{"id":352340,"date":"2018-06-20T10:53:19","date_gmt":"2018-06-20T08:53:19","guid":{"rendered":"https:\/\/rtrsports.com\/sponsor-olunacak-spor-nasil-secilir-kriterler-ve-yontem\/"},"modified":"2026-09-09T18:34:11","modified_gmt":"2026-09-09T16:34:11","slug":"sponsor-olunacak-spor-nasil-secilir-kriterler-ve-yontem","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/sponsor-olunacak-spor-nasil-secilir-kriterler-ve-yontem\/","title":{"rendered":"Sponsor olunacak spor nas\u0131l se\u00e7ilir: kriterler ve y\u00f6ntem"},"content":{"rendered":"

Sezgi mi, veri mi? Bu yanl\u0131\u015f soru. Do\u011fru soru ba\u015fka bir \u015fey \u2014 ve herhangi bir veri analizinden \u00f6nce gelir: De\u011ferlendirdi\u011finiz spor, izleyicileri hafta hafta ekrana ba\u011flayabiliyor mu?<\/p>\n

Spor bir e\u011flence bi\u00e7imidir. Markan\u0131z\u0131 duygu \u00fcretemeyen, konu\u015fma yaratmayan, izleyicilerin kendi iradesiyle geri d\u00f6nmedi\u011fi bir platforma ba\u011flamak, hi\u00e7bir aktivasyon b\u00fct\u00e7esinin telafi edemeyece\u011fi bir hatad\u0131r. \u0130zleyici b\u00fcy\u00fckl\u00fc\u011f\u00fc, o izleyicinin sergiledi\u011fi etkile\u015fim kalitesinin \u00e7ok gerisinde kal\u0131r.<\/p>\n

Bu temeli att\u0131ktan sonra se\u00e7im, yap\u0131land\u0131r\u0131lm\u0131\u015f bir analize d\u00f6n\u00fc\u015f\u00fcr. A\u015fa\u011f\u0131dakiler RTR Sports’un markalar\u0131 spor se\u00e7iminde y\u00f6nlendirmek i\u00e7in kulland\u0131\u011f\u0131 kriterlerdir.<\/p>\n

Se\u00e7im kriterleri: Bir sporda ne aramal\u0131<\/h2>\n

Mutlak anlamda “do\u011fru” bir spor yoktur. Hedeflerinize, hedef kitlenize, b\u00fct\u00e7enize g\u00f6re do\u011fru olan spor vard\u0131r. Bununla birlikte, kaliteli bir sponsorluk platformu bu maddelerin b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcn\u00fc kar\u015f\u0131lamal\u0131d\u0131r:<\/p>\n

