Are you willing to sponsor?
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 September 20, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has won the 2014 Singapore Grand Prix after a tense race at the Marina Bay street circuit. Title rival and team-mate Nico Rosberg was hampered by issues from the start before retiring after his first pit-stop. With Hamilton taking his 7th win of the year, he has now taken the title lead by 3 points heading into the next round in Japan. Sebastian Vettel got his 2nd podium of the year in 2nd place, with team-mate Daniel Ricciardo taking 3rd.
The drama had begun in Singapore even before the formation lap had started. Nico Rosberg was suffering from electrical issues with his steering wheel and had changed it multiple times. He failed to get away when the formation lap started, which meant that he would have to start from the pit-lane instead of from 2nd place.
Lewis Hamilton got a perfect start from P1 on the grid and led into turn 1 comfortably. Ricciardo had a worse start and was sandwiched between Vettel and Alonso as they approached the braking zone. Fernando went into the corner way too fast and had to cut across turn 1 and 2. He had rejoined in 2nd place, but he gave Vettel the place due to the unfair advantage. Kevin Magnussen made a fantastic start from 9th on the grid, but after a brief battle with team-mate Button, he was forced back down to his starting position.
Nico Rosberg had managed to get going from the pit-lane and was on the back of Max Chilton. Normally it would’ve been easy for Rosberg to pass the Marussia, but not today! The Mercedes driver had to remain behind the Briton until lap 5. Then he got stuck behind the Caterham of Marcus Ericsson. Rosberg’s car was clearly still struggling: He had to shift up two gears at a time due to the hardware issue on his car and as a result was 5 seconds a lap slower than team-mate Lewis Hamilton. To add insult to injury, he was then informed that he had lost his pit-limiter and would have to keep the car below 6,000 revs to ensure that he wouldn’t speed when he came in for his stop.
Adrian Sutil kicked off the first pit-stop phase on lap 10 when he pitted for Sauber. Felipe Massa and Daniil Kvyat would follow him in soon after, with the latter emerging just behind Rosberg’s slow Silver Arrow. It would take just one corner for the Russian to get by. Vettel, Alonso and Ricciardo all pitted at the same time on lap 13, with Red Bull expertly double-stopping their two drivers. Hamilton followed them in on the next lap and re-joined in the lead after a smooth stop from the Mercedes mechanics.
It would be a stark contrast when Nico Rosberg pitted on the next lap. His issues that prevented him from starting on the grid had stayed with him as he made his pit-stop. He had to stall his car as he approached his pit box as he was unable to select neutral. The team restarted the car after changing the tyres, but now he was unable to shift up into 1st. After a minute of desperately trying to get going, Rosberg waved his arms in the air as the team parked the car. The championship leader was out of the race for the second time this year.
Ferrari had seemed a lot quicker in Singapore compared to previous races. This was showing in the 2nd stint of the race with Fernando Alonso. Fernando had emerged from his pit-stop around 3 seconds behind 2nd placed Sebastian Vettel. A few fastest laps later bought the Spaniard to just over 1.5 seconds adrift. The Ferrari driver decided to pit for a second time on lap 24. He made a super in lap, the team serviced him quickly and efficiently and he made a great out-lap on the new super-soft tyres. This perfect few laps ensured that when Vettel pitted a lap later, he had been well and truly undercutted as Alonso powered past into 2nd place.
Alonso’s pace was so good, that by the time race-leader Lewis Hamilton had pitted, the Briton’s once 9.2 second lead had been decimated to just over 3 seconds. Any hint of a challenge was halted soon after however, when Hamilton set a new fastest lap of the race to re-extend his advantage to 5.2 seconds. This lead wouldn’t get any bigger however, as on lap 31, Adrian Sutil squeezed Sergio Perez into the wall, causing the Force India’s front wing to shatter into many pieces of razor sharp carbon fibre. With the race track covered in debris, the safety car was called out.
