{"id":243265,"date":"2024-06-13T08:30:57","date_gmt":"2024-06-13T06:30:57","guid":{"rendered":"https:\/\/rtrsports.com\/yaris-pisti-sponsorluguna-daha-derin-bir-bakis-motor-sporlari-pazarlamasinin-gucunden-yararlanma\/"},"modified":"2026-10-16T19:46:33","modified_gmt":"2026-10-16T17:46:33","slug":"yaris-pisti-sponsorluguna-daha-derin-bir-bakis-motor-sporlari-pazarlamasinin-gucunden-yararlanma","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/yaris-pisti-sponsorluguna-daha-derin-bir-bakis-motor-sporlari-pazarlamasinin-gucunden-yararlanma\/","title":{"rendered":"Yar\u0131\u015f pisti sponsorlu\u011fu: bir marka ger\u00e7ekte neyi sat\u0131n al\u0131r, neyi almaz"},"content":{"rendered":"

Grand Prix hafta sonunda pist sat\u0131l\u0131k de\u011fildir. Yar\u0131\u015f pisti sponsorlu\u011fu<\/strong> konusundaki en yayg\u0131n yanl\u0131\u015f anlama budur: Markalar yar\u0131\u015f yay\u0131n\u0131nda g\u00f6r\u00fcneceklerini d\u00fc\u015f\u00fcnerek pistle anla\u015fma imzalar, sonra televizyon i\u00e7in \u00f6nemli olan g\u00fcnlerde pist kenar\u0131 panolar\u0131n, isim sponsorlu\u011funun ve ana a\u011f\u0131rlama alanlar\u0131n\u0131n \u015fampiyonan\u0131n hak sahibine ait oldu\u011funu fark eder. Piste, dolay\u0131s\u0131yla pistin sponsoruna, y\u0131l\u0131n geri kalan\u0131 kal\u0131r. Do\u011fru kullan\u0131ld\u0131\u011f\u0131nda bu, az\u0131msanmayacak bir \u015feydir.<\/p>\n

Tiyatro ve gala gecesi: Bir yar\u0131\u015f hafta sonunda kim neyi satar<\/h2>\n

Bunu anlaman\u0131n en kolay yolu bir tiyatroyu d\u00fc\u015f\u00fcnmektir. Pist tiyatronun kendisidir: Onu kiralayabilir, ona ad\u0131n\u0131z\u0131 verebilir, b\u00fct\u00fcn y\u0131l i\u00e7inde ya\u015fayabilirsiniz. Grand Prix ise gala gecesidir ve o gecenin en iyi koltuklar\u0131n\u0131 ba\u015fkas\u0131 satar.<\/p>\n

Formula 1’de bunu, \u015fampiyonan\u0131n ticari haklar\u0131n\u0131 kontrol eden Liberty Media, ABD Menkul K\u0131ymetler ve Borsa Komisyonu SEC’e sundu\u011fu y\u0131ll\u0131k raporda a\u00e7\u0131k\u00e7a yazar: Pist haklar\u0131 s\u00f6zle\u015fmeleriyle Formula 1, organizat\u00f6rlerden pist kenar\u0131 reklamlar\u0131n\u0131 ve yar\u0131\u015f\u0131n isim sponsorlu\u011funu satma hakk\u0131n\u0131, Paddock Club a\u011f\u0131rlama hizmetlerini (\u00fc\u00e7 etkinlik hari\u00e7) ve etkinli\u011fin ve pistin ad\u0131n\u0131n ticari kullan\u0131m\u0131n\u0131 sat\u0131n al\u0131r. Organizat\u00f6rlere biletler ve bazen konsesyonlar, ikincil a\u011f\u0131rlama hizmetleri, yerel sponsorluklar ve yerinde aktivasyonlar kal\u0131r.<\/p>\n

