{"id":299058,"date":"2025-07-21T12:43:31","date_gmt":"2025-07-21T10:43:31","guid":{"rendered":"https:\/\/rtrsports.com\/sponsorlugun-buyumesi-kuresel-harcama-cografya-ve-gelecek\/"},"modified":"2025-07-21T12:51:54","modified_gmt":"2025-07-21T10:51:54","slug":"sponsorlugun-buyumesi-kuresel-harcama-cografya-ve-gelecek","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/buyume-sponsorluk-kuresel-harcama\/","title":{"rendered":"Sponsorlu\u011fun b\u00fcy\u00fcmesi: k\u00fcresel harcama, co\u011frafya ve gelecek"},"content":{"rendered":"

Sponsorluklarda y\u0131ll\u0131k harcama<\/h2>\n

Spor sponsorluklar\u0131na yap\u0131lan k\u00fcresel harcamalar artmaya<\/strong> devam ediyor: 2018 y\u0131l\u0131nda bu alanda d\u00fcnya \u00e7ap\u0131nda yap\u0131lan toplam harcama<\/strong> 65.8 milyar dolara ula\u015ft\u0131. Forbes kaynakl\u0131 (ve istatistik portal\u0131 Statista<\/em>‘da \u00f6zetlenen) veriler de bunu do\u011fruluyor: sekt\u00f6r, hepimizin fark\u0131nda oldu\u011fu ulusal ve ekonomik zorluklara ra\u011fmen istikrarl\u0131 bir y\u00fckseli\u015f i\u00e7inde. \u00d6rne\u011fin sponsorluk harcamalar\u0131n\u0131n 43.1 milyar dolar oldu\u011fu 2008 y\u0131l\u0131 sonu gibi birka\u00e7 y\u0131l \u00f6ncesiyle k\u0131yasland\u0131\u011f\u0131nda b\u00fcy\u00fcme oran\u0131 %52.7’ye y\u00fckselmi\u015ftir. Her ne kadar son on y\u0131lda ya\u015fanan b\u00fcy\u00fcmeye ili\u015fkin veriler ilgi \u00e7ekici olsa da, sekt\u00f6r profesyonelleri bu b\u00fcy\u00fcmenin her y\u0131l yakla\u015f\u0131k y\u00fczde 5 puanl\u0131k bir h\u0131zla devam etti\u011fini g\u00f6zlemlemeyi ku\u015fkusuz daha da de\u011ferli bulacakt\u0131r. Bu rakam, sekt\u00f6r\u00fcn ne kadar sa\u011fl\u0131kl\u0131 oldu\u011funun ve spor pazarlama arac\u0131n\u0131n ne kadar etkili oldu\u011funun bir kan\u0131t\u0131d\u0131r.<\/p>\n

\"\"<\/a>
2007’den 2018’e sponsorluk alan\u0131nda yap\u0131lan k\u00fcresel harcamalar. Milyar dolar cinsinden rakamlar<\/figcaption><\/figure>\n

Sponsorluklar ve co\u011frafya: sponsorluklara en \u00e7ok harcama yapan b\u00f6lge hangisi?<\/h2>\n

K\u00fcresel b\u00fcy\u00fcmesine ra\u011fmen, spor sponsorluklar\u0131 d\u00fcnyas\u0131 esas olarak Kuzey Amerika taraf\u0131ndan y\u00f6nlendirilmektedir. D\u00fcnya \u00e7ap\u0131nda sponsorluklara harcanan her bir dolar\u0131n yakla\u015f\u0131k 37 senti<\/strong>, y\u0131ld\u0131zl\u0131 ve \u00e7izgili eyaletlerin lider rol oynad\u0131\u011f\u0131 Amerika ve Kanada pazarlar\u0131ndan geliyor<\/strong>. Kuzey Amerika k\u0131tas\u0131 2018 y\u0131l\u0131nda sponsorluklara 24,2 milyar dolar harcad\u0131: A\u015fa\u011f\u0131daki grafikte de g\u00f6r\u00fcld\u00fc\u011f\u00fc gibi bu \u00f6zel s\u0131ralamada ikinci olan Avrupa’n\u0131n y\u0131ll\u0131k harcamas\u0131ndan 10 milyar daha fazla.<\/p>\n

