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By Emanuele Venturoli| Posted September 4, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has taken pole position for the 2015 Italian Grand Prix at the Autodromo Nazionale di Monza. The British driver took yet another pole, his 7th in succession, ahead of the two home heroes Kimi Raikkonen and Sebastian Vettel in the Ferrari’s. Nico Rosberg was a disappointing 4th after his team had to change his new-spec engine to the one he used at Spa.
Q1:
The drama of qualifying had begun before the session even got under-way. Mercedes announced before the session that that Nico Rosberg would be reverting to a previously used engine instead of the new specification engine that was introduced to both him and team-mate Lewis Hamilton for this weekend. This, thankfully for Nico, would not warrant a grid penalty as he wasn’t having a brand new engine fitted. Work continued in the Mercedes garage for the opening minutes of the first session, with Toro Rosso mechanics also working on Max Verstappen’s engine and Daniel Ricciardo confined to the Red Bull garage for most of the session.
The Manor cars were the first to set a time before being beaten by the Force India of Nico Huilkenberg and then Sergio Perez. Lewis Hamilton was out fairly early along with the two Ferrari’s, with Hamilton making his way to the top with a reasonable 1’24.649. Bottas, Vettel and Raikkonen would soon make up the places directly behind him, with Rosberg’s first effort with his replacement engine only yielding 6th. He would then jump up to 2nd but he was still half a second down on Hamilton.
With just over 2 minutes to go, Red Bull managed to get Daniel Ricciardo out on track, with the Australian previously looking unlikely to set a lap in qualifying. His one and only lap was enough to put him 14th. A great effort by Red Bull to get him through to Q2.
Max Verstappen would sadly not be able to follow his lead in the Toro Rosso. The Dutchman did get out onto the track but not with enough time to get round the track to start a lap. In their hurry to get him out on track, it appeared as if the mechanics hadn’t properly fitted the engine cover on the Toro Rosso as it exploded at the Curva Grande at the end of the session. He would be eliminated from qualifying along with Fernando Alonso, Jenson Button, Will Stevens and Roberto Merhi ahead of him.
Out in Q1:
POS |
Driver |
Team |
Time |
16 |
Jenson Button |
McLaren |
1’26.058 |
17 |
Fernando Alonso |
McLaren |
1’26.154 |
18 |
Will Stevens |
Manor |
1’27.731 |
19 |
Roberto Merhi |
Manor |
1’27.912 |
20 |
Max Verstappen |
Toro Rosso |
No time |
Q2:
Hamilton was quick to make his way back to the top spot once again as he put in a 1’23.383. He had led every single session at Monza so far and was hoping to do so again in Q2 and in the final session of Q3 later on. Nico Rosberg had been in 2nd place but was once again 7 tenths down.
This opened the door for the two Ferrari’s to split the Silver Arrows, with Raikkonen moving to 2nd ahead of Vettel in 3rd. This provided the fanatic Ferrari supporters, the Tifosi, with some much needed euphoria.
Hamilton and Raikkonen elected not to make a 2nd run in the closing stages of the session, with all the other drivers who had set a time taking to the track once again. Felipe Nasr and Romain Grosjean were in the drop zone as the checkered flag came out. They were joined by a few drivers who had yet to run. Grosjean was able to vault his way up to 7th as he departed the drop-zone. This put Maldonado down into elimination along with Nasr, Sainz, Kvyat and Ricciardo; with Daniel not turning a wheel in Q2.
Out in Q2:
POS |
Driver |
Team |
Time |
11 |
Pastor Maldonado |
Lotus |
1’24.525 |
12 |
Felipe Nasr |
Sauber |
1’24.898 |
13 |
Carlos Sainz |
Toro Rosso |
1’25.618 |
14 |
Daniil Kvyat |
Red Bull |
1’25.796 |
15 |
Daniel Ricciardo |
Red Bull |
No time |
Q3
Lewis Hamilton looked to have the advantage over his team-mate Nico Rosberg as the final session of qualifying dawned. Rosberg was the first Mercedes to set a time, but Lewis would soon come through to set a 1’23.397 to take provisional pole position.
Nico Rosberg’s new engine really didn’t look to be up to scratch, as once again he was separated from his team-mate by the two Ferrari’s and even the Williams of Felipe Massa.
The final run of the session saw Raikkonen manage to vault ahead of his team-mate Vettel to move into P2, but neither of them could bridge the small gap to usurp Hamilton. Nico Rosberg managed to put in a last lap that would move ahead of Massa but still behind the Ferrari’s. He would start in a disappointing P4, with the two Ferrari’s set to challenge pole-sitter Lewis Hamilton on the run down to the infamous turn 1 chicane.
Lewis has now taken his 7th consecutive pole position, one shy of Ayrton Senna’s record of 8 consecutive poles. It has been a recurring theme in the last few races for the Mercedes drivers not to have very good starts, so we could very well see the Tifosi go wild if the Ferrari duo can take the lead on lap 1.
Top 10 in Q3:
POS |
Driver |
Team |
Time |
1 |
Lewis Hamilton |
Mercedes |
1’23.397 |
2 |
Kimi Raikkonen |
Ferrari |
1’23.631 |
3 |
Sebastian Vettel |
Ferrari |
1’23.685 |
4 |
Nico Rosberg |
Mercedes |
1’23.703 |
5 |
Felipe Massa |
Williams |
1’23.940 |
6 |
Valtteri Bottas |
Williams |
1’24.127 |
7 |
Sergio Perez |
Force India |
1’24.626 |
8 |
Romain Grosjean |
Lotus |
1’25.054 |
9 |
Nico Hulkenberg |
Force India |
1’25.317 |
10 |
Marcus Ericsson |
Sauber |
1’26.214 |
*A number of drivers have received grid penalties for engine changes. The actual starting order will be included in the race results in my report tomorrow.
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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