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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 March 13, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has kicked off his championship-defending year in the best way he could have hoped for after claiming pole position for the 2015 Australian Grand Prix. Hamilton beat team-mate Nico Rosberg by over half a second in the final 12 minute session, with the German having an off-track excursion on his first run at the final turn. Felipe Massa was the closest competition to the Silver Arrows after qualifying in 3rd place, but he was still 1.4 seconds off of Hamilton’s pole position time.
Q1:
With practice seemingly showing a similar scenario to last season, Mercedes quickly punched their ticket into the second qualifying session after running on the slower medium compound tyre. The rest of the field would venture out on the faster soft compound tyre later on in the session, but no one could displace the Mercedes from the top 15 cut-off.
Sebastian Vettel had led the times early on in his first qualifying session for Ferrari. The German had looked very comfortable behind the wheel of the SF15-T and had seemed to be faster than Kimi Raikkonen for a majority of the running so far. His former team of Red Bull looked to be in a little bit of trouble, as both Ricciardo and Kvyat had spent time in or near the cut-off zone of P16 and below. Kvyat had been hit with technical problems early on but managed to lift himself into Q2 along with team-mate Ricciardo.
Fellow Red Bull sponsored drivers Max Verstappen and Carlos Sainz impressed early on in their rookie qualifying sessions. Max, who will become the youngest driver to ever race in a Formula One Grand Prix tomorrow at 17 years old, put in a superb lap which put him P3 at one stage. Carlos Sainz similarly showed good pace despite one spin at the final turn. He joined his team-mate in Q2.
One of the sensational stories in the run up to the 2015 Formula One world championship was the revival of Manor Marussia. The team went into administration before the United States Grand Prix last year and looked to be joining former rivals Caterham as they left the championship. That wasn’t to be the case however, as an 11th hour deal saw the team make it to Australia with drivers Will Stevens and Roberto Merhi. The team will sadly not take part in the race tomorrow after not getting out on track at all in the event after prevalent software issues. The team expect to have a better showing in Malaysia in two weeks time.
Manor’s failure to qualify meant that only three drivers would be eliminated in the first session. Those positions would go to Marcus Ericsson, who finally had his race seat with Sauber secured after Giedo Van der Garde dropped his legal action against the team, and the McLaren’s of Jenson Button and Kevin Magnussen; who are still off the pace while the team continue to develop the new Honda power-unit.
Out of Q1:
POS |
Driver |
Team |
Time |
16 |
Marcus Ericsson |
Sauber |
1’31.376 |
17 |
Jenson Button |
McLaren |
1’31.422 |
18 |
Kevin Magnussen |
McLaren |
1’32.037 |
19 |
Will Stevens |
Manor |
DNQ |
20 |
Roberto Merhi |
Manor |
DNQ |
Q2:
Mercedes dominance continued to show in the second qualifying session, with Lewis Hamilton snatching the fastest time of the weekend with a 1’26.894 to finish fastest in the session again. The Mercedes pair finally used the soft tyre compound in the session, with Nico Rosberg 2 tenths behind. The pair made their runs relatively early in the session and then stayed put in the garage for the remaining minutes as their spots in the top 10 shoot-out were sealed.
One driver who wouldn’t venture any further in the session was Daniil Kvyat. After managing to steal a spot in the second session, the Russian was unable to get a good enough time to seal a spot in Q3 in his début for Red Bull. He will start in 13th ahead of the two Force India cars. Hulkenberg and Perez were separated by a thousandth of a second, but will start 14th and 15th.
After an impressive showing in the first session, Max Verstappen was unable to qualify in the top 10 for his Formula One début after making a mistake at turn 5. He will start P12, with team-mate Carlos Sainz making it through into the final session on his début. Felipe Nasr put in a great performance, but was just shy of making it through to the shoot-out in P11 having beaten his team-mate Ericsson to Q2.
One team who did manage to get both drivers in the final session was Lotus. After a problematic year in 2014, both Romain Grosjean and Pastor Maldonado were able to put their Lotuses in the final session. The team struggled last year, mainly with their Renault power-unit which was largely considered the worst engine. Having switched to Mercedes power, however, the team seem to be a dark horse of the mid-field runners.