 <\/p>\n

\"\"<\/a>
2018 sponsorluk harcamalar\u0131, co\u011frafi b\u00f6lgelere g\u00f6re da\u011f\u0131l\u0131m<\/figcaption><\/figure>\n

 <\/p>\n

\u015eimdi, \u00f6zellikle sponsorluklarda ki\u015fi ba\u015f\u0131na d\u00fc\u015fen harcamalar ve Avrupa<\/strong> k\u0131tas\u0131n\u0131n Kuzey Amerika’dan neredeyse 165 milyon daha fazla n\u00fcfusa sahip oldu\u011fu ve Asya<\/strong> ‘daki n\u00fcfusun bundan daha da fazla oldu\u011fu g\u00f6z \u00f6n\u00fcne al\u0131n\u0131rsa, olduk\u00e7a dengesiz g\u00f6r\u00fcnen bu co\u011frafi da\u011f\u0131l\u0131m\u0131n nedenini merak edebiliriz. Merak\u0131m\u0131za bir sonraki b\u00f6l\u00fcmde cevap verilecektir.<\/p>\n

Amerikan sponsorluklar\u0131: ABD ve Kanada neden sponsorluklara daha fazla harcama yap\u0131yor?<\/h2>\n

A\u00e7\u0131k\u00e7a g\u00f6r\u00fcld\u00fc\u011f\u00fc \u00fczere, ABD<\/strong> ve Kanada’<\/strong> da ne zaman sponsorluklardan bahsedilse, y\u0131ld\u0131zl\u0131 ve \u00e7izgili eyaletler s\u00f6z sahibi oluyor. \u00d6ncelikle, Amerika’n\u0131n \u00fcst\u00fcnl\u00fc\u011f\u00fcn\u00fcn temel nedenlerinden birinin spor pazarlamas\u0131n\u0131n k\u00f6kl\u00fc bir Amerikan disiplini olmas\u0131nda yatt\u0131\u011f\u0131n\u0131 s\u00f6ylemek yanl\u0131\u015f olmaz. Her ne kadar sponsorluk olgusu ABD’de ortaya \u00e7\u0131kmam\u0131\u015f olsa da, spor pazarlamas\u0131n\u0131n babalar\u0131n\u0131n Amerikal\u0131lar oldu\u011fu, \u00fcniversitelerin ve bu sekt\u00f6rdeki baz\u0131 \u00f6nemli d\u00fc\u015f\u00fcn\u00fcrlerin geli\u015fimine de\u011ferli katk\u0131larda bulundu\u011fu ku\u015fkusuzdur.<\/p>\n

Dikkate al\u0131nmas\u0131 gereken bir di\u011fer \u00f6nemli husus da, ABD’<\/strong> de olduk\u00e7a s\u0131k\u0131 olan ve neredeyse sadece futbolun hakim oldu\u011fu bir k\u0131ta olan Avrupa’da daha zay\u0131f olan disiplinler aras\u0131ndaki i\u00e7 rekabettir. Amerika Birle\u015fik Devletleri’nde MLB<\/strong> , NBA,<\/strong> NFL <\/strong>ve NHL<\/strong>, ellerinde neredeyse e\u015fde\u011fer d\u00f6rt se\u00e7enek bulunan izleyicileri kazanabilmek i\u00e7in kendi yollar\u0131nda dirsek \u00e7\u00fcr\u00fctmek ve hem ileti\u015fim hem de pazarlama d\u00fczeyinde ilerlemek zorunda kald\u0131lar – bunun tek istisnas\u0131, ebedi k\u00fc\u00e7\u00fck karde\u015f buz hokeyi oldu. Futbolun ve onu olu\u015fturan liglerin hala Eski K\u0131ta s\u0131n\u0131rlar\u0131 i\u00e7inde sinsice uyuklad\u0131\u011f\u0131 bir d\u00f6nemde, Amerikal\u0131lar her bir ev sahibi ligi g\u00fc\u00e7lendirmek i\u00e7in operasyonlar\u0131 hayata ge\u00e7irmekte h\u0131zl\u0131 davrand\u0131lar. NBA, NFL ve MLB \u015fu anda Avrupa’daki t\u00fcm rakiplerinin fersah fersah ilerisinde; bunun tek istisnas\u0131 ise son birka\u00e7 y\u0131lda dev ad\u0131mlarla ilerleyen Premier Lig<\/strong> ve \u015eampiyonlar<\/strong> Ligi<\/strong>.<\/p>\n

