{"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":"2026-09-11T17:03:26","modified_gmt":"2026-09-11T15:03:26","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":"

Son d\u00f6nemde k\u00fcresel spor medyas\u0131 ortam\u0131n\u0131n en \u00f6nemli ad\u0131mlar\u0131ndan birinde, NBA<\/strong>, k\u00fcresel i\u00e7erik da\u011f\u0131t\u0131m\u0131na b\u00fcy\u00fck yat\u0131r\u0131m yaparak Amerikan basketbolunu d\u00fcnya genelinde onlarca milyon taraftar\u0131n evine ta\u015f\u0131m\u0131\u015ft\u0131r. Sky ve uluslararas\u0131 ak\u0131\u015f platformlar\u0131 arac\u0131l\u0131\u011f\u0131yla Avrupal\u0131 taraftarlar, National Basketball Association<\/strong> ma\u00e7lar\u0131n\u0131, tekrarlar\u0131n\u0131 ve analizlerini g\u00fcn\u00fcn her saatinde takip edebilmektedir.<\/p>\n

Bu ba\u011flamda, di\u011ferlerinden \u00e7ok daha fazla yank\u0131 uyand\u0131ran bir ifade \u00f6ne \u00e7\u0131kmaktad\u0131r. Uzun y\u0131llardan bu yana NBA pazarlamas\u0131n\u0131n ay\u0131rt edici \u00f6zelli\u011fi olan bu ifade; spotte, ge\u00e7i\u015flerde ve ileti\u015fim materyallerinde yer almaktad\u0131r. D\u00fcnyan\u0131n belki de en \u00fcnl\u00fc ligi t\u00fcm dinleyicilerine kendini \u015fu s\u00f6zlerle sunmaktad\u0131r: This is Why We Play<\/strong>.<\/p>\n

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

“This is why we play” her zaman NBA’in slogan\u0131<\/strong> olmam\u0131\u015ft\u0131r. Bug\u00fcn Adam Silver taraf\u0131ndan y\u00f6netilen ligeye e\u015flik eden pek \u00e7ok etkili ifade vard\u0131: “where amazing happens”tan “I love this game”e, hatta uzak ge\u00e7mi\u015fin “NBA Action, it’s fantastic!”\u0131na kadar. Her slogan d\u00f6neminin zihinsel haritas\u0131n\u0131 ve o d\u00f6nemin izleyicisiyle kurulan ili\u015fkinin niteli\u011fini yans\u0131tmaktayd\u0131.<\/p>\n

\u0130leti\u015fim ve pazarlama a\u00e7\u0131s\u0131ndan bak\u0131ld\u0131\u011f\u0131nda, \u00f6nemli bir s\u0131\u00e7raman\u0131n ya\u015fand\u0131\u011f\u0131 kolayl\u0131kla anla\u015f\u0131lmaktad\u0131r. “NBA Action, it’s fantastic!” slogan\u0131 \u2014 o denli 1980’lere ait ki sanki Willy \u0130ngilizce \u00d6\u011freniyor<\/em>‘un bir b\u00f6l\u00fcm\u00fcne al\u0131nabilir \u2014 analizin d\u0131\u015f\u0131nda tutuldu\u011funda, hem “where amazing happens” hem de efsanevi “I love this game”, farkl\u0131 bir dille de olsa ayn\u0131 kitleye hitap ediyordu. Her ikisi de farkl\u0131 bi\u00e7imlerde basketbol izlemenin zevkini ve bunun kar\u015f\u0131l\u0131\u011f\u0131nda al\u0131nan duyguyu anlat\u0131yordu. Ligimizin ma\u00e7lar\u0131n\u0131 izleyin, ola\u011fan\u00fcst\u00fc \u015feyler olacak, der gibi bir mesaj vard\u0131; ki bu, ayn\u0131 ligin yaln\u0131zca birka\u00e7 y\u0131l \u00f6nce ayn\u0131 taraftara “ben bu oyunu seviyorum” s\u00f6zlerini s\u00f6ylettirdi\u011fi d\u00f6nemden farkl\u0131 de\u011fildi.<\/p>\n

Neden “This is Why We Play” Di\u011ferlerinden Farkl\u0131? S\u0131\u00e7raman\u0131n S\u0131rr\u0131 Ne?<\/h2>\n

