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By Emanuele Venturoli| Posted November 21, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Nico Rosberg is on pole position for the all important championship showdown between himself and team-mate Lewis Hamilton in tomorrow’s Abu Dhabi Grand Prix. Hamilton looked to have the edge in the first two qualifying sessions, but a lock-up on his first run in the top 10 shoot-out evaporated his momentum and allowed Rosberg to steal pole position. Williams looked as though they could threaten Mercedes after Q2, but their challenge faded. They will start from the third row of the grid.
Q1:
Conditions were perfect as the sun began to set over the Yas Marina circuit. Mercedes had taken 11 front row lock-outs over the course of the season with all but 1 pole position going to either Nico Rosberg or Lewis Hamilton. Would either of the championship hopefuls take the final pole position or the season and gain the advantage heading into the race tomorrow.
Toro Rosso headed out straight away on the faster tyres as they knew that they were in danger of being eliminated. With the return of Caterham, the slowest 5 drivers from 16th to 20th would be eliminated in Q1, with 11th to 15th falling in the second session.
First blood at the front went to Lewis Hamilton as he went a tenth quicker than Rosberg on their first runs. Rosberg had spoiled Hamilton’s chance of taking the fastest time in every practice session after beating him by 3 tenths of a second earlier on in FP3.
With 7 minutes to go, all the drivers had set a lap-time except Sebastian Vettel and Daniel Ricciardo at Red Bull. They finally set lap-times, electing to not do a run on the slower compound and instead bolt on super-soft tyres. They came through with Ricciardo 3rd and Vettel 5th. This meant that heading into the final few minutes that both Ferrari’s were in the drop-out zone with Perez, Kobayashi and Stevens.
Both Scuderia cars had put on the faster tyres and were on track. Raikkonen lifted himself out of the bottom 5 to go into 5th, with Alonso down in 11th before being pushed down to 13th. Now the two Saubers were in danger along with Pastor Maldonado, with Romain Grosjean on the cusp of elimination should his team-mate improve, which he did. Maldonado went a few tenths faster to go 15th and push Grosjean down, before Gutierrez then came through and kicked him back down. Sutil then improved to put his team-mate Esteban back into the bottom 15 and seal a position in Q2.
F1 débutante Will Stevens was within half a second of team-mate Kamui Kobayashi after a decent first qualifying. He would later explain on the radio that he could have gone a second quicker than his time, which would have put him ahead of Kamui. “I was nearly a second up going into turn 17 but I lost the rear and lost all the time I’d gained,” he said to his engineer, “The rear is a limitation.”
Grosjean was unable to lift himself out of the bottom 15 and subsequently settled for 16th. But after a 6th engine change, he will have a 20 place grid penalty. Due to the fact that he can only go back 4 of those places, he will have to serve further penalties during the race to compensate.
Out in Q1:
16 | Romain Grosjean | Lotus-Renault | 1’42.768 |
17 | Esteban Gutierrez | Sauber-Ferrari | 1’42.819 |
18 | Pastor Maldonado | Lotus-Renault | 1’42.860 |
19 | Kamui Kobayashi | Caterham-Renault | 1’44.540 |
20 | Will Stevens | Caterham-Renault | 1’45.095 |
Q2:
The first 2 minutes of the second session of qualifying saw no wheel turned. It was Sergio Perez who emerged onto the track first for Force India, followed shortly by the rest of the drivers. Perez and Hulkenberg were the first to set times, with Hulkenberg trailing his team-mate by 8 tenths of a second. Raikkonen was next through as he split the pair, with Massa following soon after to go to the top.
The two Mercedes cars set their first times next, Hamilton jumped up to the top, 6 tenths clear of Massa. Rosberg was next but was 13 seconds slower than his team-mate thanks to an off track excursion on his first lap at the 2nd chicane. His second lap was more than enough to get him out of the elimination zone, but it was half a second slower than Lewis and only a hundredth quicker than Bottas, who had jumped ahead of his team-mate by a tenth.
With the first runs done, 13 out of 15 drivers had set a time, with the two McLaren’s electing to wait until the end of the session to do one run. Button had been out on track earlier on, but was called in before he could set a time as they needed to top him up with fuel. Both drivers needed a good qualifying performance as they were fighting for their race seats next season and were also fighting in the season qualifying head-to-head. Magnussen’s first lap put him in 8th, with Button coming through soon after to go 3 tenths quicker in P6. This put Kevin down to P9 and in danger of elimination. Raikkonen and Kvyat managed to improve and push Magnussen into the drop-out zone, with the McLaren driver having no answer to their improvements. He would join Vergne, both Force India drivers and Sutil in elimination.
Right at the last moment, Felipe Massa and Valtteri Bottas both went P2 and P3 behind Lewis Hamilton, pushing Rosberg down into 4th. Could we have a fight on for pole position, or at the very least, is Rosberg in trouble heading into a critical top 10 shoot-out.
