{"id":280334,"date":"2025-04-15T08:15:15","date_gmt":"2025-04-15T06:15:15","guid":{"rendered":"https:\/\/rtrsports.com\/en-kotu-an-covid-doneminde-sponsorluk-rtr-sportstan-riccardo-tafa-ile-bir-roportaj\/"},"modified":"2025-07-25T22:01:24","modified_gmt":"2025-07-25T20:01:24","slug":"en-kotu-an-covid-doneminde-sponsorluk-rtr-sportstan-riccardo-tafa-ile-bir-roportaj","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/en-kotu-an-covid-doneminde-sponsorluk-rtr-sportstan-riccardo-tafa-ile-bir-roportaj\/","title":{"rendered":"“En k\u00f6t\u00fc an”. Covid d\u00f6neminde sponsorluk: RTR Sports’tan Riccardo Taf\u00e0 ile bir r\u00f6portaj"},"content":{"rendered":"

\"RiccardoRiccardo Taf\u00e0 Genel M\u00fcd\u00fcr<\/strong> ve RTR Spor Pazarlama<\/strong><\/a>Williams, McLaren, Ducati, Yamaha, Honda<\/strong> ve di\u011ferleri gibi b\u00fcy\u00fck oyuncularla i\u015fbirli\u011fi yaparak motor sporlar\u0131nda, \u00f6zellikle Formula 1 ve MotoGP<\/strong>‘de 25 y\u0131ll\u0131k \u00e7al\u0131\u015fmas\u0131n\u0131 kutlayan bir spor pazarlama ajans\u0131. Taf\u00e0’n\u0131n 90’l\u0131 y\u0131llar\u0131n ortalar\u0131nda Londra’da halkla ili\u015fkiler alan\u0131nda faaliyet g\u00f6stermeye ba\u015flayan ajans\u0131, y\u0131llar boyunca ya\u015fanan de\u011fi\u015fimlere ayak uydurabilmi\u015f, bunlar\u0131 kabullenip anlayabilmi\u015f ve b\u00f6ylece spor sponsorlu\u011fu d\u00fcnyas\u0131nda \u00f6nemli bir oyuncu olarak kalabilmi\u015ftir: RTR bug\u00fcn hala organizat\u00f6rler ve sponsorlar i\u00e7in g\u00fcvenilir ortaklardan biridir. MotoGP<\/strong><\/a> ve Formula 1<\/a><\/strong> Tak\u0131mlar.<\/p>\n

Riccardo Taf\u00e0: 25 y\u0131l spor sponsorlu\u011fu d\u00fcnyas\u0131nda k\u0131skan\u0131lacak bir hedef. Bu s\u00fcre zarf\u0131nda sekt\u00f6r\u00fcn\u00fcz nas\u0131l geli\u015fti? <\/strong><\/h2>\n

D\u00fcnya 1990’lardan bug\u00fcne \u00e7ok de\u011fi\u015fti, hem de birka\u00e7 kez. Formula 1<\/strong> ile ba\u015flad\u0131\u011f\u0131mda, hem Avrupa’da hem de \u0130talya’da ekonomik durum \u00e7ok olumlu ve elveri\u015fliydi: o zamanlar sponsorluklar “gelenekseldi” ve markan\u0131n te\u015fhirinin \u00f6tesine pek ge\u00e7miyorlard\u0131. Geleneksel sponsorluk fikrinin \u00fcstesinden gelmek en ba\u015f\u0131ndan beri benim saplant\u0131m ve hedefimdi ve ana yol yarat\u0131c\u0131l\u0131k ve esnekli\u011fin izledi\u011fi yoldu. Her zaman \u015firketlerle yeni i\u015fbirli\u011fi ve ortakl\u0131k bi\u00e7imleri yaratmaya, teknolojik de\u011fi\u015fiklikleri \u00f6ng\u00f6rmeye, b\u00fcy\u00fck ekonomik krizler s\u0131ras\u0131nda bile m\u00fcmk\u00fcn olan her f\u0131rsat\u0131 de\u011ferlendirmeye \u00e7al\u0131\u015ft\u0131k. Ve gerekti\u011finde kendimizi de\u011fi\u015ftirmeye her zaman haz\u0131r olduk.<\/p>\n

