{"id":352701,"date":"2018-08-09T12:49:01","date_gmt":"2018-08-09T10:49:01","guid":{"rendered":"https:\/\/rtrsports.com\/this-is-why-we-play-spor-pazarlamasinda-katilimcidan-seyirciye-donusum\/"},"modified":"2026-09-09T17:13:19","modified_gmt":"2026-09-09T15:13:19","slug":"this-is-why-we-play-spor-pazarlamasinda-katilimcidan-seyirciye-donusum","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/tr\/blog\/this-is-why-we-play-spor-pazarlamasinda-katilimcidan-seyirciye-donusum\/","title":{"rendered":"This is Why We Play: Spor Pazarlamas\u0131nda Kat\u0131l\u0131mc\u0131dan Seyirciye D\u00f6n\u00fc\u015f\u00fcm"},"content":{"rendered":"

Spor medyas\u0131 ortam\u0131n\u0131n en \u00f6nemli geli\u015fmelerinden birinde, NBA<\/strong>, k\u00fcresel i\u00e7erik da\u011f\u0131t\u0131m\u0131na b\u00fcy\u00fck yat\u0131r\u0131mlar yaparak Amerikan basketbolunu d\u00fcnya genelinde on milyonlarca hayran\u0131n evine ta\u015f\u0131m\u0131\u015ft\u0131r. Sky ve ba\u015fl\u0131ca uluslararas\u0131 yay\u0131n platformlar\u0131 arac\u0131l\u0131\u011f\u0131yla Avrupal\u0131 taraftarlar, Ulusal Basketbol Birli\u011fi<\/strong>‘nin ma\u00e7lar\u0131n\u0131, tekrarlar\u0131n\u0131 ve analizlerini g\u00fcn\u00fcn her saatinde takip edebilmektedir.<\/p>\n

Bu ba\u011flamda, t\u00fcm di\u011ferlerinden daha \u00e7ok yank\u0131 uyand\u0131ran bir mesaj var. Y\u0131llard\u0131r NBA pazarlamas\u0131n\u0131n simgesi haline gelmi\u015f, say\u0131s\u0131z reklam, ge\u00e7i\u015f ve ileti\u015fim materyalinde yer alm\u0131\u015ft\u0131r. D\u00fcnyan\u0131n muhtemelen en \u00fcnl\u00fc liginin t\u00fcm dinleyicilerine kendini tan\u0131tt\u0131\u011f\u0131 c\u00fcmledir: This is Why We Play<\/strong>.<\/p>\n

This is why we play<\/h2>\n

“This is why we play” her zaman NBA’nin slogan\u0131<\/strong> olmam\u0131\u015ft\u0131r. \u015eu an Adam Silver taraf\u0131ndan y\u00f6netilen ligeye bir\u00e7ok ak\u0131lda kal\u0131c\u0131 c\u00fcmle e\u015flik etmi\u015ftir: “where amazing happens”tan “I love this game”e ve uzak ge\u00e7mi\u015fteki “NBA Action, it’s fantastic!”e kadar.<\/p>\n

\u0130leti\u015fim ve pazarlama a\u00e7\u0131s\u0131ndan \u00f6nemli bir s\u0131\u00e7rama ya\u015fad\u0131\u011f\u0131m\u0131z\u0131 anlamak kolayd\u0131r. “NBA Action, it’s fantastic!”i bir kenara b\u0131rak\u0131rsak, hem “where amazing happens” hem de ikonik “I love this game” farkl\u0131 diller kullansa da ayn\u0131 kitleye hitap ediyordu. Bu sloganlar, basketbol izlemenin zevkini ve bunun kar\u015f\u0131l\u0131\u011f\u0131nda al\u0131nan heyecan\u0131 anlat\u0131yordu.<\/p>\n

“This is why we play” neden farkl\u0131? S\u0131\u00e7rama nerede?<\/h2>\n

Her \u015feyden \u00f6nce, zamir de\u011fi\u015fiyor: “ben” “biz” oluyor \u2014 daha kapsay\u0131c\u0131, daha kolektif. Art\u0131k odas\u0131na kapanm\u0131\u015f, b\u00fcy\u00fck \u015fampiyonlar\u0131n muhte\u015fem performanslar\u0131n\u0131 izleyen yaln\u0131z bir seyirci yok; basketbol halk\u0131, bir topluluk ve \u2014 daha da \u00f6nemlisi \u2014 bir topluluk var. 2024 y\u0131l\u0131nda NBA, resmi sosyal medya kanallar\u0131nda 100 milyonun \u00fczerinde takip\u00e7iye sahiptir: yaln\u0131zca bir metafor de\u011fil, ger\u00e7ek bir topluluk.<\/p>\n

Ancak b\u00fcy\u00fck devrim, zamirde de\u011fil, play fiiliyle ba\u011flant\u0131s\u0131nda yat\u0131yor: oynayan biziz<\/strong>. Bu, son derece \u00f6nemli bir kavramsal ve anlat\u0131sal s\u0131\u00e7ramad\u0131r: kampanyan\u0131n oda\u011f\u0131 aniden yaln\u0131zca mevcut olan de\u011fil, \u00e7ok aktif olan bir seyirci\/akt\u00f6re kay\u0131yor.<\/p>\n

