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By Emanuele Venturoli| Posted June 6, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has won the 2015 Grand Prix after starting from pole position. The British driver led all but 1 lap, only losing the lead during the pit-stops, to take the win ahead of team-mate Nico Rosberg and Williams driver Valtteri Bottas.
Nico kept Lewis honest for much of the race, with the gap between them ranging at just under 2 seconds for a majority of the race. Ferrari had a mixed race as Raikkonen lost a podium due to a spin whilst team-mate Vettel put in a combative drive from 18th to take 5th.
Hamilton made his intentions clear as he pulled up to the front of the grid. He aimed his #44 car directly across the line Rosberg would be taking into turn 1. Indeed when the lights went out Hamilton was quick to cover off his team-mate as he held the lead, with Kimi Raikkonen unable to split the pair in his Ferrari.
Raikkonen’s team-mate Vettel was unable to make as many positions as he hoped he might from 18th on the grid; with the German only 16th at the end of lap 1. Soon he got ahead of Nasr and then Carlos Sainz with a late breaking move into the hairpin. Felipe Massa was also working his way up through the field after starting 15th, with the Brazilian pulling off a cheeky maneuver through turns 1 and 2 on former team-mate Fernando Alonso. Vettel soon reached the back of Alonso’s McLaren, with the Ferrari just having a tad more speed than the Honda.
Massa and Vettel were almost working together to make their way through the field in the early laps. The pair were up to 12th and 13th at the end up lap 7, but suddenly Sebastian peeled into the pits for a very early stop. The stop was a tactical decision as he was losing too much time in traffic, but a slow left-rear change cost him 5 seconds. Sebastian soon set about trying to carve his way back toward the top 10, but he met an obstacle in the form of Fernando Alonso. Vettel used DRS to draw to the outside of his 2012 title rival, but Alonso just kept a hold of the position on the inside to force the German across the kerbs. Alonso held the position at the same corner a lap later, but Vettel was able to sneak ahead on the second DRS zone into turn 1.
In the meantime, Vettel’s former wing-man Massa was busy fighting with Ericsson for 11th place. The pair went side-by-side into turns 1 and 2, with Massa almost sliding into the side of the Sauber. The pair made slight contact on the short chute to turn 3, with Massa managing to prevail on the inside. He was soon into the top 10 as he used his Mercedes engine and DRS to breeze by Daniel Ricciardo and Sergio Perez on the back-straight.
Kimi Raikkonen was the first of the front-runners to dive into the pits at the start of lap 27 of 70. A decent stop got him out in 4th behind the Williams of Bottas, but soon he lost a whole chuck of time as he spun round at the hairpin. The amount of time he lost was enough for Bottas to pit and re-join ahead of his fellow countryman in 3rd place.
Race-leader Lewis Hamilton had led the race right from lights-out; in the process taking over the mantle of leading more laps in Formula One than any other British driver in history. He finally relinquished the lead at the end of lap 29 as he peeled into the pits, but promptly re-took the lead on the next lap; with Rosberg coming out of the pits just 2.3 seconds behind. Rosberg had cut the gap by 1.3 seconds during the pit-stop phase and was getting closer tenth by tenth, lap by lap.
Mercedes boss Toto Wolff seemed to be in anxious conversation with Niki Lauda in the garage, with the team ordering Hamilton to save fuel and Rosberg to save brakes. It was a year ago in this Grand Prix when the Silver Arrow’s brake issues cost them a 1-2 to Daniel Ricciardo. A similar brake issue had affected them both in this year’s Bahrain Grand Prix. These memories probably provided the Mercedes team with some anxiety as the laps ticked down.
Sebastian Vettel was still moving up and was now in the lower reaches of the top 10. It seemed like his preferred hunting ground was the entry into the turn 13 chicane. This became evident when he tried to get around the outside of Hulkenberg. The move looked tight, with Hulkenberg spinning the Force India to the outside of the circuit. Vettel clambered over the kerbs but took 7th place, but no contact was made between them which allowed the Ferrari to keep the place un-penalized.
