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By Emanuele Venturoli| Posted October 31, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Nico Rosberg has qualified on pole position for the 2014 United States Grand Prix. He somewhat stole pole position for team-mate and championship leader Lewis Hamilton who had topped all three practice sessions in the run up to qualifying. Valtteri Bottas will line up behind them in 3rd place.
Q1:
Despite Lewis Hamilton taking a hat-trick of P1’s throughout practice, the battle was still on between him and team-mate Nico Rosberg for pole position at the 3rd United States Grand Prix at the Circuit of the Americas.
A number of cars headed straight out on the track indlucing the two Sauber and Force India cars. Those 4 drivers were amongst those under pressure to not be eliminated thanks to the new qualifying system implemented due to the absence of the Caterham and Marussia cars. Due to the fact that there are 18 cars this weekend instead of 22, those who finish in positions 15 to 18 will be eliminated in Q1, with 11th to 14th in Q2 also being eliminated.
Nico Rosberg was out early as well in his Mercedes after the team solved his glazed brake problem from FP3. He duly took the top spot before being pushed down by Bottas and Hamilton. Nico managed to regain the position a little while later, with Lewis unable to fight back due to a flat-spotted front left tyre after a lock up at turn 12.
Sebastian Vettel emerged on to the track halfway through the session despite the fact that he will start from the pit-lane regardless of where he qualifies; this was to make sure he was within the 107% qualification rule to allow him to start tomorrow. He only did one run on the faster soft tyres before returning to the garage.
Pastor Maldonado was the first man to run the fastest tyre in order to try and qualify for the next session. Impressively he managed to go 4th fastest. Daniel Ricciardo was unable to go faster than the Lotus driver when he made his soft tyre run. The rest of the drivers then emerged for a soft tyre run, with none of them seemingly assured of making it into the next session on account of rapid track evolution. Lewis Hamilton jumped in to P1 on his run, with Vergne, Gutierrez, Vettel and Grosjean in the drop out zone as the session entered it’s final moments. None of them were able to lift themselves out of the final 4 positions on their second runs.
Out of Q1:
15 | Jean-Eric Vergne | Toro Rosso-Renault | 1’39.250 |
16 | Esteban Gutierrez | Sauber-Ferrari | 1’39.555 |
17 | Sebastian Vettel | Red Bull-Renault | 1’39.621 |
18 | Romain Grosjean | Lotus-Renault | 1’39.679 |
Q2:
One of the 3 drivers facing penalties tomorrow was first out in the second Qualifying session. Daniil Kvyat was eager to qualify as high up as possible before his 10 place engine penalty was applied. Valtteri Bottas was fastest initially before Rosberg went a whole second quicker.
Lewis Hamilton seemed to be suffering with brake problems in his #44 car as he locked up again into turn 1. He vented his frustration over the radio by saying, “I’m taking it easy but this thing is still locking up!” He now had a vibration on the car due to his lock-up with tyres that he is likely to start tomorrow’s race on.
With 4 minutes and one more run to go in Q2, Hulkenberg, Sutil, Maldonado and Perez were in the drop out positions of 11th to 14th. Perez managed to lift himself just out of the bottom 4 to go 10th fastest in front of his supporters who had journeyed across the border from Mexico. He pushed Kvyat into the drop zone, with Hulkenberg also improving to go P11. A late, impressive improvement by Adrian Sutil in the Sauber saw the German push Perez back into the drop zone where he would remain. Sauber and Sutil’s first top 10 start of the season couldn’t have come at a more opportune time as they seek to capitalize on Marussia and Caterham’s absence to move themselves into 9th in the constructors’ standings.
Rosberg unusually elected to do another late lap despite the fact that he was comfortably in the next session. He set the fastest time of the weekend to go 9 tenths quicker than Hamilton with a 1:36.2.
Out of Q2:
11 | Pastor Maldonado | Lotus-Renault | 1’38.467 |
12 | Sergio Perez | Force India-Mercedes | 1’38.554 |
13 | Nico Hulkenberg | Force India-Mercedes | 1’38.598 |
14 | Daniil Kvyat | Toro Rosso-Renault | 1’38.699 |
Q3:
Two Mercedes, two Williams, two McLarens, two Ferraris, Daniel Ricciardo and Adrian Sutil ventured out for their first runs in the top 10 shoot-out. Hamilton seemingly had it all to do to take the fight against the resurging Rosberg.
