{"id":243120,"date":"2024-04-21T13:25:08","date_gmt":"2024-04-21T11:25:08","guid":{"rendered":"https:\/\/rtrsports.com\/potansiyel-sponsor-ajanslar\/"},"modified":"2026-10-15T13:36:08","modified_gmt":"2026-10-15T11:36:08","slug":"potansiyel-sponsor-ajanslar","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/potansiyel-sponsorluk-ajansi\/","title":{"rendered":"Spor sponsorluk ajans\u0131: ne yapar ve ne zaman gerekir"},"content":{"rendered":"

Sponsorluk i\u00e7in bizi arayan \u015firketlerin \u00e7o\u011fu tak\u0131m\u0131 \u00e7oktan se\u00e7mi\u015f oluyor. Hedefi se\u00e7mi\u015f olanlar ise \u00e7ok daha az.<\/p>\n

Bu bir dikkatsizlik de\u011fil, sporun i\u015fleyi\u015fi b\u00f6yle: spor, neredeyse herkesin kendini yetkin hissetti\u011fi az say\u0131daki alandan biri. Pazar g\u00fcn\u00fc yar\u0131\u015f izlenir, pilotlar tan\u0131n\u0131r, bir tutulan tak\u0131m vard\u0131r. Ama sporu bilmek ile onu bir pazarlama arac\u0131 olarak kullanmay\u0131 bilmek iki ayr\u0131 meslektir; t\u0131pk\u0131 m\u00fczi\u011fi sevmenin kimseyi plak yap\u0131mc\u0131s\u0131 yapmamas\u0131 gibi. Bir spor sponsorluk ajans\u0131<\/strong><\/a> tam da bu aral\u0131kta \u00e7al\u0131\u015f\u0131r.<\/p>\n

\u00d6nce te\u015fhis, sonra tedavi<\/h2>\n

Di\u015fi a\u011fr\u0131yan kimse g\u00f6z doktoruna gitmez. \u0130kisi de doktordur ama kimse birini \u00f6tekiyle kar\u0131\u015ft\u0131rmaz. Aile hekimi bir sorun oldu\u011funu g\u00f6r\u00fcr ve sizi yaln\u0131zca o i\u015fle u\u011fra\u015fan uzmana y\u00f6nlendirir.<\/p>\n

Sponsorlukta da durum ayn\u0131d\u0131r. Bir medya ajans\u0131 ya da genel bir ileti\u015fim ajans\u0131, sporun markan\u0131za yarayabilece\u011fini fark edebilir. Hangi spor, hangi \u015fampiyona, hangi tak\u0131m ve hangi ko\u015fullarda olaca\u011f\u0131 ise uzman i\u015fidir. Ticari dile \u00e7evirirsek: bir sponsorluk ajans\u0131 marka ile spor haklar\u0131 sahibi, yani bir tak\u0131m, bir pilot, bir etkinlik ya da bir \u015fampiyona aras\u0131nda durur ve herhangi bir imzadan \u00f6nce \u00fc\u00e7 soruyu yan\u0131tlar. \u015eirketin neye ula\u015fmas\u0131 gerekiyor. Bunu hangi hak sahibi sa\u011flayabilir. Hangi fiyata.<\/p>\n

Bir sponsorluk ajans\u0131 ne yapar: be\u015f i\u015f<\/h2>\n

1. Strateji: hak sahibinden \u00f6nce hedef<\/h3>\n

\u0130lk i\u015f, sponsorlu\u011fun neyi \u00fcretmesi gerekti\u011fini yaz\u0131ya d\u00f6kmektir: belirli bir pazarda bilinirlik, ticari temaslar, sat\u0131\u015flar, m\u00fc\u015fteriler i\u00e7in a\u011f\u0131rlama, \u00e7al\u0131\u015fanlar\u0131n kat\u0131l\u0131m\u0131. Spor ve hak sahibi ancak bundan sonra, ki\u015fisel tercihlere g\u00f6re de\u011fil kitle, pazar ve maliyet verilerine g\u00f6re se\u00e7ilir. Sevdi\u011finiz spor \u015firketiniz i\u00e7in do\u011fru spor olmayabilir ve anahtar, hi\u00e7 d\u00fc\u015f\u00fcnmedi\u011finiz bir bran\u015fta olabilir. Y\u00f6ntem, sponsor olunacak sporun nas\u0131l se\u00e7ilece\u011fini<\/a> anlatan rehberde a\u00e7\u0131klan\u0131yor.<\/p>\n