One move that was penalized was one made by Romain Grosjean. The Frenchman had been running in a solid 5th place, his and Lotuses best performance of the year, when he tried to lap the Manor of Will Stevens. Grosjean passed him as they made their way toward the final chicane, but Grosjean appeared to move over far too early and give himself a puncture after contact with Stevens’ wing. The pair immediately pitted, with Grosjean exclaiming that “He [Stevens] hit me. He hit me!” Stevens on the other hand lay the blame firmly in the Frenchman’s court asking, “Where does he want me to go? Off the track?” The stewards agreed as they handed Romain a 5 second time penalty that would be added to his race finish. The contact put Grosjean’s team-mate Maldonado briefly into 5th before the Venezuelan was demoted by a hard-charging Sebastian Vettel.
At the front of the pack, the gap between Hamilton and Rosberg had never really widened above a few seconds, but Hamilton seemed to have the pace to keep his team-mate at bay should he need to. His team requested marginal lift and coasting in order to save small drips of fuel should he need. He then began to open up more of a gap to his team-mate before being told with 2 laps to go that he needed to save a little more fuel. There were no last minute dramas for the #44 driver as he crossed the line soon after to take his 4th win in Canada.
Valtteri Bottas took Williams’ first podium finish of the year after capitalizing from Raikkonen’s spin. The Ferrari driver would hold on to take 4th, with his team-mate Vettel putting in a great drive to get 5th after starting 18th. Felipe Massa would also battle through the field to get 6th after starting 15th.
Pastor Maldonado brought home championship points for the first time since last year’s United states Grand Prix. He finished ahead of Nico Hulkenberg, Daniil Kvyat and the second Lotus of Romain Grosjean; who could’ve taken much more than a singular point away from the Circuit Gilles Villeneuve.
Only three drivers retired from the race. Roberto Merhi’s Manor succumbed to mechanical issues for the first time this season. Neither McLaren would finish the race, with Fernando Alonso finally letting his frustrations get the better of him. During the race he remarked that their problems made them look like ‘amateurs’.
The result give Hamilton a little more of a buffer over his team-mate in the drivers’ championship standings. He now lies 17 points ahead of Rosberg as the pair continue to rack up the points for Mercedes in the constructors’ standings. The next race see’s the teams return to the Red Bull Ring for the Austrian Grand Prix, the sight of a win for Rosberg over Hamilton last year; a result Rosberg would be hoping to repeat having looked a little closer on pace today.
2015 Canadian Grand Prix results:
POS |
Driver |
Team |
Points |
Grid |
1 |
Lewis Hamilton |
Mercedes |
25 |
1st |
2 |
Nico Rosberg |
Mercedes |
18 |
2nd |
3 |
Valtteri Bottas |
Williams |
15 |
4th |
4 |
Kimi Raikkonen |
Ferrari |
12 |
3rd |
5 |
Sebastian Vettel |
Ferrari |
10 |
18th |
6 |
Felipe Massa |
Williams |
8 |
15th |
7 |
Pastor Maldonado |
Lotus |
6 |
6th |
8 |
Nico Hulkenberg |
Force India |
4 |
7th |
9 |
Daniil Kvyat |
Red Bull |
2 |
8th |
10 |
Romain Grosjean |
Lotus |
1 |
5th |
11 |
Sergio Perez |
Force India |
+1 Lap |
10th |
12 |
Carlos Sainz |
Toro Rosso |
+1 Lap |
11th |
13 |
Daniel Ricciardo |
Red Bull |
+1 Lap |
9th |
14 |
Marcus Ericsson |
Sauber |
+1 Lap |
12th |
15 |
Max Verstappen |
Toro Rosso |
+1 Lap |
19th |
16 |
Felipe Nasr |
Sauber |
+1 Lap |
14th |
17 |
Will Stevens |
Manor |
+2 Laps |
17th |
18 |
Roberto Merhi |
Manor |
DNF |
16th |
19 |
Jenson Button |
McLaren |
DNF |
20th |
20 |
Fernando Alonso |
McLaren |
DNF |
13th |
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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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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