{"id":280422,"date":"2021-02-03T09:54:09","date_gmt":"2021-02-03T08:54:09","guid":{"rendered":"https:\/\/rtrsports.com\/motogp-sponsorluk-programinizda-kacinmaniz-gereken-8-tuzak\/"},"modified":"2026-09-23T15:01:05","modified_gmt":"2026-09-23T13:01:05","slug":"motogp-sponsorluk-programinizda-kacinmaniz-gereken-8-tuzak","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/motogp-sponsorluk-programinizda-kacinmaniz-gereken-8-tuzak\/","title":{"rendered":"MotoGP sponsorlu\u011funda ka\u00e7\u0131n\u0131lmas\u0131 gereken 8 hata (2026 rehberi)"},"content":{"rendered":"

31 Aral\u0131k 2024’te MotoGP tarihinin en uzun soluklu ve en ba\u015far\u0131l\u0131 sponsorluklar\u0131ndan biri sona erdi. Repsol ve Honda 1995’ten beri birlikte yar\u0131\u015f\u0131yordu: otuz y\u0131l, 183 galibiyet, 500cc ve MotoGP s\u0131n\u0131flar\u0131nda 15 pilotlar \u015fampiyonlu\u011fu ve yar\u0131\u015f izlemeyenlerin bile ilk bak\u0131\u015fta tan\u0131d\u0131\u011f\u0131 turuncu bir renk d\u00fczeni. Tek bir hik\u00e2ye, iki ders. Birincisi, bu kadar g\u00fc\u00e7l\u00fc bir birliktelik ancak zamanla kurulabilir. \u0130kincisi, en sa\u011flam program bile pistte olup bitenlerden etkilenmeye devam eder: Honda’n\u0131n teknik krizi ve Marc M\u00e1rquez’in tak\u0131mdan ayr\u0131lmas\u0131, yollar\u0131 ay\u0131rma karar\u0131nda etkili oldu.<\/strong><\/p>\n

Eyl\u00fcl 2026’da g\u00fcncellendi.<\/em><\/p>\n

Bu iki dersin aras\u0131nda, MotoGP D\u00fcnya \u015eampiyonas\u0131’na ilk kez giren \u015firketlerin yapt\u0131\u011f\u0131n\u0131 g\u00f6rd\u00fc\u011f\u00fcm\u00fcz hatalar\u0131n neredeyse tamam\u0131 yer al\u0131yor. 2026’n\u0131n ko\u015fullar\u0131 bu hatalar\u0131 her zamankinden daha maliyetli h\u00e2le getiriyor. Takvimde 18 \u00fclkede 22 Grand Prix var; \u015fubat sonunda Buriram’daki a\u00e7\u0131l\u0131\u015ftan kas\u0131mda Valencia’daki finale kadar. Temmuz 2025’ten bu yana \u015fampiyonan\u0131n kontrol\u00fc, Formula 1’in de sahibi olan Liberty Media’da. 2027’den itibaren ise 850 cc motorlar, azalt\u0131lm\u0131\u015f aerodinamik ve Michelin’in yerine tek lastik tedarik\u00e7isi olarak Pirelli geliyor: bug\u00fcn \u00e7ok y\u0131ll\u0131 bir s\u00f6zle\u015fme imzalayan, bir kural de\u011fi\u015fikli\u011fini kapsayan bir s\u00f6zle\u015fme imzalam\u0131\u015f oluyor. \u0130\u015fte ka\u00e7\u0131n\u0131lmas\u0131 gereken sekiz hata.<\/p>\n

