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By Emanuele Venturoli| Posted April 3, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
After dominating last weekend at the Malaysian Grand Prix, both Lewis Hamilton and Nico Rosberg took the top two spots in both Friday practice sessions for this weekend’s Bahrain Grand Prix.
Lewis Hamilton set the pace in practice 1 right from the beginning, with Nico Rosberg, who suffered from a flat battery early on, coming within a tenth of a second of his team-mate. The pair were briefly beaten by Fernando Alonso in the final 15 minutes before they both re-emerged to reclaim the top spot.
Alonso had a small drama earlier on in the session when Ferrari sent him out on track with three medium compound tyres and one soft compound. Alonso stopped at the end of the pit-lane and was pushed back in, with multiple compounds not allowed on a car at once.
Nico Hulkenburg was 4th fastest in his Force India. Last year, Paul di Resta took 4th place for Force India; the team will be hoping that they can better this performance this weekend to take their first podium since the 2009 Belgian Grand Prix.
Jenson Button ended the first session in 5th ahead of Kimi Raikkonen who ran extremely wide at the renamed turn 1, which has been dedicated to Michael Schumacher. Kevin Magnussen was two tenths down on Raikkonen in his McLaren, with fellow rookie Daniil Kvyat just behind in 8th.
Sergio Perez was 9th fastest ahead of Sebastian Vettel, who seemed to be off the pace in the Red Bull. Felipe Massa was in 11th just outside of the top 10, with Jean-Eric Vergne’s Toro Rosso in 12th. Felipe Nasr was driving Valtteri Bottas’ Williams for the first session and was 13th ahead of Ricciardo’s Red Bull.
Giedo van der Garde was another substitute driver for this session as he made his return to an F1 cockpit with Sauber. He was 18th fastest behind former rival Jules Bianchi, but ahead of Grosjean, Chilton and the two Caterhams Robin Frijns also made an appearance for Caterham and ended the session 21st; ahead of regular driver Marcus Ericsson.
FP1 results:
POS | Driver | Team | Time |
1 | Lewis Hamilton | Mercedes | 1’37.502 |
2 | Nico Rosberg | Mercedes | 1’37.733 |
3 | Fernando Alonso | Ferrari | 1’37.953 |
4 | Nico Hulkenburg | Force India | 1’38.122 |
5 | Jenson Button | McLaren | 1’38.636 |
6 | Kimi Raikkonen | Ferrari | 1’38.783 |
7 | Kevin Magnussen | McLaren | 1’38.949 |
8 | Daniil Kvyat | Toro Rosso | 1’39.056 |
9 | Sergio Perez | Force India | 1’39.102 |
10 | Sebastian Vettel | Red Bull | 1’39.389 |
11 | Felipe Massa | Williams | 1’39.533 |
12 | Jean-Eric Vergne | Toro Rosso | 1’39.862 |
13 | Felipe Nasr | Williams | 1’40.076 |
14 | Daniel Ricciardo | Red Bull | 1’40.406 |
15 | Adrian Sutil | Sauber | 1’40.652 |
16 | Pastor Maldonado | Lotus | 1’40.793 |
17 | Jules Bianchi | Marussia | 1’40.889 |
18 | Giedo van der Garde | Sauber | 1’40.913 |
19 | Romain Grosjean | Lotus | 1’41.036 |
20 | Max Chilton | Marussia | 1’41.794 |
21 | Robin Frijns | Caterham | 1’42.417 |
22 | Marcus Ericsson | Caterham | 1’42.711 |
For the first time in it’s 10 year history, the Bahrain Grand Prix will be held at night. Practice 2 was the first time that drivers drove the track in it’s race day conditions with the floodlights lit.
Mercedes proved that their car was quick no matter the time of day, with Hamilton and Rosberg once again the top two fastest drivers. Lewis was 3 tenths faster than his team-mate, with Fernando Alonso’s Ferrari a second down on the P1 time in 3rd place.
Red Bull seemed to prefer the cooler night conditions; either that or they had simply found more pace in between sessions. Daniel Ricciardo ended the 2nd practice in 4th place ahead of Felipe Massa’s Williams and Jenson Button’s McLaren. Team-mate Sebastian Vettel completed the two car Red Bull sandwich in 7th; 1.2 seconds down on Hamilton in first.
The seemingly inseparable rookies, Kvyat and Magnussen were in 8th and 9th, with Sergio Perez completing the top 10 with the most laps set in the session.
Several drivers ran into problems during the session, with Max Chilton being one of the unlucky ones. He lost control of his Marussia under braking at turn 4 and was advised to step out of the car, ending his session prematurely. Sutil and Ericsson also both stopped on track, with the Sauber suffering a loss of power and the Caterham having a sudden temperature increase in the MGU-K system.
FP2 results:
POS | Driver | Team | Time |
1 | Lewis Hamilton | Mercedes | 1’34.325 |
2 | Nico Rosberg | Mercedes | 1’34.690 |
3 | Fernando Alonso | Ferrari | 1’35.360 |
4 | Daniel Ricciardo | Red Bull | 1’35.433 |
5 | Felipe Massa | Williams | 1’35.442 |
6 | Jenson Button | McLaren | 1’35.528 |
7 | Sebastian Vettel | Red Bull | 1’35.606 |
8 | Daniil Kvyat | Toro Rosso | 1’35.640 |
9 | Kevin Magnussen | McLaren | 1’35.662 |
10 | Sergio Perez | Force India | 1’35.802 |
11 | Valtteri Bottas | Williams | 1’35.920 |
12 | Jean-Eric Vergne | Toro Rosso | 1’35.972 |
13 | Kimi Raikkonen | Ferrari | 1’36.366 |
14 | Adrian Sutil | Sauber | 1’36.962 |
15 | Esteban Gutierrez | Sauber | 1’36.975 |
16 | Nico Hulkenburg | Force India | 1’36.998 |
17 | Pastor Maldonado | Lotus | 1’37.259 |
18 | Romain Grosjean | Lotus | 1’37.599 |
19 | Jules Bianchi | Marussia | 1’37.800 |
20 | Max Chilton | Marussia | 1’38.247 |
21 | Kamui Kobayashi | Caterham | 1’38.257 |
22 | Marcus Ericsson | Caterham | 1’39.136 |
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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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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