{"id":351002,"date":"2026-09-03T16:24:52","date_gmt":"2026-09-03T14:24:52","guid":{"rendered":"https:\/\/rtrsports.com\/kadinlar-ve-spor-sponsorluklari\/"},"modified":"2026-09-03T16:26:21","modified_gmt":"2026-09-03T14:26:21","slug":"kadinlar-ve-spor-sponsorluklari","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/kadinlar-ve-spor-sponsorluklari\/","title":{"rendered":"Kad\u0131nlar ve Spor Sponsorluklar\u0131"},"content":{"rendered":"<p><strong>Kad\u0131nlar ve spor sponsorluklar\u0131<\/strong> aras\u0131ndaki ili\u015fki, \u00fczerinde durulmay\u0131 hak eden bir konu. Pek \u00e7ok \u00fcr\u00fcn geleneksel olarak kad\u0131n kitlesine ait kabul edilir ve bu y\u00fczden s\u0131k s\u0131k \u015fu c\u00fcmleyi duyar\u0131z: <strong>&#8220;Sat\u0131n alma karar\u0131n\u0131 veren kad\u0131n oldu\u011fu i\u00e7in sponsorluk yapm\u0131yoruz.&#8221;<\/strong> Bu, hatal\u0131 ve biraz demode bir \u00f6nyarg\u0131; konuyu biraz netle\u015ftirmek istedik.<\/p>\n<p>\u0130lk bak\u0131\u015fta spora duyulan tutku b\u00fcy\u00fck \u00f6l\u00e7\u00fcde erkeklerle ili\u015fkilendiriliyor gibi g\u00f6r\u00fcnse de, \u00f6ncelikle \u015funu belirtmek gerekir: <strong>spor etkinliklerine kat\u0131lan veya televizyondan (ya da ba\u015fka platformlardan) spor izleyen kad\u0131nlar\u0131n say\u0131s\u0131 h\u0131zla art\u0131yor<\/strong>.<\/p>\n<p>Repucom&#8217;a g\u00f6re Amerika, Asya ve Avrupa&#8217;y\u0131 temsil eden 24 b\u00fcy\u00fck \u00fclkede, <strong>kad\u0131nlar\u0131n ortalama %46&#8217;s\u0131 spora ilgi duydu\u011funu veya \u00e7ok ilgi duydu\u011funu<\/strong> belirtirken bu oran erkeklerde %69; aradaki fark san\u0131ld\u0131\u011f\u0131 kadar b\u00fcy\u00fck de\u011fil*.<\/p>\n<h2>Kad\u0131nlar Neyi \u0130zliyor?<\/h2>\n<p><strong>\u00d6nemli bir nokta da kad\u0131nlar\u0131n hangi sporlar\u0131 takip etti\u011fiyle ilgili.<\/strong> Baz\u0131 bran\u015flar\u0131 (\u00f6rne\u011fin voleybol) kad\u0131nlarla \u00f6zde\u015fle\u015ftirmeye al\u0131\u015fk\u0131n\u0131z; sanki bu y\u00fczden futbol, ragbi veya biraz \u00fcz\u00fcc\u00fc bir ifadeyle &#8220;daha erkeksi&#8221; kabul edilen sporlarla ilgilenmiyorlarm\u0131\u015f gibi. Elbette bundan daha yanl\u0131\u015f bir \u015fey olamaz.<\/p>\n<p>Ayn\u0131 ara\u015ft\u0131rmaya g\u00f6re <strong>tenis, futbol ve atletizm<\/strong>, <strong>Birle\u015fik Krall\u0131k<\/strong>&#8216;ta kad\u0131nlar aras\u0131nda en pop\u00fcler sporlar. <strong>Almanya<\/strong>&#8216;da ise kad\u0131nlar futbol, atletizm ve motor sporlar\u0131n\u0131 tercih ediyor.<\/p>\n<p>Bu son kategoriye, yani motor sporlar\u0131na \u00f6zel bir parantez a\u00e7mak gerekiyor. Otomobil ve motosiklet sporlar\u0131 kad\u0131nlar taraf\u0131ndan yaln\u0131zca yo\u011fun ilgiyle takip edilmiyor (<a href=\"https:\/\/rtrsports.com\/tr\/blog\/motogp-audience-fans\/\">son ara\u015ft\u0131rmalara g\u00f6re MotoGP izleyicilerinin \u00fc\u00e7te biri kad\u0131n<\/a>), ayn\u0131 zamanda kad\u0131n &#8220;s\u00fcr\u00fcc\u00fc&#8221; ve &#8220;pilot&#8221; say\u0131s\u0131n\u0131 art\u0131rmay\u0131 hedefleyen ba\u015far\u0131l\u0131 programlar da hayata ge\u00e7irildi &#8211;<a href=\"https:\/\/rtrsports.com\/blog\/al-via-la-w-series-la-formula-1-sole-donne\/\">W Series bunun en somut \u00f6rne\u011fi<\/a>-. Tavuk mu yumurtadan \u00e7\u0131kt\u0131, yumurta m\u0131 tavuktan, her zaman oldu\u011fu gibi kesin olarak s\u00f6ylemek zor; ama <a href=\"https:\/\/rtrsports.com\/tr\/blog\/women-two-wheels\/\"><strong>Ana Carrasco<\/strong><\/a>, <strong>Alice Powell<\/strong>, <strong>Juju Noda<\/strong> ve <strong>Tatiana Calder\u00f3n<\/strong> gibi pilotlar\u0131n g\u00f6sterdi\u011fi performans, bu e\u011frinin h\u0131zla y\u00fckseldi\u011fini kan\u0131tl\u0131yor.