MotoGP’de de \u015fema benzerdir. 2025’ten beri MotoGP’yi de kontrol eden Liberty Media’n\u0131n ayn\u0131 raporu, \u015fampiyonan\u0131n ticari haklar\u0131 kendine saklad\u0131\u011f\u0131n\u0131 ve bunlar\u0131n bir k\u0131sm\u0131n\u0131 duruma g\u00f6re organizat\u00f6re b\u0131rakt\u0131\u011f\u0131n\u0131 a\u00e7\u0131klar: Genellikle biletler, baz\u0131 reklam alanlar\u0131, tan\u0131t\u0131m etkinlikleri ve ikincil a\u011f\u0131rlama hizmetleri. Kamuya a\u00e7\u0131k bir s\u00f6zle\u015fme bunu madde madde okumay\u0131 m\u00fcmk\u00fcn k\u0131lar. Dorna (bug\u00fcnk\u00fc ad\u0131yla MotoGP Sports Entertainment Group) ile \u00c7ek Cumhuriyeti Grand Prix’si aras\u0131ndaki 2016-2020 organizat\u00f6r s\u00f6zle\u015fmesinin \u00c7ek s\u00f6zle\u015fme siciline y\u00fcklenen metninde, etkinli\u011fin reklamlar\u0131n\u0131, tabelalar\u0131n\u0131, isim sponsorlu\u011funu ve a\u011f\u0131rlama hizmetlerini y\u00f6netme hakk\u0131 yaln\u0131zca Dorna’ya aittir. Organizat\u00f6r, yar\u0131\u015ftan en az bir hafta \u00f6nce pistin i\u00e7indeki ve \u00e7evresindeki t\u00fcm reklamlar\u0131 kendi masraf\u0131yla kald\u0131rmak zorundad\u0131r. Ona kurumsal alanlar, yiyecek-i\u00e7ecek hizmetleri ve \u00fczerinde anla\u015f\u0131lan b\u00f6lgelerdeki a\u011f\u0131rlama kal\u0131r; VIP Village ise \u015fampiyonada kal\u0131r.<\/p>\n

Ticari dile \u00e7evirirsek: Bir pistin kal\u0131c\u0131 panosunu sat\u0131n alan, kural olarak Formula 1 ya da MotoGP hafta sonunu sat\u0131n alm\u0131\u015f olmaz. Onun i\u00e7in \u015fampiyonayla pazarl\u0131k yap\u0131l\u0131r ve bu ba\u015fka bir pazarl\u0131kt\u0131r; Las Vegas Grand Prix sponsorlu\u011funun<\/a> neleri kapsad\u0131\u011f\u0131n\u0131 anlat\u0131rken bunu a\u00e7\u0131klam\u0131\u015ft\u0131k. \u0130ki d\u00fczlemi kar\u0131\u015ft\u0131rmak, markan\u0131z\u0131 hi\u00e7 g\u00f6rmeyecek bir kitleye para \u00f6demenin en h\u0131zl\u0131 yoludur.<\/p>\n

\"Garajlar\u0131<\/p>\n

Bir pisti sponsor ederken ger\u00e7ekte ne sat\u0131n al\u0131rs\u0131n\u0131z<\/h2>\n

\u015eampiyona hafta sonu \u00e7\u0131kar\u0131ld\u0131\u011f\u0131nda, bir pistin sunabildikleri be\u015f gruba ayr\u0131l\u0131r. Her birinin kendi ticari gerek\u00e7esi vard\u0131r.<\/p>\n

1. Pistin ad\u0131<\/h3>\n

En g\u00f6r\u00fcn\u00fcr ve en nadir anla\u015fmad\u0131r. Red Bull’un kurucu orta\u011f\u0131 Dietrich Mateschitz’in eski A1-Ring’i sat\u0131n al\u0131p yeniden in\u015fa etmesinin ard\u0131ndan 2011’de yeniden a\u00e7\u0131lan Red Bull Ring u\u00e7 bir \u00f6rnektir: Kiral\u0131k bir isim de\u011fil, sahibi olunan bir pist. Bir isim hakk\u0131n\u0131n ne kadar de\u011ferli oldu\u011funu ve s\u0131n\u0131rlar\u0131n\u0131 spor tesislerinde isim haklar\u0131<\/a> yaz\u0131m\u0131zda anlatt\u0131k. Burada \u00f6nemli olan ba\u015fka bir nokta: Sat\u0131n al\u0131nan ismin pistin ad\u0131 olmas\u0131 gerekmez.<\/p>\n

2. Pist i\u00e7indeki bir tesisin ad\u0131<\/h3>\n

Austin’deki Circuit of the Americas’ta 14.000 ki\u015filik amfitiyatronun ad\u0131 Germania Insurance Amphitheater’d\u0131r: Aral\u0131k 2019’da duyurulan, Teksasl\u0131 bir sigorta \u015firketiyle yap\u0131lm\u0131\u015f yedi y\u0131ll\u0131k bir anla\u015fma. Pistin a\u00e7\u0131klamas\u0131na g\u00f6re marka bu sayede y\u0131lda 400.000’den fazla konser izleyicisine ula\u015f\u0131yor. Hi\u00e7biri bir yar\u0131\u015f i\u00e7in orada de\u011fil. Mesele tam olarak bu.<\/p>\n

