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By Emanuele Venturoli| Posted November 22, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Lewis Hamilton has won the 2014 Abu Dhabi Grand Prix and with it the Formula One drivers’ championship after Nico Rosberg suffered with mechanical issues and fell from 2nd to 14th in the second half of the race. Rosberg was 2 seconds behind the Brit after losing the lead at turn 1, but a combination of multiple problems developed on his car which saw him fall out of the points and out of contention for the title.
The win wasn’t as simple as Lewis might have thought heading into the final few laps. Felipe Massa had the faster tyre compound fitted to his Williams in order to give chase to the man who he had fought for the 2008 title. He closed to within 3 seconds after being 11 seconds behind, but had to settle for 2nd ahead of team-mate Valtteri Bottas. Jenson Button finished what is possibly his last ever race in 5th. Sebastian Vettel and Fernando Alonso finished their final races for their current teams in 8th and 9th respectively.
The 2014 Formula One world championship was at it’s final race. The double points, championship deciding Abu Dhabi Grand Prix. Lewis Hamilton or Nico Rosberg would take the drivers’ championship either 55 laps of racing. Also up for grabs was 4th in the standings between Sebastian Vettel, Fernando Alonso and Valtteri Bottas.
As the drivers left the grid, Hamilton had complained that his practice start from the 2nd grid slot wasn’t all that he had hoped for. However as the lights went out, Hamilton had a perfect start and vaulted past pole-sitter and title rival Nico Rosberg as they went into turn 1. Felipe Massa had a lightning start from 4th on the grid and briefly tried around the outside of Rosberg but had to settle behind him in 3rd. Team-mate Bottas had an awful start and fell from 3rd to 7th before being demoted further by a move up the inside from Daniil Kvyat.
The degradation of the super soft tyres led to the first pit-stops occurring very early, as had been the case in the last Grand Prix at Brazil. Fernando Alonso was the first man to come into the pits having just passed team-mate Raikkonen with the help of DRS into turn 11. He emerged from his stop behind Will Stevens in the Caterham, who was in his first Formula One Grand Prix. Alonso emerged ahead of those he was battling with but couldn’t get by the Caterham as quickly as he thought. The British driver kept him behind into the hairpin, with Alonso drawing alongside with DRS. The Caterham briefly came back in front, but he had to let him by under braking.
The leading cars didn’t pit until a few laps later, with Hamilton coming in on lap 10. Rosberg had a slightly slow in-lap and emerged from his stop 3 seconds behind his team-mate. The plan for Nico was to extend this middle stint so that he could run the faster compound at the end of the race in the hopes of catching his team-mate. He set the fastest lap and started to maintain the gap at 2.5 seconds.
Both Red Bull drivers had been excluded from qualifying and had to start from the pit-lane. Daniel Ricciardo was making the best of it of the two RBR drivers, with neither electing to pit until later on after starting on the longer lasting rubber. Ricciardo was stuck behind former Toro Rosso team-mate Jean-Eric Vergne as he tried a gutsy move, feigning going to the outside before trying to squeeze it up the inside. It worked briefly as he got by through the turn 12 chicane, but Vergne fought back into the next turn to re-take it. Ricciardo finally got it done on the next lap at the same turn.
Back at the front, Rosberg was still sitting just over 2.5 seconds behind Hamilton. On lap 23 however, Rosberg seemed to lock up into the Yas Hotel section at turn 17. He fell back to 3.9 seconds as you would expect, but 2 laps later he had falled down to 7.1 seconds. Rosberg was reporting that he was losing power. The team told him that his ERS had failed. To make matters worse, Felipe Massa was closing in massively for Williams. The Brazilian got past Rosberg on lap 27 as the team desperately tried to fix the car.
Pastor Maldonado’s season finale quite literally went up in flames. The Lotus driver had flames emitting from his exhaust as he approached the final two turns. He pulled the car off just before the pit entry which prevented the safety car being deployed. Lewis Hamilton nevertheless decided to pit just in case on lap 31. A clean stop got him out just behind Nico Rosberg, who was continuing to struggle with his sick car. Hamilton re-passed him easily with DRS to get into 2nd place, with Massa yet to stop for a final time.
Rosberg made his final stop on lap 35 and was informed that he would have to manually get the car rolling afterwards. He managed to do and emerged down in 7th. A number of drivers ahead of him still needed to stop for a final time, including the two Red Bull cars. Rosberg was told that his crucial 5th place, which would give him the title should Hamilton retire, was still possible, but with his lack of pace it seemed unlikely. By lap 39 of 55 he was lapping slower than everybody else on track and was looking as though the title was slipping away.
With Rosberg seemingly out of it, Hamilton’s attentions turned to the car ahead of him, Felipe Massa. Massa had still yet to pit with almost 15 laps to go and it looked likely that he would bolt on the faster super soft tyres to try and chase down Lewis in the closing stages. Felipe finally pitted at the end of lap 43 and rejoined in 2nd place with 11 seconds between him and leader Lewis. It didn’t take more than 2 laps before he had the fastest lap of the race and was just 8.3 seconds behind with just 10 laps to go. Surely if he got to the back of Hamilton, the Mercedes would have to let him through so he didn’t risk losing the championship. Massa now had every chance to take his first win since losing the 2008 title at Interlargos.