<\/p>\n<h2>Sat\u0131n Alma Sorumlusu Ger\u00e7ekte Kim?<\/h2>\n<p>Geleneksel olarak kad\u0131n sat\u0131n alma sorumlusuyla (ev bak\u0131m\u0131 ve g\u0131da \u00fcr\u00fcnleri) \u00f6zde\u015fle\u015ftirilen markalar\u0131n sponsorluklar\u0131n\u0131 potansiyel olarak daha da etkili k\u0131lan bir etken de, \u0130talya&#8217;da ya\u015fanan g\u00fc\u00e7l\u00fc toplumsal de\u011fi\u015fim ve tek ki\u015filik hanelerin art\u0131\u015f\u0131.<\/p>\n<p><strong>\u0130talyan \u0130statistik Kurumu (Istat) 2017 Y\u0131ll\u0131\u011f\u0131<\/strong>&#8216;na g\u00f6re hanelerin %31,6&#8217;s\u0131 tek ki\u015fiden olu\u015fuyor; bunlar\u0131n da %58,9&#8217;u erkek. Bu verinin, buzdolab\u0131n\u0131 dolduran ve evin bak\u0131m\u0131n\u0131 \u00fcstlenen klasik &#8220;sat\u0131n alma sorumlusu&#8221; fig\u00fcr\u00fcn\u00fc nas\u0131l d\u00f6n\u00fc\u015ft\u00fcrd\u00fc\u011f\u00fcn\u00fc bir d\u00fc\u015f\u00fcn\u00fcn.<\/p>\n<p>Baz\u0131 \u00fclkelerde ilgi duyan kad\u0131n say\u0131s\u0131 art\u0131k erkeklerle neredeyse e\u015fit; bunu Nielsen&#8217;in Avustralya \u00fczerine yapt\u0131\u011f\u0131 bir ara\u015ft\u0131rma da ortaya koyuyor.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-22267\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/nielsen-australia-600x317.png\" alt=\"\" width=\"600\" height=\"317\" \/><\/p>\n<p>Nielsen Digital Ratings (Ayl\u0131k) Temmuz 2017 verilerine g\u00f6re 11,4 milyon Avustralyal\u0131, cep telefonu, masa\u00fcst\u00fc bilgisayar veya tabletinden spor i\u00e7eri\u011fi t\u00fcketti; bu, Haziran 2017&#8217;ye k\u0131yasla toplamda %6&#8217;l\u0131k bir art\u0131\u015fa i\u015faret ediyor. Kad\u0131nlarda bu art\u0131\u015f %10 olurken, erkeklerde bir \u00f6nceki aya g\u00f6re b\u00fcy\u00fcme yaln\u0131zca %3&#8217;te kald\u0131.<\/p>\n<p><strong>Son olarak, sporu geleneksel olarak kad\u0131nlara kapal\u0131 tutan \u00fclkelerde son d\u00f6nemde ya\u015fanan a\u00e7\u0131l\u0131mlar\u0131 vurgulamaktan mutluluk duyuyoruz.<\/strong> Birka\u00e7 hafta \u00f6nce Suudi Arabistan&#8217;\u0131n, kad\u0131nlar\u0131n futbol ma\u00e7lar\u0131n\u0131 izlemek i\u00e7in stadyumlara girmesine nihayet izin verdi\u011fi haberi geldi. <a href=\"https:\/\/www.theguardian.com\/world\/2018\/jan\/12\/saudi-football-stadiums-prepare-welcome-women-first-time\"><strong>Haberi The Guardian&#8217;da okuyun<\/strong><\/a><\/p>\n<p>Konu hakk\u0131nda daha fazla bilgi almak isterseniz, bize <a href=\"mailto:info@rtrsports.com\">info@rtrsports.com<\/a> adresinden yazmaktan \u00e7ekinmeyin.