Her \u015feyden \u00f6nce, kolayl\u0131kla fark edildi\u011fi \u00fczere zamir de\u011fi\u015fmekte ve “ben” “biz” haline gelmektedir: daha kapsay\u0131c\u0131, daha kolektif. Art\u0131k b\u00fcy\u00fck \u015fampiyonlar\u0131n g\u00f6rkemli performanslar\u0131n\u0131 odas\u0131nda yaln\u0131z ba\u015f\u0131na izleyen bir seyirci yoktur; biz vard\u0131r, basketbol halk\u0131, bir topluluk ve \u2014 daha da \u00f6nemlisi \u2014 bir community<\/strong>. Bu community<\/strong> kavram\u0131 \u00fczerinde \u00f6zellikle durmak gerekir; zira her \u00e7a\u011fda\u015f ileti\u015fim kampanyas\u0131n\u0131n b\u00fcy\u00fck gizli de\u011feri burada yatmaktad\u0131r. 2024 itibar\u0131yla NBA’in resmi sosyal medya kanallar\u0131nda 100 milyonun \u00fczerinde takip\u00e7isi bulunmaktad\u0131r: yaln\u0131zca bir metafor de\u011fil, ger\u00e7ek bir topluluk.<\/p>\n

Bununla birlikte, b\u00fcy\u00fck devrim zamirde de\u011fil, onun play: biz oynuyoruz<\/strong> fiiliyle ili\u015fkilendirilmesindedir. Bu, son derece \u00f6nemli bir kavramsal ve anlat\u0131sal s\u0131\u00e7ramad\u0131r: kampanyan\u0131n oda\u011f\u0131 bir anda yaln\u0131zca izleyen de\u011fil, \u00e7ok daha aktif bir seyirci\/oyuncuya kaymaktad\u0131r.<\/p>\n

Pek \u00e7ok yorumcunun vurgulad\u0131\u011f\u0131 gibi, kapat\u0131lmas\u0131 gereken \u00f6nemli bir bili\u015fsel bo\u015fluk vard\u0131r: “ben bu sporu (izlemeyi) seviyorum” ile “i\u015fte bu y\u00fczden biz oynuyoruz” aras\u0131ndaki bo\u015flukta ne yatmaktad\u0131r? Spor pazarlamas\u0131<\/strong> a\u00e7\u0131s\u0131ndan b\u00fcy\u00fck olas\u0131l\u0131kla \u00e7ok belirli nedenler s\u00f6z konusudur. Bunlar\u0131 anlamak i\u00e7in bir ad\u0131m geri at\u0131p temel bir kavrama, yani sporun t\u00fcketicisinin<\/strong> kim oldu\u011fu sorusuna d\u00f6nmek gerekir.<\/p>\n

Spor T\u00fcketicisi: Seyirci ve Kat\u0131l\u0131mc\u0131 Aras\u0131nda<\/h2>\n

Spor t\u00fcketicisine<\/strong> kesin bir etiket yap\u0131\u015ft\u0131rmak g\u00fc\u00e7t\u00fcr; zira spor \u00fcr\u00fcn\u00fc kavram\u0131n\u0131n kendisi geni\u015f ve heterojen bir yap\u0131ya sahiptir. Stadyuma sezonluk bilet sat\u0131n alan, Formula 1<\/strong>‘i izlemek i\u00e7in ak\u0131\u015f aboneli\u011fi edinen, \u00fcr\u00fcn sat\u0131n alan veya spor salonuna \u00fcye olan ki\u015fi bir spor t\u00fcketicisidir. \u00d6te yandan maratona kaydolan, arkada\u015flar\u0131yla futbol oynamak i\u00e7in saha kiralayan ya da hafta sonlar\u0131 kayak yapmak i\u00e7in pistlere giden ki\u015fi de bir spor t\u00fcketicisidir. G\u00f6r\u00fcn\u00fcrde bu denli farkl\u0131 olan bu fig\u00fcrler, \u00e7ok farkl\u0131 da olsa spor \u00fcr\u00fcnleriyle etkile\u015fim<\/strong> i\u00e7inde olduklar\u0131 i\u00e7in hepsi spor t\u00fcketicisidir.<\/p>\n

Spor t\u00fcketicisinin en \u00fcnl\u00fc yap\u0131land\u0131r\u0131lm\u0131\u015f s\u0131n\u0131fland\u0131rmas\u0131 1990’lar\u0131n ortalar\u0131na dayan\u0131r (Milne, Sutton & McDonald, 1996) ve spor kitlesini kesin bi\u00e7imde iki ana kategoriye ay\u0131r\u0131r:<\/p>\n

