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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 September 3, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has finished fastest in both Friday practice sessions for the 2015 Italian Grand Prix at the Autodromo Nazionale Monza. The British driver beat team-mate Nico Rosberg on both occasions, with Rosberg closing to within just 2 hundredths of a second in practice two.
Lewis Hamilton kicked off the Italian Grand Prix weekend in style; and no I’m not talking about his new blonde hair. He set a blistering pace in first practice to top the session with a 1’24.670. Hamilton’s time was just under half a second faster than his team-mate Nico Rosberg in 2nd and a full 1.5 seconds faster than Sebastian Vettel in the crowd-favorite Ferrari. Vettel suffered a small spin at the Rettifilio chicane during the session.
It was expected that one team that would have the potential to do very well this weekend would be Force India. The team are known to have great straight-line speed which would put them in good shape for the Monza circuit. Their speed put them into 4th and 5th in first practice, with Nico Hulkenberg and Sergio Perez separated by just half a tenth. They were still 2 seconds off of Hamilton in 1st however.
Kimi Raikkonen followed the Force India drivers in 6th place in the second Ferrari, with Daniel Ricciardo 7th in the Red Bull. The Red Bull team look to be in for a dire weekend after confirming that both Ricciardo and Kvyat would be getting penalties for having new Renault engines fitted to their cars; a similar situation to that being faced by McLaren once again this weekend. The reason they are choosing this round in particular to take the penalty is that Red Bull and McLaren feel that they are already disadvantaged due to the nature of the Monza circuit.
Felipe Massa and Valtteri Bottas, who both re-signed for Williams for 2016 yesterday, were 8th and 9th in the session. Pastor Maldonado completed the top 10 in his Lotus. Jolyon Palmer was once again behind the wheel of second Lotus in the first practice session. The British driver finished up in 15th place after the 90 minute session with the second highest tally of laps at 28. He was only beaten by Sergio Perez and Daniil Kvyat who both completed 29 laps.
Palmer finished the session just ahead of 16 placed Carlos Sainz, who was the cause of the sessions’ only red flag after locking up his rear brakes and spinning into the gravel at the Parabolica.
Italian practice 1 results:
POS |
Driver |
Team |
Time |
Laps |
1 |
Lewis Hamilton |
Mercedes |
1’24.670 |
25 |
2 |
Nico Rosberg |
Mercedes |
1’25.133 |
22 |
3 |
Sebastian Vettel |
Ferrari |
1’26.258 |
17 |
4 |
Nico Hulkenberg |
Force India |
1’26.612 |
19 |
5 |
Sergio Perez |
Force India |
1’26.730 |
29 |
6 |
Kimi Raikkonen |
Ferrari |
1’26.783 |
16 |
7 |
Daniel Ricciardo |
Red Bull |
1’26.922 |
27 |
8 |
Felipe Massa |
Williams |
1’26.936 |
22 |
9 |
Valtteri Bottas |
Williams |
1’27.075 |
25 |
10 |
Pastor Maldonado |
Lotus |
1’27.118 |
28 |
11 |
Felipe Nasr |
Sauber |
1’27.232 |
21 |
12 |
Daniil Kvyat |
Red Bull |
1’27.275 |
29 |
13 |
Marcus Ericsson |
Sauber |
1’27.454 |
17 |
14 |
Max Verstappen |
Toro Rosso |
1’27.591 |
27 |
15 |
Jolyon Palmer |
Lotus |
1’27.669 |
28 |
16 |
Carlos Sainz |
Toro Rosso |
1’27.907 |
8 |
17 |
Fernando Alonso |
McLaren |
1’28.023 |
11 |
18 |
Jenson Button |
McLaren |
1’28.423 |
12 |
19 |
Will Stevens |
Manor |
1’29.853 |
22 |
20 |
Roberto Merhi |
Manor |
1’29.911 |
12 |
Lewis Hamilton continued to hold onto the top of the time-sheets in practice 2, but Nico Rosberg closed right up to Hamilton to go just 0.021 slower.
Sebastian Vettel remained 3rd fastest ahead of the Force India team-mates in 4th and 5th; with Sergio Perez now leading Nico Hulkenberg. Completing the ‘deja-vu’ was Kimi Raikkonen, who held onto 6th fastest in the second Ferrari.
All 8 Mercedes powered cars were in the top 10, with 7th and 8th belonging to the Lotus team-mates Romain Grosjean and Pastor Maldonado, with 9th and 10th going to the Williams drivers Valtteri Bottas and Felipe Massa.
The direct contrast of the success of the Mercedes engine was the practically woeful Honda engines. The McLaren-Honda of Jenson Button finished the session 19th after completing just 3 laps after an ‘abnormality’ with his power-unit; with the team admitting today that they may not be competitive until the 2017 season.
The only car behind Button was the Red Bull of Daniil Kvyat, who spent most of the session in the garage with a gearbox problem. Similarly, team-mate Daniel Ricciardo ended the session 13th after suffering a hydraulic issue for most of the 90 minutes.
Italian practice 2 results:
POS |
Driver |
Team |
Time |
Laps |
1 |
Lewis Hamilton |
Mercedes |
1’24.279 |
27 |
2 |
Nico Rosberg |
Mercedes |
1’24.300 |
35 |
3 |
Sebastian Vettel |
Ferrari |
1’25.038 |
36 |
4 |
Sergio Perez |
Force India |
1’25.278 |
34 |
5 |
Nico Hulkenberg |
Force India |
1’25.325 |
43 |
6 |
Kimi Raikkonen |
Ferrari |
1’25.380 |
39 |
7 |
Romain Grosjean |
Lotus |
1’25.497 |
41 |
8 |
Pastor Maldonado |
Lotus |
1’25.513 |
41 |
9 |
Valtteri Bottas |
Williams |
1’25.647 |
34 |
10 |
Felipe Massa |
Williams |
1’25.891 |
31 |
11 |
Felipe Nasr |
Sauber |
1’26.114 |
30 |
12 |
Marcus Ericsson |
Sauber |
1’26.133 |
32 |
13 |
Daniel Ricciardo |
Red Bull |
1’26.222 |
27 |
14 |
Max Verstappen |
Toro Rosso |
1’26.454 |
38 |
15 |
Carlos Sainz |
Toro Rosso |
1’26.641 |
50 |
16 |
Fernando Alonso |
McLaren |
1’26.966 |
31 |
17 |
Will Stevens |
Manor |
1’28.201 |
29 |
18 |
Roberto Merhi |
Manor |
1’28.439 |
27 |
19 |
Jenson Button |
McLaren |
1’28.471 |
3 |
20 |
Daniil Kvyat |
Red Bull |
1’28.723 |
28 |
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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