    \n
  1. Kitle uyumu \u2014 yaln\u0131zca b\u00fcy\u00fckl\u00fck de\u011fil.<\/strong>Sporun izleyicisi, demografik \u00f6zellikler, sat\u0131n alma davran\u0131\u015f\u0131 ve co\u011frafi pazar a\u00e7\u0131s\u0131ndan markan\u0131n hedef kitlesine kar\u015f\u0131l\u0131k geliyor mu? F1’e giren bir B2B teknoloji markas\u0131\u2014\u20141,8 milyar\u0131 a\u015fk\u0131n k\u00fcresel hayran\u0131yla, y\u00fcksek gelirli ve y\u00fcksek e\u011fitimli bir izleyici kitlesiyle\u2014\u2014b\u00f6lgesel bir t\u00fcketici etkinli\u011fini sponsor eden bir markadan tamamen farkl\u0131 bir mant\u0131kla hareket eder. Demografik uygunluk, mutlak rakamlardan daha \u00f6nemlidir.<\/li>\n
  2. Ger\u00e7ek medya kapsam\u0131.<\/strong>Hedef pazarlar\u0131n\u0131zda ka\u00e7 yar\u0131\u015f \u00fccretsiz yay\u0131n kanallar\u0131nda g\u00f6steriliyor? \u00dccretli TV g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc garanti eder; ancak karasal yay\u0131n, \u0130talya, \u0130spanya, Almanya, Fransa’da h\u00e2l\u00e2 temel \u00e7o\u011falt\u0131c\u0131d\u0131r. Ni\u015f de olsa geni\u015f da\u011f\u0131t\u0131ma sahip bir disiplin, yaln\u0131zca abonelere a\u00e7\u0131k kitlesel spordan daha de\u011ferli olabilir.<\/li>\n
  3. Hedef pazarlar\u0131n\u0131zla \u00f6rt\u00fc\u015fen uluslararas\u0131 eri\u015fim.<\/strong>MotoGP, 6,32 milyon hayrana ula\u015farak Asya, G\u00fcneydo\u011fu Asya ve G\u00fcney Avrupa’da \u00e7ok g\u00fc\u00e7l\u00fc bir penetrasyona sahiptir. F1 ise Amerika ve Orta Do\u011fu’daki b\u00fcy\u00fcmesiyle farkl\u0131 bir co\u011frafi profile sahiptir. Belirli bir pazarda b\u00fcy\u00fcyorsan\u0131z, se\u00e7ti\u011finiz sporun orada zaten k\u00f6k salm\u0131\u015f olmas\u0131 gerekir.<\/li>\n
  4. Aktif dijital ekosistem.<\/strong>Televizyon izleyicisi tek ba\u015f\u0131na art\u0131k yeterli de\u011fil. Sosyal medyada etkile\u015fim oran\u0131n\u0131, propertynin \u00fcretti\u011fi i\u00e7eriklerin kalitesini ve o disiplinin \u00e7evresindeki yarat\u0131c\u0131 ile taraftar toplulu\u011funu de\u011ferlendirin. Motorsporlar \u00f6zellikle y\u00fcksek sadakatli ve i\u00e7erik payla\u015f\u0131m e\u011filimi y\u00fcksek topluluklara sahiptir.<\/li>\n
  5. Etkinliklerin s\u00fcresi.<\/strong>Dikkat k\u0131t bir kaynakt\u0131r. K\u0131sa s\u00fcreli ve yo\u011fun yar\u0131\u015flar (30-90 dakikal\u0131k fiili yar\u0131\u015f s\u00fcresi), saatlerce s\u00fcren maratona k\u0131yasla genellikle daha y\u00fcksek ortalama etkile\u015fim \u00fcretir. Bu mutlak bir kural de\u011fil\u2014\u2014WEC ve Le Mans 24 Saat’in kendine \u00f6zg\u00fc dinamikleri var\u2014\u2014ancak g\u00f6z \u00f6n\u00fcnde bulundurulmas\u0131 gerekir.<\/li>\n
  6. De\u011fer uyumu.<\/strong>Marka; performans, inovasyon, uluslararas\u0131l\u0131k ya da gelenekle mi \u00f6zde\u015fle\u015fmek istiyor? Her spor kendine \u00f6zg\u00fc bir sembolik kod ta\u015f\u0131r. Markan\u0131n de\u011ferlerini peki\u015ftiren bir DNA’ya sahip disiplini se\u00e7mek, nitelik aktar\u0131m\u0131n\u0131 h\u0131zland\u0131r\u0131r. Yeniden konumlanmak i\u00e7in sporu kullanmak daha riskli bir stratejidir; ancak kapat\u0131lmas\u0131 gereken bo\u015flu\u011fun fark\u0131nda olundu\u011fu s\u00fcrece m\u00fcmk\u00fcnd\u00fcr.<\/li>\n
  7. Propertynin s\u00fcrd\u00fcr\u00fclebilirli\u011fi ve itibar\u0131.<\/strong>Doping, y\u00f6netim skandallar\u0131, \u00e7evresel etki: Disiplinin markan\u0131z\u0131 olumsuz etkileyebilecek itibar riskleri ta\u015f\u0131mad\u0131\u011f\u0131n\u0131 do\u011frulay\u0131n. Spor federasyonlar\u0131 giderek daha fazla kamuoyu denetimine tabi h\u00e2le geliyor ve marka ili\u015fkilendirmesi iki y\u00f6nl\u00fcd\u00fcr.<\/li>\n<\/ol>\n

