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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 April 18, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has won the 2015 Bahrain Grand Prix from pole position after a race that drew to a stirring crescendo in the desert. Hamilton came home ahead of Kimi Raikkonen, whose inverted strategy allowed him to catch and pass Nico Rosberg for 2nd with 2 laps to go. The two Mercedes cars developed brake issues in the final laps which allowed Raikkonen to close in.
Hamilton made an excellent getaway to lead down into turn 1, with Sebastian Vettel fending off an attack from Nico Rosberg into the hairpin. Vettel managed to keep Rosberg behind, with the second Ferrari of Raikkonen managing to capitalise to take 3rd around the outside. Having lost out initially, Rosberg soon set about trying to re-pass the Ferrari’s. On lap 3, Nico used the slipstream of Raikkonen to make a lunge into turn 1. Rosberg took his car all the way to the outside of the track on the exit to give Raikkonen no chance of getting back by. Racy Rosberg wasn’t done yet, as he closed in on Vettel and tried to pull off a move into turn 4 like he had attempted a year ago on his team-mate. This didn’t work, with Rosberg eventually pulling off an identical ‘block pass’ on Sebastian as he had done on Kimi into turn 1 previously.
The pit-stops were soon under-way just after the 10 lap mark, with Sebastian Vettel the first of the front runners to dive in for new tyres. The team fitted his SF15-T with a new set of soft tyres, with the added grip proving enough to vault back past Rosberg when the Mercedes driver came in a lap later. Hamilton soon followed the pair in on the next lap, with the Briton emerging just ahead of their wheel-to-wheel battle on the start/finish straight. Rosberg regained 2nd, but was still behind his team-mate in the lead.
Raikkonen was the last of the leading quartet to pit, but the team elected to put him on the longer lasting medium compound; contrasting the strategy of his team-mate and the two Mercedes drivers. He emerged just ahead of fellow Finn Valtteri Bottas in 4th, but he soon started to take time out of those ahead. Tenth-by-tenth, the gap was coming down between him and his team-mate, which was boding well for a late race challenge for him when he would be on the faster tyre.
The final pit-stops arose with 24 laps to go, with Sebastian Vettel once again the first to pit as the team put on the medium tyres. This time, Mercedes elected to pit Hamilton before Rosberg. Hamilton emerged comfortably ahead of Vettel, but Rosberg was jumped once again; with Vettel setting the fastest lap of the race on Rosberg’s in lap. Vettel wouldn’t stay in front for long however, as the German went wide at the final turn which damaged his front wing fixings. Not only did Rosberg get by, but Vettel had to come in for a front-wing change which put him down in 5th place behind Valtteri Bottas.
With one Ferrari’s podium challenge over, one was still in the hunt. Ferrari now had the lead of the race with Raikkonen, but he still had one pit-stop to go. The team kept Raikkonen out on track for a long stint on the medium tyres, with Hamilton regaining the lead before Kimi had even stopped. He finally came into the pits with 17 laps to go and rejoined 3rd. Rosberg was 16 seconds up the road from Raikkonen, with Hamilton a further 4 second adrift.
Raikkonen soon began to charge, with the Finn setting several fastest laps in his pursuit. He was consistently over a second a lap faster than Rosberg and was decimating the gap between them. With 5 laps to go, the gap between Rosberg and Raikkonen was down to 3.7 seconds. The relentless charge meant that it was likely that Raikkonen would get by for 2nd place, but it was made easier at the start of the penultimate lap when Rosberg went too deep into turn 1, allowing Kimi to take the place.
It turned out that both Mercedes cars had suddenly developed a brake-by-wire issue, meaning that their braking capabilities had decreased dramatically. Luckily enough for Lewis Hamilton, his now 6 second buffer proved enough for him to hold the lead to the chequered flag. Hamilton crossed the line to take his 3rd win of the year and his second at the Sakhir International Circuit.
Kimi Raikkonen took his first podium since the 2013 Korean Grand Prix and his first for Ferrari since the 2009 Italian Grand Prix. He came home ahead of Nico Rosberg, who was unsurprisingly disappointed that he had allowed a car to get between him and his team-mate once again.
After falling behind due to his front-wing failure, Sebastian Vettel was stuck behind Valtteri Bottas’ in the Williams. He stayed on the back of his gearbox, but was unable to get by and had to settle for 5th. He still had a better race than his former team-mate Daniel Ricciardo, who came home 6th. Ricciardo crossed the line in dramatic style after his Renault engine gave way on the run to the line; filling the circuit with smoke as he pulled to a stop just over the finish line.
Romain Grosjean took his second successive point finish for Lotus with a great 7th place ahead of Sergio Perez; who took his first points of the season at the site of his podium one year ago. Daniil Kvyat finally scored points after being plagued with mechanical issues thus far, with Felipe Massa taking the final points paying position after starting from the pit-lane.
It was another mixed race for McLaren, with Fernando Alonso putting in a great race to finish just outside of the points in 11th, with Felipe Nasr similarly having a great race to take 12th after many excellent overtakes in his Sauber.
Pastor Maldonado had a dramatic race for Lotus, with several off-track excursions and very hot brakes almost causing the Venezuelan to retire for the 4th race in a row. The team managed to get him back out on track, but he only finished ahead of the two Manor drivers, with Will Stevens and Roberto Merhi both impressively finishing the race once again.
Three drivers failed to finish, with Toro Rosso having a torrid day after both Sainz and Verstappen retired with mechanical issues. Jenson Button joined them on the sidelines after failing to even take to the grid after an ERS failure for his McLaren Honda.
2015 Bahrain Grand Prix results:
POS | Driver | Team | Points | Grid |
1 | Lewis Hamilton | Mercedes | 25 | 1st |
2 | Kimi Raikkonen | Ferrari | 18 | 4th |
3 | Nico Rosberg | Mercedes | 15 | 3rd |
4 | Valtteri Bottas | Williams | 12 | 5th |
5 | Sebastian Vettel | Ferrari | 10 | 2nd |
6 | Daniel Ricciardo | Red Bull | 8 | 6th |
7 | Romain Grosjean | Lotus | 6 | 9th |
8 | Sergio Perez | Force India | 4 | 10th |
9 | Daniil Kvyat | Red Bull | 2 | 16th |
10 | Felipe Massa | Williams | 1 | 19th |
11 | Fernando Alonso | McLaren | +1 Lap | 13th |
12 | Felipe Nasr | Sauber | +1 Lap | 11th |
13 | Nico Hulkenberg | Force India | +1 Lap | 7th |
14 | Marcus Ericsson | Sauber | +1 Lap | 12th |
15 | Pastor Maldonado | Lotus | +1 Lap | 15th |
16 | Will Stevens | Manor | +2 Laps | 17th |
17 | Roberto Merhi | Manor | +2 Laps | 18th |
18 | Max Verstappen | Toro Rosso | DNF | 14th |
19 | Carlos Sainz | Toro Rosso | DNF | 8th |
20 | Jenson Button | McLaren | DNS | 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.
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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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