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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 October 9, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
The first ever Russian Grand Prix weekend got under-way today with the two Friday practice sessions. The two Mercedes drivers once again were on top, with Rosberg fastest in the first session and Hamilton fastest in the second.
After the tragedy of 5 days ago, the mood in the F1 paddock was a mix of deflated and angry; juxtaposed with the excitement of racing on a new track. Marussia confirmed before practice that they would only run one car, Max Chilton, out of respect for Jules. Instead, the #17 Marussia will sit, race ready, in the garage all weekend.
Nico Rosberg was the first man to complete a timed lap of the Sochi Autodrom. Despite having a brief off-track excursion on his first lap, he would end the session 6 hundredths of a second ahead of team-mate Lewis Hamilton; who struggled throughout the session with lock-ups and small vibrations.
Jenson Button had shown impressive pace during the Japanese Grand Prix and it seemed as though the pace had transferred to Russia. The Briton was 3rd fastest having spent the first half of the session as the fastest driver. He ended the 90 minutes just 2 tenths down on Rosberg. His team-mate Magnussen underlined the McLaren’s pace in 5th, with potential 2015 McLaren driver Fernando Alonso sandwiched between them in his Ferrari.
Sergio Perez ended the session 6th fastest for Force India ahead of home hero Daniil Kvyat. Kimi Raikkonen was 8th for Ferrari ahead of the 2nd Toro Rosso of Jean-Eric Vergne. Valtteri Bottas completed the top 10 after his session ended early following a tyre blanket failure burned into his tyres.
The two Red Bull cars were outside of the top 10 and were seemingly struggling on the new track. Ricciardo finished the session 12th, 1.5 seconds down on Rosberg, with Vettel 2.1 seconds down in 15th place; only half a second faster than Sergey Sirotkin who made his first F1 weekend appearance for Sauber. Sirotkin wasn’t the only driver making a practice appearance, as Roberto Merhi for the 2nd race weekend in a row for Caterham. He ended the session faster than the sister car of Marcus Ericsson and the sole Marussia of Max Chilton.
Practice 1 results:
Pos. | No. | Driver | Car | Best lap | Gap | Laps |
---|---|---|---|---|---|---|
1 | 6 | Nico Rosberg | Mercedes | 1’42.311 | 29 | |
2 | 44 | Lewis Hamilton | Mercedes | 1’42.376 | 0.065 | 25 |
3 | 22 | Jenson Button | McLaren-Mercedes | 1’42.507 | 0.196 | 28 |
4 | 14 | Fernando Alonso | Ferrari | 1’42.720 | 0.409 | 27 |
5 | 20 | Kevin Magnussen | McLaren-Mercedes | 1’43.026 | 0.715 | 28 |
6 | 11 | Sergio Perez | Force India-Mercedes | 1’43.129 | 0.818 | 26 |
7 | 26 | Daniil Kvyat | Toro Rosso-Renault | 1’43.164 | 0.853 | 29 |
8 | 7 | Kimi Raikkonen | Ferrari | 1’43.212 | 0.901 | 23 |
9 | 38 | Jean-Eric Vergne | Toro Rosso-Renault | 1’43.327 | 1.016 | 24 |
10 | 77 | Valtteri Bottas | Williams-Mercedes | 1’43.542 | 1.231 | 9 |
11 | 19 | Felipe Massa | Williams-Mercedes | 1’43.741 | 1.430 | 22 |
12 | 3 | Daniel Ricciardo | Red Bull-Renault | 1’43.821 | 1.510 | 25 |
13 | 27 | Nico Hulkenberg | Force India-Mercedes | 1’43.976 | 1.665 | 21 |
14 | 1 | Sebastian Vettel | Red Bull-Renault | 1’44.506 | 2.195 | 30 |
15 | 99 | Adrian Sutil | Sauber-Ferrari | 1’44.625 | 2.314 | 26 |
16 | 13 | Pastor Maldonado | Lotus-Renault | 1’44.876 | 2.565 | 26 |
17 | 37 | Sergey Sirotkin | Sauber-Ferrari | 1’45.032 | 2.721 | 22 |
18 | 8 | Romain Grosjean | Lotus-Renault | 1’45.190 | 2.879 | 25 |
19 | 45 | Roberto Merhi | Caterham-Renault | 1’46.782 | 4.471 | 18 |
20 | 9 | Marcus Ericsson | Caterham-Renault | 1’46.922 | 4.611 | 18 |
21 | 4 | Max Chilton | Marussia-Ferrari | 1’47.284 | 4.973 | 26 |
Lewis Hamilton was far ahead in the second practice session as he held a 8 tenth lead over 2nd placed Kevin Magnussen; the Dane proving that McLaren can be considered as a force to be reckoned with this weekend. Fernando Alonso was also on the pace for Ferrari and was only 1 hundredth slower than Magnussen.
