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By Emanuele Venturoli| Posted May 10, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has won the 2014 Spanish Grand Prix at the Circuit de Catalunya after holding off a late charge by team-mate Nico Rosberg. Mercedes cars led every lap of the race, but it wasn’t straightforward for Hamilton who struggled with under-steer, over-steer and miscommunication on the team-radio.
Daniel Ricciardo finished in 3rd place, the first time that he will stand on the podium and keep the trophy after being disqualified from his 2nd place finish in the season opening round in Australia. Ricciardo was 50 seconds behind the race winner Lewis Hamilton, with Sebastian Vettel having an aggressive drive to finish 4th after starting 15th.
Both Mercedes cars made similar starts away from the grid when the lights went out; Hamilton kept his lead over Rosberg, with Valtteri Bottas slipping past Ricciardo to move into 3rd place. Romain Grosjean locked up massively into the first turn, but managed to avoid contact with any other drivers.
Kevin Magnussen had a nervy start from 14th on the grid as he put two wheels on the grass on the run down to turn 1. He managed to keep his cool and ended up attempting a pass around the outside of team-mate Jenson Button at turn 13 only to end up going wide. Magnussen re-joined the track before the chicane but then almost got his front-wing chopped off by Sebastian Vettel.
Pastor Maldonado was in the wars once again as the weekend which started so promisingly kept on unravelling. Pastor had started from last on the grid and was trying to fight his way past the Caterham and Marussia cars. He made an aggressive move for 20th place on Marcus Ericsson at turn 11 which saw the pair end up off track. Both cars recovered to carry on racing, but Maldonado had earned himself another stop-and-go penalty.
Daniel Ricciardo was busy fighting with Valtteri Bottas in the opening stages, as the Australian attempted to take back 3rd after losing it at the start. The Red Bull looked to not have the power to pass the Martini Williams down the straights, but it closed up through the corners. The Australian had to drop back a little to cool his car down before launching another attack on the Finn; but there was no gap to be found for Ricciardo yet.
Daniel’s team-mate Vettel was the first man to pit on lap 13. He re-joined in 21st place, with Ricciardo choosing to pit a few laps later to try and jump Valtteri Bottas during the first pit-stop phase. The strategy worked, with Bottas seemingly waiting too long to pit before emerging behind the Australian.
Hamilton pitted from the race lead on lap 19 and had the Medium tyres fitted to his Mercedes. Rosberg followed him in a few laps later, with the team choosing to split strategies by fitting the Hard tyres; a similar strategy to that seen in Bahrain. The pair traded gains and losses during the second stint, with the race building up to another showdown between the team-mates.
Romain Grosjean was holding on to his qualifying position of 5th after the first pit-stops, but was soon coming under attack by the Ferrari duo of Raikkonen and Alonso. The prancing horses appeared to have more power than that of the Lotus car, with Raikkonen and Alonso blasting past the Frenchman on subsequent laps down the start/finish straight.
The second phase of pit-stops started very soon for those drivers on 3 stop strategies, with the two Mercedes drivers on a two-stop race. Alonso and Vettel were among the first to pit, with both drivers using their fresh rubber to end up in 7th and 8th place.
The two leaders stayed out on track and kept on edging closer together and then further apart. Hamilton was complaining of under-steer before the team offered a solution which gave him too much over-steer. All of the fine tuning of settings within the cockpit started to pay dividends as he pulled out some vital tenths over his team-mate.
With Hamilton on the faster tyre, he had to pit first of the two Silver Arrows on lap 43. Nico wasn’t able to stay out on track for much longer as he complained that his tyres were graining. He pulled into the pit-lane a few laps later and now had the Medium, faster compound as opposed to Hamilton’s longer lasting Hard compound of tyre for the final 21 lap sprint to the finish.
Hamilton was getting frustrated over the radio as he wondered why they bought him in so early when he could have continued on for a few more laps. He then started suffering from graining on his tyres, which allowed Rosberg to start reeling him in. The pair once again interchanged fastest laps between themselves, with Hamilton occasionally pulling away before being caught once more by Nico. With less than 10 laps to go Hamilton’s lead was down to just under 2 seconds, with the gap put down by another half a second a few laps later. Nico looked to have the momentum that he lacked in the Bahrain showdown as he hunted his team-mate down to break the Britons run of wins.
