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Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
By Emanuele Venturoli| Posted July 17, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Mercedes were once again on top today as the German Grand Prix weekend got underway in Hockenheim, with Rosberg and Hamilton fastest in both Friday practice sessions.
Nico Rosberg was fastest in the first session as he hoped to cap off a brilliant week with a win in his home country. He watched his country become victorious in the World Cup, the reason for his new helmet design, and then got married during the week. He was just a few thousandths ahead of team-mate Lewis Hamilton, who had been held up on a possibly quicker lap by Nico.
Fernando Alonso was third fastest, a much seen trend of first practice sessions throughout this year. The FRIC suspension system implemented by most teams this year had been banned in the run up to this race; with many believing that the pace of some teams may change. Ferrari seem to be one of those who have not been hurt by the ban.
Daniel Ricciardo was 4th fastest for Red Bull, with Jenson Button 5th in his McLaren. Their team-mates Sebastian Vettel and Kevin Magnussen were just behind, with Kimi Raikkonen 8th despite being delayed by a water pump problem.
After a disappointing Grand Prix weekend debut in Silverstone FP1, Susie Wolff was back in the cockpit of Valtteri Bottas’ Williams. Initially it looked as though she was to suffer more mechanical failures like she had done so in Britain, but she managed to bring the car back to the pits and then re-emerge to set the early pace. She managed to record a best lap that was just 2 tenths slower than team-mate Felipe Massa.
FP1 results:
Pos. | No. | Driver | Car | Best lap | Gap | Laps |
---|---|---|---|---|---|---|
1 | 6 | Nico Rosberg | Mercedes | 1’19.131 | 0.000 | 29 |
2 | 44 | Lewis Hamilton | Mercedes | 1’19.196 | 0.065 | 25 |
3 | 14 | Fernando Alonso | Ferrari | 1’19.423 | 0.292 | 21 |
4 | 3 | Daniel Ricciardo | Red Bull-Renault | 1’19.697 | 0.566 | 27 |
5 | 22 | Jenson Button | McLaren-Mercedes | 1’19.833 | 0.702 | 24 |
6 | 1 | Sebastian Vettel | Red Bull-Renault | 1’20.097 | 0.966 | 28 |
7 | 20 | Kevin Magnussen | McLaren-Mercedes | 1’20.105 | 0.974 | 32 |
8 | 7 | Kimi Raikkonen | Ferrari | 1’20.210 | 1.079 | 21 |
9 | 26 | Daniil Kvyat | Toro Rosso-Renault | 1’20.337 | 1.206 | 28 |
10 | 99 | Adrian Sutil | Sauber-Ferrari | 1’20.505 | 1.374 | 18 |
11 | 19 | Felipe Massa | Williams-Mercedes | 1’20.542 | 1.411 | 19 |
12 | 25 | Jean-Eric Vergne | Toro Rosso-Renault | 1’20.586 | 1.455 | 23 |
13 | 27 | Nico Hulkenberg | Force India-Mercedes | 1’20.592 | 1.461 | 22 |
14 | 11 | Sergio Perez | Force India-Mercedes | 1’20.598 | 1.467 | 24 |
15 | 41 | Susie Wolff | Williams-Mercedes | 1’20.769 | 1.638 | 22 |
16 | 36 | Giedo van der Garde | Sauber-Ferrari | 1’20.782 | 1.651 | 23 |
17 | 8 | Romain Grosjean | Lotus-Renault | 1’21.603 | 2.472 | 20 |
18 | 13 | Pastor Maldonado | Lotus-Renault | 1’21.854 | 2.723 | 30 |
19 | 10 | Kamui Kobayashi | Caterham-Renault | 1’22.572 | 3.441 | 31 |
20 | 17 | Jules Bianchi | Marussia-Ferrari | 1’22.982 | 3.851 | 24 |
21 | 9 | Marcus Ericsson | Caterham-Renault | 1’23.256 | 4.125 | 35 |
22 | 4 | Max Chilton | Marussia-Ferrari | 1’23.299 | 4.168 | 22 |
The heat escalated in the second practice session of the weekend, but not necessarily on the track. Temperatures had reached a high of 44C during FP1, but the scorching heat took the track temps to a blistering 58C in the second 90 minutes.
