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By Emanuele Venturoli| Posted May 8, 2015 | In MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Sebastien Buemi has won the 2015 Monaco ePrix and as a result has become the first double winner in the series’ first year. Buemi took off after qualifying on pole to take the lead into turn one.
Lucas di Grassi and Nelson Piquet took the remaining spots on the podium, with a number of drivers having had their chances dashed after a massive lap 1 crash involving Bruno Senna and Daniel Abt.
Sebastien Buemi took pole position in the group qualifying session earlier on in the day, and with Monaco historically favouring the pole-sitter; Sebastien’s performance was crucial. Championship leaders Lucas di Grassi and Nelson Piquet Jr were on bad terms heading into the race, with Piquet angry after Di Grassi impeded him during his qualifying lap.
Buemi made a fantastic start as he capitalized on his pole position to vault into the lead. Di Grassi and D’Ambrosio slotted in behind as Bruno Senna attempted to make gains up the inside into the tighter variant of Sainte Devote. Soon, the importance of pole position became apparent, as Daniel Abt tagged the wall and the short chute down to turn 2. The slow Audi Sport ABT car caught out Bruno Senna who flew over the rear wheels of Abt’s car. The Mahindra just about stayed upright, but the rest of the field piled in behind; with Liuzzi, Duran, Vergne, Pic, Da Costa, Heidfeld, Duval and more sustaining damage to either their wheels or front wings.
A couple of laps were taken to clear stricken cars or debris, but the race was back under-way at the start of lap 4, with Buemi bolting away in the lead once more. Nelson Piquet Jr had been one of the victors in the FanBoost vote and was keen to use it on the track where overtaking is nigh on impossible. He deployed the boost on the start/finish straight to try and put himself in a position to pass Jerome D’Ambrosio, but he couldn’t get by at Turn 1. He tucked back in behind the Dragon Racing car as they went down the hill toward turn 2, before a decisive lunge up the inside put Piquet into 3rd place behind fellow country-man and rival Di Grassi.
Over the course of the next few laps, Piquet started to not only save energy, but manage to start drawing in closer to the leading duo. By lap 20, Piquet had impressively cut the 2 and a half second gap, whilst still only have 1% less energy than Buemi and Di Grassi.
Di Grassi pealed into the pits on lap 24 with 10% left in his Audi Sport ABT car. The Brazilian had come in a lap early in the hopes of achieving an under-cut on Buemi; whom he had been stuck behind all race. Buemi and Piquet stayed out 2 more laps before peeling into the pits, with Buemi emerging millimetres ahead of Di Grassi. Lucas tried a move into the Harbour chicane, but Buemi just managed to hold the Audi Sport ABT car behind him on the inside.
Britain’s Sam Bird had been one of the only people to gain from the massive lap 1 crash, with the Virgin Racing driver now up to 4th place and right on the back of Piquet for third with 17 laps to go. Piquet soon started to stretch his legs again however, with the Brazilian soon closing back up to 2nd placed Di Grassi. Piquet used his FanBoost with less than 10 laps to go as the pair came down the start/finish straight, but the move didn’t materialise. Piquet almost ran into the back of Di Grassi down into the Harbour Hairpin, but somehow managed to avoid damage.
Back at the front however, Buemi had benefited from Di Grassi and Piquet’s battles to get a good lead going onto the final lap. His only challenge on lap 47 was one more lap and a back-marker. Buemi managed to negotiate both of these to become the first multiple winner this season and the winner of the Monaco ePrix. Lucas di Grassi held off his fellow country-man Nelson Piquet Jr for 2nd place; with Piquet’s challenge fading after his near-miss with the rear of Di Grassi.
Sam Bird’s run of bad luck ended with a great 4th place finish for Virgin ahead of Nicolas Prost; who was struggling for pace at the end of the ePrix. Stephane Sarrazin took 7th at Venturi’s home race, with Scott Speed coming back from sustaining front wing damage on lap 1 to take 8th. Charles Pic and Antonio Felix da Costa had also been involved in the lap 1 crash, but the pair were able to fight back to take the final two points paying positions.
Jean-Eric Vergne’s first car had been badly damaged on lap 1, but the Frenchman took to the track in his second Andretti Autosport car later on in the race to try and take the points for fastest lap with FanBoost; which he duly did. A 55.157 was a few tenths quicker than his nearest challenger, which gained him two points despite finishing in 15th.
Buemi’s win means that he is now closing in slightly on championship leader Lucas Di Grassi, who has a 4 point lead over Nelson Piquet Jr.
2015 Monaco ePrix results:
POS | Driver | Team | Points | Grid |
1 | Sebastien Buemi (P) | e.dams Renault | 28 | 1st |
2 | Lucas di Grassi | Audi Sport ABT | 18 | 2nd |
3 | Nelson Piquet Jr (FB) | NEXTEV China Racing | 15 | 4th |
4 | Sam Bird | Virgin Racing | 12 | 13th |
5 | Jerome D’Ambrosio | Dragon Racing | 10 | 3rd |
6 | Nicolas Prost | e.dams Renault | 8 | 7th |
7 | Stephane Sarrazin | Venturi | 6 | 11th |
8 | Scott Speed | Andretti Autosport | 4 | 16th |
9 | Charles Pic | NEXTEV China Racing | 2 | 18th |
10 | Antonio Felix da Costa | Amlin Aguri | 1 | 20th |
11 | Nick Heidfeld | Venturi | 0 | 10th |
12 | Jarno Trulli | Trulli | 0 | 15th |
13 | Karun Chandhok | Mahindra Racing | 0 | 19th |
14 | Vitantonio Liuzzi | Trulli | 0 | 17th |
15 | Jean-Eric Vergne (FB) (FL) | Andretti Autosport | 2 | 14th |
16 | Salvador Duran (FB) | Amlin Aguri | 0 | 12th |
17 | Loic Duval | Dragon Racing | 0 | 5th |
18 | Daniel Abt | Audi Sport ABT | 0 | 6th |
19 | Bruno Senna | Mahindra Racing | 0 | 9th |
20 | Jaime Alguersauri | Virgin Racing | 0 | 8th |
P = 3 points for fastest time in qualifying. FL = 1 point for fastest lap in race. FB = FanBoost winners.
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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