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Formula 1, Nasıl Bir Anda Para Makinesine Dönüştü? - HAKANSEYHAN
Günden güne popülerlik kazanmaya devam eden Formula 1, yalnız birkaç yılda nasıl eski popülerliğinin de üzerine geçmeyi ve para basma makinesine dönüşmeyi başardı? Gelin, Formula 1’in bilmediğiniz hikâyesini anlatalım.
Motorsporlarının zirvesi olarak kabul edilen Formula 1, bilhassa geçtiğimiz dört yıl içinde tüm dünyada müthiş bir popülerlik kazanmıştır. Peki, büyük oranda Netflix’in Formula 1: Drive to Survive belgesel dizisine de borçlu olunan bu popülerliğin kökleri neye dayanıyor? Formula 1, daha ilkin kim bilir oldukça daha rekabetçi bir ortam olmasına karşın nasıl popülerlik yitirdi? Bu popülerliği ve dahasını nasıl kazanmıştır? Gelin, Formula 1’in yakın geçmişine göz atalım.
Formula 1, 2016 yılına kadar sporun patronu olarak kabul gören Bernie Ecclestone yönetiminde etkinlik gösteriyordu. Fakat Bernie, hem Formula 1 toplumunda hem de ilerleyen yıllarda pek oldukça fanatik tarafınca ‘bunak’ olarak görülüyor ve fikirleri pek de hoş karşılanmıyordu. Formula 1 popülaritesinin düşüşü de Bernie Ecclestone döneminde gerçekleşti.
Formula 1 popülerliğinde 8 yılda %40 kıymet kaybı yaşandı:
Formula 1, 2008 yılına kadar aslen oldukça popülerdi. Yalnız 2008 senesinde Formula 1’in küresel seyirci sayısı 600 milyonu aşkındı. Doğrusu 2008’de dünya üstünde her 10 kişiden 1’i Formula 1 seyircisiydi . Fakat Bernie’nin bazı inançları sebebiyle Formula 1, 2008’den 2016’ya kadar 8 yılda neredeyse üçte birden daha çok oranda popülerlik yitirdi.
Popülerlik kaybının yaşandığı yıllardaysa Bernie’nin garip inancı, kendisinin verdiği bir röportajda kabak şeklinde meydana çıkmıştı:
“İnsanların neden ‘genç nesle’ hitap etmek istediklerini anlayamıyorum. Neden bunu yapmak istiyorlar? Onlara bir şey satmak için mi? Bu evlatların çoğunun parası yok. Fazlaca parası olan 70 yaşındaki birine ulaşmayı yeğlerim. Çocuklar bir ürün satın almayacakları için onlara ulaşmaya denemekte hiçbir mana yok. Pazarlamacılar da bu kitleyi hedefliyorsa, Disney ile reklam yapsalar iyi ederler herhalde.
Tweetleme, Facebook ya da her neyse ne, hiçbirine ilgim yok. Öğrenmeye çalıştım fakat her türlü eski kafalıyım. Hiçbirinde kıymet göremedim.”
Bernie’nin verdiği yalnız bu küçük demeç bile Formula 1 şeklinde bir sporun nasıl çökebildiğini özet bir halde yansıtıyor. Genç nesillerle etkileşime girilmiyor , toplumsal medya kanalları efektif olarak kullanılmıyor, yalnız parası olanı hedefleyerek büyümek isteniyor fakat sporun geleceği düşünülmüyor. Peki işler nasıl değişiyor?
Değişiklik, 2016’da başlıyor:
Tüm dünyada 600 milyon kişinin izlediği, kısaca dünyanın en popüler kim bilir 3 sporu arasına giren Formula 1, işte Bernie’nin bu inancı sebebiyle aslen popülerliğini gelire dönüştüremiyordu . İşte bu aşamada, Bernie’nin bir ağır abi için paranın kolay yolunu açığa çıkardığı demecinden sonrasında Liberty Media isminde kitle yazışma şirketi devreye girdi.