    \n
  • Seyirci T\u00fcketici<\/strong><\/li>\n
  • Kat\u0131l\u0131mc\u0131 T\u00fcketici, yani sporcu<\/strong><\/li>\n<\/ul>\n

    \u0130ki grup aras\u0131ndaki ayr\u0131m a\u00e7\u0131k olsa da, teorik \u00e7er\u00e7eve bug\u00fcn de spor pazarlamas\u0131 ara\u015ft\u0131rmac\u0131lar\u0131 aras\u0131nda ge\u00e7erlili\u011fini korumakta; sporun t\u00fcketim motivasyonlar\u0131na ili\u015fkin teorilerin ba\u015flang\u0131\u00e7 noktas\u0131 olarak kullan\u0131lmaktad\u0131r (Milne ve di\u011ferleri, 1996; Lascu ve di\u011ferleri, 1995; Sloan, 1985; Stone, 1971; Zillmann ve di\u011ferleri, 1979). Akademik literat\u00fcr\u00fcn ba\u015fl\u0131ca ilgi odaklar\u0131ndan biri, bu iki farkl\u0131 t\u00fcketici t\u00fcr\u00fc aras\u0131ndaki ili\u015fkilerdir: bunlar tamamen farkl\u0131 insan tipleri midir, yoksa b\u00fcy\u00fck \u00f6rt\u00fc\u015fme alanlar\u0131yla son derece “ak\u0131\u015fkan” tan\u0131mlamalar m\u0131 s\u00f6z konusudur?<\/p>\n

    Seyirciler ve Kat\u0131l\u0131mc\u0131lar: Sporda Ger\u00e7ekte Ne Yap\u0131yoruz?<\/h2>\n

    Bu noktada ilgin\u00e7 bir okuma yap\u0131lmaktad\u0131r: hem seyirci t\u00fcrleri hem de spor t\u00fcrleri birlikte incelenmeye ba\u015fland\u0131\u011f\u0131nda, tablo belirginle\u015fmektedir. Bu iki boyutun kesi\u015fiminden ortaya \u00e7\u0131kan gaussian e\u011frisi, hem basit hem de \u015fa\u015f\u0131rt\u0131c\u0131 olan; herhangi bir spor tak\u0131m\u0131n\u0131n veya sponsorun eylemlerinin ba\u015flang\u0131\u00e7 noktas\u0131 haline gelen bir ara\u015ft\u0131rma zemini a\u00e7maktad\u0131r.<\/p>\n

    Daha da \u00f6nemlisi, bu \u00f6rt\u00fc\u015fme dinamik ve tek y\u00f6nl\u00fc de\u011fildir. Seyirciler zamanla kat\u0131l\u0131mc\u0131ya d\u00f6n\u00fc\u015febilir (golf izleyen biri sonunda golf oynamaya ba\u015flar), kat\u0131l\u0131mc\u0131lar ise seyirciye (yar\u0131\u015fmac\u0131 ko\u015fucu saatlerce atletizm izlemeye ba\u015flar). Bu ge\u00e7irgenlik, pazarlamac\u0131lar i\u00e7in iki tarafl\u0131 bir f\u0131rsatt\u0131r: seyircileri \u00fcr\u00fcnle denemek \u00fczere kat\u0131l\u0131ma \u00e7ekmek ya da kat\u0131l\u0131mc\u0131lar\u0131 spor t\u00fcketiminin medya ve ticari boyutuna \u00e7ekmek. Ak\u0131ll\u0131 markalar bu iki y\u00f6nde e\u015f zamanl\u0131 hareket eder.<\/p>\n

    Basketbol<\/strong> gibi bir sporu ele alal\u0131m. Kat\u0131l\u0131mc\u0131 k\u00fcmesi seyircilerin k\u00fcmesinden daha k\u00fc\u00e7\u00fckt\u00fcr ve neredeyse tamamen o daha b\u00fcy\u00fck diyagrama dahildir. Basketbol oynamak, hemen hemen her zaman onu seyretmek anlam\u0131na da gelir; ancak bunun tersi ge\u00e7erli de\u011fildir. Ayn\u0131 durum futbol<\/strong>da \u00e7ok daha da belirginle\u015fir: FIFA 2024 verilerine g\u00f6re, 5 milyar\u0131n \u00fczerinde insan futbolu seyirci olarak takip ederken d\u00fcnya genelinde kay\u0131tl\u0131 yakla\u015f\u0131k 265 milyon aktif futbol oyuncusu bulunmaktad\u0131r.<\/p>\n