Listemizde dikkate al\u0131nmas\u0131 gereken \u00fc\u00e7\u00fcnc\u00fc neden ise Kuzey Amerika’n\u0131n, \u00f6zellikle ligler, etkinlikler ve spor serileri s\u00f6z konusu oldu\u011funda, son derece de\u011ferli spor “markalar\u0131” yaratma \u00e7abas\u0131nda ba\u015far\u0131l\u0131 oldu\u011fu ger\u00e7e\u011fidir. Ba\u011f\u0131ms\u0131z markalar olarak (rakip tak\u0131mlardan ba\u011f\u0131ms\u0131z olarak) en y\u00fcksek de\u011fere sahip spor etkinlikleri olan 2017’de D\u00fcnya \u00c7ap\u0131nda En De\u011ferli Spor Etkinli\u011fi Markalar\u0131<\/strong> ‘na bakacak olursan\u0131z, durum \u00e7ok a\u00e7\u0131k.<\/p>\n

\"\"<\/a>
Spor etkinliklerinin de\u011feri (milyon dolar olarak ifade edilmi\u015ftir) 2017 sonunda<\/figcaption><\/figure>\n

Yukar\u0131daki grafi\u011fe (kaynak: Forbes, Ekim 2017) h\u0131zl\u0131 bir bak\u0131\u015f, k\u00fcresel \u00e7apta en \u00f6nemli spor etkinliklerinden baz\u0131lar\u0131n\u0131n “de\u011ferini” hemen ortaya koymaktad\u0131r. Marka a\u00e7\u0131s\u0131ndan, Ulusal Futbol Ligi’<\/strong>nin final ma\u00e7\u0131 olan Super Bowl, a\u015fa\u011f\u0131 yukar\u0131 Futbol D\u00fcnya Kupas\u0131<\/strong> ve Olimpiyat Oyunlar\u0131<\/strong> ‘n\u0131n toplam\u0131na e\u015fit bir de\u011fere sahiptir. Garip bir \u015fekilde, en \u00f6nemli k\u0131ta turnuvas\u0131 olan \u015eampiyonlar Ligi, yerini NCAA<\/strong> \u015eampiyonas\u0131n\u0131n Final Four’una veya Marka G\u00fcre\u015fi Mania<\/strong>‘ya b\u0131rakmak zorunda.<\/p>\n

Yine de bir noktaya dikkat \u00e7ekelim: markan\u0131n de\u011ferinin, toplanan seyirci say\u0131s\u0131 veya \u015fu ya da bu etkinlikten elde edilen gelirle hi\u00e7bir ilgisi yoktur. Bir yar\u0131\u015fman\u0131n itibar\u0131n\u0131n, ba\u015far\u0131s\u0131n\u0131n ya da miras\u0131n\u0131n bir \u00f6l\u00e7\u00fcs\u00fc de\u011fildir. Aksine, yaln\u0131zca “Super Bowl markas\u0131n\u0131n”<\/strong> maliyetinin ve dolay\u0131s\u0131yla yaratabilece\u011fi cironun bir g\u00f6stergesidir: bir etkinli\u011fin pazarlama a\u00e7\u0131s\u0131ndan sahip olabilece\u011fi potansiyelin bir \u00f6l\u00e7\u00fcs\u00fcd\u00fcr.<\/p>\n

