Sports Business Journal i\u00e7in Navigate taraf\u0131ndan haz\u0131rlanan kapsaml\u0131 ara\u015ft\u0131rmaya g\u00f6re, D\u00fcnya Kupas\u0131 ma\u00e7lar\u0131na ev sahipli\u011fi yapacak ABD stadyumlar\u0131n\u0131n isim haklar\u0131 sponsorlar\u0131, turnuva boyunca toplamda yakla\u015f\u0131k 53,5 milyon dolarl\u0131k ABD i\u00e7i medya de\u011ferinden mahrum kalacak. K\u00fcresel \u00f6l\u00e7ekte ise bu kayb\u0131n 134,8 milyon dolara kadar \u00e7\u0131kabilece\u011fi \u00f6ng\u00f6r\u00fcl\u00fcyor.<\/p>\n\n\n\n
FIFA’n\u0131n kurallar\u0131 gere\u011fi D\u00fcnya Kupas\u0131’na ev sahipli\u011fi yapan t\u00fcm stadyumlar, turnuva s\u00fcresince mevcut ticari markalardan ar\u0131nd\u0131r\u0131l\u0131yor. Bu nedenle MetLife Stadium, AT&T Stadium veya Mercedes-Benz Stadium gibi ikonik tesisler, FIFA’n\u0131n belirledi\u011fi tarafs\u0131z isimlerle an\u0131l\u0131yor. \u00d6rne\u011fin final dahil sekiz ma\u00e7a ev sahipli\u011fi yapacak MetLife Stadium, turnuva boyunca “New York New Jersey Stadium” ad\u0131yla kullan\u0131lacak.<\/p>\n\n\n\n
Ara\u015ft\u0131rmaya g\u00f6re en b\u00fcy\u00fck kay\u0131plardan biri, New York Giants ile New York Jets’in ortak giri\u015fimi taraf\u0131ndan i\u015fletilen MetLife Stadium’un isim sponsoru MetLife’a ait. \u015eirket, 25 y\u0131ll\u0131k anla\u015fmas\u0131 kapsam\u0131nda y\u0131ll\u0131k ortalama 18,5 milyon dolar \u00f6deme yap\u0131yor. Ancak logosunun ve marka ad\u0131n\u0131n D\u00fcnya Kupas\u0131 boyunca kald\u0131r\u0131lmas\u0131 nedeniyle yakla\u015f\u0131k 20 milyon dolarl\u0131k k\u00fcresel medya g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fc kaybedebilir.<\/p>\n\n\n\n
Navigate Uluslararas\u0131 Dan\u0131\u015fmanl\u0131k Ba\u015fkan Yard\u0131mc\u0131s\u0131 Kevin Kane, sekiz D\u00fcnya Kupas\u0131 ma\u00e7\u0131n\u0131n ABD televizyonlar\u0131nda 100 milyondan fazla izleyiciye ula\u015fabilece\u011fini belirterek, “NFL isim hakk\u0131 anla\u015fmalar\u0131 tabela g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fcn\u00fcn \u00f6tesinde bilet, aktivasyon ve \u00e7e\u015fitli haklar i\u00e7eriyor. Ancak D\u00fcnya Kupas\u0131 envanterinin, mevcut isim hakk\u0131 paketinin y\u0131ll\u0131k ABD de\u011ferinin yakla\u015f\u0131k \u00fc\u00e7te birini temsil etti\u011fini s\u00f6ylemek makul olur” de\u011ferlendirmesinde bulundu.<\/p>\n\n\n\n
Benzer \u015fekilde, 2013’ten bu yana ABD Futbol Federasyonu’nun resmi sponsorlar\u0131 aras\u0131nda yer alan AT&T’nin de Dallas Cowboys’un stad\u0131ndaki isim hakk\u0131 anla\u015fmas\u0131na denk d\u00fc\u015fen yakla\u015f\u0131k 18 milyon dolarl\u0131k medya de\u011ferinden vazge\u00e7ece\u011fi tahmin ediliyor.<\/p>\n\n\n\n
\u00c7al\u0131\u015fma, kay\u0131p de\u011ferin b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcn\u00fcn asl\u0131nda stadyum tabelalar\u0131n\u0131n g\u00f6r\u00fcnmemesinden kaynaklanmad\u0131\u011f\u0131n\u0131 ortaya koydu. Navigate’e g\u00f6re D\u00fcnya Kupas\u0131 yay\u0131nlar\u0131nda stadyum isimleri \u00e7o\u011funlukla spikerlerin s\u00f6zl\u00fc anonslar\u0131, sosyal medya payla\u015f\u0131mlar\u0131, dijital i\u00e7erikler, haberler ve ma\u00e7 \u00f6zetleri arac\u0131l\u0131\u011f\u0131yla geni\u015f kitlelere ula\u015f\u0131yor.<\/p>\n\n\n\n
Nitekim ABD’deki yay\u0131nc\u0131 kurulu\u015flar Fox ve Telemundo, FIFA’n\u0131n belirledi\u011fi \u015fehir bazl\u0131 isimleri kullanacak. Spikerler “AT&T Stadium” yerine “Dallas Stadium”, “MetLife Stadium” yerine ise “New York New Jersey Stadium” ifadelerini tercih edecek. Buna kar\u015f\u0131n baz\u0131 medya kurulu\u015flar\u0131 farkl\u0131 yakla\u015f\u0131mlar sergiliyor. ESPN ve Yahoo, haberlerinde ticari isimleri kullanmay\u0131 s\u00fcrd\u00fcr\u00fcrken; Google FIFA’n\u0131n resmi adland\u0131rmas\u0131n\u0131 benimsemi\u015f durumda. CBS Sports ise isim tart\u0131\u015fmas\u0131ndan tamamen ka\u00e7\u0131narak stadyum isimlerine yer vermemeyi tercih ediyor.<\/p>\n\n\n\n
