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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 August 22, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Nico Rosberg has claimed pole position for the 2014 Belgian Grand Prix after a tricky wet session at Spa Francorchamps. Lewis Hamilton had seemed in control in the first two sessions, but had to settle for second when it mattered in the final 12 minutes.
The two Mercedes cars were in a class of their own once again, with the pair 2 seconds ahead of their nearest rival. Sebastian Vettel bounced back from a series of difficult practice sessions to take 3rd on the grid ahead of seemingly perpetual rival Fernando Alonso.
Q1:
Rain had been forecast for the majority of Saturday in Spa. The final practice session had seen Valtteri Bottas finish fastest on a drying track. With less than an hour to go until the first qualifying session a massive downpour struck the circuit.
The rain would provide an opportunity for some unusual suspects to make it through into the second session. Those suspects, the Caterham and Marussia drivers, were queuing up at the end of the pits as the session got under-way. The majority of drivers chose to head out on the Intermediate tyres with the exception of the two Williams cars. Daniil Kvyat and Valtteri Bottas briefly held the top spot before an impressive lap by Lewis Hamilton, which included an off track escapade at the final chicane, put the Mercedes driver fastest for most of the session; despite a number of attempts from team-mate Nico Rosberg. The German soon managed to displace Hamilton in the dying moments to end the session fastest.
Despite the track seemingly getting wetter as the session went on, the drivers were still able to make gains. Jules Bianchi had put in an excellent lap earlier on to put himself briefly in 10th. Max Chilton had put himself into the top 16, but was subsequently shoved out after improvements from Sutil and Raikkonen. In the end, no one managed to push Bianchi back into the knock-out zone, which meant that for the Frenchman made it through to Q2 for the second time at Spa.
Nico Hulkenberg was surprisingly eliminated in the Force India along with Pastor Maldonado, Esteban Gutierrez, Max Chilton and the two Caterhams. Andre Lotterer put in an impressive lap in the dying moments of the session to out-qualify regular driver Marcus Ericsson by a whole second on his F1 debut.
Out in Q1:
17 | Pastor Maldonado | Lotus-Renault | 2’11.261 |
18 | Nico Hulkenberg | Force India-Mercedes | 2’11.267 |
19 | Max Chilton | Marussia-Ferrari | 2’12.566 |
20 | Esteban Gutierrez | Sauber-Ferrari | 2’13.414 |
21 | Andre Lotterer | Caterham-Renault | 2’13.469 |
22 | Marcus Ericsson | Caterham-Renault | 2’14.438 |
Q2:
More rain fell for the start of the second session of qualifying which meant that the circuit was still treacherous. Lewis Hamilton and Nico Rosberg both had moments during the 15 minute session. Hamilton displayed his impressive car control after catching a slide at the top of Eau Rouge, with Rosberg heading into the run-off area at turn 8 on multiple occasions. Lewis Hamilton topped the session ahead of Nico Rosberg once again, with a 2 second gap back to their nearest rivals.
There was a late spate of improvements from a number of drivers in the closing few seconds, with Sebastian Vettel and Jenson Button having to put in a late lap to avoid elimination, which they did. It was the two Toro Rosso’s that were eliminated along with Sergio Perez. Jules Bianchi may have made it to Q2, but he had to take 16th place; unable to make any further improvement.
Out in Q2:
11 | Daniil Kvyat | Toro Rosso-Renault | 2’09.377 |
12 | Jean-Eric Vergne | Toro Rosso-Renault | 2’09.805 |
13 | Sergio Perez | Force India-Mercedes | 2’10.084 |
14 | Adrian Sutil | Sauber-Ferrari | 2’10.238 |
15 | Romain Grosjean | Lotus-Renault | 2’11.087 |
16 | Jules Bianchi | Marussia-Ferrari | 2’12.470 |
Q3:
Lewis Hamilton had already outdone his last few Qualifying attempts by making it to Q3 in Spa. He has been the subject of awful luck in the last four events at the Red Bull Ring, Silverstone, Hockenheim and Hungary. Unfortunately this race wouldn’t go without a little bit of misfortune for the Briton as he found that he had a slight glaze on his right front brake. The problem meant that the Mercedes was pulling slightly to the right and was difficult in the braking zones. On his first lap, he went too deep into La Source; a problem recreated on his attempt at the end of the session.
Hamilton still managed to drag his car around the circuit for a half decent lap, but it was Nico Rosberg who managed to take his 4th pole position in a row, 2 tenths of a second ahead of Hamilton. Sebastian Vettel managed to put his Red Bull in 3rd after being disadvantaged due to an lengthy engine change on Friday.
Fernando Alonso put his Ferrari 4th ahead of Daniel Ricciardo, who had a very scary moment at Blanchimont on his last lap. Valtteri Bottas got 6th ahead of Kevin Magnussen and Kimi Raikkonen, with Felipe Massa and Jenson Button completing the top 10.
2014 Belgian Grand Prix grid:
Row 1 | 1. Nico Rosberg 2’05.591 Mercedes |
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2. Lewis Hamilton 2’05.819 Mercedes |
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Row 2 | 3. Sebastian Vettel 2’07.717 Red Bull |
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4. Fernando Alonso 2’07.786 Ferrari |
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Row 3 | 5. Daniel Ricciardo 2’07.911 Red Bull |
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6. Valtteri Bottas 2’08.049 Williams |
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Row 4 | 7. Kevin Magnussen 2’08.679 McLaren |
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8. Kimi Raikkonen 2’08.780 Ferrari |
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Row 5 | 9. Felipe Massa 2’09.178 Williams |
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10. Jenson Button 2’09.776 McLaren |
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Row 6 | 11. Daniil Kvyat 2’09.377 Toro Rosso |
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12. Jean-Eric Vergne 2’09.805 Toro Rosso |
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Row 7 | 13. Sergio Perez 2’10.084 Force India |
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14. Adrian Sutil 2’10.238 Sauber |
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Row 8 | 15. Romain Grosjean 2’11.087 Lotus |
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16. Jules Bianchi 2’12.470 Marussia |
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Row 9 | 17. Pastor Maldonado 2’11.261 Lotus |
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18. Nico Hulkenberg 2’11.267 Force India |
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Row 10 | 19. Max Chilton 2’12.566 Marussia |
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20. Esteban Gutierrez 2’13.414 Sauber |
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Row 11 | 21. Andre Lotterer 2’13.469 Caterham |
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22. Marcus Ericsson 2’14.438 Caterham |
Mercedes’ Nico Rosberg, who qualified on pole: “It is awesome at this track, it is one of the most special tracks of the year. It was not quite as difficult out here as some other occasions because the conditions was pretty much always intermediates. I am really happy, the car was handling well. Together with my engineers we fine tuned it perfectly and got there in the end. It is only qualifying, a long race tomorrow but I am very happy.”
Lewis Hamilton, who qualified second: “I had a glazed front left brake disc so the car was pulling to the left or to the right, and there was nothing I could do to get rid of it. I had to bring the brake balance further back, losing massive amounts out of Turn 1. It’s more fun in the dry, but it’s still a huge challenge as Nico said – considering that it was quite good today.”
Red Bull’s Sebastian Vettel, who qualified third: “It would have been nice to have finished further up the grid, but obviously the gap is quite big. It was the best we could have don today. It was tricky out there. I got a fast lap in in the end, because the circuit picked up. It was tight for us behind the Mercedes – it was a good challenge and for sure, I’m happy with third.”
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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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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