3. Y\u0131l boyunca a\u011f\u0131rlama ve kurumsal alanlar<\/h3>\n

S\u00fcitler, garajlar\u0131n \u00fcst\u00fcndeki salonlar, yar\u0131\u015f olmayan g\u00fcnlerde padok: Bunlar kongreler, m\u00fc\u015fteri toplant\u0131lar\u0131 ve \u00fcr\u00fcn lansmanlar\u0131 i\u00e7in, hi\u00e7bir otelin sunamayaca\u011f\u0131 bir ortamda kullan\u0131labilecek alanlard\u0131r. Grand Prix g\u00fcnlerinde ise ana a\u011f\u0131rlama \u015fampiyonaya ge\u00e7er ve m\u00fc\u015fterilerini yar\u0131\u015fa g\u00f6t\u00fcrmek isteyenler MotoGP a\u011f\u0131rlama<\/a> paketleri gibi resm\u00ee paketleri kullan\u0131r.<\/p>\n

4. \u00dcr\u00fcn test alan\u0131 olarak pist<\/h3>\n

Pist, bir \u00fcr\u00fcn\u00fcn anlat\u0131ld\u0131\u011f\u0131 de\u011fil denendi\u011fi yerdir. Porsche bunu erken anlad\u0131: \u0130lk Porsche Experience Centre Temmuz 2008’de Silverstone’da a\u00e7\u0131ld\u0131 ve 2021’de d\u00fcnyadaki sekizincisi olan Franciacorta merkezi, ayn\u0131 modeli 2,5 km’lik bir pistle \u0130talya’ya ta\u015f\u0131d\u0131. En radikal \u00f6rnek pisti do\u011frudan sat\u0131n almakt\u0131r: Ferrari 1988’den beri Mugello’nun sahibidir ve pisti kendi testleri i\u00e7in kullan\u0131r.<\/p>\n

5. \u0130\u00e7erik<\/h3>\n

Bir pist, etraf\u0131 trib\u00fcnlerle \u00e7evrili bir prod\u00fcksiyon st\u00fcdyosudur. Track day’ler, s\u00fcr\u00fc\u015f testleri, bir kampanya i\u00e7in \u00e7ekimler: De\u011fer eri\u015fimde, yani s\u00f6zle\u015fmenin garanti etti\u011fi pist g\u00fcnlerindedir, tabelalarda de\u011fil. Ve bu, pistin satabilece\u011fi bir eri\u015fimdir, \u00e7\u00fcnk\u00fc \u015fampiyona olmayan g\u00fcnlerde pist kendi karar\u0131n\u0131 verir.<\/p>\n

\"G\u00fcn<\/p>\n

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

Deneyimimize g\u00f6re hayal k\u0131r\u0131kl\u0131\u011f\u0131 yaratan pist sponsorluklar\u0131n\u0131n neredeyse hepsinin ard\u0131nda \u015fu \u00fc\u00e7 nedenden biri vard\u0131r ve hi\u00e7biri imzay\u0131 atan\u0131n kusuru de\u011fildir: Bunlar, piyasan\u0131n kolayla\u015ft\u0131rd\u0131\u011f\u0131 hatalard\u0131r.<\/p>\n

Yanl\u0131\u015f televizyonu sat\u0131n almak.<\/strong> Kal\u0131c\u0131 pano, pisti y\u0131l boyunca ziyaret edenler i\u00e7in i\u015fe yarar, Grand Prix’yi izleyenler i\u00e7in de\u011fil. Silverstone, 2026 Britanya Grand Prix’sinin d\u00f6rt g\u00fcn\u00fcnde 564.000 ki\u015fiyi a\u011f\u0131rlad\u0131; pist y\u00f6netimine g\u00f6re bu, tarihteki en b\u00fcy\u00fck Formula 1 etkinli\u011fiydi ve 2025’teki 500.000’in ard\u0131ndan geldi. Devasa bir kitle, ama o d\u00f6rt g\u00fcnde pist kenar\u0131 reklamlar\u0131 \u015fampiyona satar.<\/p>\n

Takvim olmadan imzalamak.<\/strong> Fiyattan \u00f6nce y\u0131l\u0131n etkinlik listesi gerekir: her etkinli\u011fin kat\u0131l\u0131m say\u0131s\u0131 ve her tarihte haklar\u0131n kime ait oldu\u011fu. Bu ayr\u0131nt\u0131 olmadan y\u0131ll\u0131k toplam ziyaret\u00e7i say\u0131s\u0131 hi\u00e7bir \u015fey s\u00f6ylemez.<\/p>\n