1. Anlam yerine sonu\u00e7 sat\u0131n almak<\/h2>\n

Podyum herkesi mutlu eder, ancak podyum \u00fczerine kurulan bir sponsorluk yat\u0131r\u0131m de\u011fil, bir bahistir. Performans, hi\u00e7bir sponsorun kontrol edemedi\u011fi de\u011fi\u015fkenlere ba\u011fl\u0131d\u0131r: rekabet\u00e7i olmayan bir motosiklet, bir sakatl\u0131k, bir tak\u0131m de\u011fi\u015fikli\u011fi. Kal\u0131c\u0131 olan programlar \u00f6ng\u00f6r\u00fclebilir olana dayananlard\u0131r: tak\u0131m ya da pilotla payla\u015f\u0131lan de\u011ferler, ula\u015f\u0131lan kitle, marka kullan\u0131m haklar\u0131, m\u00fc\u015fteriler ve i\u015f ortaklar\u0131 i\u00e7in paddock eri\u015fimi. Pilot on be\u015finci s\u0131raya d\u00fc\u015ft\u00fc\u011f\u00fcnde s\u00f6zle\u015fmenin de\u011feri buharla\u015f\u0131yorsa, o s\u00f6zle\u015fme en ba\u015ftan yanl\u0131\u015f yaz\u0131lm\u0131\u015ft\u0131r.<\/p>\n

2. Kendi sevdi\u011finiz sporu se\u00e7mek<\/h2>\n

Bu hem en do\u011fal hem de en tehlikeli i\u00e7g\u00fcd\u00fcd\u00fcr: markay\u0131, pazar \u00f6\u011fleden sonras\u0131 kendimizi g\u00f6t\u00fcrece\u011fimiz yere g\u00f6t\u00fcrmek. \u015eirket sahibinin tutkusu bir pazarlama kriteri de\u011fildir. Do\u011fru soru ba\u015fkad\u0131r: bu \u015fampiyona, sat\u0131\u015f yapt\u0131\u011f\u0131m\u0131z pazarlarda, m\u00fc\u015fterilerimizin tan\u0131d\u0131\u011f\u0131 de\u011ferlerle, ilgilendi\u011fimiz kitleye hitap ediyor mu? MotoGP Akdeniz Avrupas\u0131’nda, G\u00fcneydo\u011fu Asya’da ve Latin Amerika’da \u00e7ok g\u00fc\u00e7l\u00fc; Brezilya’n\u0131n 2026’da takvime d\u00f6nmesi de bunu do\u011fruluyor. A\u011f\u0131rl\u0131kl\u0131 olarak Kuzey Amerika’da ya da Almanya’da sat\u0131\u015f yapan bir \u015firket i\u00e7in cevap farkl\u0131 olabilir ve bunu \u00f6nceden \u00f6\u011frenmek, sonradan \u00f6\u011frenmekten \u00e7ok daha ucuzdur.<\/p>\n

3. Bo\u015f \u00e7\u0131kartma: aktivasyon b\u00fct\u00e7esi olmamas\u0131<\/h2>\n

Kaportadaki logoda kalan sponsorlu\u011fa “bo\u015f \u00e7\u0131kartma” diyoruz. Tak\u0131mla yap\u0131lan s\u00f6zle\u015fme sonu\u00e7 de\u011fil, hak sat\u0131n al\u0131r: de\u011fer ancak bu haklar aktive edildi\u011finde, yani m\u00fc\u015fteri a\u011f\u0131rlama, i\u00e7erik, promosyon, etkinlik ve kampanyalara d\u00f6n\u00fc\u015ft\u00fcr\u00fcld\u00fc\u011f\u00fcnde ortaya \u00e7\u0131kar. Aktivasyonun da s\u00f6zle\u015fmede yer almayan bir maliyeti vard\u0131r. Sekt\u00f6r y\u0131llarca net kurallar kulland\u0131: haklara harcanan her dolar i\u00e7in bir ila iki dolar aktivasyon. 2022’de bu kurallar\u0131 yayg\u0131nla\u015ft\u0131ran kurulu\u015f olan IEG’nin kendisi, sabit oranlar\u0131n art\u0131k anlaml\u0131 olmad\u0131\u011f\u0131n\u0131 ve b\u00fct\u00e7enin hedeflere g\u00f6re olu\u015fturulmas\u0131 gerekti\u011fini yazd\u0131. Kat\u0131l\u0131yoruz. Ancak deneyimimize g\u00f6re, ilk y\u0131l\u0131nda ba\u015ftan b\u00fct\u00e7elenmi\u015f \u00f6zel bir aktivasyon tutar\u0131 olmayan bir program neredeyse her zaman bo\u015f bir \u00e7\u0131kartmaya d\u00f6n\u00fc\u015f\u00fcr.<\/p>\n