    B\u00fct\u00e7e: Ne kadar harcand\u0131\u011f\u0131 de\u011fil, nas\u0131l da\u011f\u0131t\u0131ld\u0131\u011f\u0131<\/h2>\n

    S\u0131k kar\u015f\u0131la\u015ft\u0131\u011f\u0131m\u0131z bir hata: Bir \u015firket, bir etkinlikte g\u00f6r\u00fcn\u00fcrl\u00fck haklar\u0131 sat\u0131n al\u0131r; ancak y\u0131l boyunca sponsorlu\u011fu aktive edecek kaynaktan yoksundur. Pist veya formada yer almak buzda\u011f\u0131n\u0131n g\u00f6r\u00fcnen y\u00fcz\u00fcd\u00fcr. Spor ortakl\u0131\u011f\u0131n\u0131n ger\u00e7ek de\u011feri aktivasyonlarda \u00fcretilir: a\u011f\u0131rlama, dijital i\u00e7erikler, B2B giri\u015fimler, \u00e7al\u0131\u015fan kat\u0131l\u0131m\u0131, lisanslama.<\/p>\n

    Pratik kural: Harcanan her bir Euro sponsorluk hakk\u0131 i\u00e7in en az e\u015fde\u011fer bir aktivasyon b\u00fct\u00e7esi planlay\u0131n. Yaln\u0131zca g\u00f6r\u00fcn\u00fcrl\u00fck sat\u0131n alan ve aktivasyonu g\u00f6z ard\u0131 edenler, ortakl\u0131\u011f\u0131n potansiyelinin yaln\u0131zca bir k\u0131sm\u0131ndan faydalan\u0131r.<\/p>\n

    Bu, KOB\u0130’lerin \u00fcst d\u00fczey motorsportta yer bulamayaca\u011f\u0131 anlam\u0131na gelmiyor. Sponsorluk piyasas\u0131n\u0131n yap\u0131s\u0131, giri\u015f seviyesi programlardan ba\u015fl\u0131k sponsorlu\u011funa kadar \u00e7ok farkl\u0131 yat\u0131r\u0131m d\u00fczeylerinde kat\u0131l\u0131m imk\u00e2n\u0131 sunmaktad\u0131r. \u00d6nemli olan net bir planla sahaya \u00e7\u0131kmak, sadece bir logoyla de\u011fil.<\/p>\n

    ROI \u00f6l\u00e7\u00fcm\u00fc: \u0130mzalamadan \u00f6nce KPI’lar\u0131 tan\u0131mlay\u0131n<\/h2>\n

    Sporu se\u00e7meden \u00f6nce getiriyi nas\u0131l \u00f6l\u00e7ece\u011finizi tan\u0131mlay\u0131n. KPI’lar hedefe g\u00f6re de\u011fi\u015fir: fark\u0131ndal\u0131k, B2B lead olu\u015fturma, co\u011frafi penetrasyon, a\u011f\u0131rlama arac\u0131l\u0131\u011f\u0131yla ticari ili\u015fki kurma. Her hedef farkl\u0131 ara\u00e7lar gerektirir.<\/p>\n

    Uzman ara\u015ft\u0131rma \u015firketleri\u2014\u2014Nielsen Sports, Kantar, IFM Sports\u2014\u2014medya maruziyeti de\u011ferine ili\u015fkin nicel veriler sunar. Ancak bir B2B markas\u0131 i\u00e7in en ilgili ROI, televizyon yay\u0131n s\u00fcresinin de\u011feri de\u011fildir: aktive edilen ticari temas say\u0131s\u0131, a\u011f\u0131rlama yoluyla a\u00e7\u0131lan f\u0131rsatlar ve sponsorluk \u00f6ncesi ve sonras\u0131nda \u00f6l\u00e7\u00fclen marka tercihi.<\/p>\n

