.<\/p>\n
En aktif \u00f6nc\u00fcler, yar\u0131\u015f nesnelerinin t\u00fcm g\u00f6vdesini kendi kurumsal renklerinde yapt\u0131racak kadar kaplamaya ba\u015flayan t\u00fct\u00fcn \u015firketleriydi. Mali olanaklar\u0131, giderek daha pahal\u0131 hale gelen bir spor dal\u0131nda giderek daha fazla b\u00fct\u00e7eye ihtiya\u00e7 duyan tak\u0131mlar\u0131n, yarat\u0131klar\u0131n\u0131 klasik sigara paketleri olarak tan\u0131mlamalar\u0131n\u0131n yolunu a\u00e7t\u0131. Lotus Jps<\/strong>, McLaren Marlboro<\/strong>, Ligier Gitanes <\/strong>, ayn\u0131 zamanda Yamaha Gauloises<\/strong> ve MotoGP’deki Honda Camel<\/strong> ‘in g\u00f6rkemli<\/strong> amblemleri ve uluslararas\u0131 yasalar bu anlamda reklam\u0131 ciddi \u015fekilde k\u0131s\u0131tlayana ve daha sonra yasaklayana kadar bu b\u00f6yle devam etti. Ancak yetmi\u015fler, seksenler ve doksanlar bu a\u00e7\u0131dan semboliktir, \u00f6yle ki ne zaman ak\u0131llara gelseler s\u00fcr\u00fcc\u00fclerin ve tak\u0131mlar\u0131n imaj\u0131n\u0131 bir markaya ba\u011flarlar. Lotus’u d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fczde akl\u0131n\u0131za Fittipaldi, Andretti ve Elio’ya Jps, Senna<\/strong> ‘y\u0131 d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fczde Marlboro<\/strong>, Porsche Endurance<\/strong> ‘\u0131 d\u00fc\u015f\u00fcnd\u00fc\u011f\u00fcn\u00fczde Rothmans<\/strong> geliyor.<\/p>\n
\"\"<\/p>\n
\u00d6rnekler saymakla bitmez ama karoserine Penthouse pin-up<\/strong> ‘\u0131 \u00e7izilmi\u015f Hesketh<\/strong> gibi g\u00fczellikler de yok de\u011fil… James Hunt<\/strong>ile yan yana durmas\u0131ndan daha uygun bir \u015fey olamazd\u0131….<\/strong><\/p>\n
Hat\u0131ralar ayr\u0131ca 1986 y\u0131l\u0131nda Portekiz GP’sinde Keke Rosberg<\/strong> taraf\u0131ndan kullan\u0131lan k\u0131rm\u0131z\u0131 k\u0131s\u0131mlar\u0131 alt\u0131n rengine boyanm\u0131\u015f \u00f6zel bir McLaren<\/strong> ‘i de akla getirmektedir; bu, sponsorun Light versiyonunun reklam\u0131n\u0131 yapmak i\u00e7in yap\u0131lan bir deneydi, ancak \u00e7ok telejenik olmad\u0131\u011f\u0131 i\u00e7in vazge\u00e7ildi.<\/p>\n
Yetenek ve hayal g\u00fcc\u00fc, 1990’lar\u0131n sonlar\u0131nda BAR<\/strong> adamlar\u0131n\u0131, bir yar\u0131s\u0131 Lucky Strike<\/strong> renklerine ve di\u011fer yar\u0131s\u0131 555<\/strong> renklerine boyanm\u0131\u015f tek koltuklu ara\u00e7lar\u0131n\u0131 \u00e7al\u0131\u015ft\u0131rmay\u0131 ba\u015fard\u0131klar\u0131nda ayd\u0131nlatt\u0131.<\/p>\n