4. Uzmanl\u0131\u011f\u0131 k\u00fc\u00e7\u00fcmsemek<\/h2>\n

Sporun bir itibar sorunu var: herkes izledi\u011fi i\u00e7in herkes onu y\u00f6netebilece\u011fini d\u00fc\u015f\u00fcn\u00fcyor. Hi\u00e7 kimse karma\u015f\u0131k bir finansal i\u015flemi bir finans merakl\u0131s\u0131na emanet etmez, ancak bir tak\u0131mla hi\u00e7 s\u00f6zle\u015fme m\u00fczakere etmemi\u015f ki\u015filere b\u00fcy\u00fck sponsorluk b\u00fct\u00e7elerinin verildi\u011fini s\u0131k s\u0131k g\u00f6r\u00fcyoruz. MotoGP’nin kendine \u00f6zg\u00fc kurallar\u0131, takvimleri, hiyerar\u015fileri ve al\u0131\u015fkanl\u0131klar\u0131 var; bunlar Formula 1’den farkl\u0131d\u0131r, futbol ya da basketboldan ise \u00e7ok daha farkl\u0131d\u0131r. MotoGP sponsorlu\u011funda uzmanla\u015fm\u0131\u015f bir ajans<\/a> tam da bunun i\u00e7in vard\u0131r. \u00c7o\u011fu durumda ajans\u0131n komisyonunu marka de\u011fil, tak\u0131m ya da hak sahibi \u00f6der; bu, imzadan \u00f6nce sorulmaya de\u011fer bir ayr\u0131nt\u0131d\u0131r.<\/p>\n

5. Sezon ba\u015flad\u0131ktan sonra planlamak<\/h2>\n

Motosikletler piste \u00e7\u0131kt\u0131\u011f\u0131nda art\u0131k ge\u00e7 kal\u0131nm\u0131\u015ft\u0131r. 2026’da ilk Grand Prix 27 \u015eubat ile 1 Mart aras\u0131nda Tayland’da, ikincisi ise \u00fc\u00e7 hafta sonra Brezilya’da yap\u0131ld\u0131. Bir sezondan en iyi \u015fekilde yararlanmak i\u00e7in gereken her \u015fey, tak\u0131m g\u00f6rselleriyle haz\u0131rlanan reklam kampanyas\u0131ndan m\u00fc\u015fteri a\u011f\u0131rlama program\u0131na, sat\u0131\u015f a\u011f\u0131 te\u015fviklerinden sosyal medya i\u00e7eriklerine kadar, k\u0131\u015f aylar\u0131nda, yani kas\u0131mdaki Valencia finali ile y\u0131lba\u015f\u0131 testleri aras\u0131nda kararla\u015ft\u0131r\u0131lmal\u0131d\u0131r. Pratik bir kural: eksiksiz plan\u0131 ilk Grand Prix’ten en az bir ay \u00f6nce haz\u0131r bulundurun. Mart ay\u0131na fikirleri h\u00e2l\u00e2 netle\u015fmemi\u015f olarak gelenler, sezonun ilk yar\u0131s\u0131n\u0131 geride kalan\u0131 kovalayarak ge\u00e7irir.<\/p>\n

