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By Emanuele Venturoli| Posted May 9, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Haimlton has once again taken pole position in qualifying for this weekend’s Spanish Grand Prix at the Circuit de Catalunya. It looked as though the advantage was with his team-mate Nico Rosberg, but Hamilton resisted to take his 4th pole position of the season.
Daniel Ricciardo will line up 3rd behind the two Mercedes, whilst his team-mate Sebastian Vettel will start 15th after stopping on track in Q3 and earning a 5 place grid penalty for a gearbox change.
Q1:
Qualifying hadn’t long been under-way before it was interrupted by Pastor Maldonado. The 2012 Spanish GP winner had been looking relatively fast in the Lotus during practice, but lost control of the car in turn 3. He hit the wall and bought out the red flag; putting a sudden end to any thoughts of a good result in qualifying.
The session, and normality, resumed soon afterwards, with the two Mercedes drivers putting themselves 1st and 2nd. Rosberg was the man to lead the way, with Hamilton setting a fastest first sector before fading in the final two. Both drivers set their laps on the slower, medium tyres and were hoping that their pace would mean that they wouldn’t have to use a set of the faster tyre to proceed into Q2.
Home hero Fernando Alonso took a risk in the closing stages and decided not to do a second run in his Ferrari. He was almost eliminated but the gamble paid off, meaning that he, like the Mercedes duo, had an extra set of tyres to use if he should need to.
Jenson Button and Sergio Perez were on the verge of being knocked out in Q1, but late improvements from the ex-team mates saw Adrian Sutil be knocked out along with the Marussia pair, the Caterham pair and Maldonado in the stricken Lotus. Sutil’s elimination carries on the trend of a Sauber not reaching Q2 in every race this year.
Out in Q1:
POS | Driver | Team | Time |
17 | Adrian Sutil | Sauber | 1’28.563 |
18 | Max Chilton | Marussia | 1’29.586 |
19 | Jules Bianchi | Marussia | 1’30.177 |
20 | Marcus Ericsson | Caterham | 1’30.312 |
21 | Kamui Kobayashi | Caterham | 1’30.375 |
22 | Pastor Maldonado | Lotus | No time |
Q2:
Rosberg’s advantage over team-mate Hamilton continued into Q2, with Rosberg setting the fastest time of the session. Nico took over the top spot from early pace setter Kimi Raikkonen to set a time that would be just over a tenth quicker than Hamilton. Lewis had reported in Q1 that the team had made his car worse and that he was starting to struggle behind the wheel.
Two drivers failed to set a lap time in Q2, with Jean-Eric Vergne deciding not to run due to his 10 place grid penalty for losing his wheel in practice. Kevin Magnussen also chose not to run, with McLaren reporting that the Dane had suffered a failure with his energy recovery system.
With Vergne already out, his team-mate would join him at the end of the session. Kvyat was just ahead of Gutierrez who put his Sauber in 14th place ahead of the two cars which didn’t run. After sneaking into Q2, Sergio Perez couldn’t advance any further than 12th place, with team-mate Nico Hulkenburg just missing out on a top 10 spot in the sister Force India. Fernando Alonso was incredibly lucky to make it through into the top 10 shoot-out as he placed his Ferrari in 10th place; less than a tenth ahead of Hulkenburg’s time in 11th.
Out in Q2:
POS | Driver | Team | Time |
11 | Nico Hulkenburg | Force India | 1’27.685 |
12 | Sergio Perez | Force India | 1’28.002 |
13 | Daniil Kvyat | Toro Rosso | 1’28.039 |
14 | Esteban Gutierrez | Sauber | 1’28.280 |
15 | Kevin Magnussen | McLaren | No time |
16 | Jean-Eric Vergne | Toro Rosso | No time |
Q3:
The top 10 shoot-out would see both Mercedes, Red Bull, Ferrari and Williams cars, along with Romain Grosjean’s Lotus and Jenson Button’s McLaren fight it out for a prime spot on the grid for the Spanish Grand Prix. Although it already looked as though it would be one of the Mercedes cars to start from pole once again.