ABD merkezli Liberty Media, Formula 1’deki eksikleri direkt Bernie’nin de ağzından duyunca içinde milyarlarca doların gömülü olduğu bir hazineyle karşılaştı. Bunun sonucunda harekete geçti ve 2016 senesinde Formula One Group’u yalnız 4,4 milyar dolar karşılığında satın aldı. 2017’de tamamlanan satın alımla yönetime Chase Carey getirildi (Günümüzde Formula One Group CEO’su eski Ferrari ekip patronu Stefano Domenicali).
Sporun ABD’deki popülerliği oldukça büyük ehemmiyet taşıyordu:
Liberty Media, ABD merkezli bir şirket olarak Formula 1’in ABD’deki popülerliğini de artırmayı hedefliyordu. Fakat bunun aslolan amacı normal olarak ABD’lileri güzel mi güzel sporla tanıştırmak değil, bu tanıştırma yardımıyla para kazanmaktı . Yüz milyonlarca takipçiye haiz olan bu spor, 2017 senesinde ABD’de yalnız 1,8 milyar dolar gelir elde ediyordu. O yıl NFL’in geliri 13,6 milyar, NBA’in geliri ise 8 milyar dolardı.
İşte bu yüzden Liberty Media, Bernie’nin düşüncesinin tam zıttına hareket etti ve köklü değişikliklere imza attı. Toplumsal medyada takımların hayranlarıyla etkileşim kurmasını sağlayacak ve Formula 1’i daha geniş kitlelere ulaştıracak düzenlemeleri geçirdi. Sporun daha etken olması için yarış esnasında geçiş kurallarını değiştirdi, yarış hafta sonlarına mini festivaller ve etkinlikler ekledi . Tamamı, ESPN tarafınca ABD’deki seyirciler için de ücretsiz bir şekilde televizyondan yayımlandı.
Formula 1 fanatikleri pek sevmese de F1 belgesel dizisi, sporun bu kadar büyümesini elde eden temel yapı taşıydı:
Formula 1, Liberty Media ile toparlanmaya başlarken 2019 senesinde bomba patlatıldı: Netflix’te belgesel yapılmasına karar verilmişti ve o belgesel çıkış yapmış oldu. Mercedes ve Ferrari şeklinde takımların bile ‘aptalca’ bulmuş olduğu bu düşünce , Liberty Media’nın amacına ulaşmasını sağlamış oldu. Netflix belgeseliyle beraber;
Yalnız ABD’deki Formula 1 seyircisi sayısı 2017 – 2022 içinde 2 katına çıktı. Dünya çapındaki Formula 1 hayranı sayısının bu yıl 1 milyarı aşmasının beklendiği açıklandı. Üstelik bu yeni hayranların %77’sini 35 yaş altı gençlerin oluşturduğu açıklandı. 2018 senesinde 264 bin katılımcının olduğu ABD GP’si, 2021’de 400 binden fazla kişiye ev sahipliği yapmış oldu. Formula 1, ABD’deki ani popülerlik artışıyla Las Vegas ve Miami yarışlarını da takvimine ekledi. Tüm bunların yanı sıra Formula 1’in hisse fiyatı, 2016’dan beri %250 oranında arttı . Liberty Media, Formula One Group’u satın almak için harcamış olduğu paranın çoktan katlarca katını kazanmayı başardı.
Günümüzde Formula 1: Drive to Survive, bilhassa olayları yanlış aktarma biçimiyle Formula 1 fanatiklerinin nefretiyle karşılaşıyor. Fakat şu şekilde de düşünmek gerekiyor: İnsanlar, bu belgeselle içine girdikleri sporun yanlış aktarıldığını fark ederek gerçeği yaymak için de daha çok paylaşım yapıyor, birbiriyle etkileşime giriyor . Kim bilir bu ters tesir, tam da Liberty Media’nın istediği bir şeydir…
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