Gelece\u011fe bakal\u0131m: e-sporda sponsorluklar<\/h2>\n

Spor pazarlamas\u0131 profesyonelleri i\u00e7in en ilgin\u00e7 gelecek senaryolar\u0131ndan biri e-oyunlar, \u00f6zellikle de profesyonel video oyunu ligleri ve \u015fampiyonalar\u0131. Ku\u015fkusuz e-spor<\/strong>, spor pazarlamas\u0131 perspektiflerini radikal bir \u015fekilde de\u011fi\u015ftiriyor. \u0130nternet, y\u00fczlerce milyon oyuncunun fiziksel yak\u0131nl\u0131\u011fa ihtiya\u00e7 duymadan birbirleriyle m\u00fccadele etmesini sa\u011flad\u0131; video oyun ba\u015fl\u0131klar\u0131n\u0131n say\u0131s\u0131 h\u0131zla artt\u0131 ve ayn\u0131 \u015fey gerekli oyun teknolojilerine eri\u015fim s\u00f6z konusu oldu\u011funda da ge\u00e7erli. Ayn\u0131 zamanda, video oyun end\u00fcstrisi<\/strong> sadece \u00e7ocuklar i\u00e7in bir e\u011flence olman\u0131n g\u00f6lgesinden \u00e7\u0131k\u0131p h\u0131zla d\u00fcnya \u00e7ap\u0131ndaki en zengin ve en g\u00fc\u00e7l\u00fc e\u011flence sekt\u00f6r\u00fcne d\u00f6n\u00fc\u015fm\u00fc\u015f, b\u00f6ylece ciro ve i\u015f hacmi a\u00e7\u0131s\u0131ndan sinema, m\u00fczik ve televizyonu g\u00f6lgede b\u0131rakm\u0131\u015ft\u0131r (EA Sports taraf\u0131ndan piyasaya s\u00fcr\u00fclen futbol oyunlar\u0131n\u0131n sonuncusu olan FIFA18 tek ba\u015f\u0131na t\u00fcm d\u00fcnyada 24 milyondan fazla satm\u0131\u015ft\u0131r).<\/p>\n

Bu sponsorluk<\/strong><\/a> sekt\u00f6r\u00fcn bir trendden daha fazlas\u0131 olan bir \u015feyin kuyru\u011funa tak\u0131lmas\u0131 uzun s\u00fcrmedi. \u00d6nce donan\u0131m ve aksesuar \u00fcreticileri, ard\u0131ndan enerji i\u00e7ecekleri ve k\u0131yafetler: e-sporda spor sponsorluklar\u0131n\u0131n b\u00fcy\u00fcmesi \u00e7arp\u0131c\u0131 bir t\u0131rman\u0131\u015f ya\u015f\u0131yor.<\/p>\n

\"\"<\/a>
E-sporda spor sponsorluklar\u0131 (milyon dolar olarak ifade edilmi\u015ftir) – 2020 y\u0131l\u0131na ait veriler ge\u00e7icidir.<\/figcaption><\/figure>\n

Sadece 3 y\u0131l \u00f6nce 230 milyon dolar olan yat\u0131r\u0131m miktar\u0131 2017’de bunun iki kat\u0131na, yani yar\u0131m milyar\u0131n \u00e7ok \u00fczerine \u00e7\u0131kt\u0131. Ancak en etkileyici husus, 2020 y\u0131l\u0131nda e-sponsorluklara bir milyon Euro’nun \u00fczerinde harcama yap\u0131laca\u011f\u0131n\u0131 \u00f6ng\u00f6ren uzmanlar\u0131n gelecek tahminleri.<\/p>\n

Bu, dijitalle\u015fmi\u015f ama bir o kadar da b\u00fcy\u00fcleyici bir gelece\u011fin tasla\u011f\u0131n\u0131 \u00e7izen ilgin\u00e7 bir profil. E-spor elbette geleneksel disiplinlerden bir s\u0131\u00e7ramad\u0131r, ancak sponsorluklar\u0131n temellerinin ve etkinli\u011finin de\u011fi\u015fmedi\u011fini ve bu varsay\u0131m\u0131n spor sponsorluklar\u0131 ve pazarlamas\u0131nda yer alan erkekler i\u00e7in yeni bir yol a\u00e7t\u0131\u011f\u0131n\u0131 belirtmek gerekir.<\/p>\n

Uluslararas\u0131la\u015fma: spor pazarlamas\u0131nda ba\u015far\u0131n\u0131n anahtar\u0131<\/h2>\n