6. Sprint mant\u0131\u011f\u0131yla d\u00fc\u015f\u00fcnmek<\/h2>\n

2023’ten beri her MotoGP hafta sonunun bir Sprint’i var: cumartesi g\u00fcn\u00fc yar\u0131m mesafede ko\u015fulan yar\u0131\u015f. Pistte harika i\u015fliyor. Sponsorlukta ise sprint mant\u0131\u011f\u0131 bir hatad\u0131r. Bir markay\u0131 bir sporun de\u011ferleriyle ili\u015fkilendirmek yava\u015f bir s\u00fcre\u00e7tir: izleyicinin markay\u0131 g\u00f6rmesi, onu tak\u0131mla ba\u011fda\u015ft\u0131rmas\u0131, o spor hakk\u0131ndaki d\u00fc\u015f\u00fcncelerini markaya aktarmas\u0131 ve sonunda sat\u0131n alma tercihlerini de\u011fi\u015ftirmesi gerekir. Bu tek bir sezonda olmaz. Repsol ve Honda’n\u0131n hik\u00e2yesi u\u00e7 bir \u00f6rnektir, ancak \u00e7ok daha k\u00fc\u00e7\u00fck \u00f6l\u00e7ekte bile tek y\u0131ll\u0131k bir s\u00f6zle\u015fme \u00f6l\u00e7\u00fclebilir sonu\u00e7lar g\u00f6rmeye nadiren yeter. 2026’da birden fazla sezonu d\u00fc\u015f\u00fcnmek i\u00e7in bir neden daha var: 2027’den itibaren motosikletler ve lastikler de\u011fi\u015fiyor ve pistteki g\u00fc\u00e7 dengeleri yeniden \u015fekillenebilir. Her iki senaryoda da i\u015fe yarayacak bir plana sahip olmak daha iyidir.<\/p>\n

Alternatifleri maliyet ve s\u00fcre a\u00e7\u0131s\u0131ndan de\u011ferlendirmek i\u00e7in tek bir yar\u0131\u015f m\u0131 yoksa t\u00fcm sezon mu<\/a> konusunda bir rehber, pilot, tak\u0131m, Grand Prix ya da \u015fampiyona<\/a> konusunda da bir ba\u015fka rehber haz\u0131rlad\u0131k.<\/p>\n

7. Her \u015feyi tek ba\u015f\u0131na yapmak<\/h2>\n

Motor sporlar\u0131nda onlarca y\u0131ll\u0131k deneyime ve \u00f6zel i\u00e7 yap\u0131lara sahip Red Bull ya da Monster Energy gibi bir \u015firket de\u011filseniz, bir MotoGP sponsorlu\u011funu tek ba\u015f\u0131na y\u00f6netmeye \u00e7al\u0131\u015fmak b\u00fcy\u00fck bir risktir. Tak\u0131m\u0131n pazarlama departman\u0131 kendi haklar\u0131n\u0131, k\u0131s\u0131tlar\u0131n\u0131 ve takvimlerini herkesten iyi bilir; tedarik\u00e7i gibi de\u011fil, ortak gibi s\u00fcrece dahil edilmelidir. Ayn\u0131s\u0131 ajans i\u00e7in de ge\u00e7erlidir. Bir paddock kart\u0131 ald\u0131ktan sonra kendini uzman olarak tan\u0131tanlara kar\u015f\u0131 da dikkatli olun: yar\u0131\u015f d\u00fcnyas\u0131 k\u00fc\u00e7\u00fckt\u00fcr, itibar h\u0131zla kazan\u0131l\u0131r ve daha da h\u0131zl\u0131 kaybedilir.<\/p>\n