    Golf<\/strong> veya tenis<\/strong> gibi olduk\u00e7a dengeli durumlar da mevcuttur; burada kat\u0131l\u0131mc\u0131lar ve seyirciler aras\u0131nda m\u00fckemmel bir denge ve kayda de\u011fer bir \u00f6rt\u00fc\u015fme g\u00f6zlemlenir. \u015ea\u015f\u0131rt\u0131c\u0131 g\u00f6r\u00fcnse de tenis ve golf, hedef kitle ve t\u00fcketici sosyal demografisi a\u00e7\u0131s\u0131ndan birbirine \u00e7ok benzer bran\u015flard\u0131r: zarif, pahal\u0131, b\u00fcy\u00fck \u00f6l\u00e7\u00fcde bireysel ve kul\u00fcp ortam\u0131nda oynanan sporlar.<\/p>\n

    Son olarak, Formula 1<\/strong> veya ko\u015fu<\/strong> gibi kesinlikle a\u015f\u0131r\u0131 durumlar vard\u0131r. F1 \u2014 Liberty Media verilerine g\u00f6re 2023’te k\u00fcm\u00fclatif k\u00fcresel izleyicisi 1,5 milyar benzersiz seyirciyi a\u015fan \u2014 yaln\u0131zca 20 aktif pilota kar\u015f\u0131n on milyonlarca taraftara sahiptir. Ko\u015fu s\u00f6z konusu oldu\u011funda ise tam tersi ge\u00e7erlidir: hemen hemen herkes “bug\u00fcn ko\u015fmaya gideyim” demi\u015f olsa da, maraton veya atletizm etkinliklerini seyirci olarak izleyen son derece az say\u0131da insan vard\u0131r.<\/p>\n

    Seyirciler ve Kat\u0131l\u0131mc\u0131lar: Spor Kurulu\u015flar\u0131 Ne Yap\u0131yor?<\/h2>\n

    Buraya kadar anlat\u0131lanlar taraftarlar ve sporcular i\u00e7in ilgi \u00e7ekici olabilir; ancak as\u0131l \u00f6nem, spor alan\u0131ndaki \u015firketler ve markalar i\u00e7in ta\u015f\u0131nan de\u011ferdedir.<\/p>\n

    B\u00fcy\u00fck bir satran\u00e7 oyunu<\/strong> gibi, spor \u00fcr\u00fcn\u00fc sahipleri kendi i\u015flerinin geni\u015flemesinin ve ba\u015far\u0131s\u0131n\u0131n, diyagram\u0131n kendi renginin kar\u015f\u0131t b\u00f6l\u00fcmlerini kazanmaya ba\u011fl\u0131 oldu\u011funu h\u0131zla anlam\u0131\u015ft\u0131r.<\/p>\n

    S\u0131f\u0131rdan evangelizasyon yaparak yeni bir kitle kazanmak yerine<\/strong>, spora ait \u00fcr\u00fcnler \u00fcreten \u015firketler \u2014 ister seyirciler (NBA, Manchester United, Dorna, Wimbledon) i\u00e7in \u00fcretsin ister kat\u0131l\u0131mc\u0131lar (Nike, Under Armour, spor salonu zinciri, e-bisiklet \u00fcreticileri) i\u00e7in \u2014 hen\u00fcz kendi dairelerine girmemi\u015f t\u00fcketicilere y\u00f6nelmeyi tercih etmektedir.<\/strong><\/p>\n

