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By Emanuele Venturoli| Posted May 22, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has qualified on pole position for tomorrow’s 2015 Monaco Grand Prix. The British driver has never stated the race from the front of the grid, but will do so tomorrow ahead of team-mate Nico Rosberg and Ferrari’s Sebastian Vettel.
Rain threatened to intervene in the final 12 minute session, but it wasn’t to be, with Hamilton taking pole after Rosberg bailed out of his final run. Hamilton’s performance means that Mercedes have been on pole for the last 4 years in Monaco, with Michael Schumacher and Nico Rosberg previously qualifying their in 2012, 2013 and 2014.
Q1:
After a day-off on Friday, the drivers returned to the circuit which was in much better conditions than those they saw on Thursday. Wet conditions had been the order of the day in the first two free practice sessions, but third practice was run in dry conditions earlier on in the day on Saturday before qualifying began. Sebastian Vettel had topped the final practice session by 2 tenths ahead of Nico Rosberg.
Drivers were queuing at the end of the pit-lane for the start of Q1, with Will Stevens leading the train out onto the circuit. The first qualifying session is frequently the most frustrating session of the whole weekend for the drivers, with 18 cars trying to give themselves clear air on the tightest track on the calendar. This was demonstrated within the first 2 minutes as 4 cars backed themselves up through Tabac.
Max Verstappen, who had damaged his Toro Rosso in practice 3, was straight out onto the circuit, with the Dutchman briefly holding the top spot before the front-runners emerged. Sebastian Vettel was quick to displace him in the Ferrari before Lewis Hamilton and Nico Rosberg pipped him to get 1st and 2nd by almost a second. Rosberg completed another lap soon after that put him in front by 6 hundredths of a second.
Lotus were the first team to venture out onto the faster super-soft tyre compound, with Maldonado vaulting up to 4th place. Sergio Perez soon followed in the Force india to go 6th. Grosjean was almost bump-drafted by Fernando Alonso through Rascasse as the Frenchman searched for clear air whilst Alonso completed a hot-lap.
As the session reached it’s closing stages, Felipe massa and Valtteri bottas had been in the drop-zone for Williams. A late lap on the super-softs was enough to put Massa in a lowly 11th. Bottas was on a lap to try and lift himself out of elimination, but heavy traffic denied him the chance. He would shockingly be eliminated in 17th, along with the two Sauber’s of Felipe Nasr and Marcus Ericsson and the Manor’s of Will Stevens and Roberto Merhi.
Out of Q1:
POS | Driver | Team | Time |
16 | Felipe Nasr | Sauber | 1’18.101 |
17 | Valtteri Bottas | Williams | 1’18.434 |
18 | Marcus Ericsson | Sauber | 1’18.513 |
19 | Will Stevens | Manor | 1’20.655 |
20 | Roberto Merhi | Manor | 1’20.904 |
Q2:
The temperature was dropping as the drivers started the second session of qualifying. 15 drivers were now on track, meaning that clear air would be a little less infrequent than before.
Sebastian Vettel was out instantaneously on the super-soft tyre. In the cooler temperatures, the drivers were struggling for grip, so the plan for them was to have 2 warm-up laps before a flying timed lap. Vettel took P1 ahead of team-mate Raikkonen. Rosberg soon came through to go fastest by 7 tenths, with Hamilton matching Vettel’s time down to the thousandth.
Both McLaren’s had made it through into the second session, with the team hoping that this weekend could see the first world championship points this year. This will be difficult for Fernando Alonso to achieve tomorrow after he pulled his McLaren to the inside of Saint Devote with a mechanical issue. He will start 15th.
Jenson Button was facing difficulties too. Nico Rosberg went wide at Saint Devote after a massive lock-up for the #6 Silver Arrow, this bought out the yellow flags which meant that Jenson Button had to give up 4 tenths through the corner which would prove to be insurmountable during the rest of the lap. He would be eliminated in 12th place behind Grosjean and ahead of Hulkenberg, Massa and Alonso.
Out in Q2:
POS | Driver | Team | Time |
11 | Romain Grosjean | Lotus | 1’17.007 |
12 | Jenson Button | McLaren | 1’17.093 |
13 | Nico Hulkenberg | Force India | 1’17.193 |
14 | Felipe Massa | Williams | 1’17.278 |
15 | Fernando Alonso | McLaren | 1’26.632 |
Q3:
Small drops of rain started to fall in the harbour ahead of the final 12 minutes of qualifying to decide the pole-sitter for the 2015 Monaco Grand Prix. Lewis Hamilton was first in line at the end of the pit-lane ahead of his team-mate for the start of the Grand Prix as everybody piled out onto the track to try and beat the rain.
Some drivers elected to take an extra warm-up lap, others didn’t. The Mercedes duo elected to, but Force India and Lotus didn’t as Maldonado breifly took provisional pole early in the session. Lewis Hamilton’s flying lap was a scorching 1’15.304; 2 seconds quicker than Maldonado but more importantly, a tenth quicker than Rosberg. Sebastian Vettel was 4 tenths down on Rosberg in 3rd.
First blood to Hamilton in the first run of the session, with the rain seemingly holding off. All of the drivers, with the exception of Sergio Perez who had run out of new super-soft tyres, went out for a second and final run in Q3. The drivers were still having an extra lap to warm up the tyres.
Hamilton was on a mighty lap which put him on a 1’15.098. There would be no challenge either, as Rosberg announced halfway through his final lap that would be pitting due to an awful first sector. This ensured that Lewis Hamilton would take his first Formula One pole position in Monaco. He’d qualified on pole here 9 years ago in GP2, but he had yet to do so in Formula One until now. Sebastian Vettel couldn’t improve from third and will start behind the two Mercedes drivers.
Daniel Ricciardo and Daniil Kvyat took 4th and 5th after superb performances for the Red Bull team-mates. Kimi Raikkonen had been in 5th until the last moments where he was pipped by Kvyat. Despite not making a final run, Sergio Perez took 7th for Force India behind Raikkonen. Toro Rosso drivers Carlos Sainz and Max Verstappen sandwiched Pastor Maldonado in 8th and 10th to complete the top 10 on the grid.
2015 Monaco Grand Prix grid:
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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