    F1’e yat\u0131r\u0131m de\u011ferlendiriyorsan\u0131z, Formula 1 sponsorlu\u011fu<\/a> rehberimiz o propertynin spesifik mekanizmalar\u0131n\u0131 derinlemesine ele al\u0131yor. MotoGP i\u00e7in MotoGP sponsorlu\u011fu<\/a> sayfas\u0131 farkl\u0131 b\u00fct\u00e7e d\u00fczeylerinde mevcut f\u0131rsatlar\u0131 a\u00e7\u0131kl\u0131yor.<\/p>\n

    Sporu se\u00e7tikten sonra bir sponsorluk plan\u0131 haz\u0131rlay\u0131n. Her \u015firket farkl\u0131d\u0131r, her plan da farkl\u0131d\u0131r\u2014\u2014ancak hedefleri, ara\u00e7lar\u0131 ve sorumluluklar\u0131 net bi\u00e7imde ortaya koyan dahili bir payla\u015f\u0131m belgesi olmadan, en iyi ortakl\u0131k bile potansiyelinin ancak bir k\u0131sm\u0131na ula\u015f\u0131r.<\/p>\n

    Say\u0131lar yalan s\u00f6ylemez. Hi\u00e7bir zaman.<\/p>\n

    \r\n\r\n

    Sponsor Olunacak Spor Se\u00e7imine \u0130li\u015fkin S\u0131k Sorulan Sorular<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n \u015eirketim i\u00e7in do\u011fru sponsorlu\u011fu yap\u0131lacak sporu nas\u0131l se\u00e7erim?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Uluslararas\u0131 \u00fcst d\u00fczey bir sporu sponsor etmek i\u00e7in ne kadar b\u00fct\u00e7e gerekir?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Uluslararas\u0131 sporu mu yoksa yerel sporu mu sponsor etmek daha iyidir?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Spor sponsorlu\u011funun ROI'si nas\u0131l \u00f6l\u00e7\u00fcl\u00fcr?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n
    \r\n\r\n

    \r\n Formula 1 m\u0131 MotoGP mi: Markan\u0131z i\u00e7in hangisi daha uygun?<\/b>\r\n <\/h3>\r\n\r\n
    \r\n
    \r\n <\/div>\r\n <\/div>\r\n\r\n <\/div>\r\n
    \n\r\n <\/div>\r\n \n\n","protected":false},"excerpt":{"rendered":"

    Sezgi mi, veri mi? Bu yanl\u0131\u015f soru. Do\u011fru soru ba\u015fka bir \u015fey \u2014 ve herhangi bir veri analizinden \u00f6nce gelir: De\u011ferlendirdi\u011finiz spor, izleyicileri hafta hafta ekrana ba\u011flayabiliyor mu? Spor bir e\u011flence bi\u00e7imidir. Markan\u0131z\u0131 duygu \u00fcretemeyen, konu\u015fma yaratmayan, izleyicilerin kendi iradesiyle geri d\u00f6nmedi\u011fi bir platforma ba\u011flamak, hi\u00e7bir aktivasyon b\u00fct\u00e7esinin telafi edemeyece\u011fi bir hatad\u0131r. \u0130zleyici b\u00fcy\u00fckl\u00fc\u011f\u00fc, o […]<\/p>\n","protected":false},"author":14,"featured_media":157618,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024,20026,20207,20198],"tags":[],"class_list":["post-352340","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo","category-sponsorizzazioni-sportive","category-spor-pazarlamasi-tr","category-spor-sponsorluklari"],"acf":[],"contentshake_article_id":"","yoast_head":"\nSponsor Olunacak Spor Nas\u0131l Se\u00e7ilir: Kriterler ve Y\u00f6ntem | RTR Sports<\/title>\n<meta name=\"description\" content=\"Kitle uyumu, marka de\u011ferleri, co\u011frafi kapsam, b\u00fct\u00e7e, medya g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc: yat\u0131r\u0131m yap\u0131lacak do\u011fru sporu se\u00e7menin somut kriterleri. 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