2. Ara\u015ft\u0131rma ve pazarl\u0131k: liste fiyatlar\u0131 de\u011fil, ger\u00e7ek fiyatlar<\/h3>\n

Her y\u0131l ayn\u0131 padokta \u00e7al\u0131\u015fan bir ajans insanlar\u0131, takvimleri ve fiilen \u00f6denen fiyatlar\u0131 bilir. Haklar\u0131, kategori m\u00fcnhas\u0131rl\u0131\u011f\u0131n\u0131, s\u00fcreyi ve \u00e7\u0131k\u0131\u015f maddelerini m\u00fczakere eder. Somut bir \u00f6rnek: Formula 1’de, RTR’nin Eyl\u00fcl 2026 tespitine g\u00f6re asgari giri\u015f d\u00fczeyi en az iki sezon i\u00e7in y\u0131lda 2 milyon dolard\u0131r ve tek yar\u0131\u015fl\u0131k anla\u015fma yoktur. Bunu bilmeyen biri, piyasan\u0131n satmad\u0131\u011f\u0131 bir \u015fey i\u00e7in aylarca pazarl\u0131k edebilir. Rakamlar, Formula 1 sponsorlu\u011funun maliyeti<\/a> rehberinde.<\/p>\n

3. Aktivasyon: s\u00f6zle\u015fme yaln\u0131zca ba\u015flang\u0131\u00e7<\/h3>\n

Aktivasyonu olmayan bir logo, bir araban\u0131n \u00fczerindeki bo\u015f bir \u00e7\u0131kartmad\u0131r. Ajans haklar\u0131 giri\u015fimlere d\u00f6n\u00fc\u015ft\u00fcr\u00fcr: m\u00fc\u015fteri a\u011f\u0131rlama, i\u00e7erikler, B2B etkinlikleri, promosyonlar, lisanslama. RTR’nin standart olarak tan\u0131mlad\u0131\u011f\u0131 modelde bu, pazarl\u0131ktan ayr\u0131 ve iste\u011fe ba\u011fl\u0131 bir g\u00f6revdir ve \u00fccreti de ayr\u0131d\u0131r. Bunu spor sponsorlu\u011funun aktivasyonu<\/a> yaz\u0131s\u0131nda anlat\u0131yoruz.<\/p>\n

4. \u00d6l\u00e7\u00fcm: rakamlar \u00f6nceden belirlenir<\/h3>\n

Bir sponsorlu\u011fun getirisi yaln\u0131zca ba\u015fta belirlenen hedeflere g\u00f6re \u00f6l\u00e7\u00fcl\u00fcr. Ajans g\u00f6stergeleri imzadan \u00f6nce tan\u0131mlar ve sezon sezon \u00f6l\u00e7er; spor pazarlamas\u0131nda ROI hesaplama<\/a> rehberinde anlat\u0131ld\u0131\u011f\u0131 gibi.<\/p>\n

5. Yenileme ya da \u00e7\u0131k\u0131\u015f<\/h3>\n

S\u00f6zle\u015fme sona erdi\u011finde karar al\u0131\u015fkanl\u0131kla de\u011fil veriyle verilir: yenilemek, yeniden m\u00fczakere etmek ya da de\u011fi\u015ftirmek. Bu, bir sponsorlu\u011fun ne zaman yenilenmesi ya da de\u011fi\u015ftirilmesi gerekti\u011fi<\/a> rehberinin konusu.<\/p>\n

Piyasa neden uzman istiyor<\/h2>\n

Formula 1’den iki rakam. 2025’te sponsorluk, \u015fampiyonay\u0131 y\u00f6neten \u015firket Formula 1’in toplam gelirinin y\u00fczde 21,7’sini olu\u015fturdu: Liberty Media’n\u0131n geli\u015finden bu yana ilk kez y\u00fczde 20’nin \u00fczerinde (Liberty Media). Formula 1’in tak\u0131mlar hari\u00e7 \u015fampiyona olarak ticari ortaklar\u0131 da 2020 ile 2025 aras\u0131nda 12’den 27’ye \u00e7\u0131kt\u0131 (Formula1.com).<\/p>\n

