{"id":273531,"date":"2024-11-29T12:34:27","date_gmt":"2024-11-29T11:34:27","guid":{"rendered":"https:\/\/rtrsports.com\/sponsorluk-ve-surdurulebilirlik-ajanslar-paradigma-degisimleri-ve-sifi-ornegi-performance-vision-science\/"},"modified":"2025-04-22T15:24:07","modified_gmt":"2025-04-22T13:24:07","slug":"sponsorluk-ve-surdurulebilirlik-ajanslar-paradigma-degisimleri-ve-sifi-ornegi-performance-vision-science","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/sponsorluk-ve-surdurulebilirlik-ajanslar-paradigma-degisimleri-ve-sifi-ornegi-performance-vision-science\/","title":{"rendered":"Sponsorluk ve S\u00fcrd\u00fcr\u00fclebilirlik: Ajanslar, Paradigma De\u011fi\u015fimleri ve SIFI \u00d6rne\u011fi Performance Vision Science"},"content":{"rendered":"

Milano’daki Acquario Civico’da 27 Kas\u0131m 2024 tarihinde \u00fc\u00e7\u00fcnc\u00fcs\u00fc d\u00fczenlenen “Spor ve S\u00fcrd\u00fcr\u00fclebilirlik: Ay\u0131rt Edici Bir Fakt\u00f6r Olarak B\u00fcy\u00fcyen Bir Trend” etkinli\u011finde yapt\u0131\u011f\u0131m\u0131z konu\u015fman\u0131n tamam\u0131n\u0131 yay\u0131nl\u0131yoruz<\/strong><\/em><\/p>\n

\"Ama\u00e7l\u0131<\/p>\n

Toplam Formula 1<\/strong> filosu, tak\u0131m ekipmanlar\u0131, yay\u0131n ekipmanlar\u0131, elektrik ekipmanlar\u0131 ve a\u011f\u0131rlama tesisleri aras\u0131nda b\u00f6l\u00fcnm\u00fc\u015f olarak yakla\u015f\u0131k 1<\/strong>.540 ton a\u011f\u0131rl\u0131\u011f\u0131ndad\u0131r. Bu filo 2025 sezonunda 24 etap boyunca deniz ve g\u00f6ky\u00fcz\u00fcnde toplam 130.000 km yol kat edecek: bu mesafe d\u00fcnyan\u0131n \u00e7evresini yakla\u015f\u0131k \u00fc\u00e7 bu\u00e7uk kez dola\u015fmaya e\u015fde\u011fer.<\/p>\n

Sponsorlar art\u0131k ajanslardan bunun s\u00fcrd\u00fcr\u00fclebilir bir ileti\u015fim projesinin zirvesi oldu\u011funu halka ve payda\u015flara anlatmak i\u00e7in yard\u0131m istiyor.<\/strong><\/p>\n

Ajans\u0131n rol\u00fc: de\u011fi\u015fen bir profil<\/b><\/h2>\n

G\u00fcn\u00fcm\u00fczde spor pazarlama ajanslar\u0131 hakk\u0131nda konu\u015furken, ya\u015fad\u0131klar\u0131 derin de\u011fi\u015fimden<\/strong> bahsetmemek m\u00fcmk\u00fcn de\u011fil.<\/p>\n

Arac\u0131 olarak ajans<\/h3>\n

Asl\u0131nda acentelik, ortak ama ayn\u0131 \u00e7\u0131karlara sahip olmayan iki taraf aras\u0131nda bir arabuluculuk kurumu<\/strong> olarak do\u011fdu ve son y\u00fczy\u0131lda da geli\u015fmeye devam ediyor. Teoride bir tarafta satmak, di\u011fer tarafta almak isteyen ancak kaderleri hen\u00fcz kesi\u015fmemi\u015f iki taraf. Hem A’y\u0131 hem de B’yi tan\u0131yan acente, me\u015fhur demiryolunun son metrelerine kat\u0131l\u0131r ve anla\u015fmay\u0131 m\u00fcmk\u00fcn k\u0131lar. Bu modelin klasik \u00f6rne\u011fi emlak ajans\u0131d\u0131r. Kolayca tahmin edilebilece\u011fi gibi, bu saf arac\u0131l\u0131k rol\u00fc dijital ileti\u015fimin, internetin ve bir fare t\u0131klamas\u0131yla ula\u015f\u0131labilen her \u015feyin do\u011fu\u015fuyla birlikte ortadan kalk\u0131yor. E\u011fer A ve B birbirlerini ba\u011f\u0131ms\u0131z olarak bulabiliyor ve birbirleriyle konu\u015fabiliyorlarsa, arabulucunun rol\u00fc h\u0131zla kayboluyor.<\/p>\n

Sorun \u00e7\u00f6z\u00fcc\u00fc olarak ajans<\/h3>\n

\u0130kinci ve sonraki model ise Sorun \u00c7\u00f6z\u00fcc\u00fc<\/strong> olarak ajans modelidir. Arabuluculuk i\u015flevini geride b\u0131rakan \u015firketler, kurum i\u00e7i uzmanl\u0131\u011fa ihtiya\u00e7 duymadan taktiksel sorunlar\u0131 ve belirli durumlar\u0131 \u00e7\u00f6zen bilgi \u00e7ekirdekleri aramaktad\u0131r. \u0130leti\u015fim, tasar\u0131m -ya da spor a\u011f\u0131rlama ve spor seyahati s\u00f6z konusu oldu\u011funda- ajanslar\u0131 tam da bu i\u015flevi g\u00f6r\u00fcyor. Bunun ortadan kalkmas\u0131 iki y\u00f6nl\u00fc bir geli\u015fmeyle ger\u00e7ekle\u015fmi\u015ftir: daha geli\u015fmi\u015f ara\u00e7lar\u0131n geli\u015ftirilmesi ve – spor s\u00f6z konusu oldu\u011funda – spor tesislerinin becerilerinin sertle\u015fmesi. \u00d6nemsizle\u015ftirmeme izin verin: Canva var oldu\u011fundan beri art\u0131k neredeyse hi\u00e7 kimse bir grafik st\u00fcdyosuna ihtiya\u00e7 duymuyor, t\u0131pk\u0131 spor tesisinin pazarlama departman\u0131 sadece ge\u00e7i\u015flerle de\u011fil, ayn\u0131 zamanda transferler ve misafir konaklama ile de ilgileniyorsa art\u0131k neredeyse hi\u00e7 kimsenin bir spor seyahat acentesine ihtiya\u00e7 duymamas\u0131 gibi.<\/p>\n