    Bunu somutla\u015ft\u0131rmak i\u00e7in pratik bir \u00f6rnek verelim. Motorlu sporlar\u0131n b\u00fcy\u00fck bir hayran\u0131 oldu\u011funuzu d\u00fc\u015f\u00fcn\u00fcn. Geni\u015f bir takip\u00e7i kitlesine sahip ama pratikte son derece az kat\u0131l\u0131mc\u0131s\u0131 olan bir spor; maliyeti, altyap\u0131 gereksinimi ve teknik bilgi birikimi nedeniyle kat\u0131l\u0131m\u0131 s\u0131n\u0131rl\u0131d\u0131r. Motorlu sporu seyirci olarak t\u00fcketen markalar bu ki\u015fiyle \u00e7ok iyi i\u015f yapar: ak\u0131\u015f abonelikleri, \u00fcr\u00fcn lisanslar\u0131 ve video oyunlar\u0131 istek listelerini doldurup c\u00fczdanlar\u0131n\u0131 bo\u015falt\u0131r. Bu ki\u015fi “pembe dairede” yer al\u0131r; pembe dairedeki t\u00fcm markalar ondan son derece memnundur. Ancak motorlu sporu bizzat pratik etmemektedir ve “sar\u0131 dairedeki” t\u00fcm markalar ondan bir kuru\u015f g\u00f6remez. Onlar\u0131n hedefi nedir? Pembe b\u00f6lgeye gidip yeni t\u00fcketiciler aramak. Bunu nas\u0131l yapacaklar? Seyirci-t\u00fcketicilere y\u00f6nelik te\u015fvik faaliyetleriyle: s\u00fcr\u00fc\u015f kurslar\u0131, pist denemeleri, test s\u00fcr\u00fc\u015fleri.<\/p>\n

    Nike’\u0131n “If you have a body, you are an athlete” ifadesi \u2014 d\u00fcnya genelindeki Nike ma\u011fazalar\u0131n\u0131n i\u00e7inde yer alan bu b\u00fcy\u00fck yaz\u0131 \u2014 bu \u00e7aban\u0131n en iyi ifadesidir ve buradaki d\u00f6ng\u00fcy\u00fc kapatmaktad\u0131r. Nielsen Fan Insights 2024<\/strong>‘e g\u00f6re, k\u00fcresel spor taraftarlar\u0131n\u0131n %77’si kendini en az bir sporda ara s\u0131ra kat\u0131l\u0131mc\u0131 olarak tan\u0131mlamaktad\u0131r: bu y\u00fcksek \u00f6rt\u00fc\u015fme oran\u0131, teorik ayr\u0131m\u0131n g\u00fcn\u00fcm\u00fcz ger\u00e7ekli\u011finde giderek daha ge\u00e7irgen hale geldi\u011fini do\u011frulamaktad\u0131r. En ak\u0131ll\u0131 markalar \u2014 b\u00fcy\u00fck spor markalar\u0131ndan spor kurulu\u015flar\u0131n\u0131n kendisine kadar \u2014 tam da bu bulan\u0131k s\u0131n\u0131rda \u00e7al\u0131\u015fmakta ve onu geni\u015fletmeye \u00e7al\u0131\u015fmaktad\u0131r.<\/p>\n

    Sponsorluk Se\u00e7iminde Bu Analiz Ne Anlama Gelir?<\/h2>\n

    Bir sporu d\u00fc\u015f\u00fcnen bir marka, \u00f6nce kendine \u015funu sormal\u0131d\u0131r: m\u00fc\u015fterilerim a\u011f\u0131rl\u0131kl\u0131 olarak bu sporun seyircileri mi, kat\u0131l\u0131mc\u0131lar\u0131 m\u0131, yoksa her ikisi de mi? Bu soru, do\u011fru m\u00fclk\u00fc, do\u011fru aktivasyonu ve do\u011fru i\u00e7erik stratejisini belirlemede kritik bir pusula i\u015flevi g\u00f6r\u00fcr. Formula 1 a\u011f\u0131rl\u0131kl\u0131 seyirci kitlesine sahip bir platform iken yol bisikleti \u00e7ok daha g\u00fc\u00e7l\u00fc bir kat\u0131l\u0131mc\u0131 taban\u0131na dayand\u0131\u011f\u0131ndan bu iki sporla aktivasyon tamamen farkl\u0131 bir anlam ta\u015f\u0131r.<\/p>\n

    RTR Sports Marketing, motorsport sponsorlu\u011funda 30 y\u0131l\u0131 a\u015fk\u0131n deneyimiyle markalar\u0131n bu soruyu do\u011fru yan\u0131tlamas\u0131na ve en uygun platforma y\u00f6nelmesine yard\u0131mc\u0131 olur. Seyirci ile kat\u0131l\u0131mc\u0131 aras\u0131ndaki s\u0131n\u0131r\u0131 ne \u00f6l\u00e7\u00fcde geni\u015fletebilece\u011finizi ve sponsorlu\u011fun bu dinami\u011fi nas\u0131l besleyebilece\u011fini g\u00f6r\u00fc\u015fmek i\u00e7in ekibimize ula\u015fabilirsiniz.<\/p>\n

