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By Emanuele Venturoli| Posted July 3, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Mercedes led the way in the first two practice sessions for the 2014 British Grand Prix at Silverstone. Nico Rosberg topped the first session, with home hero Lewis Hamilton taking the top spot in FP2 before suffering a mechanic failure.
FP1:
Last year’s British Grand Prix winner Nico Rosberg led the first 90 minute session of practice for this year’s event. The German edged out his team-mate by 7 tenths of a second, with 2011 winner Fernando Alonso in 3rd place for Ferrari.
Red Bull showed an improvement over their dismal Austrian Grand Prix pace by setting the 4th and 6th fastest times. Ricciardo was 2 tenths ahead of Vettel; with Kimi Raikkonen the meat in the Red Bull sandwich in 5th. Jenson Button was 7th fastest for McLaren, with Toro Rosso 8th and 9th. Button’s team-mate Magnussen completed the top 10.
The session saw 4 drivers substituting for the first session, with Giedo van der Garde and Robin Frijns returning to the cockpit after making prior appearances in the Sauber and Caterham cars. Two drivers made their Grand Prix weekend débuts, with Daniel Juncadella taking Nico Hulkenburg’s Force India. The Spanish driver had an untroubled session to finish a solid 14th place; 4 tenths down on Perez in the sister car.
The other driver to make their first appearance was Susie Wolff in the Williams of Valtteri Bottas. Susie became the first woman driver to take part in a Grand Prix weekend for 22 years. Sadly her début didn’t last very long , with Susie just completing 4 laps before her car suffered an oil pressure problem which meant that no more running could be completed. Susie will be back in the cockpit for first practice at the German Grand Prix at Hockenheim.
The second Williams was also completed little running, with Felipe Massa crashing his Williams a few minutes after Wolff’s retirement. The Brazilian got loose on the kerbing on the outside of Club corner and hit the inside barrier with all 4 corners of his car. The red flag was bought out to clear the debris, which led to two stewards inquiries for Nico Rosberg and Daniel Ricciardo for illegal overtaking under a red flag. Both weren’t penalised.
FP1 result:
POS | Driver | Team | Time |
1 | Nico Rosberg | Mercedes | 1’35.424 |
2 | Lewis Hamilton | Mercedes | 1’36.155 |
3 | Fernando Alonso | Ferrari | 1’36.263 |
4 | Daniel Ricciardo | Red Bull | 1’36.623 |
5 | Kimi Raikkonen | Ferrari | 1’36.706 |
6 | Sebastian Vettel | Red Bull | 1’36.921 |
7 | Jenson Button | McLaren | 1’36.963 |
8 | Daniil Kvyat | Toro Rosso | 1’37.175 |
9 | Jean-Eric Vergne | Toro Rosso | 1’37.227 |
10 | Kevin Magnussen | McLaren | 1’37.231 |
11 | Sergio Perez | Force India | 1’37.720 |
12 | Romain Grosjean | Lotus | 1’37.910 |
13 | Esteban Gutierrez | Sauber | 1’38.056 |
14 | Daniel Juncadella | Force India | 1’38.083 |
15 | Giedo van der Garde | Sauber | 1’38.328 |
16 | Jules Bianchi | Marussia | 1’38.917 |
17 | Felipe Massa | Williams | 1’39.461 |
18 | Max Chilton | Marussia | 1’39.814 |
19 | Marcus Ericsson | Caterham | 1’40.597 |
20 | Robin Frijns | Caterham | 1’42.261 |
21 | Susie Wolff | Williams | 1’44.212 |
22 | Pastor Maldonado | Lotus | No time |
FP2:
After settling for 2nd in FP1, Lewis Hamilton took the helm of the second session by setting the fastest time by 2 tenths over team-mate Rosberg. Lewis was deep into his race simulation in the last half hour of the session when he stopped the car due to a shifting problem. The home hero had just come out of the pits when he stopped the car after the turn 3 hairpin.
Nico Rosberg was able to complete his day’s running uninterrupted, but was unable to bridge the 2 tenth gap to his team-mate. Fernando Alonso was 3rd fastest once again and was only half a second down on Rosberg. Ricciardo was in 4th again, with Vettel improving to 5th place; a tenth down on his Australian team-mate.
Valterri Bottas was 6th after getting back in his car after Wolff’s brief turn in FP1. The Finn didn’t have a completely undramatic session, with the engine cover of his Martini Williams coming apart on the hanger straight in the final 10 minutes. The two McLaren’s of Button and Magnussen were 7th and 8th, with Raikkonen and Vergne in the final two top 10 positions. Vergne had also befallen problems during the session, with his left-front wheel separating from the rim as he rounded turn 1.
The Williams mechanics managed to repair Massa’s car enough to get him on track in FP2. The Brazilian got the 11th fastest time, but reported power problems as the session came to an end. Marcus Ericsson was the final driver to hit problems after pulling into the old pit-lane with bodywork issues around the engine of his Caterham.
FP2 results:
POS | Driver | Team | Time |
1 | Lewis Hamilton | Mercedes | 1’34.508 |
2 | Nico Rosberg | Mercedes | 1’34.736 |
3 | Fernando Alonso | Ferrari | 1’35.244 |
4 | Daniel Ricciardo | Red Bull | 1’35.511 |
5 | Sebastian Vettel | Red Bull | 1’35.627 |
6 | Valtteri Bottas | Williams | 1’36.016 |
7 | Jenson Button | McLaren | 1’36.228 |
8 | Kevin Magnussen | McLaren | 1’36.299 |
9 | Kimi Raikkonen | Ferrari | 1’36.554 |
10 | Jean-Eric Vergne | Toro Rosso | 1’36.583 |
11 | Felipe Massa | Williams | 1’36.671 |
12 | Daniil Kvyat | Toro Rosso | 1’36.778 |
13 | Esteban Gutierrez | Sauber | 1’36.951 |
14 | Pastor Maldonado | Lotus | 1’37.064 |
15 | Romain Grosjean | Lotus | 1’37.097 |
16 | Sergio Perez | Force India | 1’37.236 |
17 | Nico Hulkenburg | Force India | 1’37.449 |
18 | Adrian Sutil | Sauber | 1’37.520 |
19 | Jules Bianchi | Marussia | 1’38.658 |
20 | Kamui Kobayashi | Caterham | 1’39.068 |
21 | Max Chilton | Marussia | 1’39.224 |
22 | Marcus Ericsson | Caterham | 1’39.762 |
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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