Dan\u0131\u015fman olarak ajans<\/h3>\n

Son olarak, ki geldi\u011fimiz a\u015fama budur, kararlar\u0131n daha karl\u0131 ve daha verimli bir \u015fekilde al\u0131nabilmesi i\u00e7in ba\u015fvurdu\u011fumuz bilgi, uzmanl\u0131k ve beceri merkezi olan bir dan\u0131\u015fmanlar grubu olarak ajansa geliyoruz. Elbette, bilgi birikimi ve pratik beceriler gibi arabuluculuk rol\u00fc de hala ayn\u0131d\u0131r, ancak burada de\u011fi\u015fen \u015fey, geriye do\u011fru hareket eden ve bir dereceye kadar ajans\u0131n eline ge\u00e7en karar verme a\u011f\u0131rl\u0131k merkezidir. M\u00fc\u015fteri ajansa\/dan\u0131\u015fmana kendi hedeflerini, varl\u0131klar\u0131n\u0131 ve vizyonunu emanet eder, ancak denklemin sonucunun fakt\u00f6rlerin toplam\u0131ndan daha y\u00fcksek oldu\u011funa g\u00fcvenir.<\/p>\n

Bir sponsorluk projesinin se\u00e7imi, bir spor ileti\u015fim plan\u0131n\u0131n olu\u015fturulmas\u0131 ve pazarlama faydalar\u0131n\u0131n ve aktivasyon s\u00fcrecinin etkin y\u00f6netimi gibi stratejik a\u00e7\u0131dan \u00f6nemli anlarda, bir dan\u0131\u015fman\u0131n rol\u00fc t\u00fcm ola\u011fan\u00fcst\u00fc \u00e7ekicili\u011fiyle ger\u00e7ekle\u015fir.<\/p>\n

Spor sponsorlu\u011fu: hareket halindeki d\u00f6nemler<\/b><\/h2>\n

De\u011fi\u015fen yaln\u0131zca spor pazarlama ajans\u0131 de\u011fil.<\/strong> Ger\u00e7ekten de spor pazarlamas\u0131 de\u011fi\u015fti\u011fi i\u00e7in spor pazarlamas\u0131 ajans\u0131 da de\u011fi\u015fiyor. Ya da daha iyisi, spor ve i\u00e7inde yer ald\u0131\u011f\u0131 k\u00fclt\u00fcr de\u011fi\u015fti\u011fi i\u00e7in de\u011fi\u015fiyor. Ve hepsinden \u00f6nemlisi t\u00fcketiciler de\u011fi\u015fti\u011fi i\u00e7in.<\/p>\n

Burada da \u015fematize etmek istersek, spor sponsorlu\u011funun be\u015f d\u00f6nemini tan\u0131mlayabiliriz:<\/p>\n

    \n
  • G\u00f6r\u00fcn\u00fcrl\u00fck \u00e7a\u011f\u0131<\/strong><\/li>\n
  • Kavram kan\u0131tlama d\u00f6nemi<\/strong><\/li>\n
  • Ni\u015fanl\u0131l\u0131k \u00c7a\u011f\u0131<\/strong><\/li>\n
  • Para kazanma \u00e7a\u011f\u0131<\/strong><\/li>\n
  • Dost S\u00fcper Kahraman olarak marka olu\u015fturma d\u00f6nemi<\/strong><\/li>\n<\/ul>\n

    G\u00f6r\u00fcn\u00fcrl\u00fck \u00e7a\u011f\u0131<\/strong><\/h3>\n

    Sponsorluk<\/strong> kavram\u0131n\u0131n \u015fafa\u011f\u0131nda g\u00f6r\u00fcn\u00fcrl\u00fck \u00e7a\u011f\u0131n\u0131n ne oldu\u011funu anlamak kolayd\u0131r. Markalar\u0131n \u00f6ncelikle marka bilinirli\u011fi ve ak\u0131lda kalmak i\u00e7in m\u00fccadele etti\u011fi bir d\u00f6nemde, arabalar, motosikletler ve formalar \u00fczerindeki b\u00fcy\u00fck logolar spor pazarlamas\u0131n\u0131n mutlak y\u0131ld\u0131zlar\u0131yd\u0131. Temel kavram basittir: spor bir ara\u00e7t\u0131r, fark\u0131ndal\u0131k i\u00e7in bir platformdur.<\/p>\n

    Kavram kan\u0131tlama d\u00f6nemi<\/strong><\/h3>\n

    Konseptin kan\u0131tlanmas\u0131yla<\/strong> birlikte konsept de\u011fi\u015fir, g\u00f6r\u00fcn\u00fcrl\u00fckten temsil edilen \u00fcr\u00fcn\u00fcn m\u00fckemmel kalitesine ge\u00e7ilir; bu \u00fcr\u00fcn o kadar iyidir ki m\u00fckemmel tak\u0131mlar, sporcular ve kad\u0131nlar ve yar\u0131\u015fmalar taraf\u0131ndan bile -en az\u0131ndan s\u00f6zde- kullan\u0131l\u0131r. Teknik sponsorluk ve tedarik\u00e7i olma avantaj\u0131 do\u011far. Burada spor bir \u00f6rnektir, bir test tezgah\u0131d\u0131r, iyili\u011fin bir g\u00f6stergesidir.<\/p>\n