<\/p>\n\n<pre>*Kaynak: Fan DNA Survey, A\u011fustos 2014, sekiz \u00fclke toplam\u0131 (ABD, Birle\u015fik Krall\u0131k, Almanya, Meksika, Malezya, \u00c7in, Japonya, Avustralya), 16-65 ya\u015f aras\u0131, spora en az\u0131ndan biraz ilgi duyan kat\u0131l\u0131mc\u0131lar (ya\u015f grubu toplam n\u00fcfusunun %80-95'i) n=24.024<\/pre>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>S\u0131k\u00e7a Sorulan Sorular<\/b><\/h2>\r\n        \r\n            <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kad\u0131nlar ger\u00e7ekten erkekler kadar spora ilgi duyuyor mu?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Repucom&#8217;un 24 \u00fclkede yapt\u0131\u011f\u0131 ara\u015ft\u0131rmaya g\u00f6re kad\u0131nlar\u0131n ortalama %46&#8217;s\u0131 spora ilgi duydu\u011funu veya \u00e7ok ilgi duydu\u011funu belirtirken bu oran erkeklerde %69; ger\u00e7ek ama \u00e7ok b\u00fcy\u00fck olmayan bir fark s\u00f6z konusu ve Avustralya gibi pazarlarda bu fark h\u0131zla kapan\u0131yor.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n        <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Kad\u0131nlar en \u00e7ok hangi sporlar\u0131 takip ediyor?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\u00dclkeye g\u00f6re de\u011fi\u015fiyor: Birle\u015fik Krall\u0131k&#8217;ta tenis, futbol ve atletizm kad\u0131nlar aras\u0131nda en pop\u00fcler sporlarken, Almanya&#8217;da futbol, atletizm ve motor sporlar\u0131 \u00f6ne \u00e7\u0131k\u0131yor; bu da kad\u0131nlar\u0131n yaln\u0131zca &#8220;kad\u0131n sporu&#8221; say\u0131lan birka\u00e7 dal\u0131 takip etti\u011fi y\u00f6n\u00fcndeki \u00f6nyarg\u0131y\u0131 \u00e7\u00fcr\u00fct\u00fcyor.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Kad\u0131nlar\u0131n spora ilgisi h\u0131zla art\u0131yor: Repucom, Nielsen ve Istat verileri, marka sponsorluklar\u0131nda toplumsal cinsiyet \u00f6nyarg\u0131lar\u0131n\u0131n neden geride kald\u0131\u011f\u0131n\u0131 g\u00f6steriyor.<\/p>\n","protected":false},"author":14,"featured_media":157601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20207],"tags":[],"class_list":["post-351002","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-spor-pazarlamasi-tr"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Kad\u0131nlar ve Spor Sponsorluklar\u0131: Veriler Ne Diyor? - RTR Sports<\/title>\n<meta name=\"description\" content=\"Kad\u0131nlar\u0131n spora ilgisi h\u0131zla art\u0131yor: Repucom, Nielsen ve Istat verileri, marka sponsorluklar\u0131nda toplumsal cinsiyet \u00f6nyarg\u0131s\u0131n\u0131n neden geride kald\u0131\u011f\u0131n\u0131 g\u00f6steriyor.\" \/>\n<meta name=\"robots\" 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Marketing\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/RTRSportsMarketing\\\/\",\"https:\\\/\\\/x.com\\\/rtrsports\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/rtr-sports-marketing\\\/\",\"https:\\\/\\\/www.wikidata.org\\\/wiki\\\/Q7797317\"],\"description\":\"RTR Sports Marketing is a global motorsport sponsorship agency and consultancy, specialized in Formula 1 and MotoGP, and active across all major international racing series including Formula E, NASCAR, WEC, WRC and Dakar, helping brands build data-driven, high-performance sponsorship programs.\",\"email\":\"info@rtrsports.com\",\"legalName\":\"RTR Sports Marketing LTD\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/tr\\\/#\\\/schema\\\/person\\\/7ca2648b3d857cbfff8c499aaed0420e\",\"name\":\"Riccardo 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