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By Emanuele Venturoli| Posted May 23, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Nico Rosberg has won the 2015 Monaco Grand Prix despite team-mate Lewis Hamilton dominating for most of the race. Hamilton had been on a controlled drive when the Mercedes team elected to pit him after a heavy crash for Max Verstappen that bought out the safety car. This moved Hamilton into 3rd behind his team-mate and Sebastian Vettel; a position that he would be unable to advance from.
The hottest temperatures of the weekend greeted the drivers for the Monaco Grand Prix, with the risk of rain almost invisible as a contrast to Thursday practice. Lewis Hamilton managed to hold the lead on the run down into turn 1, with Sebastian Vettel almost demoting Rosberg to 3rd before the Mercedes driver held the position around the outside. Dannil Kvyat slipped by his team-mate to get into 4th.
Fernando Alonso’s hopes of getting points took a small blow early on as he muscled his way past Nico Hulkenberg at Mirabeau. The pair madecontact which put Hulkenberg into the wall, breaking off his front wing. The contact earned Alonso a 5 second penalty that would be added to his first stop.
Back at the front, Lewis Hamilton was capitalising on his good start by putting in a number of fastest laps to break free of Rosberg’s DRS range. By lap 10, Hamilton had a 3 second lead over his team-mate who was struggling to replicate the leading pace. The trend of Ferrari having a quicker car in hotter conditions seemed to be apparent on the streets, with Vettel not being dropped by Rosberg as much as you may have thought.
The order of the leading trio remained static for the entirety of the opening half of the race. Even when the one and only pit-stop window came around lap 40 of 78, Hamilton retained the lead as Vettel and Rosberg pitted prior to him. Vettel jumped first as he tried to make an undercut work as it had done previously in Bahrain. Unfortunately for him it wouldn’t work out and Rosberg would re-join just ahead. Hamilton would also have an untroubled pit-stop as he rejoined with an 11 second lead in hand over his team-mate.
It’s fair to say that the race didn’t live up to the excitement that we may have wished it had, but the race flew into an exciting crescendo in the closing stages in a controversial and unexpected twist. Monaco’s tight and twisty nature has historically lent itself to be the scene of very few overtakes, so when the opportunity arises it either ends in a sensational move or a hard hit into the barrier. The latter was sadly the case for Toro Rosso’s Max Verstappen.
Verstappen was chasing down Romain Grosjean for the minor positions in the top 10. He re-joined after his stop with much better tyres and pace than Grosjean’s Lotus. The pair were soon being lapped by Sebastian Vettel in the Ferrari, with Grosjean needing to let the Ferrari through without letting Max by; with the Dutch driver aiming to use Sebastian to help get by. Grosjean cunningly waited until the Lowes hairpin to let Vettel through, which allowed Romain to keep the position.
With his tactic of using the faster car to create the hole failing, Verstappen now had to try and get by the old-fashioned way; which at Monaco is no mean feat. The Toro Rosso driver looked as feisty as ever as he clung onto the gearbox of the Lotus. The pair came down the start/finish straight on lap 62, with Max lining up to make a move into Saint Devote. Max seemed to misjudge the gap however, as he clipped the right rear of Grosjean’s Lotus. The contact completely broke his left-front and left him out of control as he hurtled toward the barrier. The contact was heavy, but Verstappen soon climbed out of the car.
The huge smash required an extensive clean-up operation, with the Armco barrier needing to be replaced for the second time on race-day after an equally massive crash in the Formula Renault 3.5 support race at the same turn. The safety car was deployed, but logic would dictate that no one near the sharp end of the field would want to pit as track position has always been key in the Monaco Grand Prix. Mercedes disagreed.