Hamilton, Vettel and Ricciardo all decided not to pit under the safety car, but Alonso did. Despite having only been on his super soft tyres for a matter of laps, the Ferrari driver fitted a set of the soft compound tyre to his car in a bid to make it to the end without pitting. With an extended safety car period to ensure all the debris was removed, coupled with the few extra laps whilst the lapped cars were waved through to unlap themselves, a number of drivers were now set to try and make it to the end on their current set of tyres. These included Vettel, Ricciardo and Alonso in 2nd, 3rd and 4th, but not Lewis Hamilton! The Mercedes team had not fitted the soft tyres to Hamilton’s car and as a result would have to make a mandatory pit-stop at some point in the final 24 laps.
Hamilton blasted away from the restart as he sought to build as much of a gap as possible to Vettel in 2nd. He would need around 27 seconds in order to re-emerge in the lead of the race after a pit-stop. He made an excellent start to this vital stint by pulling out a 3 second lead by the end of the restart lap. With just under 20 laps to go, he had a 10 second lead, but would need much more. His engineer told him that they needed to get 7 more laps on his current tyres, which was met with scepticism from the 2008 champion. Vettel was starting to doubt whether he could make it to the end as well, but was told that he would have to find away as that was what Ricciardo and Alonso were doing behind him.
The battle for the top 4 positions really started to ramp up as Alonso closed in on the two Red Bulls, whilst Hamilton continued to push as hard as he can before he made his last stop. 15 laps to go and Hamilton was leading by 18 seconds. 3 laps later his lead was 21 seconds. 2 more laps later and he was 25 seconds in the lead! His pace was electric, but his tyres were starting to wear. The next few laps saw Lewis starting to get more and more anxious over the possibility of his tyres falling off the cliff or exploding, but the team kept him out because somehow he was still gaining an advantage.
Hamilton finally pitted on lap 52 of 61. He needed the perfect stop to minimise the work he would need to do in the final few laps of the race. The team delivered a good stop, but it wasn’t enough to get him back out in the lead. He emerged 1.6 behind Sebastian Vettel in the lead, but crucially just ahead of Daniel Ricciardo. This meant that Ricciardo would be unable to act as a rear-gunner for Vettel by holding Hamilton up.
Hamilton’s new tyres were more than a match for all of the cars around him, who had been on the same set of tyres for over 20 laps by the end of the race. As a result, Hamilton cruised up to the back of race-leader Sebastian Vettel in a few corners. He got in the DRS zone of the Red Bull on the run out of turn 4, re-taking the lead before they even reached the braking zone. He then subsequently pulled out over 6 seconds on Sebastian and was untroubled for the rest of the race.
The race was switched to a time-limited finish as the two hour time limit expired. It would only subtract one lap from the race distance however. Lewis Hamilton crossed the line after just over 2 hours to take his 7th win of the year; a crucial victory after the retirement of title-rival and team-mate Nico Rosberg. This meant that he would now lead the driver’s championship for the first time since the Spanish Grand Prix in May.
The final few laps saw a tense battle between 2nd, 3rd and 4th place. Somehow Sebastian Vettel and Daniel Ricciardo managed to hold onto the final podium positions, with Fernando Alonso unable to reach the firework-lit podium for a 5th time. Former team-mate Felipe Massa pitted once more than those ahead of him, but maintained after the race that he would have finished 5th either way.
Jean-Eric Vergne had a troubled middle stint in the race after earning himself a 5 second penalty that would be added to his eventual finishing position. He had entered the final three laps in 9th place, at the rear of a traffic jam behind Bottas in 6th. The Frenchman picked off Hulkenberg, Raikkonen and then Bottas, before storming ahead on the final lap to come home far enough ahead to take a career best 6th place; a well deserved finish for the man who is searching for a drive next year after being replaced by teenager Max Verstappen.
