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By Emanuele Venturoli| Posted May 23, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Nico Rosberg, for the moment, has claimed a controversial pole position for the 2014 Monaco Grand Prix, ahead of team-mate Lewis Hamilton. The controversy arose when Rosberg was forced to take to an escape road in the final minutes of qualifying, which bought out the yellow flags and resulted in Hamilton having to abort his lap, denying any chance of a pole position for the Brit. The incident remains under investigation.
In the midst of the controversy, Daniel Ricciardo took 3rd on the grid, once again beating his illustrious team-mate Sebastian Vettel who will line up in 4th.
Q1:
With the inter-team showdown between Lewis Hamilton and Nico Rosberg ramping up, the first 18 minute session began with the pair setting the pace, with Rosberg 2 tenths clear of Hamilton early on. The Mercedes drivers had set comparatively poor lap times on their first laps, but the rubber soon came to them. The ideal strategy seemed to be completing 2 or 3 flying laps to allow the pace to come to the tyres.
Russian Rookie Daniil Kvyat seemed to push too soon as he fell foul of the infamous bump on the exit of the tunnel. In a similar incident to that seen with Rosberg, Perez and Button in the past, Daniil lost control over the bump and lost his front wing after contact with the outside wall. The Toro Rosso driver was very lucky not to damage his car any further and managed to make it back to the pit-lane to continue his qualifying effort.
The closing moments of the session saw a number of drivers come out on the super-soft tyres to try and get through to the next stage of qualifying. The Mercedes drivers remained on the slower compound but soon started losing a few positions as other drivers improved. Jean-Eric Vergne managed to finish the session in P1 for Toro Rosso, with his team-mate Kvyat managing to get a last minute improvement to get into P16. He may have been eliminated by either Gutierrez or Sutil who were in the drop-zone, but the Sauber drivers didn’t get a chance.
This was because of a late incident at Mirabeau. Felipe Massa went wide at the corner to let Marcus Ericsson by as he was on a timed lap. However, the Swedish driver lost the rear of his car and put both drivers into the wall. A sarcastic slow clap from the Brazilian showed his displeasure, but it also meant that no driver could improve due to the yellow flags. This ensured that the usual suspects in the Caterham and Marussia cars were relegated, along with the Sauber pair of Esteban and Adrian. Massa’s previous time had been enough to secure his position in Q2, but damage to his Williams meant that he would take no further part in Qualifying and would start in P16. Ericsson will start from the pit-lane in the race tomorrow after an investigation by the stewards.
Out of Q1:
POS | Driver | Team | Time |
17 | Esteban Gutierrez | Sauber | 1’18.741 |
18 | Adrian Sutil | Sauber | 1’18.745 |
19 | Jules Bianchi | Marussia | 1’19.332 |
20 | Max Chilton | Marussia | 1’19.928 |
21 | Kamui Kobayashi | Caterham | 1’20.133 |
22 | Marcus Ericsson | Caterham | 1’21.732 |
Q2:
It was a repeat of the 1st session at the start of Q2, with the Mercedes drivers emerging early on to take the top spot on the time-sheets. Rosberg set a time that was just a few tantalising thousandths ahead of team-mate Hamilton. Ricciardo and Alonso continued to be ‘best of the rest’ in 3rd and 4th.
Sebastian Vettel’s effort to end team-mate Ricciardo’s streak of being the better Red Bull was hampered with apparent issues on-board the champions RB10. Sebastian reported that he had lost KERS on his lap, but still managed to jump up into the top 5. The issue wasn’t resolved however as the German went on to tell his team that the “problem needed to be sorted.”
Force India had shown pace throughout practice, but were struggling in Q2 with both cars in the drop-zone in the closing minutes. Sergio Perez managed to get a late improvement in to push former team-mate Button into the danger zone. Another improvement by Jean-Eric Vergne and others saw Perez on the brink of elimination in 10th, with it all coming down to whether Button could improve. The pace never arrived for Jenson however, with the Briton electing to coast across the finish line to seal his fate in elimination.
Out of Q2:
POS | Driver | Team | Time |
11 | Nico Hulkenburg | Force India | 1’17.846 |
12 | Jenson Button | McLaren | 1’17.988 |
13 | Valtteri Bottas | Williams | 1’18.082 |
14 | Romain Grosjean | Lotus | 1’18.196 |
15 | Pastor Maldonado | Lotus | 1’18.356 |
16 | Felipe Massa | Williams | No time |
Q3:
With the final 12 minutes of qualifying getting under-way, the battle reignited between the two Silver Arrows in their fight for the important pole position for tomorrow’s Grand Prix. All drivers elected to make two runs in qualifying, as per the norm this season. Rosberg won the first battle by managing to dip into the 1:15’s. Hamilton slotted into P2 and was once again just a matter of thousandths behind.