Ve b\u00f6ylece, 1980’lerin ba\u015f\u0131ndaki D\u00fcnya Dayan\u0131kl\u0131l\u0131k \u015eampiyonas\u0131 ara\u00e7lar\u0131n\u0131 ve \u00f6zellikle de beyaz \u00e7izgili bask\u0131n Lancia<\/strong> ralli ara\u00e7lar\u0131n\u0131 g\u00f6ren tamamen Turin Lancia ve Martini<\/strong> ortakl\u0131\u011f\u0131 gibi \u00e7e\u015fitli disiplinlerde i\u015fbirli\u011fine izin veren daha \u00fcnl\u00fc ve uzun \u00f6m\u00fcrl\u00fc ortakl\u0131klara gidiyor. Bug\u00fcn, internetten indirilen ya da m\u00fczelerde hayranl\u0131kla izlenen bu r\u00fcya arabalar\u0131n g\u00f6r\u00fcnt\u00fcleri, bu ba\u015far\u0131larla ba\u011flant\u0131l\u0131 sponsorlar i\u00e7in bir ‘getiri’<\/strong> sa\u011flamakta ve her yar\u0131\u015f hayran\u0131na bir hat\u0131rlatma niteli\u011fi ta\u015f\u0131maktad\u0131r.<\/p>\n
\"\"<\/p>\n
T\u00fcm bu konsept, belki de daha da k\u00f6kle\u015fmi\u015f oldu\u011fu motosiklet d\u00fcnyas\u0131na aktar\u0131labilir. Motosiklet \u00fcreticileri genellikle kataloglar\u0131nda Maxi’lerinin replika renklerde \u00f6zel, s\u0131n\u0131rl\u0131 versiyonlar\u0131n\u0131n yan\u0131 s\u0131ra belirli bir d\u00f6nemdeki bir s\u00fcr\u00fcc\u00fcn\u00fcn s\u0131n\u0131rl\u0131 replika serilerini bulundururlar. Agostini<\/strong> ‘ye adanm\u0131\u015f versiyonlar\u0131yla MVAgusta<\/strong>, Rsv Mille replikas\u0131 Edwards ile Aprilia ve RsCube MotoGP renkleriyle Haga, Bayliss<\/strong> versiyonlar\u0131yla Ducati<\/strong> ve Foggy’nin ilk 916’s\u0131n\u0131n replika renkleriyle yeni Panigale V4 serisi gibi \u0130talyan \u00fcreticiler bunun \u00f6rnekleridir.<\/p>\n
Motosiklet sahnesinde bu \u00f6zde\u015fle\u015fme, ki\u015finin motosikletini idollerinin renkleriyle, bir arabay\u0131 ki\u015fiselle\u015ftirmekten \u00e7ok daha d\u00fc\u015f\u00fck bir maliyetle ki\u015fiselle\u015ftirme imkan\u0131 sayesinde daha da belirgin hale geliyor. Bu durumda, tan\u0131mlamay\u0131 kolayla\u015ft\u0131ran estetik bir fizibilite de s\u00f6z konusudur: bir ki\u015finin SUV’unu tarihi bir sponsorun renkleriyle \u00f6zelle\u015ftirmesi ve sonra onunla dola\u015fmas\u0131 ba\u015fka bir \u015feydir, bunu bir y\u00fcr\u00fcy\u00fc\u015f bisikleti yerine pist bisikletiyle yapmak bamba\u015fka bir \u015feydir.<\/p>\n
Motosiklet\u00e7inin kahraman\u0131yla \u00f6zde\u015fle\u015fmesi, otomobilin sa\u011flamad\u0131\u011f\u0131g\u00fcnl\u00fck teknik giysilere<\/strong> de sahip olma ihtiyac\u0131yla daha da kolayla\u015f\u0131r. Bir replika k\u0131yafet veya kask giymek, \u015fampiyonunuzu muazzam bir \u015fekilde daha yak\u0131n hissetmenizi sa\u011flar, en az\u0131ndan motosiklete binene kadar onunla \u00f6zde\u015fle\u015fmenizi sa\u011flar.<\/p>\n