Valtteri Bottas had been running in the points on the final lap in 7th place, but he would end the day with no points at all after not just hitting the cliff, but plummeting off of it. He went straight on with just 4 corners to go and lost 4 positions to fall down into 11th place. Sergio Perez, Kimi Raikkonen, Nico Hulkenberg and Kevin Magnussen would benefit as a result as they completed the final 4 positions in the top 10.
5 drivers failed to finish the race. Jenson Button had been running in the top 10 for McLaren in the final stages of the race before retiring after a total shut-down of his car. Adrian Sutil and Esteban Gutierrez also joined him in the Sauber cars, with the latter throwing his gloves in disgust after being denied the chance to earn the Swiss teams first points of the season. Nico Rosberg and Kamui Kobayashi were the last two retirements, with Kamui retiring before the race had even begun on the formation lap.
2014 Singapore Grand Prix results:
Pos. | # | Driver | Team |
1 | 44 | Lewis Hamilton | Mercedes |
2 | 1 | Sebastian Vettel | Red Bull |
3 | 3 | Daniel Ricciardo | Red Bull |
4 | 14 | Fernando Alonso | Ferrari |
5 | 19 | Felipe Massa | Williams |
6 | 25 | Jean-Eric Vergne | Toro Rosso |
7 | 11 | Sergio Perez | Force India |
8 | 7 | Kimi Raikkonen | Ferrari |
9 | 27 | Nico Hulkenberg | Force India |
10 | 20 | Kevin Magnussen | McLaren |
11 | 77 | Valtteri Bottas | Williams |
12 | 13 | Pastor Maldonado | Lotus |
13 | 8 | Romain Grosjean | Lotus |
14 | 26 | Daniil Kvyat | Toro Rosso |
15 | 9 | Marcus Ericsson | Caterham |
16 | 17 | Jules Bianchi | Marussia |
17 | 4 | Max Chilton | Marussia |
Retirements: Jenson Button, Adrian Sutil, Esteban Gutierrez, Nico Rosberg and Kamui Kobayashi.
Lewis Hamilton, race winner: “I had dream this would happen last night. A huge thanks to the team. What we’ve done this year is incredible. I knew we have a car we can fight with, and it was a great feeling throughout the race.”
Sebastian Vettel, 2nd place: “It is a circuit I really enjoy. The atmosphere is great but it is tough. I had a good start, got past Daniel, then had a decent race, but the safety car came at the worst point for us with tyres borderline.”
Daniel Ricciardo, 3rd place: “I could see after the restart for the safety car, he [Alonso] wasn’t attacking as much as I thought with a new set of primes, so I thought he was holding back and was going to make a late charge at the end. I think we all just piled up. I caught the back of Sebastian, he caught the back of me and we were all in a train and not really any real opportunities arose for any of us.
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.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
View our blogApril 3, 2025
In Formula 1, the engine is not merely a component; it is the heart of the car, dictating performance, efficiency, and the competitive edge. The evolution of F1 engine specs reflects a r[...]
Read MoreMarch 20, 2025
Ground effect has long been a game-changing aerodynamic principle in Formula 1, dramatically altering how cars generate downforce and perform on the track. In this blog, we’ll explore t[...]
Read MoreMarch 19, 2025
The world of motorsport is undergoing a profound transformation; the FIA F2 and F3 categories no longer represent simple transitional stages to Formula 1, but true laboratories of excellence,[...]
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.
View our blogMay 8, 2025
The 2025 World Rally Championship (WRC) season marks a significant shift in rally racing, with the elimination of hybrid power units and the introduction of new technical regulations. This ar[...]
Read MoreMay 8, 2025
The World Rally Championship (WRC) is much more than a competition between cars and drivers: it is a global ecosystem that attracts millions of spectators, fans and business partners worldwid[...]
Read MoreMay 8, 2025
The World Rally Championship (WRC) represents one of the most fascinating and challenging motorsport competitions in the world. With events held in different countries and on varying terrain,[...]
Read More