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 February 18, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Pastor Maldonado has finished as the fastest driver on the first day of the second pre-season test for 2015. The Venezuelan lapped the Circuit de Catalunya, the scene of his only Formula One victory in 2012, with a fastest time of 1’25.011; two tenths of a second faster than Lewis Hamilton’s pole position time for the Grand Prix last year. He also completed 69 laps in the Mercedes powered E23; making today the first time that a Ferrari-engined car hasn’t finished fastest this year.
Kimi Raikkonen had been fastest for a majority of the day’s running, but was unable to keep the record going for Ferrari-powered cars in pre-season testing. The Finn completed 74 laps and only lost first place on the time-sheets in the last hour of running.
Daniel Ricciardo’s performance in the Red Bull signified a possible improvement in form for the team. He finished the day 5 tenths behind Maldonado with 59 laps on the board. He finished just ahead of Sergio Perez who spent half a day behind the wheel of the 2014 Force India. The Mexican managed 34 laps.
Felipe Nasr had a mixed day behind the wheel of the Sauber, which underwent slight changes to it’s livery after the Jerez test. On one hand, he completed 79 laps on his way to the 5th fastest time, but on the other hand he was involved in a strange collision with Susie Wolff in the Williams. The pair made contact from left-front to right-rear and ended up in the gravel at turn 5. Both cars were able to be repaired and were out on track in the final hour of running.
Max Verstappen had a very productive day behind the wheel of the Toro Rosso. The Teen completed the most laps of anybody with a tally of 94. He ended the day 6th fastest.
McLaren seemed to make some improvements over their Jerez test performance with their Honda powered MP4-30. Jenson Button completed 21 laps of the circuit and also managed to set a fastest time 1’28.182 to put him in 7th place; much closer to the fastest time than they were before. The team were forced to end testing early however after they discovered a faulty seal on their MGU-K unit, which requires a full power unit replacement. The team plan to be back out on-track with home hero Fernando Alonso.
Mercedes were met with a strange situation on their first day of the Barcelona test. Lewis Hamilton was scheduled to drive the W04 but was taken ill after a few laps due to a high fever. It was assumed that his team-mate Nico Rosberg would take over driving duties, but he too wasn’t able to drive after it was discovered he had an inflamed nerve in his neck. Instead, Mercedes elected to get the third driver Pascal Wehrlein, who was driving for Force India today, to get in the car for the afternoon session. Wehrlein finished 8th and 9th in the standings, with his Force India time one tenth ahead of his Mercedes best. He completed 80 laps in total; 32 in the Force India and 48 in the Mercedes.
Susie Wolff was 10th fastest for Williams and completed 86 laps despite losing time after her collision with Nasr in the afternoon. She was half a second faster than Lewis Hamilton, who only completed 11 laps in the Mercedes. Wolff will hand over the Williams to regular driver Bottas in tomorrow’s session.
Barcelona pre-season test day 1 time-sheets:
POS |
Driver |
Team |
Time |
Laps |
1 |
Pastor Maldonado |
Lotus |
1’25.011 |
69 |
2 |
Kimi Raikkonen |
Ferrari |
1’25.167 |
74 |
3 |
Daniel Ricciardo |
Red Bull |
1’25.547 |
59 |
4 |
Sergio Perez |
Force India |
1’25.636 |
34 |
5 |
Felipe Nasr |
Sauber |
1’27.307 |
79 |
6 |
Max Verstappen |
Toro Rosso |
1’27.900 |
94 |
7 |
Jenson Button |
McLaren |
1’28.182 |
21 |
8 |
Pascal Wehrlein |
Force India |
1’28.329 |
32 |
9 |
Pascal Wehrlein |
Mercedes |
1’28.489 |
48 |
10 |
Susie Wolff |
Williams |
1’28.906 |
86 |
11 |
Lewis Hamilton |
Mercedes |
1’30.429 |
11 |
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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