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By Emanuele Venturoli| Posted May 20, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
The 2015 Monaco Grand Prix event got under-way today with the traditional Thursday free practice sessions. Lewis Hamilton topped both of the 90 minute sessions, with rain relegating most of the teams to the garage for a majority of the second session.
The status quo would dictate that Lewis Hamilton and Nico Rosberg would set the pace or be at the sharp end of the time-sheets as the historic Monaco Grand Prix event got under-way. This would not be the case however. Hamilton indeed managed to top the first session, but team-mate Rosberg would be a second slower and would finish the session down in 9th place. Rosberg has won the last two Monaco Grand Prix from pole position, but he could get any closer in this session. The German nearly damaged his car after rubbing the wall at Tabac.
You would expect that with one Mercedes further down the time-sheets that the Silver Arrows’ closest rivals Ferrari may occupy 2nd place. This wasn’t the case either, as a very late lap by Max Verstappen was enough to put the teenager just a tenth down on the reigning world champion on his first visit to the principality’s streets. Red Bull’s Daniel Ricciardo followed the Toro Rosso driver, with the Australian placing a few hundredths ahead of former team-mate Sebastian Vettel.
Top speed performance isn’t important at Monaco, with the focus being on having a great handling car to tackle the track. This is perhaps why all 4 Renault-powered cars were in the top 10 in this session. Carlos Sainz followed his team-mate Verstappen and senior team driver Ricciardo to take 5th in the session. Former Toro Rosso driver Daniil Kvyat was the final member of the Renault quartet as he took 7th in his Red Bull. Pastor Maldonado split Sainz and Kvyat in 6th for Lotus.
Kimi Raikkonen was half a second down on team-mate Vettel, with the Finn finishing the session in 8th place ahead of Nico Rosberg in the Mercedes – with the #6 Silver Arrow being the first car not within a second of P1. Williams’ Felipe Massa completed the top 10 and was just ahead of former team-mate Fernando Alonso. McLaren are hoping to score their first points of the year this weekend, but both drivers were just outside of the top 10 in this first session.
Monaco practice 1 time-sheets:
POS | Driver | Team | Time | Laps |
1 | Lewis Hamilton | Mercedes | 1’18.750 | 49 |
2 | Max Verstappen | Toro Rosso | 1’18.899 | 42 |
3 | Daniel Ricciardo | Red Bull | 1’19.086 | 27 |
4 | Sebastian Vettel | Ferrari | 1’19.134 | 31 |
5 | Carlos Sainz | Toro Rosso | 1’19.245 | 40 |
6 | Pastor Maldonado | Lotus | 1’19.454 | 35 |
7 | Daniil Kvyat | Red Bull | 1’19.520 | 33 |
8 | Kimi Raikkonen | Ferrari | 1’19.679 | 31 |
9 | Nico Rosberg | Mercedes | 1’19.762 | 47 |
10 | Felipe Massa | Williams | 1’19.766 | 32 |
11 | Fernando Alonso | McLaren | 1’19.791 | 28 |
12 | Jenson Button | McLaren | 1’20.202 | 15 |
13 | Romain Grosjean | Lotus | 1’20.274 | 34 |
14 | Sergio Perez | Force India | 1’20.649 | 35 |
15 | Nico Hulkenberg | Force India | 1’20.784 | 34 |
16 | Felipe Nasr | Sauber | 1’20.857 | 24 |
17 | Valtteri Bottas | Williams | 1’20.917 | 36 |
18 | Marcus Ericsson | Sauber | 1’21.219 | 25 |
19 | Will Stevens | Manor | 1’23.234 | 28 |
20 | Roberto Merhi | Manor | 1’23.404 | 31 |
Lewis Hamilton continued to lead the time-sheets in the second practice session, with Nico Rosberg improving from his first session by taking 2nd; but he was still down by 7 tenths from his team-mate.
Sebastian Vettel and Kimi Raikkonen locked out the second row of the time-sheets in 3rd and 4th place; with the Scuderia’s hopes of challenging Mercedes as they had done in Malaysia looking distant unless they can whittle down the 1 second advantage Hamilton holds over them.
Renault powered cars continued to show reasonable pace, with Daniil Kvyat leading the rookie duo of Carlos Sainz and Max Verstappen. The 4th and final Renault car of Ricciardo was outside of the top 10 in 16th place.
Fernando Alonso put in a good lap in the 15 minutes of dry running to put his McLaren in 8th place; a position that would grant him 4 points should he finish there in the race on Sunday. He finished just ahead of Nico Hulkenberg and Romain Grosjean who completed the final positions in the top 10.
Only around 25 minutes of on-track action actually took place in the 90 minute session, with rain disrupting the session halfway through. The session had only been running for 15 minutes when Roberto Merhi bought out a red flag after losing control of his Manor at the exit of the tunnel. During the red flag period, the rain began to fall, with the teams electing not to head out when the session was restarted.
No cars ventured out on track, with the exception of Pastor Maldonado for an exploration lap, until the final 10 minutes. Even then the drivers all had wet tyres fitted on their cars.
Monaco practice 2 time-sheets:
POS | Driver | Team | Time | Laps |
1 | Lewis Hamilton | Mercedes | 1’17.192 | 12 |
2 | Nico Rosberg | Mercedes | 1’17.932 | 16 |
3 | Sebastian Vettel | Ferrari | 1’18.295 | 14 |
4 | Kimi Raikkonen | Ferrari | 1’18.543 | 15 |
5 | Daniil Kvyat | Red Bull | 1’18.548 | 16 |
6 | Carlos Sainz | Toro Rosso | 1’18.659 | 14 |
7 | Max Verstappen | Toro Rosso | 1’18.782 | 12 |
8 | Fernando Alonso | McLaren | 1’18.906 | 18 |
9 | Nico Hulkenberg | Force India | 1’19.151 | 13 |
10 | Romain Grosjean | Lotus | 1’19.266 | 13 |
11 | Sergio Perez | Force India | 1’19.300 | 13 |
12 | Felipe Massa | Williams | 1’19.560 | 15 |
13 | Valtteri Bottas | Williams | 1’19.566 | 14 |
14 | Pastor Maldonado | Lotus | 1’19.577 | 13 |
15 | Jenson Button | McLaren | 1’19.606 | 14 |
16 | Daniel Ricciardo | Red Bull | 1’19.639 | 13 |
17 | Felipe Nasr | Sauber | 1’20.263 | 10 |
18 | Roberto Merhi | Manor | 1’22.017 | 9 |
19 | Will Stevens | Manor | 1’22.943 | 13 |
20 | Marcus Ericsson | Sauber | No time | 0 |
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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