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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 March 26, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
The second event of the 2015 Formula One season got under-way this morning at the Sepang International Circuit in Malaysia with the two Friday practice sessions. Nico Rosberg and Lewis Hamilton each topped a session for Mercedes, but Kimi Raikkonen finished second on both occasions.
Clear, sunny conditions greeted the drivers in the first practice session, with Nico Rosberg getting his weekend off to a good start by finishing fastest in the first 90-minute session. However, team-mate Lewis Hamilton failed to set a lap-time after his car stopped at turn nine, with the team explaining to him that they were concerned about the power-unit in the #44 car. As a result, one Mercedes finished fastest, one Mercedes finished 20th and last.
During the build-up to the Malaysian Grand Prix, the Mercedes duo had talked up the potential pace of their closest rival in the season-opener. Both had said that Ferrari could emerge as a contender in future races. Kimi Raikkonen showed that this could indeed be correct as he finished 2nd fastest by three tenths of a second, with team-mate Vettel half a second slower in 3rd.
Romain Grosjean showed reasonable pace in the Lotus-Mercedes as he finished 4th fastest and was 1.4 seconds off of Rosberg’s time. He finished just ahead of Carlos Sainz who stated that his Toro Rosso’s Renault power-unit had much improved drive-ability. He finished the session as the fastest Renault-powered car in 5th place. Since the Australian Grand Prix, the gloves have come off in the quarrel between Red Bull and their engine supplier Renault, with both parties blaming each other for Red Bull’s lack of pace. Daniel Ricciardo showed that he was still in the mid-field area in practice one by finishing 6th fastest. He was a few hundredths quicker than the second Toro Rosso driver Max Verstappen.
On his return to the Williams cockpit after picking up a back injury during qualifying in Australia, Valtteri Bottas finished 8th fastest after 23 laps. He was ahead of the second Red Bull of Daniil Kvyat and the Sauber of Marcus Ericsson; who completed the top 10. Valtteri also finished ahead of his team-mate Massa who was just outside the top 10 in 11th place.
Bottas wasn’t the only driver making his return to the cockpit, with Fernando Alonso completing his first running the the McLaren-Honda since suffering a concussion in a pre-season testing crash. He was out fairly early in the session and went on to finish 14th fastest with 20 laps under his belt. He was just 2 tenths slower than Raffaele Marciello. The Italian is Sauber’s third driver and was substituting for Felipe Nasr in this opening practice session.
The start of the session saw a momentous moment for the Manor F1 team as they finally turned a wheel this year after completing a last-minute deal to save the team from the brink of closure. The team were present at the season-opening round, but were unable to complete any running after all of their previous software was wiped, meaning they were unable to start the car. Will Stevens was the first to take the Manor around on an installation lap, with team-mate Roberto Merhi following him soon after. The pair completed 8 laps each and crucially were within 107% of Rosberg’s P1 time; meaning that the team could very well qualify for the race despite having 2014 specification Ferrari engines.