With just a few laps remaining in the race, Rosberg started to tumble through the field. Hulkenberg, Perez, Vettel and Alonso all passed the Mercedes driver within quick succession and soon he found himself out of the points paying positions. Mercedes radioed him and gave him the opportunity to end the race early with 3 laps remaining, but Rosberg wished to cross the line, which is what he did.
The tension at the front of the field was getting larger and larger as the lap count ticked down. Massa was closing in all the time, but his charge seemed to lose momentum as the final laps went by. Hamilton had put in two fastest laps of the race in the final stint and then asked the team not to do anything different with the car to make sure nothing went wrong. He started the final lap with 3.3 seconds in hand over Massa, which would be too much for the Williams driver to beat. Lewis crossed the line to not only take his 3rd win at the Yas Marina Circuit, but to take his 2nd Formula One drivers championship. His win was also Mercedes’ 16th win of the season, breaking the record for number of race wins for a team in one year. Lewis celebrated by performing some donuts with the British flag in his hand on the way back to the pits.
Felipe Massa took 2nd place, his 3rd podium of the year and his 2nd in succession. With team-mate Valtteri Bottas rallying from a poor start to take 3rd, Williams were confirmed in 3rd place in the constructors’ championship, a massive improvement for a team who finished the season last year with just 5 points in 9th place.
Daniel Ricciardo drove an excellent race to take 4th after starting from the pit-lane. Jenson Button took a brilliant 5th to secure McLaren in 5th place in the constructors’ championship ahead of Force India. The 2009 world champion still is unsure if he will be in Formula One with McLaren or in the World Endurance Championship. He knows that he has done all he can to prove to Ron Dennis that he deserves to be with the team next year, most likely alongside Fernando Alonso.
Nico Hulkenberg and Sergio Perez gave Force India a double points finish at the final race in the season in 6th and 7th place. Sebastian Vettel and Fernando Alonso, both taking part in their final races for Red Bull and Ferrari respectively, finished in 8th and 9th and will each be hoping for a better season next year after not reaching the top step of the podium at all in 2014. Kimi Raikkonen capped off a highly disappointing first year back with Ferrari with the final points paying position in 10th place.
Nico Rosberg ended his race in 13th place after having his hopes at beating Hamilton to the title taken away from him. He would later admit that even without the mechanical problems he wouldn’t have been able to beat Lewis, before vowing to come back stronger next year.
Only 3 drivers failed to finish the race. Daniil Kvyat retired early on in his last race with Toro Rosso before moving up to Red Bull. Pastor Maldonado joined him following his fire, with Kamui Kobayashi the final unfortunate retirement in the returning Caterham. His team-mate Will Stevens managed to bring smiles to the Caterham mechanics and sponsors by finishing the race as the final runner.
2014 Abu Dhabi Grand Prix results:
Pos. | # | Driver | Team |
1 | 44 | Lewis Hamilton | Mercedes |
2 | 19 | Felipe Massa | Williams |
3 | 77 | Valtteri Bottas | Williams |
4 | 3 | Daniel Ricciardo | Red Bull |
5 | 22 | Jenson Button | McLaren |
6 | 27 | Nico Hulkenberg | Force India |
7 | 11 | Sergio Perez | Force India |
8 | 1 | Sebastian Vettel | Red Bull |
9 | 14 | Fernando Alonso | Ferrari |
10 | 7 | Kimi Raikkonen | Ferrari |
11 | 20 | Kevin Magnussen | McLaren |
12 | 25 | Jean-Eric Vergne | Toro Rosso |
13 | 6 | Nico Rosberg | Mercedes |
14 | 8 | Romain Grosjean | Lotus |
15 | 21 | Esteban Gutierrez | Sauber |
16 | 99 | Adrian Sutil | Sauber |
17 | 46 | Will Stevens | Caterham |
Retirements: Kamui Kobayashi, Pastor Maldonado and Daniil Kvyat.
Race winner and 2014 world champion, Lewis Hamilton: “I’ve been lost for words but I want to thank the fans. t’s made such a difference. And to my family: I love you guys. And to my team thank you. It feels even more than the first time. It was a good start, probably the best start I’d ever had. Going into the race I had a couple of different options. If it was ahead I knew I had to race. Qualifying wasn’t perfect but we got it right for the race. Nico put on an incredible fight throughout the year. We met in 1997 and always thought we would be competing together. He was graceful enough to come up to congratulate me. He just came into the room, very professional and he said: ‘you drove really well.’ And the same for him.”
2nd place, Felipe Massa: “It was a very good race for us. I did not expect to have that pace. I was able to keep the tyres for long parts of the race. We tried an option tyre [at the end] and unfortunately Lewis was a bit too far. We were close. With 10 laps to go I was a second quicker and I thought I could win the race. But the tyres degraded a bit and did not have enough of a gap. It was a fantastic job for the team and I’m so proud to be racing for Williams. This is just the beginning.”
3rd place, Valtteri Bottas: “I always like to be here [on the podium]. It’s been an amazing year, we are improving and getting stronger. This last race shows just how far we are going. I’m really thankful I can be part of this team and I can drive this car.”
2014 runner-up, Nico Rosberg: “I’m very disappointed. All in all, Lewis deserved to win the championship. What happened to me had no impact, it did not change anything so there is no point focusing on that. He did just a little bit better than me. The positive is I’ve been the better qualifier over the last two years and that gives me a good base. I came very close and it is a pity it did not work out. I’m proud to have been here with the team. It’s been very intense, a very special weekend for me with so much support.”
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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