Spor t\u00fcketicisi: seyirci ve kat\u0131l\u0131mc\u0131 aras\u0131nda<\/h2>\n

Spor t\u00fcketicisinin en \u00fcnl\u00fc yap\u0131sal s\u0131n\u0131fland\u0131rmas\u0131 1990’lar\u0131n ortas\u0131nda ortaya \u00e7\u0131km\u0131\u015ft\u0131r (Milne, Sutton & McDonald, 1996) ve spor kitlesini kesin olarak iki makro kategoriye ay\u0131rm\u0131\u015ft\u0131r:<\/p>\n

    \n
  • Seyirci T\u00fcketici<\/strong><\/li>\n
  • Kat\u0131l\u0131mc\u0131 T\u00fcketici veya Uygulay\u0131c\u0131<\/strong><\/li>\n<\/ul>\n

    \u0130ki grup aras\u0131ndaki ayr\u0131m belirgin olsa da, teorik \u00e7er\u00e7eve spor pazarlamas\u0131 ara\u015ft\u0131rmac\u0131lar\u0131 aras\u0131nda bug\u00fcn de ge\u00e7erlili\u011fini korumaktad\u0131r. Doktrininin ana ilgi noktalar\u0131ndan biri, bu iki farkl\u0131 t\u00fcketici aras\u0131ndaki ili\u015fkilerdir: tamamen farkl\u0131 insan t\u00fcrleri midirler, yoksa bu tan\u0131mlar b\u00fcy\u00fck \u00f6rt\u00fc\u015fme alanlar\u0131yla \u00e7ok “ak\u0131\u015fkan” m\u0131?<\/p>\n

    Seyirciler ve kat\u0131l\u0131mc\u0131lar: sporla ger\u00e7ekte ne yap\u0131yoruz<\/h2>\n

    Basketbol<\/strong> gibi bir sporu ele alal\u0131m. Uygulay\u0131c\u0131lar k\u00fcmesi seyircilerden k\u00fc\u00e7\u00fckt\u00fcr ve neredeyse tamamen b\u00fcy\u00fck diyagram\u0131n i\u00e7inde yer almaktad\u0131r. Basketbol oynayan ki\u015filer neredeyse her zaman seyirci de olurlar, ancak bunun tersi do\u011fru de\u011fildir. Ayn\u0131 durum futbol<\/strong>da daha da belirginle\u015fir: FIFA 2024 verilerine g\u00f6re, k\u00fcresel d\u00fczeyde 5 milyardan fazla ki\u015fi futbolu seyirci olarak takip ederken, kay\u0131tl\u0131 oyuncu say\u0131s\u0131 yakla\u015f\u0131k 265 milyondur.<\/p>\n

    Son olarak, Formula 1<\/strong> veya ko\u015fu<\/strong> gibi son derece u\u00e7 durumlar vard\u0131r. F1 \u2014 Liberty Media’ya g\u00f6re k\u00fcm\u00fclatif k\u00fcresel izleyici kitlesi 2023’te 1,5 milyar benzersiz izleyiciyi a\u015ft\u0131 \u2014 on milyonlarca hayrana kar\u015f\u0131l\u0131k yaln\u0131zca 20 aktif s\u00fcr\u00fcc\u00fcye sahiptir.<\/p>\n

    Seyirciler ve kat\u0131l\u0131mc\u0131lar: spor hak sahipleri ne yap\u0131yor<\/h2>\n

    Spor \u00fcr\u00fcn\u00fc sahipleri, i\u015flerinin b\u00fcy\u00fcmesinin grafi\u011fin z\u0131t rengindeki k\u0131s\u0131mlar\u0131 fethetmeye ba\u011fl\u0131 oldu\u011funu h\u0131zla kavram\u0131\u015flard\u0131r. S\u0131f\u0131rdan yeni kitleler kazanmak yerine<\/strong>, hen\u00fcz \u00e7evremizde olmayan o sporun t\u00fcketicilerini hedeflemek tercih edilmektedir.<\/strong><\/p>\n

    Kolayca anla\u015f\u0131laca\u011f\u0131 gibi, seyircileri kat\u0131l\u0131mc\u0131lara ve kat\u0131l\u0131mc\u0131lar\u0131 hevesli seyircilere d\u00f6n\u00fc\u015ft\u00fcrmeye \u00e7al\u0131\u015fmak, grafi\u011fe tamamen yeni t\u00fcketiciler kazand\u0131rmaktan \u00e7ok daha basittir. Ortak anahtar tek bir \u015feydir: kapsay\u0131c\u0131l\u0131k<\/strong>.<\/p>\n

