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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 April 17, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has taken pole position for the 2015 Bahrain Grand Prix at the Sakhir International Circuit. Hamilton continued his run of taking every pole so far this season, with Sebastian Vettel splitting the two Mercedes drivers apart, with Nico Rosberg once again beaten to the front row in 3rd place.
Q1:
With practice pace showing that Ferrari had a chance of fighting Mercedes in the race tomorrow, it was the Scuderia that were the first out on track in the first session of qualifying, with Kimi Raikkonen also the first man to set a quick time. He was soon displaced by the two Mercedes drivers, with Nico Rosberg leading his team-mate by 3 tenths of a second.
Unlike previous qualifying sessions, every team decided to use the faster soft compound tyre in Q1 in order to ensure their place in the second round. Ferrari used the new tyres to briefly displace Mercedes from the top of the times, with Raikkonen again ahead of Vettel before Hamilton and Rosberg took back their spots in P1 and P2; with a 1’33.928 being enough to keep Lewis at the top for the rest of the session.
McLaren had a bitter-sweet qualifying session as they finally advanced beyond round one for the first time this year. Fernando Alonso put in a cracking lap to take the 9th fastest time and one of the 15 spots in Q2. By contrast, Jenson Button’s torrid weekend continued. Having stopped in both Friday practice sessions, there was a glimmer of hope for Button in Saturday practice when he didn’t grind to a halt. This problems came back to plague him early in qualifying however, with Button unable to set a time after coming to a stop after turn 3. He will start last tomorrow, with the two Manor cars of Will Stevens and Roberto Merhi ahead of him.
Joining Button, Stevens and Merhi on the side-lines was another driver who has known nothing but bad luck this year. Daniil Kvyat hasn’t looked happy this weekend and has been cursed with the majority of Red Bull’s engine problems this year so far. His luck wouldn’t improve as he would be eliminated in 17th place, just behind Pastor Maldonado; who despite having had reasonable pace in practice would not advance to Q2.
Out in Q1:
POS | Driver | Team | Time |
16 | Pastor Maldonado | Lotus | 1’35.677 |
17 | Daniil Kvyat | Red Bull | 1’35.800 |
18 | Will Stevens | Manor | 1’38.713 |
19 | Roberto Merhi | Manor | 1’39.722 |
20 | Jenson Button | McLaren | No time |
Q2:
Having topped FP3 and the first session of qualifying, Hamilton’s pace continued to impress in the second session as he laid down a marker on his team-mate Rosberg by setting the fastest time of the session and the weekend so far. A 1’32.699 was 1.2 seconds faster than Rosberg, with Hamilton’s nearest challenge coming from Kimi Raikkonen’s Ferrari. Rosberg was down in 5th, with Massa and Vettel also beating the Mercedes driver.
The cut-off to make it into the top 10 shoot-out was very tight, with many drivers improving in the dying moments just to be knocked out again. Having not made it to Q3 this year so far, Force India were looking good at the circuit where they achieved their best ever combined finish last year. Nico Hulkenberg managed to get through into the final session, but Sergio Perez was pushed out at the last moment by Carlos Sainz; who from out of nowhere put in a great lap to take P10.
One Spanish driver made it through into Q3, the other did not. Having impressively gotten into Q2, Alonso’s run would end in this session with the 14th fastest time; just behind the two Sauber’s of Felipe Nasr and Marcus Ericsson. Max Verstappen would also join them in elimination after complaining of car handling issues this weekend in his Toro Rosso.
Out in Q2:
POS | Driver | Team | Time |
11 | Sergio Perez | Force India | 1’34.704 |
12 | Felipe Nasr | Sauber | 1’34.737 |
13 | Marcus Ericsson | Sauber | 1’35.034 |
14 | Fernando Alonso | McLaren | 1’35.039 |
15 | Max Verstappen | Toro Rosso | 1’35.103 |
Q3:
With Williams suddenly emerging as another potential challenger to Mercedes along with Ferrari, the final 12 minutes of qualifying began with Vettel setting the early benchmark in the #5 car. Hamilton, once again, would soon take the top-spot after the first runs, with Daniel Ricciardo impressively just 3 tenths behind in P2 ahead of Rosberg, Bottas and the Ferrari’s. It was unlikely that Hamilton’s first run would be enough for pole as it had been in the last two qualifying sessions, as the British drivers time was 6 tenths slower than his best time in Q2.
Sure enough, Hamilton’s time would soon be beaten by Sebastian Vettel who put his car half a second quicker than Lewis. Bottas soon came through to further displace Hamilton, with the second Finn of Kimi Raikkonen then also beating Lewis. Nico Rosberg soon came through and was aiming to make it his 3rd pole position at Bahrain in a row. He wouldn’t be able to do it however as he went 2nd fastest behind Vettel.
Vettel was within a shout of taking his first pole for Ferrari, but the last driver on a lap was Lewis Hamilton and he made it stick. A 1’32.571 was enough to take his first pole in Bahrain and his 4th pole out of 4 this year by 4 tenths of a second. Sebastian Vettel’s excellent lap means that he once again splits the Mercedes drivers. After this impressive performance, it will be interesting to see whether Ferrari can challenge Mercedes after showing good race pace in practice like they had done in Malaysia.
Nico Rosberg will start a disappointing 3rd after being beaten by Vettel for the second time this year in qualifying. Kimi Raikkonen will be hoping that he too can take the fight to the Silver Arrow as he starts in 4th ahead of fellow countryman Valtteri Bottas. Felipe Massa qualified just behind his Williams team-mate in 6th, with Daniel Ricciardo not too far off of the pace in 7th for Red Bull. Nico Hulkenberg took his best qualifying result of the year in 8th, with Carlos Sainz and Romain Grosjean completing the top 10 on the grid.
2015 Bahrain Grand Prix grid:
POS | Driver | Team | Time |
1 | Lewis Hamilton | Mercedes | 1’32.571 |
2 | Sebastian Vettel | Ferrari | 1’32.982 |
3 | Nico Rosberg | Mercedes | 1’33.129 |
4 | Kimi Raikkonen | Ferrari | 1’33.227 |
5 | Valtteri Bottas | Williams | 1’33.381 |
6 | Felipe Massa | Williams | 1’33.744 |
7 | Daniel Ricciardo | Red Bull | 1’33.832 |
8 | Nico Hulkenberg | Force India | 1’34.450 |
9 | Carlos Sainz | Toro Rosso | 1’34.462 |
10 | Romain Grosjean | Lotus | 1’34.484 |
11 | Sergio Perez | Force India | 1’34.704 |
12 | Felipe Nasr | Sauber | 1’34.737 |
13 | Marcus Ericsson | Sauber | 1’35.034 |
14 | Fernando Alonso | McLaren | 1’35.039 |
15 | Max Verstappen | Toro Rosso | 1’35.103 |
16 | Pastor Maldonado | Lotus | 1’35.677 |
17 | Daniil Kvyat | Red Bull | 1’35.800 |
18 | Will Stevens | Manor | 1’38.713 |
19 | Roberto Merhi | Manor | 1’39.722 |
20 | Jenson Button | McLaren | No time |
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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