Out of Q2:
11 | Kevin Magnussen | McLaren-Mercedes | 1’42.198 |
12 | Jean-Eric Vergne | Toro Rosso-Renault | 1’42.207 |
13 | Sergio Perez | Force India-Mercedes | 1’42.239 |
14 | Nico Hulkenberg | Force India-Mercedes | 1’42.384 |
15 | Adrian Sutil | Sauber-Ferrari | 1’43.074 |
Q3:
With Rosberg seemingly on the back-foot against team-mate Lewis Hamilton and also under pressure from the Williams duo of Massa and Bottas, who would be on pole for the final, double points Grand Prix in Abu Dhabi.
Vettel came through first to se t a lap, with Bottas following him through to go a 8 tenths faster. Massa came next in the second Williams to go 2 tenths quicker. Nico Rosberg was the first Mercedes to set a lap as he went to the top with a 1:40.697. Lewis Hamilton was not far behind him but he locked up into the final corner, this put him 2nd fastest but 3 tenths down. However he had been faster than his team-mate on that lap until that point.
Only one qualifying was left for the drivers for the season. Rosberg was out first ahead of his team-mate Hamilton, with Lewis hoping to make an error free lap in order to challenge Nico for pole position. All 10 drivers were on track for the final minute of running, with Hamilton the last man in the queue. Nico Rosberg was up by a few hundredths on his first sector, with Bottas tracking 1 tenth quicker than the provisional pole in the sector. Rosberg was tracking the same amount, with Hamilton 2 tenths down in sector 1.
Bottas crossed the line first to go P3, unable to take his first pole position in F1. Rosberg went 2 tenths faster to put all the pressure on Hamilton. Hamilton was unable to make up the time in the final 2 sectors and ended up 3 tenths down on his team-mate. Rosberg had secured his 11th pole position of the year for the Grand Prix that he needs to finish ahead of his team-mate in to have a chance at winning the world championship.
Williams once again locked-out the 2nd row, with Bottas just ahead of Massa. They had both matched the Mercedes in the first and second sectors, but were crucially losing time in the final, street circuit-esque sector. Team-mates continued to come two-by-two as Ricciardo and Vettel took the 3rd row of the grid. Sebastian was 7 tenths down on his team-mate in his final qualifying session for Red Bull. Daniil Kvyat, Vettel’s replacement for 2015, was just 1 hundredth of a second slower than him in 7th place. Jenson Button beat his team-mate in qualifying for the 10th time, meaning that he has won the head-to-head against him. Kimi Raikkonen and Fernando Alonso complete the top 10 in a disappointing session for Ferrari, with Alonso 2.3 seconds off the pace after running wide at turn 1 on his lap.
2014 Abu Dhabi Grand Prix grid:
Row 1 | 1. Nico Rosberg 1’40.480 Mercedes |
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2. Lewis Hamilton 1’40.866 Mercedes |
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Row 2 | 3. Valtteri Bottas 1’41.025 Williams |
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4. Felipe Massa 1’41.119 Williams |
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Row 3 | 5. Daniel Ricciardo 1’41.267 Red Bull |
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6. Sebastian Vettel 1’41.893 Red Bull |
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Row 4 | 7. Daniil Kvyat 1’41.908 Toro Rosso |
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8. Jenson Button 1’41.964 McLaren |
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Row 5 | 9. Kimi Raikkonen 1’42.236 Ferrari |
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10. Fernando Alonso 1’42.866 Ferrari |
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Row 6 | 11. Kevin Magnussen 1’42.198 McLaren |
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12. Jean-Eric Vergne 1’42.207 Toro Rosso |
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Row 7 | 13. Sergio Perez 1’42.239 Force India |
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14. Nico Hulkenberg 1’42.384 Force India |
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Row 8 | 15. Adrian Sutil 1’43.074 Sauber |
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16. Esteban Gutierrez 1’42.819 Sauber |
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Row 9 | 17. Pastor Maldonado 1’42.860 Lotus |
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18. Kamui Kobayashi 1’44.540 Caterham |
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Row 10 | 19. Will Stevens 1’45.095 Caterham |
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20. Romain Grosjean* 1’42.768 Lotus |
*20 place grid penalty for Grosjean due to an engine change.
Pole-sitter, Nico Rosberg: “It’s only one step, a very small step. This weekend is about the championship, not about pole position. It would have been great if there was a Williams in between us, but that can always happen tomorrow.”
Second on the grid, Lewis Hamilton: “I generally didn’t have the best of laps but I enjoyed the qualifying session. Tomorrow is going to be a special day.”
So the stage is set for the 2014 Formula One world championship to be decided in the double points Abu Dhabi Grand Prix tomorrow. Rosberg needs to finish in the top 5 to have a chance of beating Lewis, with Hamilton needing to be in 2nd if Rosberg wins the race. Will Hamilton claim a second world championship, or will Rosberg emulate his father and join the list of Formula One champions? Find out tomorrow for the epic conclusion to a thrilling season.
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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