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By Emanuele Venturoli| Posted March 12, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
The first Grand Prix meeting of the 2015 Formula One world championship is under-way after the first two Friday practice sessions for the Australian Grand Prix were completed. Reigning world champions Mercedes picked up where they left off last year by finishing 1-2 in both sessions, with 2014 runner-up Nico Rosberg edging out Lewis Hamilton on both occasions.
The drama had begun in Melbourne before a wheel had been turned on the Albert Park street circuit. Fernando Alonso will not be present during the season-opening weekend after a crash in pre-season testing, Manor Marussia have returned from the brink of collapse and Sauber F1 team are embroiled in a court case with former third driver Giedo Van der Garde.
2014 had been all about Hamilton vs. Rosberg. This battle looks largely set to continue, with Nico Rosberg finishing as the fastest driver in the first 90 minute session, with Hamilton just under three hundredths of a second slower. The pair completed the same tally of 19 laps.
No other driver managed to get within a second of the two Mercedes drivers, with their closest challenger coming in the form of Williams Martini driver Valtteri Bottas. The Finnish driver was 1.1 seconds down on the works-Mercedes team after suffering a near-spin at turn one when the back-end of the Williams got loose.
Toro Rosso showed impressive early pace in the first practice session, with rookie line-up Carlos Sainz and Max Verstappen putting their STR10’s in 4th and 6th. The pair were separated by a tenth of a second, with new Ferrari driver Sebastian Vettel settling in-between them in his first Grand Prix weekend with the team. Former team-mates Felipe Massa and Kimi Raikkonen were 7th and 8th for Williams and Ferrari respectively. Massa would not make further running today due to a mechanical issue.
Pastor Maldonado was 9th fastest, with home-hero Daniel Ricciardo completing the top 10 for Red Bull. The Australian commented prior to the practice sessions that pre-season testing had masked the gains that the team had made compared to last season; however he would not run again today after problems with his Red Bull RB11. Team-mate Daniil Kvyat was 11th.
16 cars emerged onto the track for the first practice session of the season, with both Sauber and Manor electing to sit the session out. Sauber were confined to the garage amid ongoing court discussions with Giedo Van der Garde regarding an unfair dismissal last year. Manor tweeted that they were “not expecting our first morning to be plain sailing”, with the Australian Grand Prix weekend set to be the first time they run in 2015.
FP1 results:
POS |
Driver |
Team |
Time |
Laps |
1 |
Nico Rosberg |
Mercedes |
1’29.557 |
19 |
2 |
Lewis Hamilton |
Mercedes |
1’29.586 |
19 |
3 |
Valtteri Bottas |
Williams |
1’30.748 |
20 |
4 |
Carlos Sainz |
Toro Rosso |
1’31.014 |
32 |
5 |
Sebastian Vettel |
Ferrari |
1’31.029 |
13 |
6 |
Max Verstappen |
Toro Rosso |
1’31.067 |
31 |
7 |
Felipe Massa |
Williams |
1’31.188 |
19 |
8 |
Kimi Raikkonen |
Ferrari |
1’31.310 |
14 |
9 |
Pastor Maldonado |
Lotus |
1’31.451 |
22 |
10 |
Daniel Ricciardo |
Red Bull |
1’31.570 |
9 |
11 |
Daniil Kvyat |
Red Bull |
1’32.073 |
18 |
12 |
Sergio Perez |
Force India |
1’32.247 |
22 |
13 |
Nico Hulkenberg |
Force India |
1’32.261 |
19 |
14 |
Jenson Button |
McLaren |
1’34.542 |
6 |
15 |
Kevin Magnussen |
McLaren |
1’45.785 |
7 |
16 |
Romain Grosjen |
Lotus |
2’17.782 |
5 |
17 |
Marcus Ericsson |
Sauber |
No time |
0 |
18 |
Felipe Nasr |
Sauber |
No time |
0 |
19 |
Will Stevens |
Manor |
No time |
0 |
20 |
Roberto Merhi |
Manor |
No time |
0 |
Nico Rosberg continued to lead the way in second practice. The margin between him and team-mate Lewis Hamilton may have increased, but it was still a mere tenth of a second. Rosberg’s time of 1’27.697 came after 29 laps; one of the lower tallies completed by a driver in the session.
One driver managed to get within a second of the Mercedes cars in this session, with Sebastian Vettel 7 tenths down on the Silver Arrow pair. The German announced in the run up to this weekend that he would continue his tradition of naming his car, with his first Ferrari being named Eva. Team-mate and good friend of Sebastian, Kimi Raikkonen, was 4th fastest and was 4 tenths down on his team-mate after an equal 33 laps. Valteri Bottas was in the top 5 once again, but was 1.5 seconds off of Nico Rosberg.
Daniil Kvyat continued to make progress in his first Grand Prix weekend for Red Bull. He finished 6th fastest and was less than a tenth of a second faster than Carlos Sainz in the Toro Rosso. Sainz completed the most laps of the session with 41. The 2 Lotus-Mercedes cars made it into the top 10, with Pastor Maldonado and Romain Grosjean in 8th and 9th place separated by a tenth of a second. Nico Hulkenberg rounded out the top 10 in the Force India.
Once again, 4 cars elected to sit out the session, but this time Sauber were able to get out on track. Rookie Felipe Nasr showed good pace in 11th place, with team-mate Marcus Ericsson in 15th place ahead of Kevin Magnussen. Magnussen wasn’t meant to be in the cockpit this year after being replaced by Fernando Alonso, but last year’s Australian Grand Prix 2nd place finisher was called back into the car after Alonso’s testing crash. His quick return to the car didn’t start as smoothly as he would have hoped after crashing the McLaren-Honda at turn 6. The Dane later commented that the incident was his fault and that he would be back in the car tomorrow.
FP2 results:
POS |
Driver |
Team |
Time |
Laps |
1 |
Nico Rosberg |
Mercedes |
1’27.697 |
29 |
2 |
Lewis Hamilton |
Mercedes |
1’27.797 |
25 |
3 |
Sebastian Vettel |
Ferrari |
1’28.412 |
33 |
4 |
Kimi Raikkonen |
Ferrari |
1’28.842 |
33 |
5 |
Valtteri Bottas |
Williams |
1’29.265 |
32 |
6 |
Daniil Kvyat |
Red Bull |
1’30.016 |
27 |
7 |
Carlos Sainz |
Toro Rosso |
1’30.071 |
41 |
8 |
Pastor Maldonado |
Lotus |
1’30.104 |
11 |
9 |
Romain Grosjean |
Lotus |
1’30.205 |
37 |
10 |
Nico Hulkenberg |
Force India |
1’30.473 |
30 |
11 |
Felipe Nasr |
Sauber |
1’30.755 |
11 |
12 |
Sergio Perez |
Force India |
1’30.980 |
32 |
13 |
Jenson Button |
McLaren |
1’31.387 |
21 |
14 |
Max Verstappen |
Toro Rosso |
1’31.395 |
6 |
15 |
Marcus Ericsson |
Sauber |
1’32.303 |
14 |
16 |
Kevin Magnussen |
McLaren |
1’33.289 |
4 |
17 |
Daniel Ricciardo |
Red Bull |
No time |
0 |
18 |
Felipe Massa |
Williams |
No time |
0 |
19 |
Will Stevens |
Manor |
No time |
0 |
20 |
Roberto Merhi |
Manor |
No time |
0
|
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.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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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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