Q3 began in a very similar way to Q1, with the Red Flag being deployed almost immediately. The cause was Sebastian Vettel, who came to a stop at turn 3 after losing drive due to a gearbox failure. This initially meant that Vettel would start from 10th, before the FIA gave him a 5 place grid penalty for an unscheduled gearbox change.
This left 9 drivers to qualify in a shortened 8 minute session, with Lewis Hamilton looking to fight back against team-mate Rosberg’s pace in the first two sessions. Hamilton set the benchmark early on when he set a time that was almost 3 tenths quicker than his team-mate.
With the clock ticking down to zero, all the drivers were out on track to set another time. Rosberg managed to find almost a second advantage on his second lap in a superb effort, but Hamilton did the same and went 2 tenths quicker than Nico to take his 4th pole position out of 5 this season.
Ricciardo managed to put his Red Bull 3rd on the grid, but was still just under a second slower than Hamilton’s pole position time. Valterri Bottas was one of the surprises of the session after lifting his Williams up to 4th at the last moment. Romain Grosjean was the second surprise after qualifying in 5th for Lotus; a certain sign of improvement after a tough start to the season for Lotus.
Kimi Raikkonen and Fernando Alonso put their Ferrari’s in 6th and 7th ahead of Jenson Button’s McLaren in 8th and Felipe Massa’s Williams in 9th. Sebastian Vettel, as mentioned previously, didn’t set a time in the session.
2014 Spanish Grand Prix grid:
POS | Driver | Team | Time |
1 | Lewis Hamilton | Mercedes | 1’25.232 |
2 | Nico Rosberg | Mercedes | 1’25.400 |
3 | Daniel Ricciardo | Red Bull | 1’26.285 |
4 | Valtteri Bottas | Williams | 1’26.632 |
5 | Romain Grosjean | Lotus | 1’26.960 |
6 | Kimi Raikkonen | Ferrari | 1’27.104 |
7 | Fernando Alonso | Ferrari | 1’27.140 |
8 | Jenson Button | McLaren | 1’27.335 |
9 | Felipe Massa | Williams | 1’27.402 |
10 | Nico Hulkenburg | Force India | 1’27.685 |
11 | Sergio Perez | Force India | 1’28.002 |
12 | Daniil Kvyat | Toro Rosso | 1’28.039 |
13 | Esteban Gutierrez | Sauber | 1’28.280 |
14 | Kevin Magnussen | McLaren | No time |
15 | Sebastian Vettel* | Red Bull | No time |
16 | Adrian Sutil | Sauber | 1’28.563 |
17 | Max Chilton | Marussia | 1’29.586 |
18 | Jules Bianchi | Marussia | 1’30.177 |
19 | Marcus Ericsson | Caterham | 1’30.312 |
20 | Kamui Kobayashi | Caterham | 1’30.375 |
21 | Pastor Maldonado | Lotus | No time |
22 | Jean-Eric Vergne** | Toro Rosso | No time |
* – Sebastian Vettel received a 5 place grid penalty for a gearbox change. ** – Jean-Erice Vergne received a 10 place penalty for losing a wheel in practice.
Lewis Hamilton, who starts on pole: “It’s been a tough day. Nico has been driving really well through P3 and qualifying, so I didn’t know if I could get it. At the end, I had to eek out everything and more from the car. Coming here this weekend, I didn’t know where everyone would be. But I see the development and work that has gone on to get the car ready and it inspires me. A big thank you to the team. To have the kind of performance we have, I have never really known that before. I’m overwhelmed, so happy.”
Mercedes’ Nico Rosberg, who will start second: “Very disappointing, yes. I don’t particularly enjoy coming second to Lewis. In the end it was a good lap. Lewis just did a better job. It’s still all to play for tomorrow. Second is only a little away from optimum. All it takes is a good start tomorrow and I’m in the lead again and it’s still all to play for.”
Red Bull’s Daniel Ricciardo, who will start third: “I think we did OK today but it’s not quite good enough. We’re a second off – I expected a closer gap than that. We’ve made improvements this weekend but so have Mercedes. We’re a clear third today and that’s not bad but we want to be closer to the top two.”
By Jordan Groves Formula 1 correspondent for RTR Sports Marketing - Sport Sponsorship Agency
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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