Navigate’in projeksiyonlar\u0131, 2022 D\u00fcnya Kupas\u0131 verileri ile Nielsen’in g\u00fcncellenen \u00f6l\u00e7\u00fcm metodolojileri dikkate al\u0131narak haz\u0131rland\u0131. FIFA verilerine g\u00f6re ev sahibi \u00fclkelerde D\u00fcnya Kupas\u0131 izlenme oranlar\u0131 genellikle y\u00fczde 50 art\u0131\u015f g\u00f6steriyor. Kane, ABD’de 2022’de yakla\u015f\u0131k 26 milyon olan izleyici ortalamas\u0131n\u0131n bu turnuvada y\u00fczde 30 ila 40 artabilece\u011fini, final ma\u00e7\u0131n\u0131n ise 50 milyon izleyici baraj\u0131na ula\u015fabilece\u011fini ifade etti.<\/p>\n\n\n\n
Bir ba\u015fka ifadeyle, D\u00fcnya Kupas\u0131’n\u0131n ABD’ye getirece\u011fi ekonomik hareketlilik kadar, FIFA’n\u0131n kat\u0131 marka kurallar\u0131 nedeniyle baz\u0131 \u015firketlerin g\u00f6r\u00fcnmez kalmas\u0131n\u0131n da ciddi bir maliyeti olacak. D\u00fcnyan\u0131n en \u00e7ok izlenen spor organizasyonunda adlar\u0131n\u0131 milyonlarca kez duyurma f\u0131rsat\u0131n\u0131 kaybedecek sponsorlar i\u00e7in bu durum, turnuvan\u0131n en dikkat \u00e7ekici ticari yan etkilerinden biri olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\n","protected":false},"excerpt":{"rendered":"
Sports Business Journal i\u00e7in Navigate taraf\u0131ndan haz\u0131rlanan kapsaml\u0131 ara\u015ft\u0131rmaya g\u00f6re, D\u00fcnya Kupas\u0131 ma\u00e7lar\u0131na ev sahipli\u011fi yapacak ABD stadyumlar\u0131n\u0131n isim haklar\u0131 sponsorlar\u0131, turnuva boyunca toplamda yakla\u015f\u0131k 53,5 milyon dolarl\u0131k ABD i\u00e7i medya de\u011ferinden mahrum kalacak.<\/p>\n","protected":false},"author":1,"featured_media":562,"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":[58,57],"class_list":["post-2101","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-manset","tag-dunya-kupasi","tag-fifa"],"uagb_featured_image_src":{"full":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/abd-dunya-kupasi-taraftarlari-icin-vize-kolayligi-sagliyor-5jlo.webp",1280,720,false],"thumbnail":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/abd-dunya-kupasi-taraftarlari-icin-vize-kolayligi-sagliyor-5jlo-150x150.webp",150,150,true],"medium":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/abd-dunya-kupasi-taraftarlari-icin-vize-kolayligi-sagliyor-5jlo-300x169.webp",300,169,true],"medium_large":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/abd-dunya-kupasi-taraftarlari-icin-vize-kolayligi-sagliyor-5jlo-768x432.webp",768,432,true],"large":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/abd-dunya-kupasi-taraftarlari-icin-vize-kolayligi-sagliyor-5jlo-1024x576.webp",1024,576,true],"1536x1536":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/abd-dunya-kupasi-taraftarlari-icin-vize-kolayligi-sagliyor-5jlo.webp",1280,720,false],"2048x2048":["https:\/\/www.outsidesportlab.com\/tr\/wp-content\/uploads\/sites\/2\/2026\/05\/abd-dunya-kupasi-taraftarlari-icin-vize-kolayligi-sagliyor-5jlo.webp",1280,720,false]},"uagb_author_info":{"display_name":"outsidesport","author_link":"https:\/\/www.outsidesportlab.com\/tr\/author\/outsidesport\/"},"uagb_comment_info":0,"uagb_excerpt":"Sports Business Journal i\u00e7in Navigate taraf\u0131ndan haz\u0131rlanan kapsaml\u0131 ara\u015ft\u0131rmaya g\u00f6re, D\u00fcnya Kupas\u0131 ma\u00e7lar\u0131na ev sahipli\u011fi yapacak ABD stadyumlar\u0131n\u0131n isim haklar\u0131 sponsorlar\u0131, turnuva boyunca toplamda yakla\u015f\u0131k 53,5 milyon dolarl\u0131k ABD i\u00e7i medya de\u011ferinden mahrum kalacak.","_links":{"self":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts\/2101","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=2101"}],"version-history":[{"count":1,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts\/2101\/revisions"}],"predecessor-version":[{"id":2102,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/posts\/2101\/revisions\/2102"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/media\/562"}],"wp:attachment":[{"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/media?parent=2101"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/categories?post=2101"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.outsidesportlab.com\/tr\/wp-json\/wp\/v2\/tags?post=2101"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}