Mercedes elected to take the risk and pit race-leader Lewis Hamilton, who had led every single lap of the race, because they thought that he had enough of a gap to re-join ahead of Rosberg. This may have been the case had it not been for the stray Sauber of Nasr deciding to pit just after, meaning that Lewis had to be held marginally longer then he may have wished. Hamilton exited the pits, but Rosberg and Vettel had gotten the jump on him to push him down into 3rd; a cataclysmic error for Mercedes especially when they didn’t need to do the stop anyway as the tyres would have lasted and no one else was going to pit behind him.
Hamilton was fired up after his team’s mistake. The safety car came in at the end of lap 70 after an unnecessarily long safety car period in order to let lapped cars by. This meant that there were only 8 laps to go and at a track where overtaking is rare, the odds weren’t in Hamilton’s favour. Rosberg sprinted away when the safety car peeled into the pits, with Vettel soon having to use his elbows to keep Hamilton behind. Hamilton may have had the pace advantage, but there was simply no way by thanks to Vettel’s expert defence.
With that, despite having tailed his team-mate for almost the entire race, Nico Rosberg would claim his 3rd consecutive win in the Monaco Grand Prix; his first ever back-to-back victory and one that equals Ayrton Senna’s record from the 1990’s. Sebastian Vettel would hold on to take 2nd place ahead of Lewis Hamilton, with the Mercedes driver having to focus his attention on a late charge by Daniel Ricciardo.
Ricciardo had been behind team-mate Kvyat in the last few laps before his team ordered the Russian to move over so that the much faster #3 car could have a go at challenging Hamilton. With the challenge not succeeding, the team decided to give the positions back again; with Kvyat coming home for a career best 4th place ahead of his team-mate.
Kimi Raikkonen came home in 6th place, but felt aggrieved after an aggressive move put on him by Ricciardo at Mirabeau went unpunished. Sergio Perez took 7th place in a great result for Force India, with Jenson Button taking McLaren-Honda’s first points of the year in 8th place. The team had targeting scoring points in the run up to the weekend and will be pleased to have accomplished this, but will also be saddened after their second car of Fernando Alonso retired with a gearbox issue whilst running in the points paying positions. Instead, rookies Felipe Nasr and Carlos Sainz would take the final two points positions; with Sainz putting in a great drive after starting from the pits in his Toro Rosso.
Today’s controversial strategy error for Mercedes means that Lewis Hamilton’s lead in the drivers’ championship has halved to 10 points over team-mate Nico Rosberg. A furious Hamilton will be aiming to get back onto the top step of the podium at the sight of his first ever Formula One victory in 2 weeks time for the 2015 Canadian Grand Prix at the Circuit Gilles Villeneuve in Montreal.
2015 Monaco Grand Prix result:
POS | Driver | Team | Points | Grid |
1 | Nico Rosberg | Mercedes | 25 | 2nd |
2 | Sebastian Vettel | Ferrari | 18 | 3rd |
3 | Lewis Hamilton | Mercedes | 15 | 1st |
4 | Daniil Kvyat | Red Bull | 12 | 5th |
5 | Daniel Ricciardo | Red Bull | 10 | 4th |
6 | Kimi Raikkonen | Ferrari | 8 | 6th |
7 | Sergio Perez | Force India | 6 | 7th |
8 | Jenson Button | McLaren | 4 | 10th |
9 | Felipe Nasr | Sauber | 2 | 14th |
10 | Carlos Sainz | Toro Rosso | 1 | 20th |
11 | Nico Hulkenberg | Force India | +1 Lap | 11th |
12 | Romain Grosjean | Lotus | +1 Lap | 15th |
13 | Marcus Ericsson | Sauber | +1 Lap | 17th |
14 | Valtteri Bottas | Williams | +1 Lap | 16th |
15 | Felipe Massa | Williams | +1 Lap | 12th |
16 | Roberto Merhi | Manor | +2 Laps | 19th |
17 | Will Stevens | Manor | +2 Laps | 18th |
18 | Max Verstappen | Toro Rosso | DNF | 9th |
19 | Fernando Alonso | McLaren | DNF | 13th |
20 | Pastor Maldonado | Lotus | DNF | 8th |
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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