Practice one time-sheets:
POS | Driver | Team | Time | Laps |
1 | Nico Rosberg | Mercedes | 1’40.124 | 20 |
2 | Kimi Raikkonen | Ferrari | 1’240.497 | 17 |
3 | Sebastian Vettel | Ferrari | 1’40.985 | 13 |
4 | Romain Grosjean | Lotus | 1’41.543 | 14 |
5 | Carlos Sainz | Toro Rosso | 1’41.596 | 26 |
6 | Daniel Ricciardo | Red Bull | 1’41.787 | 15 |
7 | Max Verstappen | Toro Rosso | 1’41.803 | 23 |
8 | Valtteri Bottas | Williams | 1’41.882 | 23 |
9 | Daniil Kvyat | Red Bull | 1’42.055 | 18 |
10 | Marcus Ericsson | Sauber | 1’42.064 | 16 |
11 | Felipe Massa | Williams | 1’42.103 | 23 |
12 | Pastor Maldonado | Lotus | 1’42.567 | 19 |
13 | Raffaele Marciello | Sauber | 1’42.621 | 13 |
14 | Fernando Alonso | McLaren | 1’42.885 | 20 |
15 | Nico Hulkenberg | Force India | 1’42.893 | 13 |
16 | Sergio Perez | Force India | 1’43.054 | 15 |
17 | Jenson Button | McLaren | 1’43.100 | 19 |
18 | Will Stevens | Manor | 1’46.686 | 8 |
19 | Roberto Merhi | Manor | 1’47.683 | 8 |
20 | Lewis Hamilton | Mercedes | No time | 4 |
Lewis Hamilton’s first practice engine problems didn’t prove to be terminal for the Mercedes driver, with the team stating that the glitch would not affect the life of the engine. The mechanics were working on the car as the session began, but Hamilton would later emerge on track to take the fastest time of the session which was 3 tenths of a second fastest than Rosberg’s time from first practice.
Once again, Kimi Raikkonen was second fastest by the exact same margin of 0.373 seconds. He was a tenth quicker than Nico Rosberg in the second Silver Arrow after the German made a mistake on his medium tyre run. He couldn’t find time on his second attempt after track temperatures rose considerably.
Daniil Kvyat appeared to be having an upturn in fortunes after setting an impressive 4th fastest time in the Red Bull, but at the end of the session he developed an engine problem that relegated him back to the pits. He was just ahead of the two Williams cars of Bottas and Massa who finished in 5th and 6th place respectively. Sebastian Vettel was 7th fastest and was the last driver within a second of Lewis Hamilton after getting within 8 tenths of the world champion. Max Verstappen was 8th fastest ahead of Marcus Ericsson, with Daniel Ricciardo’s troubles seemingly continuing as he could only manage 10th place.
Fernando Alonso continued his re-acclimatisation with the McLaren-Honda. He finished 16th in the second session and added 25 laps to his tally from practice one. His total for today lies just short of a full Grand Prix distance. The two Manor cars were also getting themselves up to speed, with Will Stevens impressively just 5.9 seconds off of Hamilton’s time. Team-mate Merhi was 7.4 seconds down, but had only completed half the amount of laps that his team-mate had accomplished.
Practice two time-sheets:
POS | Driver | Team | Time | Laps |
1 | Lewis Hamilton | Mercedes | 1’39.790 | 16 |
2 | Kimi Raikkonen | Ferrari | 1’40.163 | 29 |
3 | Nico Rosberg | Mercedes | 1’40.218 | 26 |
4 | Daniil Kvyat | Red Bull | 1’40.346 | 17 |
5 | Valtteri Bottas | Williams | 1’40.450 | 31 |
6 | Felipe Massa | Williams | 1’40.560 | 27 |
7 | Sebastian Vettel | Ferrari | 1’40.652 | 29 |
8 | Max Verstappen | Toro Rosso | 1’41.220 | 30 |
9 | Marcus Ericsson | Sauber | 1’41.261 | 30 |
10 | Daniel Ricciardo | Red Bull | 1’41.799 | 8 |
11 | Pastor Maldonado | Lotus | 1’41.877 | 15 |
12 | Felipe Nasr | Sauber | 1’41.988 | 30 |
13 | Sergio Perez | Force India | 1’42.242 | 24 |
14 | Carlos Sainz | Toro Rosso | 1’42.291 | 31 |
15 | Nico Hulkenberg | Force India | 1’42.330 | 28 |
16 | Fernando Alonso | McLaren | 1’42.506 | 25 |
17 | Jenson Button | McLaren | 1’42.637 | 24 |
18 | Romain Grosjean | Lotus | 1’42.948 | 7 |
19 | Will Stevens | Manor | 1’45.704 | 12 |
20 | Roberto Merhi | Manor | 1’47.229 | 6 |
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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