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By Emanuele Venturoli| Posted May 22, 2015 | In MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lucas Di Grassi has won the 2015 Berlin ePrix after starting from 2nd on the grid. The Brazilian took the lead away from pole-sitter Jarno Trulli before building a lead of 10 seconds to win in impressive style. Jerome D’Ambrosio took 2nd place, with Frenchman Sebastien Buemi taking the final spot on the podium. Championship challenger Nelson Piquet Jr. worked his way up from 13th to take 5th place.
21,000 fans flocked to the Tempelhof airfield for the Berlin ePrix; the 7th round of the 2014/2015 Formula E World Championship. With only 3 races to go after this race, the championship is really beginning to hot up, with Di Grassi and Piquet separated by 4 points at the top of the drivers’ championship. Neither of them would start on pole position however, with the oldest driver on the grid, Jarno Trulli, starting at the front of a grid for the first time since the 2009 Bahrain Grand prix.
Jarno Trulli held off Lucas Di Grassi into turn 1 but Di Grassi managed to get up the inside into turn 2 to take the lead away after the Italian ran wide. One of the home heroes Daniel Abt turned into a home zero at turn 2 by spinning his Audi Sport ABT car on the brakes. By the end of lap 1, his team-mate Di Grassi had a 2.1 second lead over Trulli and Buemi. Nelson Piquet Jr had a great start from 13th to take 9th by the end of lap 2 with the aid of his first FanBoost. Liuzzi also had great opening laps after going from 11th to 6th in the second Trulli car.
A traditional Trulli train was forming behind Jarno at the start of lap 6, with Di Grassi now having built up a 7 second lead already as the Brazilian streaked away. If anyone was going to catch Di Grassi then they needed to make the move now. This was the mentality of Sebastien Buemi, Nick heidfeld and Jerome D’Ambrosio who made it through with the use of FanBoost or their elbows in the case of the latter pair; with Heidfeld and D’Ambrosio pulling off aggressive moves into turn 1 and 2. The next few laps saw the pole-sitter plummet down into the lower positions, with Trulli soon finding himself down outside of the top 10 at the start of lap 10.
The first pit-stops began at the end of lap 16, with the most energy using drivers Trulli and Sarrazin ducking into the pits. On the same lap, Piquet was on 11% battery life; an impressive first stint for the Brazilian to have the most energy remaining. Everybody else apart from team-mate Pic came in at the end of lap 17, with the NEXTEV China Racing pair pitting at the end of the lap. They rejoined in the same positions that they entered in, but they could both afford to push a little harder. This was demonstrated by Piquet setting the fastest lap of the race a lap later. They would also gain positions thanks to the two Amlin Aguri cars getting drive through penalties for being under the minimum pit-stop time.
With Daniel Abt all the way down in 17th with 12 laps to go, it was up to Nick Heidfeld to carry the hopes of the German crowd. The former Formula One driver only had 6 points after 7 rounds heading into the race and was desperate for a podium in his home race. This determination was proven with a great battle for 3rd with Buemi. Heidfeld put his Venturi up the inside, only for Buemi to get the cut-back to hold the position for another lap.
Heidfeld soon started to fall off from Buemi which put him under pressure from Audi World Endurance driver Loic Duval in the Dragon racing car. The Frenchman joined late on in the championship but was showing no signs of inexperience in 5th place. His team-mate was 3 places ahead of him in 2nd place, with D’Ambrosio leading the charge in Dragon Racing’s best race so far. Duval eventually got by Heidfeld after a great lunge up the inside, with Piquet following the Frenchman through on the next turn.
There was overtaking aplenty in the battle for the positions just off of the podium, but at the front it had been all too easy for Lucas Di Grassi. Having taken the lead on lap 1, the Brazilian capitalised on the pack being held up by the pole-sitter to build a 10 second lead at one point. He backed off a little on the closing stages to look after the car, but he would still cross the line at the end of lap 33 to take the Berlin ePrix victory, his second win of the season, by almost 8 seconds. Di Grassi then stopped soon after the chequered flag after reporting a problem with his Audi Sport ABT car. He would be towed back to Parc Ferme to celebrate his win that would elevate his championship lead to 17 points.
Jerome D’Ambrosio took his first podium of the season with second place for the Belgian driver. He would come home ahead of 3rd placed Sebastien Buemi for e.dams Renault. Loic Duval made it a 2-4 finish for Dragon Racing, with the Frenchman taking his best finish of the year ahead of championship challenger Nelson Piquet Jr. Nelson worked his way up from 13th to finish right on the gearbox of Duval. He took the 2 points for getting the fastest lap in the race in the process.
Nick Heidfeld more than doubled his championship points tally in this race alone, with the German taking 8 points in 6th place. He was just 3 tenths ahead of team-mate Stephane Sarrazin at the chequered flag. Andretti Autosport had a woeful day in Berlin, with Vergne coming home in a disappointing 8th place ahead of Virgin’s Sam Bird.
Vitantonio Liuzzi took the final points paying position in 10th, with team-mate and pole-sitter Jarno Trulli eventually finishing last having retired with 2 laps to go whilst running in 19th; an awful performance by Trulli on the 11th anniversary of his sole Formula One victory in the 2004 Monaco Grand Prix.
2015 Berlin ePrix results:
POS | Driver | Team | Points | Grid |
1 | Lucas Di Grassi | Audi Sport ABT | 25 | 2nd |
2 | Jerome D’Ambrosio | Dragon Racing | 18 | 6th |
3 | Sebastien Buemi (FB) | e.dams Renault | 15 | 3rd |
4 | Loic Duval | Dragon Racing | 12 | 8th |
5 | Nelson Piquet Jr. (FL) (FB) | NEXTEV China Racing | 12 | 13th |
6 | Nick Heidfeld | Venturi | 8 | 4th |
7 | Stephane Sarrazin | Venturi | 6 | 9th |
8 | Jean-Eric Vergne | Andretti Autosport | 4 | 10th |
9 | Sam Bird | Virgin Racing | 2 | 15h |
10 | Vitantonio Liuzzi | Trulli | 1 | 11th |
11 | Nicolas Prost | e.dams Renault | 0 | 7th |
12 | Antonio Felix da Costa | Amlin Aguri | 0 | 19th |
13 | Jaime Alguersauri | Virgin Racing | 0 | 14th |
14 | Scott Speed | Andretti Autosport | 0 | 12th |
15 | Daniel Abt | Audi Sport ABT | 0 | 5th |
16 | Karun Chandhok | Mahindra Racing | 0 | 20th |
17 | Charles Pic (FB) | NEXTEV China Racing | 0 | 17th |
18 | Salvador Duran | Amlin Aguri | 0 | 16th |
19 | Bruno Senna | Mahindra Racing | 0 | 18th |
20 | Jarno Trulli (P) | Trulli | 3 | 1st |
Are you interested to Formula E? Read more about Formula E Sponsorship Agency.
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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