    Ni\u015fanl\u0131l\u0131k \u00c7a\u011f\u0131<\/h3>\n

    Yeni milenyumla birlikte pazarlamac\u0131lar k\u00f6kten de\u011fi\u015fmi\u015f bir d\u00fcnyayla kar\u015f\u0131 kar\u015f\u0131yalar: Rakip \u00fcr\u00fcnlerin say\u0131s\u0131 milyonlar\u0131 buluyor, spor kar\u015f\u0131la\u015fmalar\u0131n\u0131n izlenmesi izleme ba\u015f\u0131na \u00f6demeyle par\u00e7alara ayr\u0131l\u0131yor, t\u00fcketici al\u0131\u015fkanl\u0131klar\u0131 yeni bir bilgi ve ileti\u015fim bi\u00e7imi olan online ileti\u015fimle alt\u00fcst oluyor. B\u00fcy\u00fck t\u00fcketici markalar\u0131, da\u011f\u0131n\u0131kl\u0131ktan kurtulmak i\u00e7in, t\u00fcketiciyi kazanmak istiyorlarsa ona bir \u015feyler hissettirmeleri gerekti\u011fini anlad\u0131lar. E\u011fer “g\u00f6rmek” g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn, “\u00f6\u011frenmek” kavram kan\u0131tlaman\u0131n fiiliyse, enerji i\u00e7eceklerinin belirleyici \u00f6nc\u00fcleri oldu\u011fu etkile\u015fim \u00e7a\u011f\u0131n\u0131n fiili de “hissetmek “tir. Harika aktivasyonlar, harika deneyimler, i\u00e7 i\u00e7e ge\u00e7en d\u00fcnyalar, \u00e7evrimi\u00e7inden \u00e7evrimd\u0131\u015f\u0131na ve \u00e7apraz medyaya s\u0131\u00e7ramalar. Bu heyecan verici bir d\u00fcnya, ancak hafife al\u0131namayacak bir \u00f6nermeye dayanan bir d\u00fcnya: bir \u015feyleri ger\u00e7ekle\u015ftirece\u011fiz. Onlar zaten sponsor de\u011fil, ortak.<\/p>\n

    Dijital para kazanma \u00e7a\u011f\u0131<\/h3>\n

    Bu d\u00f6nem, tam da bir \u015feyleri ger\u00e7ekle\u015ftirmek imkans\u0131z hale geldi\u011finde ve COVID<\/strong> spor d\u00fcnyas\u0131n\u0131 ve \u00f6tesini evlerin ve kapal\u0131 tesislerin duvarlar\u0131 aras\u0131na hapsetti\u011finde sona eriyor. Ko\u015fullar\u0131n zorlamas\u0131yla, soyutluklar\u0131 ve esneklikleri sayesinde bir\u00e7ok marka ortaya \u00e7\u0131kmaya ba\u015flar: bunlar web 3.0 markalar\u0131, kripto para birimleri, NFT’ler, blok zincirleridir. \u00c7ok gen\u00e7 giri\u015fimciler taraf\u0131ndan y\u00f6netilen ve muazzam -\u00e7o\u011fu zaman da k\u0131r\u0131lgan- varl\u0131klara sahip olan bu markalar sponsorluk pazar\u0131n\u0131 tamamen de\u011fi\u015ftirmektedir. Sponsorluk burada para i\u00e7in, sponsor markalar\u0131n dijital c\u00fczdanlar\u0131n\u0131 daha da b\u00fcy\u00fctmeleri i\u00e7in bir \u00e7arkt\u0131r. Sponsorluk s\u00f6zle\u015fmelerinde, fiziksel faydalar dijital destek, veri taban\u0131 eri\u015fimi, sosyal medya etkile\u015fimi kar\u015f\u0131s\u0131nda \u00e7\u00f6kmektedir.<\/p>\n

    Hareketli Buzda\u011f\u0131 ve S\u00fcper Kahraman Arkada\u015f<\/b><\/h2>\n

    Aktivasyonlardan bahsetmi\u015fken, bug\u00fcn sponsorluk bizim taraf\u0131m\u0131zdan genellikle g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn sadece ortaya \u00e7\u0131kan ucu oldu\u011fu, ancak su y\u00fczeyinin alt\u0131nda seyreden b\u00fcy\u00fck aktivasyon blo\u011fu (\u00e7evrimi\u00e7i, \u00e7evrimd\u0131\u015f\u0131, deneyimsel vb.) taraf\u0131ndan ayakta tutulan bir buzda\u011f\u0131<\/strong> olarak temsil edilmektedir.<\/p>\n

    ‘Seyrediyor’ diyorum \u00e7\u00fcnk\u00fc burada tasvir edilen buzda\u011f\u0131 ak\u0131nt\u0131lar, trendler ve do\u011fal pazarlama d\u00f6ng\u00fcleriyle s\u00fcrekli hareket halinde. Ortaya \u00e7\u0131kan ve batan k\u0131s\u0131mlar aras\u0131ndaki ili\u015fki nas\u0131l etraf\u0131ndaki s\u0131cakl\u0131\u011fa ba\u011fl\u0131 olarak de\u011fi\u015fiyorsa, bu nesnenin koordinatlar\u0131 da her zaman de\u011fi\u015fiyor.<\/p>\n

    Sponsorlu\u011fun \u00e7e\u015fitli d\u00f6nemleri aras\u0131nda bile de\u011fi\u015fmeyen \u015fey, sudan \u00e7\u0131kan bir par\u00e7a pozun genel konseptidir – sponsorlukta g\u00f6rd\u00fc\u011f\u00fcm\u00fcz \u015fey budur, formalardaki, kanat\u00e7\u0131klardaki logolar, kenarlardaki LED’ler – asl\u0131nda etkinle\u015ftirilmesi gereken her \u015feyin b\u00fcy\u00fck su alt\u0131 d\u00fcnyas\u0131 taraf\u0131ndan desteklenir.<\/p>\n

    \u00c7ok sevdi\u011fimiz ve hareketli buzda\u011f\u0131yla yan yana koyabilece\u011fimiz bir ba\u015fka temsil de, s\u00f6z konusu sponsorluk d\u00f6nemlerinin be\u015fincisinde ve i\u00e7inde bulundu\u011fumuz d\u00f6nemde kilit bir fig\u00fcr olan S\u00fcper Kahraman Arkada\u015f olarak sponsor<\/strong>luktur.<\/p>\n