Bizim yorumumuz: \u015fampiyonan\u0131n ortaklar\u0131 artt\u0131k\u00e7a dolu \u00fcr\u00fcn kategorileri artar, ayn\u0131 alanlar i\u00e7in rekabet b\u00fcy\u00fcr ve pazarl\u0131klar daha teknik h\u00e2le gelir. Bu, piyasay\u0131 tan\u0131madan girenin en iyi ihtimalle liste fiyat\u0131n\u0131 \u00f6dedi\u011fi bir piyasa.<\/p>\n

\"Pistte<\/p>\n

En s\u0131k g\u00f6rd\u00fc\u011f\u00fcm\u00fcz hatalar<\/h2>\n

Hedeften \u00f6nce tak\u0131m\u0131 se\u00e7mek<\/h3>\n

Birka\u00e7 y\u0131l \u00f6nce bir \u015firket bize \u00f6nce yazd\u0131, sonra telefon etti ve belirli bir sporda belirli bir tak\u0131m istedi. Bize g\u00f6re spor do\u011fruydu. Tak\u0131m de\u011fildi. Bunu s\u00f6yledik, bizden bir alternatif istendi ve \u00f6nerdik. \u015eirket ilk fikrini tercih etti ve muhtemelen bizi aramadan \u00f6nce se\u00e7mi\u015f oldu\u011fu tak\u0131mla s\u0131ralaman\u0131n sonunda kald\u0131.<\/p>\n

Bunu hakl\u0131 \u00e7\u0131kmak i\u00e7in anlatm\u0131yoruz. S\u0131k g\u00f6rd\u00fc\u011f\u00fcm\u00fcz bir kal\u0131p oldu\u011fu i\u00e7in anlat\u0131yoruz: karar zaten verilmi\u015fken g\u00f6r\u00fc\u015f istenir. Bir avukatla ya da bir mimarla kimse bunu yapmaz.<\/p>\n

Tasarruf i\u00e7in tek ba\u015f\u0131na pazarl\u0131k etmek<\/h3>\n

Do\u011frudan tak\u0131ma ya da pilota gitmek zinciri k\u0131salt\u0131yor gibi g\u00f6r\u00fcn\u00fcr. \u00c7o\u011fu zaman uzat\u0131r: yanl\u0131\u015f ki\u015filer, yanl\u0131\u015f zamanlama, kar\u015f\u0131la\u015ft\u0131racak bir \u00f6l\u00e7\u00fct olmadan kabul edilen ko\u015fullar. \u00dcstelik bir tak\u0131m\u0131n ticari departman\u0131 markay\u0131 de\u011fil tak\u0131m\u0131 temsil eder. Maliyet kar\u015f\u0131la\u015ft\u0131rmas\u0131 ajans m\u0131, tak\u0131mla do\u011frudan temas m\u0131<\/a> yaz\u0131s\u0131nda.<\/p>\n

Aktivasyon b\u00fct\u00e7esi olmadan imza atmak<\/h3>\n

Sponsorluk hakk\u0131 g\u00f6r\u00fcn\u00fcr olma ve bir ad\u0131 kullanma imk\u00e2n\u0131n\u0131 sat\u0131n al\u0131r. De\u011fer, bunun \u00fczerine kurulandan gelir. Her \u015feyi s\u00f6zle\u015fmeye harcayan, elinde bir logodan ba\u015fka bir \u015fey kalmadan kal\u0131r.<\/p>\n

Bir sponsorluk ajans\u0131 nas\u0131l se\u00e7ilir<\/h2>\n

Her \u015feyden \u00f6nce \u00fc\u00e7 \u00f6l\u00e7\u00fct. Uzmanl\u0131k: ilgilendi\u011finiz \u015fampiyonada her y\u0131l \u00e7al\u0131\u015fan biri oradaki insanlar\u0131, fiyatlar\u0131 ve s\u00fcreleri bilir. Ba\u011f\u0131ms\u0131zl\u0131k: RTR’nin sekt\u00f6r standard\u0131 olarak tan\u0131mlad\u0131\u011f\u0131 modelde komisyonu, genellikle anla\u015fma de\u011ferinin y\u00fczde 10 ile 15’i aras\u0131nda, marka de\u011fil tak\u0131m \u00f6der ve bu bir \u00e7\u0131kar \u00e7at\u0131\u015fmas\u0131 de\u011fildir; \u00f6nemli olan ajans\u0131n belirli hak sahipleriyle ayr\u0131cal\u0131kl\u0131 anla\u015fmalar\u0131 olup olmad\u0131\u011f\u0131d\u0131r. Kan\u0131tlar: belgelenmi\u015f \u00f6rnekler ve imzadan \u00f6nce a\u00e7\u0131klanan bir \u00f6l\u00e7\u00fcm y\u00f6ntemi. Sorulmas\u0131 gereken sorular tek tek bir motor sporlar\u0131 sponsorluk ajans\u0131na sorulacak 10 soru<\/a> rehberinde.<\/p>\n

