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By Emanuele Venturoli| Posted April 10, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has taken pole position for the Chinese Grand Prix, his third pole out of three races in this year’s Formula One world championship so far. Hamilton, who set the fastest times in all three practice sessions in the build-up to qualifying, beat his team-mate Rosberg to pole position by just 4 hundredths of a second, with Nico throwing everything he had at Lewis to try and displace him. Malaysian Grand Prix winner Sebastian Vettel took 3rd on the grid, with Ferrari still looking like the closest challengers to Mercedes.
Hamilton has now had pole position for the Chinese Grand Prix at Shanghai 5 times. This means he joins a list of just 3 other drivers who have had 5 or more pole positions at single track. The list also includes Michael Schumacher, Juan Manuel Fangio and Ayrton Senna.
Q1:
Unusually clear and sunny conditions greeted the drivers at the Shanghai International Circuit as qualifying for the 3rd round of the season got under-way.
As predicted from practice performance, the two Mercedes drivers were comfortably quickest on the medium compound tyre. This mean that they were able to complete just one run on the slower tyre to advance through to the second session. The rest of the field opted for a run on the faster, soft compound. The Ferrari pairing of Sebastian Vettel and Kimi Raikkonen were among the fastest on the soft tyre, with Bottas’ Williams and Grosjean’s Lotus also showing good pace. Despite this, Hamilton and Rosberg were able to hold on to 5th and 8th respectively.
McLaren had been targeting their first Q2 appearance of the year in Shanghai after showing reasonable pace in practice. This wasn’t to be however, with both Button and Alonso missing out by two tenths of a second. Alonso had bounced back after an engine issue in final practice to get 18th on the grid; a few thousandths slower than team-mate Button in 17th. The Honda-powered pair were joined in elimination by Hulkenberg in 16th and the two Manor cars in 19th and 20th. Both Will Stevens and Roberto Merhi were well inside the 107% limit and will race tomorrow.
Out of Q1:
POS | Driver | Team | Time |
16 | Nico Hulkenberg | Force India | 1’39.216 |
17 | Jenson Button | McLaren | 1’39.276 |
18 | Fernando Alonso | McLaren | 1’39.280 |
19 | Will Stevens | Manor | 1’42.091 |
20 | Roberto Merhi | Manor | 1’42.842 |
Q2:
Hamilton continued to hint that he would be the one on pole position, as he hit the top of the time-sheets in Q2 with a 3 tenth advantage over his team-mate. Hamilton had been complaining of a hot seat in his car, a problem that had plagued him in practice.
The two Ferrari drivers maintained their positions as the closest challengers, with Vettel within half a second of Hamilton in first place.
The margin between making it into the top 10 shoot-out and being eliminated was very small. Pastor Maldonado missed out on joining his team-mate by just a few thousandths of a second; with Marcus Ericsson clinging onto the final position in the top 10. Daniil Kvyat similarly missed out by a small amount, with the Red Bull driver missing the cut by a tenth of a second having abandoned his first run in the session due to a loss of power.
Toro Rosso wouldn’t have any representation in the final session for the first time this season, with both Max Verstappen and Carlos Sainz losing time throughout the lap. They still out-qualified the Force India of Sergio Perez, who will line-up 15th on the grid for tomorrow’s race.
Out in Q2:
POS | Driver | Team | Time |
11 | Pastor Maldonado | Lotus | 1’38.134 |
12 | Daniil Kvyat | Red Bull | 1’38.209 |
13 | Max Verstappen | Toro Rosso | 1’38.393 |
14 | Carlos Sainz | Toro Rosso | 1’38.538 |
15 | Sergio Perez | Force India | 1’39.290 |
Q3:
Hamilton led the time-sheets early on in the top 10 shoot-out after his first run which would later turn out to have been enough for pole position. He emerged straight out of the blocks to set the fastest time of the weekend so far, a 1’35.782. Nico Rosberg followed soon after but once again was down by a few tenths on his team-mate.
Nico Rosberg wasn’t done yet however. On his final run, Rosberg’s last lap didn’t look like anything special according to his times in the first and second sectors, but a very impressive final sector allowed the German to get tantalisingly close to beating his team-mate. It was not to be however, with Nico missing out by just 4 hundredths of a second. Nico, understandably for a racing driver, was not happy with second place it seemed after a frustrated tone on the team radio followed by a handshake for Vettel and nothing for his team-mate; who joins an elite group of drivers who have taken 5 or more pole positions at a single track. His 5th pole at Shanghai see’s him on the list with Ayrton Senna, Juan Manuel Fangio and Michael Schumacher.
Third place would belong to Vettel in the Ferrari. The German showed that Ferrari had a reasonable pace, but his team-mate Raikkonen was unable to join him on the second row of the grid as he settled for 6th. If their race pace from Malaysia and their long-run times in practice are anything to go by however, the Scuderia pair could still put up a fight with the Mercedes tomorrow.
The two Williams drivers were sandwiched in between their rivals at Ferrari, with former Ferrari driver Felipe Massa out-qualifying team-mate Bottas by 2 tenths. Behind Raikkonen in 6th was the Red Bull of Daniel Ricciardo, who seemed a little happier with his car after the switch back to Brembo brakes following issues in the Malaysian Grand Prix two weeks ago. Romain Grosjean took 8th on the grid for the #8 car, with the Frenchman targeting the first points of the year for Lotus tomorrow. He beat the Sauber pair by over a tenth, with Felipe Nasr and Marcus Ericsson propping up the top 10 after the team impressively got both cars into the final session for the second time this year.
2015 Malaysian Grand Prix grid:
POS | Driver | Team | Time |
1 | Lewis Hamilton | Mercedes | 1’35.782 |
2 | Nico Rosberg | Mercedes | 1’35.824 |
3 | Sebastian Vettel | Ferrari | 1’36.687 |
4 | Felipe Massa | Williams | 1’36.954 |
5 | Valtteri Bottas | Williams | 1’37.143 |
6 | Kimi Raikkonen | Ferrari | 1’37.232 |
7 | Daniel Ricciardo | Red Bull | 1’37.540 |
8 | Romain Grosjean | Lotus | 1’37.905 |
9 | Felipe Nasr | Sauber | 1’38.067 |
10 | Marcus Ericsson | Sauber | 1’38.158 |
11 | Pastor Maldonado | Lotus | 1’38.134 |
12 | Daniil Kvyat | Red Bull | 1’38.209 |
13 | Max Verstappen | Toro Rosso | 1’38.393 |
14 | Carlos Sainz | Toro Rosso | 1’38.538 |
15 | Sergio Perez | Force India | 1’39.290 |
16 | Nico Hulkenberg | Force India | 1’39.216 |
17 | Jenson Button | McLaren | 1’39.276 |
18 | Fernando Alonso | McLaren | 1’39.280 |
19 | Will Stevens | Manor | 1’42.091 |
20 | Roberto Merhi | Manor | 1’42.842 |
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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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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