8. Nas\u0131l \u00f6l\u00e7\u00fclece\u011fine \u00f6nceden karar vermemek<\/h2>\n

Son hata ayn\u0131 zamanda en yayg\u0131n olan\u0131d\u0131r: neyin ba\u015far\u0131 say\u0131laca\u011f\u0131n\u0131 belirlemeden imza atmak. Televizyon g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc, a\u011f\u0131rlama alan\u0131nda kurulan i\u015f ba\u011flant\u0131lar\u0131, Grand Prix pazarlar\u0131ndaki sat\u0131\u015flar, marka bilinirli\u011fi: bu hedeflerin her biri farkl\u0131 \u00f6l\u00e7\u00fcm ara\u00e7lar\u0131 gerektirir ve hi\u00e7biri sezon bittikten sonra yeniden olu\u015fturulamaz. Sonradan hesaplanan bir reklam e\u015fde\u011feri, ticari getiri hakk\u0131nda hi\u00e7bir \u015fey s\u00f6ylemez. \u0130yi \u00f6l\u00e7\u00fclen bir sponsorluk ise sat\u0131\u015ftan y\u00f6netime kadar t\u00fcm \u015firketi s\u00fcrece dahil eder ve bir y\u00f6netim kurulu \u00f6n\u00fcnde savunulabilir h\u00e2le gelir. Bu konuyu sponsorluk yat\u0131r\u0131m getirisinin ger\u00e7ekte nas\u0131l \u00f6l\u00e7\u00fcld\u00fc\u011f\u00fc<\/a> \u00fczerine yazd\u0131\u011f\u0131m\u0131z analizde ayr\u0131nt\u0131l\u0131 olarak ele ald\u0131k.<\/p>\n

Geriye kalan<\/h2>\n

Bu hatalar\u0131n hi\u00e7biri b\u00fct\u00e7enin kendisiyle ilgili de\u011fildir. Bir milyon euroyla sekizini birden yapabilir, bu tutar\u0131n onda biriyle hepsinden ka\u00e7\u0131nabilirsiniz. Hepsi sponsorlu\u011fun nas\u0131l d\u00fc\u015f\u00fcn\u00fcld\u00fc\u011f\u00fcyle ilgilidir: bir reklam alan\u0131 sat\u0131n almak m\u0131, yoksa zamana yay\u0131lan bir pazarlama projesi mi. Aradaki fark genellikle ancak birka\u00e7 sezon sonra g\u00f6r\u00fcl\u00fcr ve tam da bu y\u00fczden bu karar\u0131 \u00f6nceden vermek gerekir. \u0130lk ad\u0131m\u0131 de\u011ferlendirenler i\u00e7in MotoGP sponsorluk rehberimiz<\/a> ba\u015flang\u0131\u00e7 noktas\u0131d\u0131r; ekibimiz de ilk g\u00f6r\u00fc\u015fme<\/a> i\u00e7in haz\u0131rd\u0131r.<\/p>\n

Kaynaklar:<\/strong> Honda Racing Corporation, Repsol ile i\u015f birli\u011finin sona ermesi<\/a>; MotoGP, 2026 takvimi<\/a>; MotoGP, Liberty Media sat\u0131n almay\u0131 tamamlad\u0131<\/a>; IEG, Activation Ratios Are Dead<\/a>.<\/p>\n

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MotoGP sponsorlu\u011fundaki hatalar hakk\u0131nda s\u0131k sorulan sorular<\/b><\/h2>\r\n \r\n
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\r\n MotoGP sponsorlu\u011funda en yayg\u0131n hata nedir?<\/b>\r\n <\/h3>\r\n\r\n
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Aktivasyon b\u00fct\u00e7esi ay\u0131rmamak. Tak\u0131mla yap\u0131lan s\u00f6zle\u015fme hak sat\u0131n al\u0131r, ancak de\u011fer ancak bu haklar a\u011f\u0131rlama, i\u00e7erik, kampanya ve etkinliklere d\u00f6n\u00fc\u015ft\u00fc\u011f\u00fcnde ortaya \u00e7\u0131kar ve bu faaliyetlerin s\u00f6zle\u015fmeye dahil olmayan bir maliyeti vard\u0131r. Bu b\u00fct\u00e7e olmadan sponsorluk kaportadaki bir logoya indirgenir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n