Aktivasyonu unutmak.<\/strong> Misafirsiz, testsiz ve i\u00e7eriksiz bir pano, duvara yap\u0131\u015ft\u0131r\u0131lm\u0131\u015f bo\u015f bir \u00e7\u0131kartmad\u0131r. Pist sponsorlu\u011fu, marka pisti kulland\u0131\u011f\u0131nda getiri sa\u011flar; yaln\u0131zca orada g\u00f6r\u00fcnd\u00fc\u011f\u00fcnde de\u011fil.<\/p>\n

Bir pist sponsorlu\u011funu nas\u0131l kurguluyoruz<\/h2>\n

Y\u00f6ntemi anlatmak kolay, uygulamak zahmetlidir. Birincisi: Ger\u00e7ekte ne sat\u0131n al\u0131nd\u0131\u011f\u0131n\u0131 bilmek i\u00e7in haklar\u0131 g\u00fcn g\u00fcn, etkinlik etkinlik haritalamak. \u0130kincisi: Pisti, Grand Prix’sinin \u00fcn\u00fcne g\u00f6re de\u011fil, etkinliklerinin kitlesine ve bulundu\u011fu pazara g\u00f6re se\u00e7mek. \u00dc\u00e7\u00fcnc\u00fcs\u00fc: Aktivasyonlar\u0131 (a\u011f\u0131rlama, \u00fcr\u00fcn testleri, i\u00e7erik) kurmak ve onlar\u0131 her yat\u0131r\u0131m gibi \u00f6l\u00e7mek.<\/p>\n

Bir spor sponsorlu\u011fu ajans\u0131<\/strong><\/a> olarak her g\u00fcn yapt\u0131\u011f\u0131m\u0131z i\u015f budur: pistle yap\u0131lan pazarl\u0131ktan pistteki son g\u00fcne kadar. Pist y\u0131l i\u00e7in sat\u0131n al\u0131n\u0131r, hafta sonu i\u00e7in de\u011fil. Her zaman.<\/p>\n