    Nihayet markalar daha fazlas\u0131 haline geldi. Art\u0131k sponsor de\u011filler, art\u0131k ortak de\u011filler, izleyicinin yan\u0131nda oturuyorlar ve tutkular\u0131, a\u015fklar\u0131, gerilimleri, g\u00fcnl\u00fck ya\u015fam\u0131 payla\u015f\u0131yorlar -payla\u015fmak zorundalar-. \u0130lgilendikleri \u015feylerde onlarla birlikte y\u00fcr\u00fcd\u00fckleri i\u00e7in arkada\u015ft\u0131rlar, ancak bunlar\u0131 ger\u00e7ekle\u015ftirme ve bu arzuyu hayata ge\u00e7irme yetenekleriyle S\u00fcper Kahramand\u0131rlar. “En sevdi\u011finiz s\u00fcr\u00fcc\u00fcyle tan\u0131\u015fman\u0131za yard\u0131mc\u0131 olabilirim”, “ola\u011fan\u00fcst\u00fc deneyimler ya\u015faman\u0131za yard\u0131mc\u0131 olabilirim” ya da taban sponsorlu\u011fu s\u00f6z konusu oldu\u011funda “olmak istedi\u011finiz ki\u015fi olman\u0131za yard\u0131mc\u0131 olabilirim”.<\/p>\n

    G\u00f6rd\u00fc\u011f\u00fcn\u00fcz gibi, halk -ad\u0131na ne derseniz deyin: t\u00fcketiciler, seyirciler, hayranlar, izleyiciler- \u00f6zellikle de \u00e7ok gen\u00e7 olanlar derinden de\u011fi\u015fti. Bu kitle bug\u00fcn markalar\u0131n ve daha da \u00f6tesinde sponsorlar\u0131n davalar\u0131n\u0131 desteklemelerini, sava\u015flar\u0131nda yanlar\u0131nda olmalar\u0131n\u0131, ideallerini payla\u015fmalar\u0131n\u0131, d\u00fcnyay\u0131 ve fikirleri korktuklar\u0131 \u015feylerden korumalar\u0131n\u0131 talep ediyor.<\/p>\n

    Sponsorluk ve s\u00fcrd\u00fcr\u00fclebilirlik<\/h2>\n

    S\u00fcrd\u00fcr\u00fclebilirlik, nihayet oraya vard\u0131k, \u015fimdi bu yeni dostlu\u011fun merkezinde, hareketli buzda\u011f\u0131m\u0131z\u0131n kalbinde yer al\u0131yor.<\/strong><\/p>\n

    Birka\u00e7 g\u00fcn \u00f6nce, patika ko\u015fusundan snowboard’a ve ‘da\u011f’ ile ilgili her \u015feye kadar spor konusunda \u00e7ok tutkulu olan bir adamla -Simone- konu\u015fuyordum. Profesyonel sporlarla yak\u0131ndan ilgilenen ve kayak e\u011fitmeni olan Simone, Y ku\u015fa\u011f\u0131ndan \u00f6nceki bu yeni ku\u015fa\u011f\u0131n markalar\u0131 nas\u0131l yorumlad\u0131\u011f\u0131na iyi bir \u00f6rnek: h\u0131zl\u0131 moday\u0131 sevmiyor, ‘marka i\u00e7in marka’ onu cezbetmiyor, bir giysi ya da nesne s\u00fcrd\u00fcr\u00fclebilirse daha fazla harcamaya raz\u0131 oluyor ve sat\u0131n almadan \u00f6nce \u015firket ve arkas\u0131ndaki mant\u0131k hakk\u0131nda bilgi ediniyor. B\u00fcy\u00fck bir gururla, ak\u0131ll\u0131 telefonunda bana en son snowboard’unu sat\u0131n ald\u0131\u011f\u0131 yeni markan\u0131n tamamen ah\u015faptan yap\u0131lm\u0131\u015f ve enerjik olarak \u00f6zerk olan yeni \u015firket merkezini g\u00f6steriyor. Ayn\u0131 tutkuyla, y\u0131llar \u00f6nce sat\u0131n ald\u0131\u011f\u0131 Patagonia ti\u015f\u00f6rtlerine hala nas\u0131l sahip oldu\u011funu ve yak\u0131n zamanda \u00e7evre koruma i\u00e7in \u00e7al\u0131\u015fan kar amac\u0131 g\u00fctmeyen bir kurulu\u015fa sat\u0131lan markan\u0131n sosyal ve iklim aktivizmi i\u00e7in harcad\u0131\u011f\u0131 b\u00fcy\u00fck \u00e7abay\u0131 anlat\u0131yor.<\/p>\n

    Kurumun rol\u00fc, ikiy\u00fczl\u00fcl\u00fckler ve yanl\u0131\u015f inan\u00e7lar<\/b><\/h2>\n

    Acente t\u00fcm bunlar\u0131n neresinde yer al\u0131yor? Konu\u015fma \u015feklimizi s\u00fcrd\u00fcr\u00fcrsek, t\u00fcketici ile s\u00fcper kahraman arkada\u015f\u0131 aras\u0131ndaki ili\u015fkide ajans, m\u00fcdahale ihtiyac\u0131n\u0131 -ya da f\u0131rsat\u0131n\u0131- i\u015faret etmek i\u00e7in gecenin karanl\u0131\u011f\u0131nda spot \u0131\u015f\u0131\u011f\u0131n\u0131 parlatan ki\u015fidir. K\u0131sacas\u0131, biz spor pazarlamas\u0131n\u0131n Komiser James Gordon’\u0131y\u0131z. Batman’in komiseri, k\u0131sacas\u0131 Yarasa Sinyali’ni a\u00e7an ki\u015fi.<\/p>\n

    Bug\u00fcn dan\u0131\u015fmanl\u0131k ajans\u0131n\u0131n, konuya yeterince \u00f6nem vermeme tehlikesiyle kar\u015f\u0131 kar\u015f\u0131ya olan markalara do\u011fru yolu ve dolay\u0131s\u0131yla s\u00fcrd\u00fcr\u00fclebilirli\u011fin \u00f6nemini g\u00f6stermesi gerekiyor. Sosyal, \u00e7evresel ve ekonomik konulara \u0131\u015f\u0131k tutarak, bunlar\u0131n yaln\u0131zca t\u00fcketici i\u00e7in \u00f6nemli olmad\u0131\u011f\u0131n\u0131, ayn\u0131 zamanda uzun \u00f6m\u00fcrl\u00fcl\u00fck ve etkinlik i\u00e7in de gerekli oldu\u011funu hat\u0131rlatmakla g\u00f6revlidir.<\/p>\n