Covid-19 pandemisinden derinden etkilenen \u015fu anda ya\u015fanan \u015fey bu mu?<\/strong><\/h2>\n

Hi\u00e7 kimse bu salg\u0131n\u0131 ve \u00f6zellikle de k\u0131sa vadeli etkilerini \u00f6ng\u00f6remedi. Ancak herkes gibi biz de kendimizi, herkes i\u00e7in hatta bizim i\u00e7in bile yeni olan sorulara yeni yan\u0131tlar sunmaya \u00e7al\u0131\u015fmak \u00fczere donatt\u0131k. \u00d6nceki y\u0131llarda dijital geli\u015fime \u00e7ok \u00f6nem verdik ve bunun kar\u015f\u0131l\u0131\u011f\u0131n\u0131 da ald\u0131k \u00e7\u00fcnk\u00fc kendimizi di\u011ferlerinden daha iyi bir konumda bulduk. Ortaklar\u0131m\u0131z i\u00e7in yenilik\u00e7i \u00e7\u00f6z\u00fcmler ve f\u0131rsatlar d\u00fc\u015f\u00fcnd\u00fck: Visiva ile ortakla\u015fa “Sponsorsim<\/strong><\/a>“, ekiplerin sponsorluklar\u0131 uzaktan y\u00f6netmesine olanak tan\u0131yacak bir Art\u0131r\u0131lm\u0131\u015f Ger\u00e7eklik sponsorluk “sim\u00fclasyon” uygulamas\u0131.<\/p>\n

Motor sporlar\u0131 i\u00e7in hangi y\u0131l olacak?<\/strong><\/h2>\n

Bu pandeminin ilk \u015foku ka\u00e7\u0131n\u0131lmaz olarak krizle kar\u015f\u0131 kar\u015f\u0131ya kalan ve hala krizde olan bir\u00e7ok sekt\u00f6r\u00fc vurdu. \u015eu anda pandemi y\u00f6netiminin daha “olgun” bir a\u015famas\u0131nday\u0131z ve her d\u00fczeyde kendimize ger\u00e7ekten ne zaman ve nas\u0131l yeniden ba\u015flayaca\u011f\u0131m\u0131z\u0131 soruyoruz. Bu belirsiz ba\u011flamda, motor sporlar\u0131 devam eden birka\u00e7 spordan biriydi: 2020 \u015fampiyonalar\u0131n\u0131n t\u00fcm\u00fc tamamland\u0131 ve 2021 MotoGP ve Formula 1 takvimleri \u015fimdiden ba\u015flamaya haz\u0131r. Bulmacan\u0131n baz\u0131 par\u00e7alar\u0131 eksik olacak ama Mart ay\u0131nda yeniden ba\u015flayaca\u011f\u0131z.<\/p>\n

Canl\u0131 etkinlikler olmayacak ve her \u015feyden \u00f6nce kapal\u0131 kap\u0131lar ard\u0131nda olacak: bu unsurlar spor sponsorlu\u011fu pazar\u0131n\u0131 etkiler mi?<\/strong><\/h2>\n

Evet, bunu saklaman\u0131n bir anlam\u0131 yok. Saha i\u00e7i aktivasyonlar ve etkinlikler, spora yat\u0131r\u0131m yapan bir\u00e7ok \u015firket i\u00e7in en \u00f6nemli f\u0131rsatlar aras\u0131nda yer al\u0131yor. \u015eimdiye kadar daha iyi durumda olan sporlar, televizyon haklar\u0131n\u0131n organizasyon maliyetlerini kar\u015f\u0131layabildi\u011fi sporlard\u0131r: NBA, NFL, futbol, tenis, MotoGP<\/strong> ve Formula 1<\/strong>. Bunlar aras\u0131nda, temas\u0131n az oldu\u011fu ya da hi\u00e7 olmad\u0131\u011f\u0131 sporlar, g\u00fcvenli “baloncuklar” yarat\u0131lmas\u0131 ve Covid-19’un daha az kolay iletilmesi, takvimdeki olaylar\u0131n daha az \u00f6ng\u00f6r\u00fclemeyen de\u011fi\u015fiklikleri nedeniyle ayr\u0131cal\u0131kl\u0131d\u0131r. Bu anlamda, MotoGP ve Formula 1 sponsorluklara yat\u0131r\u0131m yapmak i\u00e7in olduk\u00e7a ilgin\u00e7 bir platform olmaya devam etmektedir: baz\u0131 par\u00e7alar eksiktir, ancak g\u00f6r\u00fcn\u00fcrl\u00fck ba\u015fka \u015fekillerde kazan\u0131labilir. Paradoksal olarak, bu motor sporlar\u0131na yat\u0131r\u0131m yapmak i\u00e7in “gelmi\u015f ge\u00e7mi\u015f en iyi en k\u00f6t\u00fc an”<\/strong> olabilir.<\/p>\n