\r\n\r\n

Yar\u0131\u015f pisti sponsorlu\u011fu hakk\u0131nda s\u0131k sorulan sorular<\/b><\/h2>\r\n \r\n
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\r\n Yar\u0131\u015f pisti sponsorlu\u011fu nedir?<\/b>\r\n <\/h3>\r\n\r\n
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Bir pistin sahibi ya da i\u015fletmecisiyle yap\u0131lan ve bir markaya tesis \u00fczerinde haklar veren bir anla\u015fmad\u0131r: pistin ya da i\u00e7indeki bir tesisin ad\u0131, kal\u0131c\u0131 tabelalar, a\u011f\u0131rlama alanlar\u0131, \u00fcr\u00fcn testleri ve i\u00e7erik \u00fcretimi i\u00e7in pist g\u00fcnleri. Pistin y\u0131l boyunca kullan\u0131m\u0131n\u0131 kapsar, orada yar\u0131\u015fan \u015fampiyonalar\u0131n haklar\u0131n\u0131 de\u011fil.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Bir pist sponsoru Formula 1 ya da MotoGP Grand Prix'si s\u0131ras\u0131nda g\u00f6r\u00fcn\u00fcr m\u00fc?<\/b>\r\n <\/h3>\r\n\r\n
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Kural olarak hay\u0131r. Formula 1’de pist kenar\u0131 reklamlar\u0131n\u0131 ve yar\u0131\u015f\u0131n isim sponsorlu\u011funu, bu haklar\u0131 organizat\u00f6rlerden sat\u0131n alan Formula 1 satar. MotoGP’de \u015fampiyona organizat\u00f6re duruma g\u00f6re yaln\u0131zca baz\u0131 alanlar b\u0131rak\u0131r; Dorna ile \u00c7ek Cumhuriyeti Grand Prix’si aras\u0131ndaki 2016-2020 organizat\u00f6r s\u00f6zle\u015fmesi de pistin kendi reklamlar\u0131n\u0131n tamam\u0131n\u0131 yar\u0131\u015ftan en az bir hafta \u00f6nce kald\u0131rmas\u0131n\u0131 zorunlu k\u0131l\u0131yordu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Formula 1'de pist kenar\u0131 reklamlar\u0131n\u0131 kim satar?<\/b>\r\n <\/h3>\r\n\r\n
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Formula 1. Liberty Media’n\u0131n y\u0131ll\u0131k raporuna g\u00f6re Formula 1, pist haklar\u0131 s\u00f6zle\u015fmeleriyle organizat\u00f6rlerden pist kenar\u0131 reklamlar\u0131n\u0131 ve isim sponsorlu\u011funu, \u00fc\u00e7 etkinlik hari\u00e7 de Paddock Club a\u011f\u0131rlama hizmetlerini satma hakk\u0131n\u0131 sat\u0131n al\u0131r. Organizat\u00f6rlere esas olarak biletler ve bazen yerel sponsorluklar ile aktivasyonlar kal\u0131r.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Bir marka bir piste ad\u0131n\u0131 verebilir mi?<\/b>\r\n <\/h3>\r\n\r\n
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Evet, ama nadirdir. En bilinen \u00f6rnek Red Bull Ring’dir ve bu pist kiral\u0131k bir isim de\u011fil, Mateschitz ailesine, bug\u00fcn Mark Mateschitz’e ait bir pisttir. Daha s\u0131k g\u00f6r\u00fclen, pist i\u00e7indeki bir tesisin ad\u0131n\u0131 sat\u0131n almakt\u0131r: Circuit of the Americas’ta 14.000 ki\u015filik amfitiyatro, yedi y\u0131ll\u0131k bir anla\u015fmayla bir sigorta \u015firketinin ad\u0131n\u0131 ta\u015f\u0131r.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Yar\u0131\u015f hafta sonlar\u0131 d\u0131\u015f\u0131nda bir pistte neler yap\u0131labilir?<\/b>\r\n <\/h3>\r\n\r\n
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Konserler ve festivaller, kongreler ve kurumsal etkinlikler, m\u00fc\u015fteriler i\u00e7in track day’ler, \u00fcr\u00fcn testleri ve kampanya \u00e7ekimleri. Porsche, m\u00fc\u015fterilerin otomobilleri deneyebilmesi i\u00e7in deneyim merkezlerini Silverstone ve Franciacorta gibi pistlerin i\u00e7ine kurdu.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Sponsor olunacak do\u011fru pist nas\u0131l se\u00e7ilir?<\/b>\r\n <\/h3>\r\n\r\n
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Takvimden ba\u015flayarak: hangi etkinliklere ev sahipli\u011fi yapt\u0131\u011f\u0131, her birinin ka\u00e7 ki\u015fi \u00e7ekti\u011fi ve her tarihte haklar\u0131n kime ait oldu\u011fu. Ard\u0131ndan pistin kitlesi ve pazar\u0131 gelir; bunlar markan\u0131nkilerle \u00f6rt\u00fc\u015fmelidir. Grand Prix’nin \u00fcn\u00fc g\u00f6r\u00fcnd\u00fc\u011f\u00fcnden daha az \u00f6nemlidir, \u00e7\u00fcnk\u00fc o g\u00fcnlerde ana haklar \u015fampiyonaya aittir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

Grand Prix hafta sonunda pist sat\u0131l\u0131k de\u011fildir. Yar\u0131\u015f pisti sponsorlu\u011fu konusundaki en yayg\u0131n yanl\u0131\u015f anlama budur: Markalar yar\u0131\u015f yay\u0131n\u0131nda g\u00f6r\u00fcneceklerini d\u00fc\u015f\u00fcnerek pistle anla\u015fma imzalar, sonra televizyon i\u00e7in \u00f6nemli olan g\u00fcnlerde pist kenar\u0131 panolar\u0131n, isim sponsorlu\u011funun ve ana a\u011f\u0131rlama alanlar\u0131n\u0131n \u015fampiyonan\u0131n hak sahibine ait oldu\u011funu fark eder. Piste, dolay\u0131s\u0131yla pistin sponsoruna, y\u0131l\u0131n geri kalan\u0131 kal\u0131r. Do\u011fru […]<\/p>\n","protected":false},"author":14,"featured_media":197862,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20200,20199],"tags":[],"class_list":["post-243265","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi","category-spor-sponsorlugu"],"acf":[],"contentshake_article_id":"","yoast_head":"\nYar\u0131\u015f pisti sponsorlu\u011fu: neyi al\u0131rs\u0131n\u0131z, neyi alamazs\u0131n\u0131z<\/title>\n<meta name=\"description\" content=\"Yar\u0131\u015f pisti sponsorlu\u011fu: F1 ve MotoGP hafta sonlar\u0131nda pist kenar\u0131 reklamlar\u0131 ve isim sponsorlu\u011fu \u015fampiyonaya aittir. 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