\u0130lk Kenny Roberts<\/strong> ‘\u0131n (ger\u00e7ek olan) sar\u0131\/siyah Yamaha<\/strong> ‘s\u0131n\u0131, Spencer ve Gardner’\u0131n Rothmans Honda<\/strong>‘s\u0131n\u0131, Rainey’nin Marlboro Agostini<\/strong> Yamaha<\/strong> ‘s\u0131n\u0131, Schwantz’\u0131n Pepsi Suzuki’sini veya Gallina\/Uncini’nin Hb’sini, son yirmi y\u0131l\u0131n Repsol<\/strong> veya Monster Yamaha<\/strong> Hondalar\u0131n\u0131<\/strong> kim hat\u0131rlamaz.<\/p>\n
Buradan hayranlar\u0131 giydirmek ve ayn\u0131 zamanda markay\u0131 yaymak i\u00e7in ticari \u00fcr\u00fcnler yaratmaya kadar olan ad\u0131m k\u0131sa ve dahas\u0131 k\u00e2rl\u0131d\u0131r. Yazar, hem araba hem de motosiklet yar\u0131\u015flar\u0131ndan b\u0131kt\u0131\u011f\u0131 ve hem iki hem de d\u00f6rt tekerlekli s\u00fcr\u00fcc\u00fclerin replika kasklar\u0131na ve markal\u0131 teknik k\u0131yafetlere sahip olarak anlat\u0131lanlar\u0131n canl\u0131 bir kan\u0131t\u0131 oldu\u011fu i\u00e7in bu olguya hi\u00e7bir \u015fekilde ba\u011f\u0131\u015f\u0131k de\u011fildir.<\/p>\n
Sonu mu? Hi\u00e7biri<\/strong>. Basit\u00e7e, bir merakl\u0131 i\u00e7in Pazar g\u00fcnlerini dolduran, dolayl\u0131 bir \u015fekilde evinize gelen ve size s\u00fcrekli olarak kahramanl\u0131klar\u0131n\u0131 ve onlara hayranl\u0131k duyarak sizde uyand\u0131rd\u0131klar\u0131 duygular\u0131 hat\u0131rlatan somut bir \u015fey b\u0131rakan pek \u00e7ok ‘hayali arkada\u015f’ haline gelen pek \u00e7ok ki\u015fiye duyulan ki\u015fisel zevk ve hayranl\u0131k.<\/p>\n
Salvatore Valerioti \u2013 Redattore Blog del Ring<\/strong><\/pre>\n
Fill out my online form<\/a><\/span><\/div>\n
 <\/p>\n","protected":false},"excerpt":{"rendered":"
Riceviamo e volentieri pubblichiamo questo bell’articolo scritto da Salvatore Valerioti, Redattore del Blog del Ring “Bir \u00e7ocu\u011fa bir ka\u011f\u0131t ve biraz boya verin ve bir araba \u00e7izmesini isteyin, mutlaka k\u0131rm\u0131z\u0131 yapacakt\u0131r.” B\u00fcy\u00fck Enzo Ferrari‘nin \u00fcnl\u00fc s\u00f6zlerinden biri, herhangi biri de\u011fil. D\u00fcnya motor sporlar\u0131n\u0131n b\u00fcy\u00fck \u0130htiyar\u0131n\u0131n berrak bir vizyoner oldu\u011funa \u015f\u00fcphe yoktur ve motor sporlar\u0131na yakla\u015fan […]<\/p>\n","protected":false},"author":2,"featured_media":179471,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20207,20198],"tags":[],"class_list":["post-242438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi-tr","category-spor-sponsorluklari"],"acf":[],"contentshake_article_id":"","yoast_head":"\nMotor sporlar\u0131nda sponsorluk: duygusal etki ve an\u0131lar<\/title>\n<meta name=\"description\" content=\"Estetik -ve kromatik- etki, sadece motor sporlar\u0131 hayranlar\u0131n\u0131n hayal g\u00fcc\u00fcnde ve an\u0131lar\u0131nda her zaman \u00f6nemli bir yere sahip olmu\u015ftur.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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