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By Emanuele Venturoli| Posted June 5, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has claimed pole position for the 2015 Canadian Grand Prix at the Circuit Gilles Villeneuve. The British driver took his 44th pole position by 3 tenths of a second ahead of his team-mate Nico Rosberg and Ferrari’s Kimi Raikkonen. Sebastian Vettel put in a shocking performance for all the wrong reasons, with power problems on his Ferrari meaning that he couldn’t advance past Q1.
Q1:
After not getting in the laps he wanted to in the final practice session, Lewis Hamilton was the first out onto the Circuit Gilles Villeneuve for the 18 minutes Q1 session. Nico Rosberg had topped third practice earlier on in the way in an interrupted session thanks to two red flags; one for a stoppage for Jenson Button’s McLaren and one for a crash with Felipe Nasr.
Hamilton was quick to get back to where he wanted to be, on top of the session, as he soon get into the 1’15’s on the soft compound tyre. Nico Rosberg would best him not too long after with a time just 2 thousandths faster. This would be curtains for the Silver Arrows session as they’d done enough to not be knocked out at the end of the session.
With 5 minutes left in the session, 2 drivers had yet to set lap-times. One of them was Jenson Button, who would not be attempting to venture out onto the circuit after his mechanical demons continued to plague his McLaren-Honda. The 2nd was Sebastian Vettel, who had reported problems with his MGU-K unit in FP3 and then reported further problems at the start of the session before peeling immediately into the pits.
Vettel did make it out onto the track with just over 2 minutes to go, enough time for one flying lap on the super-soft tyre to try and steal a spot in the next session at the last moment. His problems seemed to still be harming his speed however as he was barely keeping pace with Fernando Alonso. He managed to get into P16 but he could do no more. He would be eliminated in Q1.
Another shock elimination would be Felipe Massa, who was appearing to have similar power issues. They would join the two Manor cars and Jenson Button and would have to spectate the rest of qualifying.
Out in Q1:
16 |
Sebastian Vettel |
Ferrari |
1’17.344 |
17 |
Felipe Massa |
Williams |
1’17.886 |
18 |
Will Stevens |
Manor |
1’19.133 |
19 |
Roberto Merhi |
Manor |
1’19.157 |
20 |
Jenson Button |
McLaren |
No time |
Q2:
Mercedes’ status quo continued at the start of the 2nd qualifying session, with the Silver Arrows getting back up to the top of the times before heading back to the pits for the remaining minutes. Lewis Hamilton came through with the fastest time of the weekend so far, a 1’14.661, but Nico Rosberg had set faster times in the first 2 sectors. For some reason however, Nico lacked pace in the last sector and ended up 1 hundredth behind his team-mate.
Mercedes were definitely the engine of choice in Montreal. Unsurprisingly, the 5 cars in the drop-zone with a minute to go were all Renault, Ferrari or Honda powered. Fernando Alonso trying to improve from P15 and managed to vault up to P13, but there was no way he would be able to sneak into Q3; he would soon be knocked back down in P14 anyway.
Daniil Kvyat had been set for elimination until the dying moments, with a last minute lap putting him ahead of the 2 Toro Rosso drivers. Sainz would be eliminated in 11th, with Verstappen set to start plum last with more penalties to come in the race after penalties for his collision with Grosjean last time out and for an unscheduled engine change. The 2 Toro Rosso’s would also be joined by the 2 Sauber drivers; with Ericsson and Nasr ending the session in 13th and 15th.
Out in Q2:
POS |
Driver |
Team |
Time |
11 |
Carlos Sainz |
Toro Rosso |
1’16.262 |
12 |
Max Verstappen |
Toro Rosso |
1’16.361 |
13 |
Marcus Ericsson |
Sauber |
1’16.400 |
14 |
Fernando Alonso |
McLaren |
1’16.818 |
15 |
Felipe Nasr |
Sauber |
1’17.064 |
Q3:
7 of the 10 runners in Q3 had Mercedes power behind them. Only the Ferrari of Raikkonen and the Red Bull drivers differed. The fight for pole position looked to well and truly be between the works Mercedes drivers, with Lewis Hamilton and Nico Rosberg taking 1st and 2nd after half of the session. One more run still remained for Nico Rosberg to try and bridge a 3 tenth gap to Hamilton. One crumb of comfort for the German was that his tyres he’d use for his final push were much better than the ones he’d just had bolted to the #6 car.
Lotus were demonstrating the benefits of a Mercedes power unit by having their best pace of the year. They were 4th and 5th after their 1st runs and were less than a tenth off of Raikkonen in 3rd. Strangely, the two Lotus cars were released at exactly the same time for their final runs, which led to the unusual sight of side-by-side action in the pit-lane and out onto the track.
Kimi Raikkonen was one of the first to set a time on a second run, with a slight improvement keeping him in 3rd. Ferrari elected to have 2 flying laps as opposed to Mercedes who put both of their cars on an extra warm-up lap before one flyer. His fellow countryman Valtteri Bottas’ lap was enough to put him just behind in 4th. Raikkonen’s 2nd lap was abandoned after a ‘heart-in-mouth’ moment where he narrowly missed the wall on the exit of turn 4.
Both Mercedes drivers were out on track for a final run, but neither driver would improve on their previous laps. This was a disappointment for Rosberg who later radioed the team remarking that it was a ‘rubbish end to qualifying’. His team-mate was slightly happier, as he had taken his 44th pole position and will have the best view on the run down to turn 1 in the #44 Silver Arrow.
Kimi Raikkonen lines up just behind Mercedes on the grid. All eyes will be on his race pace, with the Scuderia looking slightly closer to the Silver Arrows during practice. Valtteri Bottas will take the 4th spot on the grid ahead of the all Lotus 3rd row; with Romain Grosjean out-qualifying Pastor Maldonado by 2 tenths. The Force India drivers sandwiched the Red Bull duo, with Hulkenberg and Perez 7th and 10th and Kvyat and Ricciardo 8th and 9th.
2015 Canadian Grand Prix grid:
POS |
Driver |
Team |
Time |
1 |
Lewis Hamilton |
Mercedes |
1’14.393 |
2 |
Nico Rosberg |
Mercedes |
1’14.702 |
3 |
Kimi Raikkonen |
Ferrari |
1’15.014 |
4 |
Valtteri Bottas |
Williams |
1’15.102 |
5 |
Romain Grosjean |
Lotus |
1’15.194 |
6 |
Pastor Maldonado |
Lotus |
1’15.329 |
7 |
Nico Hulkenberg |
Force India |
1’15.614 |
8 |
Daniil Kvyat |
Red Bull |
1’16.079 |
9 |
Daniel Ricciardo |
Red Bull |
1’16.114 |
10 |
Sergio Perez |
Force India |
1’16.338 |
11 |
Carlos Sainz |
Toro Rosso |
1’16.262 |
12 |
Marcus Ericsson |
Sauber |
1’16.400 |
13 |
Fernando Alonso |
McLaren |
1’16.818 |
14 |
Felipe Nasr |
Sauber |
1’17.064 |
15 |
Sebastian Vettel |
Ferrari |
1’17.344 |
16 |
Felipe Massa |
Williams |
1’17.886 |
17 |
Will Stevens |
Manor |
1’19.133 |
18 |
Roberto Merhi |
Manor |
1’19.157 |
19 |
Jenson Button |
McLaren |
No time |
20 |
Max Verstappen* |
Toro Rosso |
1’16.361 |
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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