    Bunu nas\u0131l yapabilir? \u00dc\u00e7 \u015fekilde:<\/p>\n

      \n
    1. S\u00fcrd\u00fcr\u00fclebilir projelerin \u00f6nemine ili\u015fkin bilimsel ara\u015ft\u0131rmalar\u0131n ve g\u00fcncel verilerin g\u00f6sterilmesi<\/strong><\/li>\n
    2. Erdemli \u00f6rneklerin vaka ge\u00e7mi\u015flerinin sunulmas\u0131 <\/strong><\/li>\n
    3. \u00e7evreleri i\u00e7in de\u011ferli olduklar\u0131 kadar ak\u0131lda kal\u0131c\u0131 da olan yarat\u0131c\u0131 ve etkili aktivasyonlar tasarlamak.<\/strong><\/li>\n<\/ol>\n

      \u00d6zellikle bu son nokta \u00fczerinde \u00e7ok net olmakta fayda var.<\/p>\n

      S\u00fcrd\u00fcr\u00fclebilirlik bedava de\u011fildir, \u00e7abas\u0131z de\u011fildir, d\u00fc\u015f\u00fcn\u00fclmeden elde edilmez. Aksine, fedak\u00e2rl\u0131k gerektirir, yetkinlik ve ba\u011fl\u0131l\u0131k gerektirir<\/strong> ve neredeyse hi\u00e7bir zaman kolay olmayan bir se\u00e7im yapmaya zorlar. Ancak ikiy\u00fczl\u00fcl\u00fcklerin ve yanl\u0131\u015f inan\u00e7lar\u0131n \u00fczerindeki Maya \u00f6rt\u00fcs\u00fcn\u00fc kald\u0131rmak ve yanl\u0131\u015f mitleri cesaretle \u00e7\u0131tadan indirmek de ajans\u0131n g\u00f6revidir.<\/strong><\/p>\n

      A\u00e7\u0131l\u0131\u015fa d\u00f6necek olursak: 1540 tonluk malzemeyi d\u00fcnyan\u0131n \u00e7evresinin \u00fc\u00e7 kat\u0131 kadar uza\u011fa ta\u015f\u0131yan bir \u015fey s\u00fcrd\u00fcr\u00fclebilir mi?<\/p>\n

      Bu biraz da odadaki fil gibidir.<\/p>\n

      Motor sporlar\u0131 ve s\u00fcrd\u00fcr\u00fclebilirlik<\/b><\/h2>\n

      Bu ger\u00e7ekten de motor sporlar\u0131nda \u00e7al\u0131\u015fan bizler i\u00e7in \u00e7ok \u00f6nemli olan bir ba\u015fka s\u0131cak konu. Motor sporlar\u0131, her zaman kirlilik ve \u00e7evresel etki kavramlar\u0131yla ayr\u0131lmaz bir \u015fekilde ba\u011flant\u0131l\u0131 olan bir end\u00fcstrinin tac\u0131ndaki m\u00fccevher olmak gibi \u00f6nemsiz olmayan bir orijinal g\u00fcnahtan muzdariptir.<\/p>\n

      “Motor sporlar\u0131na sponsor olamay\u0131z,” dedi bir m\u00fc\u015fteri aday\u0131 ilk brifing s\u0131ras\u0131nda bize, “\u00e7ok kirletici.<\/strong><\/p>\n

      Ger\u00e7ekte, motor sporlar\u0131, di\u011fer t\u00fcm b\u00fcy\u00fck etkinlikler gibi, spordan \u00e7ok sporun etraf\u0131nda d\u00f6nen \u00e7evreyi etkiler. Ara\u015ft\u0131rma bize Grand Prix’nin 300 kilometresinde yar\u0131\u015fan 20 Formula 1 arac\u0131n\u0131n, etkinli\u011fin toplam etkisinin %2’sini olu\u015fturdu\u011funu s\u00f6yl\u00fcyor.<\/strong><\/p>\n

      Bir modelleme kavram\u0131 olarak s\u00fcrd\u00fcr\u00fclebilirlik<\/b><\/h2>\n

      S\u00fcrd\u00fcr\u00fclebilirlik nedir? Bug\u00fcn burada kendimizi i\u00e7inde buldu\u011fumuz gibi bir ba\u011flamda – son derece spesifik – herhangi bir tan\u0131m kesin olmama riskini ta\u015f\u0131yacakt\u0131r. Ben \u015fahsen Bruntland Komisyonu’nun 1987’de BM’ye sundu\u011fu \u00f6neriyi be\u011feniyorum: ‘gelecek nesillerin kendi ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131lama kabiliyetinden \u00f6d\u00fcn vermeden bug\u00fcn\u00fcn ihtiya\u00e7lar\u0131n\u0131 kar\u015f\u0131layan kalk\u0131nma s\u00fcreci’.<\/strong><\/p>\n

      San\u0131r\u0131m hepimiz bunun b\u00fcy\u00fcleyici oldu\u011fu kadar farkl\u0131 ba\u011flamlarda \u015fekillendirilebilir ve etkili bir kavram oldu\u011fu konusunda hemfikiriz. S\u00fcrd\u00fcr\u00fclebilirli\u011fin sadece \u00e7evre, sadece toplum, sadece ekonomi de\u011fil, her \u015fey i\u00e7in ve her zaman ge\u00e7erli olan geli\u015fen bir paradigma oldu\u011fu y\u0131llard\u0131r \u00e7ok a\u00e7\u0131k. Ba\u015fka bir deyi\u015fle, bir \u015feyleri, herhangi bir \u015feyi yapman\u0131n erdemli bir yoludur.<\/p>\n

      Geri d\u00f6n\u00fc\u015ft\u00fcr\u00fclm\u00fc\u015f bir plastik \u015fi\u015feden daha fazlas\u0131d\u0131r, ancak ayn\u0131 zamanda bu \u015fi\u015fenin bile etkili bir \u015fekilde geri d\u00f6n\u00fc\u015ft\u00fcr\u00fcld\u00fc\u011f\u00fcnde gelecek i\u00e7in yararl\u0131 oldu\u011fu bilgisidir. ‘B\u00fct\u00fcnsel’ belki do\u011fru kelime de\u011fil, ancak b\u00fcy\u00fck bir yazardan al\u0131nt\u0131 yapmak gerekirse, akl\u0131ma gelen ilk kelime bu.<\/p>\n