Bu disiplinin gelecekteki ufuklar\u0131na bakarken, spor ve spor sponsorluklar\u0131n\u0131n modern senaryosunda uluslararas\u0131la\u015fman\u0131n kilit rol\u00fcnden bahsetmemek m\u00fcmk\u00fcn de\u011fildir. Medya haklar\u0131 pazar\u0131ndaki patlama, i\u00e7eriklerin neredeyse tamamen eri\u015filebilir olmas\u0131 ve spor i\u00e7eriklerinin co\u011frafyalar \u00fcst\u00fc geni\u015flemesi, baz\u0131 b\u00fcy\u00fck spor tesislerinin ulusal ve k\u0131tasal s\u0131n\u0131rlar d\u0131\u015f\u0131nda girdi\u011fi \u00e7ok say\u0131da sponsorluktan da anla\u015f\u0131laca\u011f\u0131 \u00fczere, t\u00fcm spor profesyonellerine “k\u00fcresel d\u00fc\u015f\u00fcn” mant\u0131\u011f\u0131n\u0131 dayatmaktad\u0131r.<\/p>\n

Her ulustan, dilden ve k\u00fclt\u00fcrden taraftarlara ve destek\u00e7ilere – ve ayn\u0131 zamanda t\u00fcketicilere ve kullan\u0131c\u0131lara – hitap edebilme becerisi sadece spor i\u00e7in bir zorunluluk<\/em> de\u011fil, ayn\u0131 zamanda g\u00fcn\u00fcm\u00fcz\u00fcn ger\u00e7ek iddias\u0131d\u0131r. Do\u011fas\u0131 gere\u011fi d\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki farkl\u0131 \u00fclkelere gidip gelen \u015fampiyonalar\u0131 s\u00f6ylemeye gerek yok, \u00f6rne\u011fin MotoGP<\/strong> <\/a>ve b\u00fcy\u00fck motosiklet yar\u0131\u015f serileri, kendileri ve sponsor \u015firketler i\u00e7in masaya koyacaklar\u0131 \u00f6nemli bir karta sahiptir. Bunlar, TV yay\u0131nlar\u0131 arac\u0131l\u0131\u011f\u0131yla b\u00fcy\u00fck kitlelere ula\u015fabilen, ancak her \u015feyden \u00f6nce yar\u0131\u015f pistlerindeki ve d\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki taraftar b\u00f6lgelerindeki insanlar\u0131n kat\u0131l\u0131m\u0131yla yollardaki ger\u00e7ek pazarlama platformlar\u0131d\u0131r.<\/p>\n

Hakk\u0131nda daha fazlas\u0131n\u0131 ke\u015ffedin Sponsorluk Aktivasyonu.<\/strong><\/a><\/p>\n

 <\/p>\n

Bu yaz\u0131y\u0131 be\u011fendiniz mi? Payla\u015fma \u015fans\u0131n\u0131 ka\u00e7\u0131rmay\u0131n! <\/strong><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Sponsorluklarda y\u0131ll\u0131k harcama Spor sponsorluklar\u0131na yap\u0131lan k\u00fcresel harcamalar artmaya devam ediyor: 2018 y\u0131l\u0131nda bu alanda d\u00fcnya \u00e7ap\u0131nda yap\u0131lan toplam harcama 65.8 milyar dolara ula\u015ft\u0131. Forbes kaynakl\u0131 (ve istatistik portal\u0131 Statista‘da \u00f6zetlenen) veriler de bunu do\u011fruluyor: sekt\u00f6r, hepimizin fark\u0131nda oldu\u011fu ulusal ve ekonomik zorluklara ra\u011fmen istikrarl\u0131 bir y\u00fckseli\u015f i\u00e7inde. \u00d6rne\u011fin sponsorluk harcamalar\u0131n\u0131n 43.1 milyar dolar oldu\u011fu […]<\/p>\n","protected":false},"author":2,"featured_media":190263,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20200,20199],"tags":[],"class_list":["post-299058","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi","category-spor-sponsorlugu"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsorlu\u011fun b\u00fcy\u00fcmesi: k\u00fcresel harcama, co\u011frafya ve gelecek<\/title>\n<meta name=\"description\" content=\"Spor sponsorluklar\u0131na yap\u0131lan k\u00fcresel harcamalar 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