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\r\n Bir sponsorlu\u011fu aktive etmek i\u00e7in ne kadar harcamak gerekir?<\/b>\r\n <\/h3>\r\n\r\n
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Art\u0131k sabit bir kural yok. Sekt\u00f6r y\u0131llarca her dolarl\u0131k hak bedeli i\u00e7in bir ila iki dolar aktivasyon \u00f6nerdi, ancak 2022’de IEG’nin kendisi sabit oranlar\u0131n art\u0131k anlaml\u0131 olmad\u0131\u011f\u0131n\u0131 ve b\u00fct\u00e7enin hedeflere g\u00f6re olu\u015fturulmas\u0131 gerekti\u011fini yazd\u0131. Deneyimimize g\u00f6re ilk y\u0131lda yine de imzadan \u00f6nce belirlenmi\u015f \u00f6zel bir b\u00fct\u00e7e gerekir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Bir MotoGP sponsorlu\u011fu ne kadar s\u00fcrmeli?<\/b>\r\n <\/h3>\r\n\r\n
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Genellikle bir sezondan uzun. \u0130zleyicinin bir markay\u0131 bir sporun de\u011ferleriyle ili\u015fkilendirmesi zaman al\u0131r ve tek y\u0131ll\u0131k bir s\u00f6zle\u015fme \u00f6l\u00e7\u00fclebilir sonu\u00e7lar elde etmeye nadiren yeter. 2026’da, 850 cc motorlar ve Pirelli lastikleriyle gelecek 2027 kural de\u011fi\u015fikli\u011fi de \u00f6nemlidir; bu de\u011fi\u015fiklik pistteki g\u00fc\u00e7 dengelerini de\u011fi\u015ftirebilir.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n Bir MotoGP sezonunu planlamaya ne zaman ba\u015flamak gerekir?<\/b>\r\n <\/h3>\r\n\r\n
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K\u0131\u015f aylar\u0131nda, kas\u0131mdaki son Grand Prix olan Valencia ile y\u0131lba\u015f\u0131 testleri aras\u0131nda. 2026 sezonu 27 \u015eubat’ta Tayland’da ba\u015flad\u0131: iyi bir hedef, reklam kampanyas\u0131ndan a\u011f\u0131rlamaya kadar eksiksiz plan\u0131 ilk Grand Prix’ten en az bir ay \u00f6nce haz\u0131r bulundurmakt\u0131r.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
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\r\n MotoGP sponsoru olmak i\u00e7in ajansa ihtiya\u00e7 var m\u0131?<\/b>\r\n <\/h3>\r\n\r\n
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\u0130lk kez girenler i\u00e7in neredeyse her zaman evet. Uzman bir ajans paddock’un kurallar\u0131n\u0131, takvimini ve fiyatlar\u0131n\u0131 bilir; s\u00f6zle\u015fmenin m\u00fczakere edilmesine ve aktivasyonun kurulmas\u0131na yard\u0131mc\u0131 olur. \u00c7o\u011fu durumda ajans\u0131n komisyonunu marka de\u011fil, tak\u0131m ya da hak sahibi \u00f6der.<\/p>\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
\n\r\n <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

31 Aral\u0131k 2024’te MotoGP tarihinin en uzun soluklu ve en ba\u015far\u0131l\u0131 sponsorluklar\u0131ndan biri sona erdi. Repsol ve Honda 1995’ten beri birlikte yar\u0131\u015f\u0131yordu: otuz y\u0131l, 183 galibiyet, 500cc ve MotoGP s\u0131n\u0131flar\u0131nda 15 pilotlar \u015fampiyonlu\u011fu ve yar\u0131\u015f izlemeyenlerin bile ilk bak\u0131\u015fta tan\u0131d\u0131\u011f\u0131 turuncu bir renk d\u00fczeni. Tek bir hik\u00e2ye, iki ders. Birincisi, bu kadar g\u00fc\u00e7l\u00fc bir birliktelik […]<\/p>\n","protected":false},"author":2,"featured_media":191916,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20203,20199],"tags":[],"class_list":["post-280422","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motorsporlari","category-spor-sponsorlugu"],"acf":[],"contentshake_article_id":"","yoast_head":"\nMotoGP sponsorlu\u011funda ka\u00e7\u0131n\u0131lmas\u0131 gereken 8 hata<\/title>\n<meta name=\"description\" content=\"2026'da MotoGP sponsorlu\u011funda en s\u0131k yap\u0131lan 8 hata: aktivasyon, planlama, s\u00f6zle\u015fme s\u00fcresi ve \u00f6l\u00e7\u00fcm. 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