Four laps remained in the race and the gap was just 1.2 seconds between the two leading Mercedes cars. Rosberg was on the edge as he tried to get into the vital 1 second barrier, which would allow him to use the two DRS zones to try and pass Lewis. He finally managed to duck underneath the 1 second mark at the start of lap 64 out of 66. The DRS allowed him to close the gap just 0.6 seconds as the pair started the final lap, but Lewis managed to give it everything and stay ahead.
The pair were separated by just over half a second as Lewis Hamilton crossed the line to take his first win at the Circuit de Catalunya, with Rosberg having to settle for second for the 4th time in a row! The result meant that Mercedes secured their first run of 4 1-2 finishes since 1955.
Daniel Ricciardo came home 50 seconds later to secure his first official podium finish of his F1 career. His team-mate Sebastian Vettel had a forceful drive to take 4th place after lunging up the inside of drivers like Raikkonen and Bottas at the La Caixa hairpin. He made up the most amount of positions than any other driver on the grid after starting from 15th place after a dismal qualifying.
Valtteri Bottas equalled his best ever Grand Prix finish by coming home in 5th for Williams, with home-town hero Fernando Alonso overtaking team-mate Kimi Raikkonen in the closing stages to take a hard fought 6th. Romain Grosjean took his and Lotuses first points of the season in 8th place, with the two Smirnoff Force India cars of Sergio Perez and Nico Hulkenburg completing the top 10 after a close battle between the two team-mates.
The two McLaren’s finished just outside the points, with Button edging team-mate Magnussen for 11th place. Felipe Massa was 13th after fading from the points paying positions in the closing stages of the race. Pastor Maldonado came home just behind Russian rookie Daniil Kvyat after recovering from his stop-and-go penalty earlier in the race. The two Saubers, Marussias and Marcus Ericsson completed the list of finishers.
Kamui Kobayashi was forced to retire his Caterham after suffering a brake failure. Jean-Eric Vergne’s miserable weekend was capped after he suffered an exhaust failure on his Toro Rosso, forcing the Frenchman’s retirement on lap 24.
2014 Spanish Grand Prix results:
POS | Driver | Team | Points | Grid |
1 | Lewis Hamilton | Mercedes | 25 | 1 |
2 | Nico Rosberg | Mercedes | 18 | 2 |
3 | Daniel Ricciardo | Red Bull | 15 | 3 |
4 | Sebastian Vettel | Red Bull | 12 | 15 |
5 | Valtteri Bottas | Williams | 10 | 4 |
6 | Fernando Alonso | Ferrari | 8 | 7 |
7 | Kimi Raikkonen | Ferrari | 6 | 6 |
8 | Romain Grosjean | Lotus | 4 | 5 |
9 | Sergio Perez | Force India | 2 | 11 |
10 | Nico Hulkenburg | Force India | 1 | 10 |
11 | Jenson Button | McLaren | +1 Lap | 8 |
12 | Kevin Magnussen | McLaren | +1 Lap | 14 |
13 | Felipe Massa | Williams | +1 Lap | 9 |
14 | Daniil Kvyat | Toro Rosso | +1 Lap | 12 |
15 | Pastor Maldonado | Lotus | +1 Lap | 22 |
16 | Esteban Gutierrez | Sauber | +1 Lap | 13 |
17 | Adrian Sutil | Sauber | +1 Lap | 16 |
18 | Jules Bianchi | Marussia | +2 Laps | 18 |
19 | Max Chilton | Marussia | +2 Laps | 17 |
20 | Marcus Ericsson | Caterham | +2 Laps | 19 |
21 | Kamui Kobayashi | Caterham | DNF | 20 |
22 | Jean-Eric Vergne | Toro Rosso | DNF | 21 |
Spanish Grand Prix winner Lewis Hamilton: “A big thank you for my team, they have done an incredible job this year. The support here is the best I have ever had and my first win in Spain means everything to me. I was not upset, I was not fast enough today, Nico was quicker, I struggled with the balance and needed to rely on my engineers. I was moving my settings up and down and fortunately I was able to keep Nico behind.”
Mercedes driver Nico Rosberg, who finished second: “I think one more lap and I could have given it a good go! Unfortunately that was it and I am bit gutted but still, second place, second in the championship and many more races to go. I will go to Monaco to go one better and try and repeat the win from last year.”
Red Bull driver Daniel Ricciardo, who finished third: “We did not have the pace on Mercedes. We had a pretty comfortable third place and it is really nice to be on the podium and I am sure I will get to keep it this time!”
By Jordan Groves
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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