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By Emanuele Venturoli| Posted June 19, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Formula One returned to Austria for the first time in 11 years today as practice got under-way for this weekend’s Grand Prix at the Red Bull Ring. Formerly known as the A1-Ring, the last race was won by Michael Schumacher for Ferrari, with the demolition of the pit buildings and grandstands in 2004 rendering the circuit unusable until a €70m reconstruction by Red Bull.
After Daniel Ricciardo’s maiden F1 win 2 weeks ago in the Canadian Grand Prix, Red Bull may have been hoping that their team could win at their track, but early indicators suggest that it’s Mercedes race to lose; although that is what the German team managed to accomplish in Canada.
The reliability problems suffered in Montreal seemed to slightly resurface for Nico Rosberg in practice 1, with his WO5 silver arrow slowing early on. Team-mate Hamilton had to avoid him, with Nico heading back for a short stay in the new pit buildings. The early problems, coupled with some new FIA skid blocks to produce sparks and some apparent excitement, didn’t hamper him, with Nico managed to end the session with the fastest time. One tenth down was team-mate Lewis Hamilton, who ran more laps than Nico but was unable to best him.
Ferrari’s Fernando Alonso was 3rd fastest, with team-mate Kimi Raikkonen further down in 11th; also testing the new skid blocks. Ferrari’s former driver Massa was 4th despite having ventured into a gravel trap; a problem hardly seen at any other circuit due to the rise of tarmac run-off. Jenson Button was 5th fastest for McLaren, ahead of the two Force India’s of Sergio Perez and Nico Hulkenburg; the pair both hoping for a good qualifying for their quick cars.
Valtteri Bottas was 8th ahead of Kevin Magnussen and Jean-Eric Vergne; who was once again the fastest Renault-powered car for Toro Rosso. Neither Red Bull featured in the top 10, with Daniel Ricciardo 13th and Sebastian Vettel 15th after a massive spin at the final corner. Marcus Ericsson and Adrian Sutil befell technical issues and were both in the final 3 positions.
Practice 1 results:
POS | Driver | Team | Time |
1 | Nico Rosberg | Mercedes | 1’11.295 |
2 | Lewis Hamilton | Mercedes | 1’11.435 |
3 | Fernando Alonso | Ferrari | 1’11.606 |
4 | Felipe Massa | Williams | 1’11.756 |
5 | Jenson Button | McLaren | 1’11.839 |
6 | Sergio Perez | Force India | 1’12.009 |
7 | Nico Hulkenburg | Force India | 1’12.072 |
8 | Vatteri Bottas | Williams | 1’12.114 |
9 | Kevin Magnussen | McLaren | 1’12.313 |
10 | Jean-Eric Vergne | Toro Rosso | 1’12.364 |
11 | Kimi Raikkonen | Ferrari | 1’12.365 |
12 | Daniil Kvyat | Toro Rosso | 1’12.372 |
13 | Daniel Ricciardo | Red Bull | 1’12.570 |
14 | Esteban Gutierrez | Sauber | 1’12.984 |
15 | Sebastian Vettel | Red Bull | 1’12.988 |
16 | Romain Grosjean | Lotus | 1’13.168 |
17 | Jules Bianchi | Marussia | 1’13.738 |
18 | Max Chilton | Marussia | 1’13.857 |
19 | Kamui Kobayashi | Caterham | 1’14.611 |
20 | Adrian Sutil | Sauber | 1’14.691 |
21 | Pastor Maldonado | Lotus | 1’16.642 |
22 | Marcus Ericsson | Caterham | 1’17.501 |
Mercedes were once again on top in the second practice session, but the positions were reversed between the two drivers. Lewis Hamilton took the fastest time of the session, with Rosberg having to make several attempts to get within 3 tenths of him. Fernando Alonso remained in 3rd for Ferrari, with the two Williams cars of Valtteri Bottas and Felipe Massa were just a few thousandths of a second behind.
The two Red Bulls improved after their dismal first practice, with Vettel 6th and Ricciardo 8th. Jenson Button separated the pair in 7th. Kevin Magnussen and Jean-Eric Vergne maintained their positions from the first session in 9th and 10th.
Kimi Raikkonen was once again just outside the top 10 in 11th place, with Kvyat in 12th, Perez in 13th and Gutierrez in 14th. Pastor Maldonado was 15th ahead of Sutil and Hulkenburg, whose Force India looking a lot slower than it was in FP1. Max Chilton was 17th and was a few thousandths ahead of Romain Grosjean’s Lotus and fellow Marussia driver Jules Bianchi. The two Caterham’s completed the time-sheets.
Practice 2 results:
POS | Driver | Team | Time |
1 | Lewis Hamilton | Mercedes | 1’09.542 |
2 | Nico Rosberg | Mercedes | 1’09.919 |
3 | Fernando Alonso | Ferrari | 1’10.470 |
4 | Vatteri Bottas | Williams | 1’10.519 |
5 | Felipe Massa | Williams | 1’10.521 |
6 | Sebastian Vettel | Red Bull | 1’10.807 |
7 | Jenson Button | McLaren | 1’10.813 |
8 | Daniel Ricciardo | Red Bull | 1’10.920 |
9 | Kevin Magnussen | McLaren | 1’10.936 |
10 | Jean-Eric Vergne | Toro Rosso | 1’10.972 |
11 | Kimi Raikkonen | Ferrari | 1’10.974 |
12 | Daniil Kvyat | Toro Rosso | 1’11.261 |
13 | Sergio Perez | Force India | 1’11.296 |
14 | Esteban Gutierrez | Sauber | 1’11.491 |
15 | Pastor Maldonado | Lotus | 1’11.765 |
16 | Adrian Sutil | Sauber | 1’11.806 |
17 | Nico Hulkenburg | Force India | 1’11.935 |
18 | Max Chilton | Marussia | 1’12.229 |
19 | Romain Grosjean | Lotus | 1’12.262 |
20 | Jules Bianchi | Marussia | 1’12.279 |
21 | Kamui Kobayashi | Caterham | 1’12.937 |
22 | Marcus Ericsson | Caterham | 1’13.596 |
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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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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