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By Emanuele Venturoli| Posted July 18, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Nico Rosberg has claimed pole position for his home race at Hockenheim after team-mate and title challenger Lewis Hamilton crashed out in the first session. The Briton will have to fight his way through the field tomorrow from 15th place at a track that has only ever seen 3 drivers win from outside of the front row.
The two Williams secured 2nd and 3rd, with Bottas beating team-mate Massa to the second front-row spot. Kevin Magnussen will start alongside Massa, as the Dane impressively out-qualified the Red Bull pair of Ricciardo and Vettel.
Q1:
After topping the final practice session early on Saturday morning, Nico Rosberg went into the first session of qualifying hoping that he could take pole position for his home Grand Prix.
Jenson Button set the early pace in his McLaren, with Valtteri Bottas soon taking the top spot, a few tenths ahead of an early effort by Lewis Hamilton. Nico Rosberg was yet to set a competitive lap time despite having two attempts; his first ruined after a mistake at turn 1, the second after a big lock-up at turn 2.
Nico wouldn’t be able to complete a lap just yet, as team-mate Lewis Hamilton crashed heavily into the barriers in the stadium section. Replays showed that the car swapped ends in the braking zone, leading to a collision measuring 30G. Hamilton was understandably winded, but was able to get out of his car and walk away with just a few bruises.
The session was red-flagged with just 7 minutes to go. Upon the restart, Rosberg wasted no time in trying to get a lap in. He put in a 1:17.6 to take the top spot away from Valtteri Bottas which would see him through into Q2 comfortably.
Hamilton managed to get through into the second qualifying session as had set a quick enough time before his crash. The usual suspects in the Marussia and Caterham’s were eliminated, with Marcus Ericsson starting last after failing to set a lap due to a hydraulic issue. Jules Bianchi managed to out-qualify Pastor Maldonado’s Lotus to take 18th, with Adrian Sutil also in the drop-out zone.
Out in Q1:
17 | Adrian Sutil | Sauber-Ferrari | 1’19.142 |
18 | Jules Bianchi | Marussia-Ferrari | 1’19.676 |
19 | Pastor Maldonado | Lotus-Renault | 1’20.195 |
20 | Kamui Kobayashi | Caterham-Renault | 1’20.408 |
21 | Max Chilton | Marussia-Ferrari | 1’20.489 |
22 | Marcus Ericsson | Caterham-Renault |
Q2:
With Hamilton’s car too damaged to take to the track, Q2 would be a battle to see who would go through to Q3 and who would complete positions 11 to 15.
German driver Nico Hulkenberg set the early pace for Force India in the second session, but normal service was shortly resumed when Nico Rosberg took the top-spot; closely followed by the two Williams cars of Bottas and Massa.
The second qualifying session proved unlucky for 3 of the 4 most recent F1 world champions. Hamilton was already out and would be joined by 2007 and 2009 champions Kimi Raikkonen and Jenson Button. Jenson had been complaining about the poor handling on his McLaren and was subsequently knocked out whilst team-mate Magnussen moved on into Q3.
Jean-Eric Vergne, Romain Grosjean and Esteban Gutierrez were also eliminated. Gutierrez originally qualified in P14, but a 3 place grid penalty for contact with Maldonado in Silverstone put the Mexican down into 17th place instead.
Out of Q2:
11 | Jenson Button | McLaren-Mercedes | 1’18.193 |
12 | Kimi Raikkonen | Ferrari | 1’18.273 |
13 | Jean-Eric Vergne | Toro Rosso-Renault | 1’18.285 |
14 | Esteban Gutierrez | Sauber-Ferrari | 1’18.787 |
15 | Romain Grosjean | Lotus-Renault | 1’18.983 |
16 | Lewis Hamilton | Mercedes |
Q3:
With the track still scorching, Nico Rosberg, Kevin Magnussen, Fernando Alonso, Daniil Kvyat and the two Williams’, Red Bull’s and Force India’s would be in the fight for pole position.
Sadly, it seemed as though we would be denied of any fight for pole position. Rosberg wouldn’t have to fight his team-mate in the session and it looked unlikely that anyone else would be able to challenge him. In the end, Rosberg’s first effort was enough to secure a home pole position for the first time.
Valtteri Bottas tried his hardest to displace the German from pole on his final run. He set a fastest middle sector but ultimately dropped 2 tenths and had to settle for second place. Team-mate Massa will line up just behind him ahead an impressive effort by rookie Kevin Magnussen.
The two Red Bull’s qualified 5th and 6th, with Daniel Ricciardo out-qualifying German Sebastian Vettel once again. Fernando Alonso will take a disappointing 7th place on the grid ahead of Daniil Kvyat. The Force India pair complete the top 10, with Hulkenberg beating Perez by just a few thousandths of a second.
2014 German Grand Prix grid:
Row 1 | 1. Nico Rosberg 1’16.540 Mercedes |
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2. Valtteri Bottas 1’16.759 Williams |
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Row 2 | 3. Felipe Massa 1’17.078 Williams |
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4. Kevin Magnussen 1’17.214 McLaren |
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Row 3 | 5. Daniel Ricciardo 1’17.273 Red Bull |
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6. Sebastian Vettel 1’17.577 Red Bull |
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Row 4 | 7. Fernando Alonso 1’17.649 Ferrari |
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8. Daniil Kvyat 1’17.965 Toro Rosso |
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Row 5 | 9. Nico Hulkenberg 1’18.014 Force India |
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10. Sergio Perez 1’18.035 Force India |
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Row 6 | 11. Jenson Button 1’18.193 McLaren |
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12. Kimi Raikkonen 1’18.273 Ferrari |
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Row 7 | 13. Jean-Eric Vergne 1’18.285 Toro Rosso |
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14. Romain Grosjean 1’18.983 Lotus |
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Row 8 | 15. Lewis Hamilton No time Mercedes |
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16. Adrian Sutil 1’19.142 Sauber |
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Row 9 | 17. Esteban Gutierrez* 1’18.787 Sauber |
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18. Jules Bianchi 1’19.676 Marussia |
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Row 10 | 19. Pastor Maldonado 1’20.195 Lotus |
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20. Kamui Kobayashi 1’20.408 Caterham |
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Row 11 | 21. Max Chilton 1’20.489 Marussia |
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22. Marcus Ericsson No time Caterham |
*3 place grid penalty for Gutierrez after causing a collision in the British Grand Prix.
Mercedes’ Nico Rosberg, who starts on pole: “For now, it’s been going really well. Home race, to be on pole is fantastic. I would have preferred if it was an open fight with Lewis so I’m less happy as a result. But it’s a fantastic day but there are no points today. There is still a long way to go tomorrow. For tomorrow, it is supposed to be a bit colder, so it should make it easier on the tyres. The weather could play a role, so I just need to take it as it comes.”
Williams’ Valtteri Bottas, who starts second: “I’m happy with the result we got as a team, well done to everyone, but Mercedes is still ahead. The lap I did in the end, I made no mistakes, it was a really nice lap. I felt I got everything out of the car today.”
Felipe Massa, who will start third: “We managed to put a lap together even though we were not able to have the perfect car. We still did a very good lap and I’m quite happy with the result and our car. In the race conditions will give a different feeling of the car but I will try to do a very good job.”
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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