      Bu konsepti spor sponsorlu\u011funa uygulamak -ve ajanslar\u0131n bu erdemli aktivasyonlar\u0131 ate\u015fleme becerisi- b\u00fcy\u00fck bir s\u0131\u00e7ramad\u0131r.<\/p>\n

      SIFI Performans Vizyon Bilimi vakas\u0131<\/b><\/h2>\n

      Bu yeni s\u00fcrd\u00fcr\u00fclebilirlik paradigmas\u0131n\u0131n ilgin\u00e7 bir \u00f6rne\u011finin, LCR Honda MotoGP Tak\u0131m\u0131<\/strong> sponsorlu\u011funun bir par\u00e7as\u0131 olarak ortaya \u00e7\u0131kan SIFI’nin ‘Performance Vision Science’<\/strong> projesi oldu\u011funa inan\u0131yorum.<\/p>\n

      SIFI, \u00fclkemizin prestijli \u00e7ok uluslu bir oftalmoloji \u015firketidir. Merkezi Katanya eyaletindeki Etna Da\u011f\u0131’n\u0131n yama\u00e7lar\u0131ndad\u0131r ve 1935 y\u0131l\u0131ndan bu yana g\u00f6z bak\u0131m\u0131nda \u00f6nemli yenilikler yaparak hastalar\u0131n ya\u015fam kalitesini art\u0131rmay\u0131 misyon edinmi\u015ftir. Bug\u00fcn bine yak\u0131n \u00e7al\u0131\u015fan\u0131 vard\u0131r ve d\u00fcnya \u00e7ap\u0131nda 40’tan fazla \u00fclkede da\u011f\u0131t\u0131lan 50 \u00fcr\u00fcn ve cihaz \u00fcretmektedir.<\/p>\n

      SIFI, prestijli Kurumsal Sosyal Sorumluluk projelerinin yan\u0131 s\u0131ra ESG ile ilgili her konuda her zaman keskin bir g\u00f6ze sahip olmu\u015ftur: sitelerine bir g\u00f6z atacak olursan\u0131z, t\u00fcm bu alanlarda bol miktarda literat\u00fcr ve iyi yaz\u0131lm\u0131\u015f belgeler bulacaks\u0131n\u0131z.<\/p>\n

      SIFI, 2015 y\u0131l\u0131nda motor sporlar\u0131 pazarlamas\u0131 konusunda dan\u0131\u015fmanl\u0131k almak i\u00e7in bizimle ileti\u015fime ge\u00e7ti\u011finde masam\u0131za geldi. Birka\u00e7 ay sonra \u015firket ilk sponsorlu\u011funu imzalad\u0131 <\/span>Lucio Cecchinello’nun LCR Honda Tak\u0131m\u0131 ile MotoGP’de. Bu, bug\u00fcne kadar s\u00fcren bir ortakl\u0131k i\u00e7in \u00f6nemli bir and\u0131.<\/p>\n

      Ancak \u015fa\u015f\u0131rt\u0131c\u0131 olan, bir s\u00fcre sonra \u015firketin \u00fcst d\u00fczey bilim adamlar\u0131n\u0131n s\u00fcr\u00fcc\u00fclerin g\u00f6rsel performans\u0131 ile pistteki performanslar\u0131 aras\u0131nda \u00f6nemli bir korelasyon<\/strong> oldu\u011fu konusunda teoriler \u00fcretmeye ba\u015flamas\u0131 ve performans\u0131 en \u00fcst d\u00fczeye \u00e7\u0131karmak i\u00e7in g\u00f6z e\u011fitimini olas\u0131 bir iyile\u015ftirme alan\u0131 olarak g\u00f6rmeleriydi<\/strong>.<\/p>\n

      K\u0131sacas\u0131: motosiklet gibi bir sporda g\u00f6z temel bir ara\u00e7t\u0131r. Nerede fren yap\u0131laca\u011f\u0131, bir engelden nas\u0131l ka\u00e7\u0131laca\u011f\u0131, bir d\u00f6n\u00fc\u015fe hangi a\u00e7\u0131n\u0131n verilece\u011fi g\u00f6z\u00fcn i\u00e7inden ge\u00e7en ve bu h\u0131zlarda \u00e7ok h\u0131zl\u0131 olmas\u0131 gereken temel kararlard\u0131r. Sezgisel gibi g\u00f6r\u00fcnse de, saatte 360 kilometre h\u0131zla g\u00f6z a\u00e7\u0131p kapay\u0131ncaya kadar olan \u015fey, kazanmakla -muhtemelen- kaza yapmak aras\u0131ndaki fark\u0131 belirler. Ger\u00e7ekten de, yetene\u011fin g\u00f6zlerden de gelebilece\u011fini d\u00fc\u015f\u00fcnmeye ba\u015flayan SIFI’deki bilim insanlar\u0131 i\u00e7in bir ara\u015ft\u0131rma nesnesi haline gelen \u015fey tam olarak ‘g\u00f6z k\u0131rpma h\u0131z\u0131’ – g\u00f6z k\u0131rpma s\u0131kl\u0131\u011f\u0131m\u0131z -.<\/p>\n

      B\u00f6ylece, SIFI’nin MotoGP s\u00fcr\u00fcc\u00fcleri \u00fczerinde stres, yar\u0131\u015f ve dinlenme ko\u015fullar\u0131 alt\u0131nda en ileri bilimsel \u00f6l\u00e7\u00fcmleri ger\u00e7ekle\u015ftirdi\u011fi ve daha sonra Performans G\u00f6r\u00fc\u015f Bilimi olarak yeniden adland\u0131r\u0131lan S\u00fcr\u00fc\u015f G\u00f6r\u00fc\u015f Bilimi projesi do\u011fdu. Enstr\u00fcmantasyon, profesyoneller ve dok\u00fcmantasyon, bir h\u0131z profesyonelinin g\u00f6z\u00fcn\u00fcn nas\u0131l g\u00f6rd\u00fc\u011f\u00fcn\u00fc, tepki verdi\u011fini, lastik kulland\u0131\u011f\u0131n\u0131 ve uyum sa\u011flad\u0131\u011f\u0131n\u0131 seans seans izlemek i\u00e7in D\u00fcnya \u015eampiyonas\u0131 pistlerine g\u00f6nderilir.<\/p>\n