Out of Q2:
POS |
Driver |
Team |
Time |
11 |
Felipe Nasr |
Sauber |
1’28.800 |
12 |
Max Verstappen |
Toro Rosso |
1’28.868 |
13 |
Daniil Kvyat |
Red Bull |
1’29.070 |
14 |
Nico Hulkenberg |
Force India |
1’29.208 |
15 |
Sergio Perez |
Force India |
1’29.209 |
Q3:
The first top 10 shoot-out of the season would be contested by two cars from Mercedes, Williams, Ferrari and Lotus, with two Red Bull sponsored cars completing the runners; albeit Ricciardo’s Red Bull and Sainz’s Toro Rosso.
The drivers would make two runs in the session, with Lewis Hamilton heading the time-sheets after the first run, with almost half the session gone at that point. The reigning world champion put in a brilliant 1’26.6; the fastest time in Australia this year so far. Team-mate Nico Rosberg had been out on track for a run and was indeed on a flying lap. He wouldn’t complete his lap however after making a mistake at the final turn. He ran wide onto the grass and elected to come straight back in the pits for new tyres. Valtteri Bottas was also struggling on his first run after complaining that his brakes had no bite in his Williams.
The final runs soon began, with the two Mercedes cars seemingly the ones in the fight for the first pole position of the season. Nico Rosberg was the first to come across the line, but he wasn’t able to beat his team-mate. The German had to settle for a 1’26.921, 3 tenths slower than Hamilton’s time. Hamilton was pretty much assured of pole position so long as there wasn’t a superhuman effort from anyone further back; which there wasn’t. This didn’t stop Hamilton however, who elected to finish his lap. His final effort was 3 tenths quicker than his previous best, which extended the gap between him and his team-mate to an impressive 6 tenths of a second.
Felipe Massa put in a late lap to take 3rd on the grid, 4 hundredths quicker than Sebastian Vettel who qualified P4 for his first race for Ferrari. It was a tight battle for positions 3 to 5, with Massa, Vettel and Raikkonen separated by 8 hundredths of a second. The second Williams of Bottas very nearly lost control of his car on the exit of the final turn, but the opposite lock deployed by the Finn to keep his car on the track would limit him to P6. Following the session, Valtteri was taken to hospital for precautionary treatment of a lower-back problem. Williams later commented that it would go either way as to whether Valtteri would race tomorrow with an update expected early Sunday morning. If he races he would start ahead of home-hero Daniel Ricciardo and rookie Carlos Sainz; who will start his first Grand Prix from a great P8. The two Lotuses completed the top 10.
2015 Australian Grand Prix grid:
POS |
Driver |
Team |
Time |
1 |
Lewis Hamilton |
Mercedes |
1’26.327 |
2 |
Nico Rosberg |
Mercedes |
1’26.921 |
3 |
Felipe Massa |
Williams |
1’27.718 |
4 |
Sebastian Vettel |
Ferrari |
1’27.757 |
5 |
Kimi Raikkonen |
Ferrari |
1’27.790 |
6 |
Valtteri Bottas |
Williams |
1’28.087 |
7 |
Daniel Ricciardo |
Red Bull |
1’28.329 |
8 |
Carlos Sainz |
Toro Rosso |
1’28.510 |
9 |
Romain Grosjean |
Lotus |
1’28.560 |
10 |
Pastor Maldonado |
Lotus |
1’29.480 |
11 |
Felipe Nasr |
Sauber |
1’28.800 |
12 |
Max Verstappen |
Toro Rosso |
1’28.868 |
13 |
Daniil Kvyat |
Red Bull |
1’29.070 |
14 |
Nico Hulkenberg |
Force India |
1’29.208 |
15 |
Sergio Perez |
Force India |
1’29.209 |
16 |
Marcus Ericsson |
Sauber |
1’31.376 |
17 |
Jenson Button |
McLaren |
1’31.422 |
18 |
Kevin Magnussen |
McLaren |
1’32.037 |
19 |
Will Stevens |
Manor |
DNQ |
20 |
Roberto Merhi |
Manor |
DNQ |
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
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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