Lewis Hamilton took the top spot away from home hero Nico Rosberg in a session where heat became an issue in the reliability of the cars. The gap between the pair was just a few thousandths, with both drivers being warned to cool their cars throughout the session. Rosberg’s brakes were suffering in particular, with significant smoke spotted as he pulled into the pits at the end.
Daniel Ricciardo, Kimi Raikkonen and Kevin Magnussen completed the top 5, with Williams making gains as Massa took 6th. Button and Vettel were 7th and 8th, with Alonso and Bottas taking the final 2 top 10 positions. The FRIC ban seems to have closed the field up slightly, with only a second covering 1st and 10th place.
Both Caterham cars suffered mechanic set-backs during the session, with Kobayashi suffering a small fire at the rear of his car.
FP2 results:
Pos. | No. | Driver | Car | Best lap | Gap | Laps |
---|---|---|---|---|---|---|
1 | 44 | Lewis Hamilton | Mercedes | 1’18.341 | 38 | |
2 | 6 | Nico Rosberg | Mercedes | 1’18.365 | 0.024 | 39 |
3 | 3 | Daniel Ricciardo | Red Bull-Renault | 1’18.443 | 0.102 | 35 |
4 | 7 | Kimi Raikkonen | Ferrari | 1’18.887 | 0.546 | 38 |
5 | 20 | Kevin Magnussen | McLaren-Mercedes | 1’18.960 | 0.619 | 40 |
6 | 19 | Felipe Massa | Williams-Mercedes | 1’19.024 | 0.683 | 36 |
7 | 22 | Jenson Button | McLaren-Mercedes | 1’19.221 | 0.880 | 40 |
8 | 1 | Sebastian Vettel | Red Bull-Renault | 1’19.248 | 0.907 | 35 |
9 | 14 | Fernando Alonso | Ferrari | 1’19.329 | 0.988 | 32 |
10 | 77 | Valtteri Bottas | Williams-Mercedes | 1’19.385 | 1.044 | 34 |
11 | 99 | Adrian Sutil | Sauber-Ferrari | 1’19.417 | 1.076 | 41 |
12 | 26 | Daniil Kvyat | Toro Rosso-Renault | 1’19.452 | 1.111 | 27 |
13 | 11 | Sergio Perez | Force India-Mercedes | 1’19.581 | 1.240 | 28 |
14 | 27 | Nico Hulkenberg | Force India-Mercedes | 1’19.593 | 1.252 | 32 |
15 | 25 | Jean-Eric Vergne | Toro Rosso-Renault | 1’19.760 | 1.419 | 32 |
16 | 13 | Pastor Maldonado | Lotus-Renault | 1’20.158 | 1.817 | 35 |
17 | 8 | Romain Grosjean | Lotus-Renault | 1’20.358 | 2.017 | 35 |
18 | 21 | Esteban Gutierrez | Sauber-Ferrari | 1’20.504 | 2.163 | 40 |
19 | 17 | Jules Bianchi | Marussia-Ferrari | 1’21.328 | 2.987 | 31 |
20 | 9 | Marcus Ericsson | Caterham-Renault | 1’21.870 | 3.529 | 21 |
21 | 4 | Max Chilton | Marussia-Ferrari | 1’21.898 | 3.557 | 28 |
22 | 10 | Kamui Kobayashi | Caterham-Renault | 1’23.728 | 5.387 | 12 |
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
A graduate in Public, Social and Political Communication from the University of Bologna, he has always been passionate about marketing, design and sport.
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Read MoreIn an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a sponsorship or sports marketing project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Sports is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Sports is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A sports marketing and sports sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which sport, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of sports sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a sports marketing project you need an agency that knows how to use sponsorship to engage the fanbase on the Web, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in sports sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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