      Ara\u015ft\u0131rman\u0131n sonu\u00e7lar\u0131 ola\u011fan\u00fcst\u00fc ilgi \u00e7ekicidir.<\/strong> Her \u015feyin ekstrem oldu\u011fu ve e\u011fitimin, kondisyonun, malzemelerin ve teknolojilerin her par\u00e7as\u0131n\u0131n en ileri d\u00fczeyde oldu\u011fu bir d\u00fcnyada, hi\u00e7 kimse pilotlar\u0131n g\u00f6zlerinde ke\u015ffedilecek bu kadar \u00e7ok zenginlik oldu\u011funu d\u00fc\u015f\u00fcnmemi\u015fti.<\/p>\n

      \u015eirketin kendisi, Performance Vision Science’a adanm\u0131\u015f bir makalenin giri\u015finde \u015f\u00f6yle yaz\u0131yor: ‘Pistte ve pist d\u0131\u015f\u0131nda MotoGP s\u00fcr\u00fcc\u00fclerinde ok\u00fcler y\u00fczey semptomlar\u0131, g\u00f6rme keskinli\u011fi, kontrast hassasiyeti ve g\u00f6z k\u0131rpma aral\u0131klar\u0131n\u0131 inceledik. \u00d6n segmentin g\u00f6r\u00fcnt\u00fclerini elde ettik ve ayr\u0131ca \u00f6rne\u011fin g\u00f6zya\u015f\u0131 filminin ozmolaritesini \u00f6l\u00e7t\u00fck. Zamanla, en son teknolojik ekipmanlar ve d\u00fcnyan\u0131n \u00f6nde gelen oftalmoloji ve g\u00f6z sa\u011fl\u0131\u011f\u0131 uzmanlar\u0131n\u0131n yard\u0131m\u0131 sayesinde, bilimsel verilerin toplanmas\u0131n\u0131 retina, g\u00f6z tansiyonu ve di\u011fer \u00f6nemli parametreler gibi g\u00f6z\u00fcn daha geni\u015f bir yelpazesine geni\u015fletmeye karar verdik.”<\/p>\n

      Dikkat: Ama\u00e7 d\u00fcnya \u015fampiyonu s\u00fcr\u00fcc\u00fclerin daha h\u0131zl\u0131 gitmesini sa\u011flamak de\u011fil, g\u00f6z\u00fcn a\u015f\u0131r\u0131 ve ola\u011fan\u00fcst\u00fc stresli ko\u015fullar alt\u0131nda nas\u0131l tepki verdi\u011fi ve de\u011fi\u015fti\u011fi hakk\u0131nda de\u011ferli bilgiler toplamak ve daha sonra bu bilgileri g\u00fcnl\u00fck hayata ve i\u015fe aktarmakt\u0131r <\/strong>. Bir \u00f6rnek verelim: Uzun ve yorucu s\u00fcr\u00fc\u015f saatlerinden sonra bir kamyon \u015fof\u00f6r\u00fcn\u00fcn yorgun g\u00f6zlerine, aniden \u00f6n\u00fcnden bir \u015fey ge\u00e7ti\u011finde ne olur? Ya da her g\u00fcn bask\u0131 alt\u0131nda b\u00fcy\u00fck bir hassasiyetle ameliyat yapmak zorunda olan cerraha ne olur?<\/p>\n

      Bu proje s\u00fcrd\u00fcr\u00fclebilirlik s\u00f6ylemine nas\u0131l uyuyor? Bunu yine \u015firketin kendisi a\u00e7\u0131kl\u0131yor: “\u0130\u015flenen bu veri ve bilgileri payda\u015flar\u0131m\u0131z ve halk\u0131m\u0131zla etik bir \u015fekilde payla\u015fma hedefiyle bu y\u00f6nde ilerlemeye devam edebilmekten gurur duyuyoruz.”<\/strong><\/p>\n

      S\u00fcrd\u00fcr\u00fclebilir sa\u011fl\u0131k hizmetleri ve \u00f6n\u00fcm\u00fczdeki gelecek<\/h2>\n

      S\u00fcrd\u00fcr\u00fclebilir sa\u011fl\u0131k hizmeti nedir? En son literat\u00fcre ve D\u00fcnya Sa\u011fl\u0131k \u00d6rg\u00fct\u00fc’n\u00fcn g\u00fczel bir tan\u0131m\u0131na g\u00f6re, ‘y\u00fcksek kalitedebak\u0131m\u0131<\/strong>uygun maliyetli bir\u015fekilde<\/strong>sunan sa\u011fl\u0131k hizmeti’, yani d\u00fc\u015f\u00fck maliyetle \u00e7ok y\u00fcksek kalite sunabilen bir sa\u011fl\u0131k sistemi.<\/p>\n

      Driving Vision Science ve Performance Vision Science, tam da bu anlamda, son derece d\u00fc\u015f\u00fck bir maliyetle en y\u00fcksek kalitede ara\u015ft\u0131rma yap\u0131lmas\u0131n\u0131 sa\u011flayan ve faydalar\u0131 \u015fimdiden k\u00fcresel bilim camias\u0131yla payla\u015f\u0131lan bir platformdur.<\/p>\n

      Maliyetler d\u00fc\u015f\u00fckt\u00fcr \u00e7\u00fcnk\u00fc proje, SIFI ile Honda LCR MotoGP Tak\u0131m\u0131 aras\u0131ndaki sponsorluk s\u00f6zle\u015fmesinde yer alan pazarlama avantajlar\u0131n\u0131n ak\u0131ll\u0131ca kullan\u0131lmas\u0131yla olu\u015fturulmu\u015ftur. Ara\u015ft\u0131rman\u0131n kalitesi \u00e7ok y\u00fcksektir \u00e7\u00fcnk\u00fc m\u00fckemmelli\u011fi kan\u0131tlanm\u0131\u015f test cihazlar\u0131 \u00fczerinde y\u00fcr\u00fct\u00fclmektedir.<\/p>\n