    If you have a body, you are an athlete<\/h2>\n

    Spor \u00fcr\u00fcnleri yaratan herkesin giderek daha kapsay\u0131c\u0131 ileti\u015fim ve pazarlama politikalar\u0131 benimsedi\u011fini anlamak i\u00e7in etraf\u0131n\u0131za bakman\u0131z yeterlidir. D\u00fcnyan\u0131n d\u00f6rt bir yan\u0131ndaki Nike ma\u011fazalar\u0131nda “If you have a body, you are an athlete” yaz\u0131s\u0131 yer almakta, \u015fimdiye kadar s\u00f6ylenenlerin halkas\u0131n\u0131 kesin olarak kapatmaktad\u0131r.<\/p>\n

    Nielsen Fan Insights 2024<\/strong>‘e g\u00f6re, k\u00fcresel spor taraftarlar\u0131n\u0131n %77’si kendilerini en az bir sporda zaman zaman kat\u0131l\u0131mc\u0131 olarak tan\u0131mlamaktad\u0131r: bu y\u00fcksek \u00f6rt\u00fc\u015fme oran\u0131, iki kategori aras\u0131ndaki teorik ayr\u0131m\u0131n \u00e7a\u011fda\u015f ger\u00e7eklikte giderek daha ge\u00e7irgen hale geldi\u011fini do\u011frulamaktad\u0131r.<\/p>\n

    “This is why we play<\/strong>” c\u00fcmlesi art\u0131k farkl\u0131 bir anlam ta\u015f\u0131yor. Bu ifadeyle NBA<\/strong>, d\u00fcnya genelindeki t\u00fcm basketbol uygulay\u0131c\u0131lar\u0131na sesleniyor ve onlar\u0131 seyirci t\u00fcketicilere d\u00f6n\u00fc\u015ft\u00fcrmeye \u00e7al\u0131\u015f\u0131yor. Mesaj, ba\u015fka bir deyi\u015fle \u015fudur: Basketbol oynuyorsan\u0131z, programlar\u0131m\u0131zda oyunun kendisinin m\u00fckemmelli\u011fi var, oyunun var olma nedeni var. Siz biz oluyorsunuz. Seyretmenizi de\u011fil, hep birlikte oynaman\u0131z\u0131 s\u00f6yl\u00fcyoruz.<\/p>\n

    Bu d\u00fcnyas\u0131n\u0131n g\u00fczelli\u011fi ve \u015fiiri de i\u015fte burada yat\u0131yor.<\/p>\n\n

    \r\n\r\n

    S\u0131k sorulan sorular<\/b><\/h2>\r\n \r\n
    \n
    \r\n\r\n

    \r\n Sporda seyirci t\u00fcketici ile kat\u0131l\u0131mc\u0131 t\u00fcketici aras\u0131ndaki ayr\u0131m nedir?<\/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 markalar\u0131 seyirciler ve kat\u0131l\u0131mc\u0131lar aras\u0131ndaki ayr\u0131m\u0131 nas\u0131l kullan\u0131yor?<\/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 NBA'nin 'This is Why We Play' slogan\u0131 neden kapsay\u0131c\u0131 pazarlaman\u0131n bir \u00f6rne\u011fidir?<\/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 Bu analiz spor sponsorlu\u011fu stratejisine nas\u0131l uygulan\u0131r?<\/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 Neden baz\u0131 sporlarda neredeyse sadece seyirciler varken di\u011ferlerinde neredeyse sadece kat\u0131l\u0131mc\u0131lar var?<\/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","protected":false},"excerpt":{"rendered":"

    Spor medyas\u0131 ortam\u0131n\u0131n en \u00f6nemli geli\u015fmelerinden birinde, NBA, k\u00fcresel i\u00e7erik da\u011f\u0131t\u0131m\u0131na b\u00fcy\u00fck yat\u0131r\u0131mlar yaparak Amerikan basketbolunu d\u00fcnya genelinde on milyonlarca hayran\u0131n evine ta\u015f\u0131m\u0131\u015ft\u0131r. Sky ve ba\u015fl\u0131ca uluslararas\u0131 yay\u0131n platformlar\u0131 arac\u0131l\u0131\u011f\u0131yla Avrupal\u0131 taraftarlar, Ulusal Basketbol Birli\u011fi‘nin ma\u00e7lar\u0131n\u0131, tekrarlar\u0131n\u0131 ve analizlerini g\u00fcn\u00fcn her saatinde takip edebilmektedir. Bu ba\u011flamda, t\u00fcm di\u011ferlerinden daha \u00e7ok yank\u0131 uyand\u0131ran bir mesaj var. […]<\/p>\n","protected":false},"author":2,"featured_media":157647,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20024],"tags":[],"class_list":["post-352701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-sportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nKat\u0131l\u0131mc\u0131dan Seyirciye: Modern Spor Pazarlamas\u0131nda Strateji<\/title>\n<meta name=\"description\" content=\"Seyirci ve kat\u0131l\u0131mc\u0131 t\u00fcketici aras\u0131ndaki ayr\u0131m\u0131n spor sponsorluk stratejilerini nas\u0131l y\u00f6nlendirdi\u011fi. NBA pazarlama analizi ve taraftar d\u00f6n\u00fc\u015f\u00fcm\u00fc. 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