Nico Rosberg was only 4th fastest and was unable to join his team-mate in being the only person to lap the circuit in under 100 seconds. Rosberg lost out on his fastest lap by going wide.
Williams improved their pace for the second practice session, with Bottas getting 5th and Massa 7th. McLaren’s Jenson Button took 6th fastest. Daniil Kvyat made it into the top 10 once again in 8th, with team-mate Vergne joining him in 10th. Sebastian Vettel’s pace quickened slightly, but only enough to put the reigning champion in 9th.
Vettel’s team-mate Ricciardo suffered an early exit from the session after his Red Bull ground to a halt. He would end the session 13th fastest and over 2 seconds slower than Hamilton’s fastest time. The session was red flagged as a result.
Practice 2 results:
Pos. | No. | Driver | Car | Best lap | Gap | Laps |
---|---|---|---|---|---|---|
1 | 44 | Lewis Hamilton | Mercedes | 1’39.630 | 27 | |
2 | 20 | Kevin Magnussen | McLaren-Mercedes | 1’40.494 | 0.864 | 32 |
3 | 14 | Fernando Alonso | Ferrari | 1’40.504 | 0.874 | 32 |
4 | 6 | Nico Rosberg | Mercedes | 1’40.542 | 0.912 | 30 |
5 | 77 | Valtteri Bottas | Williams-Mercedes | 1’40.573 | 0.943 | 33 |
6 | 22 | Jenson Button | McLaren-Mercedes | 1’40.718 | 1.088 | 32 |
7 | 19 | Felipe Massa | Williams-Mercedes | 1’40.731 | 1.101 | 30 |
8 | 26 | Daniil Kvyat | Toro Rosso-Renault | 1’41.108 | 1.478 | 32 |
9 | 1 | Sebastian Vettel | Red Bull-Renault | 1’41.396 | 1.766 | 30 |
10 | 25 | Jean-Eric Vergne | Toro Rosso-Renault | 1’41.531 | 1.901 | 33 |
11 | 7 | Kimi Raikkonen | Ferrari | 1’41.630 | 2.000 | 24 |
12 | 27 | Nico Hulkenberg | Force India-Mercedes | 1’41.677 | 2.047 | 27 |
13 | 3 | Daniel Ricciardo | Red Bull-Renault | 1’42.061 | 2.431 | 25 |
14 | 11 | Sergio Perez | Force India-Mercedes | 1’42.090 | 2.460 | 29 |
15 | 99 | Adrian Sutil | Sauber-Ferrari | 1’42.233 | 2.603 | 31 |
16 | 8 | Romain Grosjean | Lotus-Renault | 1’42.892 | 3.262 | 30 |
17 | 13 | Pastor Maldonado | Lotus-Renault | 1’42.905 | 3.275 | 33 |
18 | 21 | Esteban Gutierrez | Sauber-Ferrari | 1’43.055 | 3.425 | 33 |
19 | 9 | Marcus Ericsson | Caterham-Renault | 1’44.135 | 4.505 | 22 |
20 | 4 | Max Chilton | Marussia-Ferrari | 1’44.530 | 4.900 | 29 |
21 | 10 | Kamui Kobayashi | Caterham-Renault | 1’44.952 | 5.322 | 27 |
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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