      Driving Vision Science projesi s\u00fcrd\u00fcr\u00fclebilirlik okyanusunda bir damla, ancak ola\u011fan\u00fcst\u00fc bilimsel de\u011fere sahip somut sonu\u00e7lar getiren bir proje. Her \u015feyden \u00f6nce, s\u00fcrd\u00fcr\u00fclebilirli\u011fin, ‘bug\u00fcn ve yar\u0131n i\u00e7in iyi yap\u0131lan \u015feyler’ olarak \u00f6zetleyebilece\u011fimiz bir\u00e7ok bi\u00e7imi olan \u00fc\u00e7 boyutlu ve b\u00fct\u00fcnsel bir sistem oldu\u011funun kan\u0131tlanm\u0131\u015f bir kan\u0131t\u0131d\u0131r.<\/p>\n

      Sponsorluk y\u00fckseli\u015fte olan bir ara\u00e7t\u0131r. K\u00fcresel sponsorluk pazar\u0131n\u0131n 2023 y\u0131l\u0131nda 55,1 milyar dolar de\u011ferinde olaca\u011f\u0131 tahmin edilmektedir ve bu rakam\u0131n 2032 y\u0131l\u0131nda 127 milyar dolara ula\u015fmas\u0131 beklenmektedir. Spor ve sponsorlu\u011fun anla\u015f\u0131labilir, uygulanabilir, yarat\u0131c\u0131 ve g\u00fcnl\u00fck s\u00fcrd\u00fcr\u00fclebilirlik i\u00e7in bir ara\u00e7 haline gelmesi zorunludur. E\u011fer spor \u00e7a\u011f\u0131m\u0131z\u0131n en g\u00fc\u00e7l\u00fc ara\u00e7lar\u0131ndan biriyse, b\u00f6ylesine de\u011ferli konular\u0131 ilerletme y\u00fck\u00fcn\u00fc ve onurunu da ta\u015f\u0131mal\u0131d\u0131r. <\/strong><\/p>\n

      Ajanslara d\u00fc\u015fen, arac\u0131n etkinli\u011fini ve \u00f6zg\u00fcnl\u00fc\u011f\u00fcn\u00fc etkilemeden, s\u00fcrd\u00fcr\u00fclebilirli\u011fi merkeze alarak seyirci, marka ve spor tesisleri aras\u0131ndaki \u00fc\u00e7geni kapatabilecek aktivasyonlar\u0131 ve geli\u015fmeleri nas\u0131l tasarlayacaklar\u0131n\u0131 bulmakt\u0131r.<\/p>\n

      Bu konuda hala yap\u0131lmas\u0131 gereken \u00e7ok i\u015f var. En iyi motor sporlar\u0131 serilerinde bile g\u00f6rd\u00fc\u011f\u00fcm\u00fcz projelerin b\u00fcy\u00fck \u00e7o\u011funlu\u011fu, bir \u015fekilde, bir zaman sonra bir mucize ger\u00e7ekle\u015fece\u011fi umuduyla hala bir etiket uygulamaya tak\u0131l\u0131p kalm\u0131\u015f durumda. Motor sporlar\u0131 pazarlama end\u00fcstrisinin b\u00fcy\u00fcmesine ve konumlanmas\u0131na ve bir g\u00fcn s\u00fcper kahramanlar haline gelece\u011fini umdu\u011fumuz bir\u00e7ok markan\u0131n b\u00fcy\u00fcmesine katk\u0131da bulunacak olan \u015fey, aktivasyon k\u00fclt\u00fcr\u00fc ve pazarlama faydalar\u0131ndan etkin bir \u015fekilde yararlan\u0131lmas\u0131d\u0131r.<\/p>\n

      \u015eans\u0131m\u0131z, bize her g\u00fcn d\u00fcnya sporunun en iyileriyle u\u011fra\u015fma ayr\u0131cal\u0131\u011f\u0131n\u0131 veren g\u00fczel ve heyecan verici bir i\u015f yaparak bug\u00fcn bu zorlu\u011fu \u00fcstlenebilmemizdir.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

      Milano’daki Acquario Civico’da 27 Kas\u0131m 2024 tarihinde \u00fc\u00e7\u00fcnc\u00fcs\u00fc d\u00fczenlenen “Spor ve S\u00fcrd\u00fcr\u00fclebilirlik: Ay\u0131rt Edici Bir Fakt\u00f6r Olarak B\u00fcy\u00fcyen Bir Trend” etkinli\u011finde yapt\u0131\u011f\u0131m\u0131z konu\u015fman\u0131n tamam\u0131n\u0131 yay\u0131nl\u0131yoruz Toplam Formula 1 filosu, tak\u0131m ekipmanlar\u0131, yay\u0131n ekipmanlar\u0131, elektrik ekipmanlar\u0131 ve a\u011f\u0131rlama tesisleri aras\u0131nda b\u00f6l\u00fcnm\u00fc\u015f olarak yakla\u015f\u0131k 1.540 ton a\u011f\u0131rl\u0131\u011f\u0131ndad\u0131r. Bu filo 2025 sezonunda 24 etap boyunca deniz ve g\u00f6ky\u00fcz\u00fcnde […]<\/p>\n","protected":false},"author":2,"featured_media":273523,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20200,20207],"tags":[],"class_list":["post-273531","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi","category-spor-pazarlamasi-tr"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsorluk ve S\u00fcrd\u00fcr\u00fclebilirlik: Ajanslar, Paradigmalar ve Performans Vizyon Bilimi \u00d6rne\u011fi<\/title>\n<meta name=\"description\" content=\"Milano'daki Acquario Civico'da 27 Kas\u0131m 2024 tarihinde \u00fc\u00e7\u00fcnc\u00fcs\u00fc d\u00fczenlenen "Spor ve S\u00fcrd\u00fcr\u00fclebilirlik: Ay\u0131rt Edici Bir Fakt\u00f6r Olarak B\u00fcy\u00fcyen Bir Trend" etkinli\u011finde yapt\u0131\u011f\u0131m\u0131z konu\u015fman\u0131n 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