The drivers came back to the pits and then subsequently re-joined for their final chance at pole position. Both Nico and Lewis came back out; Lewis to try and steal pole, Nico to try and keep pole. Nico was ahead of Lewis on track and was having a scruffy start to his lap as he approached the second sector. As he plummeted down-hill toward Mirabeau, Nico seemed to come in too fast. Several corrections on the steering wheel led to a lock-up which forced the German to take to the escape road. This bought out the yellow flags as Rosberg began to creep back toward the track in reverse gear. The yellow flags meant that no driver was allowed to improve upon their best time in that sector, which resulted in Hamilton having to give up on his lap!
No one else was able to improve, which meant that despite his excursion, Nico Rosberg took Mercedes’ third pole in a row at Monaco and his 2nd pole in a row following on from the Spanish Grand Prix. Hamilton, who’s demeanour oozed displeasure, had to settle for 2nd, with Ricciardo holding on to take a brilliant 3rd place.
Sebastian Vettel overcame in Q2 problems to take 4th on the grid, 2 tenths ahead of Fernando Alonso in the Ferrari. Alonso’s team-mate Raikkonen took 6th on the grid ahead of an impressive run by Jean-Eric Vergne in the Toro Rosso. Two Rookies took 8th and 9th, with Magnussen’s McLaren edging the bruised Toro Rosso of Kvyat. Sergio Perez completed the top 10 for Force India.
Provisional 2014 Monaco Grand Prix qualifying results:
POS | Driver | Team | Time |
1 | Nico Rosberg | Mercedes | 1’15.989 |
2 | Lewis Hamilton | Mercedes | 1’16.048 |
3 | Daniel Ricciardo | Red Bull | 1’16.384 |
4 | Sebastian Vettel | Red Bull | 1’16.547 |
5 | Fernando Alonso | Ferrari | 1’16.686 |
6 | Kimi Raikkonen | Ferrari | 1’17.389 |
7 | Jean-Eric Vergne | Toro Rosso | 1’17.540 |
8 | Kevin Magnussen | McLaren | 1’17.555 |
9 | Daniil Kvyat | Toro Rosso | 1’18.090 |
10 | Sergio Perez | Force India | 1’18.327 |
11 | Nico Hulkenburg | Force India | 1’17.846 |
12 | Jenson Button | McLaren | 1’17.988 |
13 | Valtteri Bottas | Williams | 1’18.082 |
14 | Romain Grosjean | Lotus | 1’18.196 |
15 | Pastor Maldonado | Lotus | 1’18.356 |
16 | Felipe Massa | Williams | No time |
17 | Esteban Gutierrez | Sauber | 1’18.741 |
18 | Adrian Sutil | Sauber | 1’18.745 |
19 | Jules Bianchi | Marussia | 1’19.332 |
20 | Max Chilton | Marussia | 1’19.928 |
21 | Kamui Kobayashi | Caterham | 1’20.133 |
22 | Marcus Ericsson | Caterham | 1’21.732 |
A debate immediately began following on from qualifying as to whether Nico Rosberg had replicated Michael Schumacher’s infamous ‘parking’ incident in the 2006 qualifying session, when he stopped his Ferrari at the final corner to bring out a red flag and prevent Fernando Alonso from stealing his pole position.
Nico Rosberg, who starts on pole: “No not [an ideal way to end qualifying.] I thought it was over – I thought the track would ramp up and someone else could beat my time. I’m happy it worked out. Pole at home is fantastic – it couldn’t be better.”
Lewis Hamilton refused to place blame upon his team-mate and continually insisted that he “wasn’t saying anything.”
Meanwhile, away from the controversy, Ricciardo commented on his 3rd place qualification: “I think all three of us don’t seem to be too pleased with ourselves. I think we all feel that we’ve left something on the table. I fought the car all the way round in qualifying – in turn eight I lost it and the lap was pretty much gone after that.”
Shortly after the session, the incident was put under investigation. At the time of publication, a decision is still being awaited. The outcome of this decision, along with several other investigations for impeding drivers, will be published in a report later this evening.
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.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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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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