Are you willing to sponsor?
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 October 30, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton topped both Friday practice sessions in preparation for this weekend’s United States Grand Prix. Nico Rosberg finished second in both sessions; missing out by just 3 thousandths of a second. Only 18 drivers took part in the session due to the absence of Marussia and Caterham due to financial issues.
Hamilton was fastest straight out of the box as the first 90 minute Texan session got under-way at the Circuit of the Americas. He was just under 3 tenths ahead of Nico Rosberg, who is currently 17 points down on Hamilton with just 3 races to go in the championship.
Jenson Button was 3rd fastest ahead of his team-mate Kevin Magnussen in 5th. The Dane had led the standings early on in the session as he waits to see if he will be retained by McLaren next season, or whether he’ll be replaced by Fernando Alonso. Daniil Kvyat impressively separated the two McLaren’s in 4th – his contract at Red Bull already in the bag for next year.
Outgoing Ferrari driver Fernando Alonso was 6th fastest ahead of supposed incoming driver Sebastian Vettel, the pair just 4 tenths apart over the course of the 100 second lap. Felipe Nasr was in Valtteri Bottas’ car for the first session and managed to put the car 8th fastest. The Brazilian had previously driven the Williams in practice at Bahrain this season, but this time he was 3 tenths clear of similarly named Felipe Massa who was down in 11th place.
Nico Hulkenberg was 9th fastest for Force India ahead of the second guest driver for the session as teenager Max Verstappen made his second F1 practice appearance in preparation for his record breaking debut for Toro Rosso next season. Kimi Raikkonen and Pastor Maldonado were 12th and 13th ahead of Adrian Sutil and the two Mexicans Perez and Gutierrez. Ricciardo and Grosjean completed the time-sheets in 17th and 18th. Ricciardo had suffered an ERS failure during the session and only completed 5 laps, whilst Grosjean trialled a single pronged front wing on his Lotus.
Of course the time-sheets only go down to 18th due to the absence of both Caterham and Marussia this weekend. As a result of this, qualifying had been adjusted so that the 4 slowest cars will be eliminated in Q1 and Q2 instead of the usual 6.
At the end of the session, a number of cars trialled out a new ‘virtual safety car’ procedure; a system bought in after the awful accident for Jules Bianchi in the Japanese Grand Prix. The drivers are all given a lap time on their steering wheels that they must run slower than so that safer speeds can be run without necessitating a safety car to disrupt the race.
Practice 1 results:
POS. | NO. | DRIVER | CAR | BEST LAP | GAP | LAPS |
---|---|---|---|---|---|---|
1 | 44 | Lewis Hamilton | Mercedes | 1’39.941 | 28 | |
2 | 6 | Nico Rosberg | Mercedes | 1’40.233 | 0.292 | 32 |
3 | 22 | Jenson Button | McLaren-Mercedes | 1’40.319 | 0.378 | 27 |
4 | 26 | Daniil Kvyat | Toro Rosso-Renault | 1’40.887 | 0.946 | 33 |
5 | 20 | Kevin Magnussen | McLaren-Mercedes | 1’40.987 | 1.046 | 29 |
6 | 14 | Fernando Alonso | Ferrari | 1’41.065 | 1.124 | 27 |
7 | 1 | Sebastian Vettel | Red Bull-Renault | 1’41.463 | 1.522 | 20 |
8 | 40 | Felipe Nasr | Williams-Mercedes | 1’41.545 | 1.604 | 19 |
9 | 27 | Nico Hulkenberg | Force India-Mercedes | 1’41.722 | 1.781 | 24 |
10 | 38 | Max Verstappen | Toro Rosso-Renault | 1’41.785 | 1.844 | 32 |
11 | 19 | Felipe Massa | Williams-Mercedes | 1’41.907 | 1.966 | 21 |
12 | 7 | Kimi Raikkonen | Ferrari | 1’41.965 | 2.024 | 23 |
13 | 13 | Pastor Maldonado | Lotus-Renault | 1’42.329 | 2.388 | 28 |
14 | 99 | Adrian Sutil | Sauber-Ferrari | 1’42.333 | 2.392 | 23 |
15 | 11 | Sergio Perez | Force India-Mercedes | 1’42.359 | 2.418 | 23 |
16 | 21 | Esteban Gutierrez | Sauber-Ferrari | 1’42.516 | 2.575 | 24 |
17 | 3 | Daniel Ricciardo | Red Bull-Renault | 1’42.598 | 2.657 | 5 |
18 | 8 | Romain Grosjean | Lotus-Renault | 1’43.229 | 3.288 | 26 |
Hamilton topped P2 once again, but by much less of a margin than he had in P1. Only 3 thousandths separated him from Nico Rosberg in second place. Hamilton’s session ended prematurely after the team discovered a hydraulic issue at the rear of his car.
Fernando Alonso took 3rd fastest for Ferrari, a position that he has finished in 10 times in practice sessions this year. Daniel Ricciardo recovered from his ERS issue in first practice to take 4th ahead of the improved Williams of Felipe Massa and the Ferrari of Kimi Raikkonen.
Daniil Kvyat fell from his 4th place in FP1 to take 7th ahead of the two McLarens and Nico Hulkenberg’s Force India. The two Lotuses seemed to struggle on the Circuit of the Americas, with both Maldonado and Grosjean spinning throughout Friday. They still managed to finish ahead of the Sauber duo and Sebastian Vettel.
The German confirmed between the two sessions that he would take a whole new engine, which would mean he would be likely to sit out quailfying and start from the pit-lane.
Practice 2 results:
Pos. | No. | Driver | Car | Best lap | Gap | Laps |
---|---|---|---|---|---|---|
1 | 44 | Lewis Hamilton | Mercedes | 1’39.085 | 18 | |
2 | 6 | Nico Rosberg | Mercedes | 1’39.088 | 0.003 | 34 |
3 | 14 | Fernando Alonso | Ferrari | 1’40.189 | 1.104 | 29 |
4 | 3 | Daniel Ricciardo | Red Bull-Renault | 1’40.390 | 1.305 | 30 |
5 | 19 | Felipe Massa | Williams-Mercedes | 1’40.457 | 1.372 | 36 |
6 | 7 | Kimi Raikkonen | Ferrari | 1’40.543 | 1.458 | 32 |
7 | 26 | Daniil Kvyat | Toro Rosso-Renault | 1’40.631 | 1.546 | 34 |
8 | 20 | Kevin Magnussen | McLaren-Mercedes | 1’40.641 | 1.556 | 38 |
9 | 22 | Jenson Button | McLaren-Mercedes | 1’40.698 | 1.613 | 36 |
10 | 27 | Nico Hulkenberg | Force India-Mercedes | 1’40.800 | 1.715 | 25 |
11 | 77 | Valtteri Bottas | Williams-Mercedes | 1’40.828 | 1.743 | 37 |
12 | 8 | Romain Grosjean | Lotus-Renault | 1’41.054 | 1.969 | 31 |
13 | 25 | Jean-Eric Vergne | Toro Rosso-Renault | 1’41.110 | 2.025 | 36 |
14 | 11 | Sergio Perez | Force India-Mercedes | 1’41.123 | 2.038 | 35 |
15 | 13 | Pastor Maldonado | Lotus-Renault | 1’41.158 | 2.073 | 37 |
16 | 99 | Adrian Sutil | Sauber-Ferrari | 1’41.332 | 2.247 | 33 |
17 | 21 | Esteban Gutierrez | Sauber-Ferrari | 1’41.420 | 2.335 | 34 |
18 | 1 | Sebastian Vettel | Red Bull-Renault | 1’43.980 | 4.895 | 19 |
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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