Ne zaman ajansa gerek yoktur<\/h2>\n

Ama\u00e7, mahalle kul\u00fcb\u00fcn\u00fc formalarda bir logo ve birka\u00e7 bin euroyla desteklemekse uzman bir ajans do\u011fru ara\u00e7 de\u011fildir: masadaki de\u011fer, analiz ve pazarl\u0131k i\u015finin fark yaratmas\u0131 i\u00e7in fazla k\u00fc\u00e7\u00fckt\u00fcr. Ayn\u0131 \u015fey, o \u015fampiyonada y\u0131llard\u0131r \u00e7al\u0131\u015fan kendi \u00e7al\u0131\u015fanlar\u0131 olan bir \u015firket i\u00e7in de ge\u00e7erlidir. Ajans; risk y\u00fcksek oldu\u011funda, piyasa teknik oldu\u011funda ya da \u015firket tan\u0131mad\u0131\u011f\u0131 bir spora girdi\u011finde gerekir.<\/p>\n

D\u00f6rt ad\u0131mda RTR y\u00f6ntemi<\/h2>\n

RTR Sports Marketing 1995’ten beri spor sponsorlu\u011funda \u00e7al\u0131\u015f\u0131yor; Formula 1<\/a>‘de, MotoGP<\/a>‘de ve di\u011fer motor sporlar\u0131 \u015fampiyonalar\u0131nda. Y\u00f6ntem de\u011fi\u015fmez. Birincisi: yaz\u0131l\u0131 ve \u00f6l\u00e7\u00fclebilir hedefler. \u0130kincisi: kitle, pazarlar ve maliyetler \u00fczerine kurulmu\u015f k\u0131sa bir hak sahipleri listesi. \u00dc\u00e7\u00fcnc\u00fcs\u00fc: pazarl\u0131k ve s\u00f6zle\u015fme. D\u00f6rd\u00fcnc\u00fcs\u00fc: aktivasyon ve \u00f6l\u00e7\u00fcm, sezon sezon. Mesle\u011fin genel tablosu i\u00e7in motor sporlar\u0131 ajans\u0131n\u0131n ne oldu\u011funu<\/a> anlatan yaz\u0131 da var.<\/p>\n

\u00d6nce te\u015fhis. Sonra tak\u0131m.<\/p>\n

<\/p>
Markan\u0131z\u0131n hangi sponsorlu\u011fa ihtiyac\u0131 oldu\u011funu \u00f6\u011frenmek ister misiniz?<\/strong>
RTR Sports Marketing, 1995’ten beri motor sporlar\u0131nda sponsorluklar kuruyor.<\/div>

Spor sponsorluk ajans\u0131<\/a>
<\/div>\n

Kaynaklar<\/strong>: Liberty Media, 2025 sonu\u00e7lar\u0131<\/a>; Formula1.com, rakamlarla 2025 sezonu<\/a>; RTR Sports Marketing, F1’deki pazar e\u015fiklerine dair Eyl\u00fcl 2026 tespiti ve sponsorluk ajanslar\u0131 \u00fczerine RTR rehberleri.<\/p>\n

\r\n\r\n

Sponsorluk ajanslar\u0131 hakk\u0131nda s\u0131k sorulan sorular<\/b><\/h2>\r\n \r\n
\n
\r\n\r\n

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

Marka ile spor haklar\u0131 sahibi, yani bir tak\u0131m, bir pilot, bir etkinlik ya da bir \u015fampiyona aras\u0131nda durur. Hedefleri belirler, hak sahibini kitle, pazar ve maliyet verilerine g\u00f6re se\u00e7er, haklar\u0131 ve s\u00f6zle\u015fmeyi m\u00fczakere eder, aktivasyonu y\u00fcr\u00fct\u00fcr ve sonu\u00e7lar\u0131 imzadan \u00f6nce belirlenen hedeflere g\u00f6re \u00f6l\u00e7er.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Do\u011frudan pazarl\u0131k yerine ne zaman ajansla \u00e7al\u0131\u015fmak mant\u0131kl\u0131d\u0131r?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Risk y\u00fcksek oldu\u011funda, piyasa teknik oldu\u011funda ya da \u015firket tan\u0131mad\u0131\u011f\u0131 bir spora girdi\u011finde. Bir tak\u0131m\u0131n ticari departman\u0131 tak\u0131m\u0131 temsil eder; ba\u011f\u0131ms\u0131z bir ajans ise markay\u0131 temsil eder ve pazarl\u0131\u011fa benzer anla\u015fmalar\u0131n fiyatlar\u0131n\u0131 getirir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Bir sponsorluk ajans\u0131n\u0131n markaya maliyeti nedir?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