En iyi en k\u00f6t\u00fc an… anlam\u0131?<\/strong><\/h2>\n

2021’i bir ekim y\u0131l\u0131 ve sonraki y\u0131llar\u0131 da yeni ortakl\u0131klar\u0131n olgun meyvelerinin toplanaca\u011f\u0131 y\u0131llar olarak g\u00f6rebiliriz: bu, sekt\u00f6rde payla\u015f\u0131lan bir fikir ve tak\u0131mlar ve y\u00f6neticiler markalarla ileti\u015fim kurma konusunda b\u00fcy\u00fck bir esneklik g\u00f6steriyor. Dahas\u0131, MotoGP verileri yorumland\u0131\u011f\u0131nda, yak\u0131n gelece\u011fin e\u011filimi \u00f6ng\u00f6r\u00fclebilir: 2020’de izleyici say\u0131s\u0131 artt\u0131, insanlar televizyona yap\u0131\u015ft\u0131 ve bu say\u0131lar daha da artacak. Bu a\u015famada, Covid’e ra\u011fmen faaliyetin s\u00fcresi, medyadaki g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn artmas\u0131yla birlikte bu say\u0131lar\u0131n istikrar\u0131n\u0131 sa\u011fl\u0131yor.Merakl\u0131lar\u0131n ve dolay\u0131s\u0131yla \u00fcr\u00fcnlerle ilgilenenlerin say\u0131s\u0131 artacakt\u0131r<\/strong>. Orta vadede, kap\u0131lar halka yeniden a\u00e7\u0131l\u0131r a\u00e7\u0131lmaz, m\u00fc\u015fterilerden gelen g\u00fc\u00e7l\u00fc bir tepkiyi belirleyecek bir “etkinlik a\u00e7l\u0131\u011f\u0131” olacakt\u0131r. G\u00fcn\u00fcm\u00fczde dijital etkinlikler ve sosyal medya a\u011flar\u0131 eskisinden daha da \u00f6nemlidir ve kullan\u0131c\u0131lar\u0131 \u00fcr\u00fcne yak\u0131n tutmak i\u00e7in gerekli olacakt\u0131r. Son olarak, sporun \u015firketler i\u00e7in \u00f6nemli bir B2B arac\u0131 olmaya devam etti\u011fini unutmamak gerekir, \u00f6zellikle de B2B<\/strong> ‘nin pratikte silinece\u011fi bir y\u0131lda. Bir tak\u0131ma sponsor oldu\u011funuzda<\/strong>, asl\u0131nda, tak\u0131mlar\u0131n sanal sponsor g\u00fcnleri, web seminerleri ve bu a\u015famada tart\u0131\u015fma ve etkile\u015fim i\u00e7in di\u011fer f\u0131rsatlar d\u00fczenledi\u011fi s\u0131n\u0131rl\u0131 bir insan kul\u00fcb\u00fcn\u00fcn par\u00e7as\u0131 olursunuz.<\/p>\n

Motor sporlar\u0131 hala d\u00fcnyan\u0131n en \u00f6nemli vitrinlerinden biri, de\u011fil mi?<\/strong><\/h2>\n

