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By Emanuele Venturoli| Posted March 14, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
The 2015 Formula One world championship got under-way today with the Australian Grand Prix from Albert Park, Melbourne. Reigning world champion Lewis Hamilton took the victory by over a second from team-mate Nico Rosberg in a race where the British driver simply managed the gap to take the win from pole.
Drama unfolded before the race had even gotten under-way in Melbourne with news that Williams driver Valtteri Bottas would not race after sustaining a lower-back injury in qualifying yesterday. He was due to start 6th but failed a test by the FIA to see if he could get out of the car quickly in the event of a crash. Soon after, Daniil Kvyat and Kevin Magnussen were also confirmed to not be starting the race due to a gearbox and engine failure respectively. This, coupled with the non-qualification of the two Manor drivers, meant that only 15 drivers would start the Grand Prix; the lowest number of starters for a season-opening race since 1963.
The tally soon fell down to 14 however. Hamilton got a great start at the start of the race and won the drag race down into turn 1 ahead of team-mate Rosberg and the sole Williams of Felipe Massa. Behind them, the two Ferrari drivers got too close for comfort, forcing Raikkonen to slow suddenly mid-corner. Nasr went around his outside, but Maldonado was on the outside of the Sauber and sandwiched Nasr between him and Raikkonen. The contact sent Maldonado into a spin and then into the barrier. This bought out the safety car.
The next retirement came under the safety car, with Romain Grosjean pulling the second Lotus into the pits at the end of lap 1. The Frenchman was wheeled into the garage and subsequently into retirement.
Hamilton nailed his restart at the end of lap three and quickly built a buffer of around a second on Rosberg. Further back, Felipe Nasr got a great restart to pass fellow rookie Carlos Sainz and was now in a brilliant 5th place after qualifying 8th. Sainz was also jumped by Ricciardo who was now 6th in his home race.
With two drivers out already, the battle for last place was incredibly being fought by 12th placed Jenson Button and 13th placed Sergio Perez. The former team-mates managed to go side-by-side briefly and keep their cars clean, but it all ended soon when the pair made contact at turn 3. The Force India made a dive up the inside from a little too far back, but Jenson could’ve left more room. The contact resulted in a spin for the Mexican who had to try and catch the McLaren-Honda once again.
Rookie Nasr was putting in a great drive in his first race. He was locked in a brawl with Raikkonen and Ricciardo behind him. Raikkonen was getting frustrated as he was losing a second a lap to fourth placed Vettel as he couldn’t get by Nasr. The Ferrari team decided to gamble and make it a two stop race for the Finn by putting on another set of soft tyres to try and jump Nasr in the pits. Kimi dived in on lap 17 but the left-rear tyre wouldn’t go on in a hurry. Once the pit cycles had finished, the Finnish driver had jumped Nasr after a brace of fastest laps but would have to pit later on in the race.
During the stops, third place had changed hands between Felipe Massa and Sebastian Vettel. Vettel pitted a few laps after Massa to take the ‘best of the rest’ spot away from the Brazilian in the hopes that he could stand on the podium in his first race for Ferrari.
Kimi Raikkonen, one of the only drivers on the two-stop strategy, finally made his lap 40 with 18 laps to go. He would have been hoping for an improvement on the dismal stop first time around, but it wasn’t to be. Once again the left-rear struggled to come off of the car. All three other tyres were changed, but the front jack-man didn’t see that the left-rear hadn’t been changed, so he let Kimi go. Raikkonen got up to turn five before pulling to the inside of the circuit. Raikkonen would join Max Verstappen in retirement, who had pulled his Toro Rosso after an engine failure. The good news for Verstappen however is that he was now, officially, the youngest Formula One driver in history at 17 years and 166 days.
The Mercedes pair at the front traded lap-times for almost the whole race. Once moment it was Rosberg closing in, but then the pendulum would swing back to Hamilton who would pull the gap back. In the end, Rosberg was unable to catch Hamilton to repeat his win from last year, with Lewis Hamilton crossing the line to take the Australian Grand Prix victory for the first time since 2008. The Reigning champion has well and truly kicked off his title-defending year in an impressive way after taking pole position, the fastest lap and the race win.
Sebastian Vettel held on to take 3rd place for Ferrari; the first time that a driver has stood on the podium in his first race for the Scuderia since Alonso won the 2010 Bahrain Grand Prix. Vettel held off former Ferrari driver Felipe Massa by 4 seconds. One Felipe was followed by another, with Felipe Nasr taking a spectacular 5th place in his first Grand Prix in the Sauber. This week has been a troubling one for Sauber, with their driver line-up only confirmed on Saturday after Giedo van der Garde dropped his legal action against the team. Nasr was the last driver on the lead lap.
Australia’s Daniel Ricciardo will have to wait another year for the chance to get and keep a podium finish at his home race. The Australian was disqualified last year after finishing 2nd and could only manage 6th this year. He finished ahead of Nico Hulkenberg in the Force India and Marcus Ericsson; who ensured that Sauber had a double points finish after scoring absolutely nothing last year. Carlos Sainz scored points on his Grand Prix début for Toro Rosso after finishing in 9th, with Sergio Perez taking the final point paying position in 10th.
Jenson Button was the last finisher of the Grand Prix in 11th and was the only driver who finished the race who didn’t score a point. As mentioned previously, Raikkonen, Verstappen, Grosjean and Maldonado all retired during the race, with Daniil Kvyat, Kevin Magnussen and Valtteri Bottas failing to start and Will Stevens and Roberto Merhi failing to qualify.
2015 Australian Grand Prix results:
POS |
Driver |
Team |
Points |
Grid |
1 |
Lewis Hamilton |
Mercedes |
25 |
1st |
2 |
Nico Rosberg |
Mercedes |
18 |
2nd |
3 |
Sebastian Vettel |
Ferrari |
15 |
4th |
4 |
Felipe Massa |
Williams |
12 |
3rd |
5 |
Felipe Nasr |
Sauber |
10 |
11th |
6 |
Daniel Ricciardo |
Red Bull |
8 |
7th |
7 |
Nico Hulkenberg |
Force India |
6 |
14th |
8 |
Marcus Ericsson |
Sauber |
4 |
16th |
9 |
Carlos Sainz |
Toro Rosso |
2 |
8th |
10 |
Sergio Perez |
Force India |
1 |
15th |
11 |
Jenson Button |
McLaren |
0 |
17th |
12 |
Kimi Raikkonen |
Ferrari |
DNF |
5th |
13 |
Max Verstappen |
Toro Rosso |
DNF |
12th |
14 |
Romain Grosjean |
Lotus |
DNF |
9th |
15 |
Pastor Maldonado |
Lotus |
DNF |
10th |
16 |
Daniil Kvyat |
Red Bull |
DNS |
13th |
17 |
Kevin Magnussen |
McLaren |
DNS |
18th |
18 |
Valtteri Bottas |
Williams |
DNS |
6th |
19 |
Will Stevens |
Manor |
DNQ |
19th |
20 |
Roberto Merhi |
Manor |
DNQ |
20th |
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.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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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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