{"id":1286,"date":"2026-05-25T14:50:08","date_gmt":"2026-05-25T14:50:08","guid":{"rendered":"https:\/\/www.outsidesportlab.com\/tr\/?p=1286"},"modified":"2026-05-25T14:50:09","modified_gmt":"2026-05-25T14:50:09","slug":"adidas-nikein-sponsor-oldugu-turkiyeye-fifa-lisansiyla-forma-cikardi","status":"publish","type":"post","link":"https:\/\/www.outsidesportlab.com\/tr\/adidas-nikein-sponsor-oldugu-turkiyeye-fifa-lisansiyla-forma-cikardi\/","title":{"rendered":"adidas, Nike\u2019\u0131n sponsor oldu\u011fu T\u00fcrkiye\u2019ye FIFA lisans\u0131yla “forma” \u00e7\u0131kard\u0131"},"content":{"rendered":"\n

Spor giyim devi Adidas, k\u00fcresel spor pazarlamas\u0131nda uzun s\u00fcre konu\u015fulacak ve ezber bozacak stratejik bir hamleye imza att\u0131. Alman markas\u0131, T\u00fcrkiye Futbol Federasyonu\u2019nun (TFF) resmi teknik sponsoru Nike olmas\u0131na ra\u011fmen, 2026 D\u00fcnya Kupas\u0131 ekosistemi i\u00e7in \u00f6zel olarak tasarlad\u0131\u011f\u0131 “T\u00fcrkiye” formas\u0131n\u0131 resmi internet sitesinden sat\u0131\u015fa sundu.<\/p>\n\n\n\n

Sosyal medyada ve spor d\u00fcnyas\u0131nda \u015fa\u015fk\u0131nl\u0131k yaratan bu geli\u015fmenin arkas\u0131nda, FIFA ile yap\u0131lan dev bir k\u00fcresel lisans anla\u015fmas\u0131 yat\u0131yor.<\/p>\n\n\n\n

TFF Logosu Yok, FIFA Amblemi Var<\/h3>\n\n\n\n

Adidas\u2019\u0131n online ma\u011fazas\u0131nda “FIFA World Cup 26\u2122 Turkey Jersey”<\/strong> ad\u0131yla ve 2.399 TL fiyat etiketiyle yer alan k\u0131rm\u0131z\u0131 renkli tasar\u0131m, ilk bak\u0131\u015fta bir milli tak\u0131m formas\u0131n\u0131 and\u0131r\u0131yor. Ancak yak\u0131ndan incelendi\u011finde projenin tamamen “hukuki bir a\u00e7\u0131k ve ticari f\u0131rsat” y\u00f6netimi oldu\u011fu g\u00f6r\u00fcl\u00fcyor.<\/p>\n\n\n\n

\u00dcr\u00fcn\u00fcn \u00fczerinde TFF\u2019nin tescilli ay-y\u0131ld\u0131zl\u0131 amblemi yer alm\u0131yor. Bunun yerine sa\u011f g\u00f6\u011f\u00fcste Adidas logosu, sol g\u00f6\u011f\u00fcste \u00f6n\u00fcm\u00fczdeki D\u00fcnya Kupas\u0131\u2019n\u0131n resmi logosu ve g\u00f6\u011f\u00fcs ortas\u0131nda ise sadece “T\u00dcRK\u0130YE”<\/strong> ibaresi bulunuyor. Adidas, kuma\u015f teknolojisi olarak da do\u011frudan elit futbol tak\u0131mlar\u0131nda kulland\u0131\u011f\u0131 forma kuma\u015f\u0131n\u0131 tercih etmi\u015f durumda.<\/p>\n\n\n\n

Sponsorluk Duvar\u0131 “FIFA Lisans\u0131” ile A\u015f\u0131l\u0131yor<\/h3>\n\n\n\n

Peki, resmi sponsoru Nike olan bir milli tak\u0131ma Adidas nas\u0131l \u00fcr\u00fcn \u00fcretebiliyor?<\/p>\n\n\n\n