Elbette, sadece marka g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc a\u00e7\u0131s\u0131ndan de\u011fil, ayn\u0131 zamanda g\u00fcvenilirlik a\u00e7\u0131s\u0131ndan da. D\u00fcnyan\u0131n pek \u00e7ok \u00fclkesinde pazar ihlalleri yaratabilen ve referans pazarlardaki m\u00fc\u015fterilerle do\u011frudan ileti\u015fim kurabilen gezici platformlard\u0131r. M\u00fc\u015fterilere gelince, baz\u0131 rakamlar size platformun g\u00fcc\u00fc hakk\u0131nda bir fikir verebilir: MotoGP izleyicilerinin %80’i bir markay\u0131 sponsor olarak tan\u0131makta<\/strong> ve %70’i d\u00fcnya \u015fampiyonas\u0131nda g\u00f6r\u00fclen \u00fcr\u00fcnleri sat\u0131n<\/strong> almaktad\u0131r. Bu da bu sporlara yat\u0131r\u0131lan her bir Euro’nun geleneksel ileti\u015fim faaliyetlerinden \u00e7ok daha k\u00e2rl\u0131 oldu\u011fu anlam\u0131na geliyor. MotoGP ve Formula 1 kullan\u0131c\u0131s\u0131 ve seyircisi sponsor taraf\u0131ndan kesintiye u\u011frat\u0131lmaz ya da dikkati da\u011f\u0131t\u0131lmaz: marka sportif aksiyonun bir par\u00e7as\u0131d\u0131r; orada g\u00f6r\u00fcn\u00fcr ama dikkatinizi da\u011f\u0131tmaz. Ve sonra, sonucu iyile\u015ftirmek i\u00e7in t\u00fcm par\u00e7alar\u0131nda profesyonel bir organizasyon vard\u0131r. Tak\u0131mlar\u0131n, organizasyon organlar\u0131n\u0131n ve RTR gibi dan\u0131\u015fmanlar\u0131n i\u015fbirli\u011fi erdemli bir d\u00f6ng\u00fc yaratma e\u011filimindedir<\/strong>: iki ve d\u00f6rt tekerle\u011fin fantastik, h\u0131zl\u0131 ve \u0131\u015f\u0131lt\u0131l\u0131 d\u00fcnyas\u0131 giderek ger\u00e7e\u011fe d\u00f6n\u00fc\u015f\u00fcr, hareket halindeki bir t\u00fcr b\u00fcy\u00fck ailedir…<\/p>\n","protected":false},"excerpt":{"rendered":"

Riccardo Taf\u00e0 Genel M\u00fcd\u00fcr ve RTR Spor PazarlamaWilliams, McLaren, Ducati, Yamaha, Honda ve di\u011ferleri gibi b\u00fcy\u00fck oyuncularla i\u015fbirli\u011fi yaparak motor sporlar\u0131nda, \u00f6zellikle Formula 1 ve MotoGP‘de 25 y\u0131ll\u0131k \u00e7al\u0131\u015fmas\u0131n\u0131 kutlayan bir spor pazarlama ajans\u0131. Taf\u00e0’n\u0131n 90’l\u0131 y\u0131llar\u0131n ortalar\u0131nda Londra’da halkla ili\u015fkiler alan\u0131nda faaliyet g\u00f6stermeye ba\u015flayan ajans\u0131, y\u0131llar boyunca ya\u015fanan de\u011fi\u015fimlere ayak uydurabilmi\u015f, bunlar\u0131 kabullenip anlayabilmi\u015f […]<\/p>\n","protected":false},"author":28,"featured_media":192041,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20242,20200,20207],"tags":[],"class_list":["post-280334","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motor-yarislari","category-spor-pazarlamasi","category-spor-pazarlamasi-tr"],"acf":[],"contentshake_article_id":"","yoast_head":"\nCovid zaman\u0131nda sponsorluk: Riccardo Taf\u00e0 ile bir s\u00f6yle\u015fi<\/title>\n<meta name=\"description\" content=\"Riccardo Taf\u00e0, 25. y\u0131l\u0131n\u0131 kutlayan bir spor pazarlama ajans\u0131 olan RTR Sports Marketing'in Genel M\u00fcd\u00fcr\u00fcd\u00fcr.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/tr\/blog\/en-kotu-an-covid-doneminde-sponsorluk-rtr-sportstan-riccardo-tafa-ile-bir-roportaj\/\" \/>\n<meta property=\"og:locale\" content=\"tr_TR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\""En k\u00f6t\u00fc an". 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