RTR’nin sekt\u00f6r standard\u0131 olarak tan\u0131mlad\u0131\u011f\u0131 modelde ajans\u0131n komisyonunu, genellikle anla\u015fma de\u011ferinin y\u00fczde 10 ile 15’i aras\u0131nda, sponsorluk hakk\u0131 bedelinden tak\u0131m \u00f6der. Aktivasyon ayr\u0131 bir g\u00f6revdir ve \u00fccreti de ayr\u0131d\u0131r.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Bir sponsorluk ajans\u0131 nas\u0131l se\u00e7ilir?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

\u00dc\u00e7 \u00f6l\u00e7\u00fctle: ilgilenilen \u015fampiyonada uzmanl\u0131k, belirli hak sahipleriyle ayr\u0131cal\u0131kl\u0131 anla\u015fmalardan ba\u011f\u0131ms\u0131zl\u0131k ve kan\u0131tlar, yani belgelenmi\u015f \u00f6rnekler ve imzadan \u00f6nce a\u00e7\u0131klanan bir \u00f6l\u00e7\u00fcm y\u00f6ntemi.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Sponsorluk ajanslar\u0131 sponsor arayan tak\u0131mlarla da \u00e7al\u0131\u015f\u0131r m\u0131?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

Evet. \u0130\u015fleri markalarla hak sahiplerini bulu\u015fturmakt\u0131r ve RTR’nin sekt\u00f6r standard\u0131 olarak tan\u0131mlad\u0131\u011f\u0131 modelde komisyonu tak\u0131m \u00f6der. \u00d6nemli olan, ajans\u0131n belirli hak sahipleriyle olas\u0131 ayr\u0131cal\u0131kl\u0131 anla\u015fmalar\u0131n\u0131 a\u00e7\u0131klamas\u0131d\u0131r.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

\r\n\r\n

\r\n Formula 1'e sponsor olarak girmek ne kadara mal olur?<\/b>\r\n <\/h3>\r\n\r\n
\r\n
\r\n

RTR’nin Eyl\u00fcl 2026 tespitine g\u00f6re asgari d\u00fczey, en az iki sezon i\u00e7in y\u0131lda 2 milyon dolard\u0131r ve tek yar\u0131\u015fl\u0131k anla\u015fma yoktur. Ayr\u0131nt\u0131lar Formula 1 sponsorlu\u011funun maliyeti<\/a> rehberinde.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Sponsorluk i\u00e7in bizi arayan \u015firketlerin \u00e7o\u011fu tak\u0131m\u0131 \u00e7oktan se\u00e7mi\u015f oluyor. Hedefi se\u00e7mi\u015f olanlar ise \u00e7ok daha az. Bu bir dikkatsizlik de\u011fil, sporun i\u015fleyi\u015fi b\u00f6yle: spor, neredeyse herkesin kendini yetkin hissetti\u011fi az say\u0131daki alandan biri. Pazar g\u00fcn\u00fc yar\u0131\u015f izlenir, pilotlar tan\u0131n\u0131r, bir tutulan tak\u0131m vard\u0131r. Ama sporu bilmek ile onu bir pazarlama arac\u0131 olarak kullanmay\u0131 bilmek […]<\/p>\n","protected":false},"author":14,"featured_media":196387,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20200,20199],"tags":[],"class_list":["post-243120","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi","category-spor-sponsorlugu"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsorluk ajans\u0131: ne yapar, ne zaman ihtiya\u00e7 duyulur<\/title>\n<meta name=\"description\" content=\"Bir sponsorluk ajans\u0131 ne yapar, do\u011frudan pazarl\u0131\u011fa g\u00f6re ne zaman avantajl\u0131d\u0131r, nas\u0131l se\u00e7ilir ve markaya maliyeti nedir? 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