\u0130\u015fin s\u0131rr\u0131, Adidas\u2019\u0131n FIFA ile olan k\u00f6kl\u00fc ortakl\u0131\u011f\u0131nda gizli. Marka, D\u00fcnya Kupas\u0131’n\u0131n ana partneri olman\u0131n verdi\u011fi lisans haklar\u0131n\u0131 kullanarak, turnuvada yer alacak veya turnuva ekosistemine dahil olan t\u00fcm \u00fclkeler i\u00e7in bu koleksiyonu basma hakk\u0131na sahip. Benzer bir strateji, yine Nike\u2019\u0131n giydirdi\u011fi \u0130ngiltere ve \u0130talya gibi dev futbol \u00fclkeleri i\u00e7in de uygulan\u0131yor.<\/p>\n\n\n\n

Adidas bu hamlesiyle, federasyonlara milyonlarca avroluk resmi sponsorluk bedelleri \u00f6demeden, o \u00fclkelerdeki devasa taraftar ve pazar potansiyeline do\u011frudan ula\u015fm\u0131\u015f oluyor.<\/p>\n\n\n\n

Spor Pazarlamas\u0131nda Yeni D\u00f6nem<\/h3>\n\n\n\n

B\u00fcy\u00fck turnuvalar yakla\u015f\u0131rken markalar aras\u0131ndaki “pusu pazarlamas\u0131” (ambush marketing) hamlelerine al\u0131\u015f\u0131k olan spor sekt\u00f6r\u00fc, bu kez do\u011frudan lisans haklar\u0131na dayanan resmi bir meydan okumaya \u015fahitlik ediyor. Federasyonlar\u0131n resmi sponsorluk anla\u015fmalar\u0131ndaki m\u00fcnhas\u0131rl\u0131k (tekel) maddelerinin, FIFA\u2019n\u0131n k\u00fcresel lisans haklar\u0131 kar\u015f\u0131s\u0131nda nas\u0131l konumlanaca\u011f\u0131 ise \u00f6n\u00fcm\u00fczdeki g\u00fcnlerde spor hukuk\u00e7ular\u0131 ve pazarlama uzmanlar\u0131 taraf\u0131ndan fazlas\u0131yla tart\u0131\u015f\u0131lacak gibi g\u00f6r\u00fcn\u00fcyor.<\/p>\n","protected":false},"excerpt":{"rendered":"

Spor giyim devi Adidas, k\u00fcresel spor pazarlamas\u0131nda uzun s\u00fcre konu\u015fulacak ve ezber bozacak stratejik bir hamleye imza att\u0131.<\/p>\n","protected":false},"author":1,"featured_media":1287,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[23],"tags":[47,58,272,87],"class_list":["post-1286","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-manset","tag-adidas","tag-dunya-kupasi","tag-nike-2","tag-turkiye"],"uagb_featured_image_src":{"full":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/Aja-Wilson-1-1.png",1600,800,false],"thumbnail":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/Aja-Wilson-1-1-150x150.png",150,150,true],"medium":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/Aja-Wilson-1-1-300x150.png",300,150,true],"medium_large":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/Aja-Wilson-1-1-768x384.png",768,384,true],"large":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/Aja-Wilson-1-1-1024x512.png",1024,512,true],"1536x1536":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/Aja-Wilson-1-1-1536x768.png",1536,768,true],"2048x2048":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/Aja-Wilson-1-1.png",1600,800,false]},"uagb_author_info":{"display_name":"outsidesport","author_link":"https:\/\/www.outsidesportlab.com\/tr\/author\/outsidesport\/"},"uagb_comment_info":0,"uagb_excerpt":"Spor giyim devi Adidas, k\u00fcresel spor pazarlamas\u0131nda uzun s\u00fcre konu\u015fulacak ve ezber bozacak stratejik bir hamleye imza att\u0131.","_links":{"self":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts\/1286","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/comments?post=1286"}],"version-history":[{"count":1,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts\/1286\/revisions"}],"predecessor-version":[{"id":1288,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts\/1286\/revisions\/1288"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/media\/1287"}],"wp:attachment":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/media?parent=1286"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/categories?post=1286"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/tags?post=1286"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}