    Sonu\u00e7 olarak, NBA’in “This is Why We Play” slogan\u0131n\u0131n i\u00e7inde bar\u0131nd\u0131rd\u0131\u011f\u0131 \u015feyin fark\u0131nda olmak \u00f6nemlidir. Slogan tek ba\u015f\u0131na bir frase de\u011fildir; on y\u0131ll\u0131k ileti\u015fim teorisinin, pazar ara\u015ft\u0131rmalar\u0131n\u0131n ve t\u00fcketici davran\u0131\u015f \u00e7al\u0131\u015fmalar\u0131n\u0131n rafine bir \u00f6zeti oldu\u011funu s\u00f6ylemek abart\u0131 say\u0131lmaz. B\u00fcy\u00fck ileti\u015fim s\u00fcre\u00e7leri gibi, b\u00fcy\u00fck spor pazarlama ge\u00e7i\u015fleri de ancak b\u00fct\u00fcnc\u00fcl, tutarl\u0131 ve tek tip bir ba\u011flamda i\u015fe yarar. T\u00fcketici kategorileri aras\u0131ndaki ge\u00e7i\u015f tek bir ifadeyle de\u011fil, bir eylemler sistemiyle ger\u00e7ekle\u015fir: ileti\u015fimden fan-zone y\u00f6netimine, \u00fcr\u00fcn stratejisinden biletleme politikalar\u0131na, \u00e7evrimi\u00e7i ve \u00e7evrimd\u0131\u015f\u0131 aktivasyonlardan iyi niyete kadar her \u015fey say\u0131l\u0131r. Bu da, iyi bir spor pazarlamas\u0131n\u0131n her zaman hem sahadaki hem de trib\u00fcndeki ki\u015fiyle e\u015f zamanl\u0131 konu\u015fmak zorunda oldu\u011funu bize hat\u0131rlat\u0131r. K\u00fc\u00e7\u00fck, yava\u015f ve pek \u00e7ok mikro unsurdan olu\u015fan bu tektoknik hareket, uzun vadede t\u00fcm sekt\u00f6r\u00fcn y\u00f6n\u00fcn\u00fc belirler. Spor d\u00fcnyas\u0131n\u0131n g\u00fczelli\u011fi ve \u015fiiri de tam olarak burada yatar.<\/p>\n\n

    \r\n\r\n

    SSS \u2013 Spor Pazarlamas\u0131nda Seyirciden Kat\u0131l\u0131mc\u0131ya D\u00f6n\u00fc\u015f\u00fcm<\/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 fark 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 seyirci ve kat\u0131l\u0131mc\u0131 ayr\u0131m\u0131n\u0131 nas\u0131l kullan\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 NBA'in 'This is Why We Play' slogan\u0131 neden kapsay\u0131c\u0131 pazarlamaya iyi bir \u00f6rnektir?<\/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 yaln\u0131zca seyirci, baz\u0131lar\u0131nda ise neredeyse yaln\u0131zca kat\u0131l\u0131mc\u0131 vard\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 Bu analiz bir spor sponsorlu\u011funun se\u00e7iminde 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 <\/div>\r\n \n","protected":false},"excerpt":{"rendered":"

    Son d\u00f6nemde k\u00fcresel spor medyas\u0131 ortam\u0131n\u0131n en \u00f6nemli ad\u0131mlar\u0131ndan birinde, NBA, k\u00fcresel i\u00e7erik da\u011f\u0131t\u0131m\u0131na b\u00fcy\u00fck yat\u0131r\u0131m yaparak Amerikan basketbolunu d\u00fcnya genelinde onlarca milyon taraftar\u0131n evine ta\u015f\u0131m\u0131\u015ft\u0131r. Sky ve uluslararas\u0131 ak\u0131\u015f platformlar\u0131 arac\u0131l\u0131\u011f\u0131yla Avrupal\u0131 taraftarlar, National Basketball Association ma\u00e7lar\u0131n\u0131, tekrarlar\u0131n\u0131 ve analizlerini g\u00fcn\u00fcn her saatinde takip edebilmektedir. Bu ba\u011flamda, di\u011ferlerinden \u00e7ok daha fazla yank\u0131 uyand\u0131ran bir […]<\/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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