Ricciardo set the first time but was immediately beaten by Bottas by 1.2 seconds. Button slotted in-between them before Massa took P2. Rosberg then hit the front as he matched his impressive 1:36.2 that he had done at the end of the second session. Hamilton managed to get within 2 tenths of him as he tried to turn the tables on his team-mate.
The 3 minutes to go mark signalled the time for drivers to emerge to begin their final runs. Rosberg was the first to begin a lap and was tracking a tenth fastest in the first sector. At the same time, Hamilton was going 2 tenths slower than Nico, who was a tenth up again in the second sector. Nico’s lap ended in a 2 tenth improvement to set a 36.0; a time that would be unbeatable for Lewis Hamilton who had to settle for 2nd place and 4 tenths down. Rosberg’s 9th pole position of the year means that he now cannot be beaten by his team-mate for the pole position trophy.
It’s an all Williams 2nd row as Valtteri Bottas outqualified team-mate Felipe Massa to take 3rd on the grid at the track where he scored his first ever F1 points 12 months ago. Ricciardo and Alonso will share the 3rd row of the grid with the pair ending up over a second slower than the pole-sitter. Jenson Button and Kevin Magnussen were due to share an all McLaren 4th row on the grid, but Jenson Button will be demoted to 12th after a gearbox change. This promotes Magnussen up into 7th ahead of Kimi Raikkonen’s Ferrari.
Despite the threat of a race boycott over the current F1 financial crisis involving his team Sauber along with Force India and Lotus, Adrian Sutil put himself in a season best qualification of 9th place, having been promoted a place thanks to Buttons penalty.
2014 United States Grand Prix grid:
Row 1 | 1. Nico Rosberg 1’36.067 Mercedes |
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2. Lewis Hamilton 1’36.443 Mercedes |
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Row 2 | 3. Valtteri Bottas 1’36.906 Williams |
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4. Felipe Massa 1’37.205 Williams |
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Row 3 | 5. Daniel Ricciardo 1’37.244 Red Bull |
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6. Fernando Alonso 1’37.610 Ferrari |
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Row 4 | 7. Kevin Magnussen 1’37.706 McLaren |
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8. Kimi Raikkonen 1’37.804 Ferrari |
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Row 5 | 9. Adrian Sutil 1’38.810 Sauber |
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10. Pastor Maldonado 1’38.467 Lotus |
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Row 6 | 11. Sergio Perez 1’38.554 Force India |
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12. Jenson Button* 1’37.655 McLaren |
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Row 7 | 13. Nico Hulkenberg 1’38.598 Force India |
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14. Jean-Eric Vergne 1’39.250 Toro Rosso |
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Row 8 | 15. Esteban Gutierrez 1’39.555 Sauber |
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16. Romain Grosjean 1’39.679 Lotus |
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Row 9 | 17. Daniil Kvyat** 1’38.699 Toro Rosso |
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18. Sebastian Vettel*** 1’39.621 Red Bull |
* – 5 place grid penalty for Jenson Button due to a gearbox change. ** – 10 place grid penalty for Daniil Kvyat due to an engine component change. *** – Pit lane start for Sebastian due to a complete engine change.
Pole-sitter, Nico Rosberg: “Great day, very happy. It worked out really well. Together with my engineers, I arrived in qualifying with a car that I was really happy with for qualifying. This morning, the conditions were quite different so it wasn’t easy to get everything right. First place today is awesome, but the race is what counts, so I need to fully focus on tomorrow and try and bring it home. Of course the start is going to be important, I need to make the most of that and stay ahead.”
2nd on the grid, Lewis Hamilton: “Nico did a great job, I was struggling with braking. The left brake was always about 100 degrees less than the right, and kept catching, no matter what I did – even if I braked earlier, it was still locking. Perhaps that’s where I lost a lot of the time. Even if that was the case Nico was quicker today. Potentially [the braking] is a problem for the race so we need to see if they can scrub them down or something.”
3rd on the grid, Valtteri Bottas: “It was a pretty good qualifying again for me, I’m pleased with two good laps in Q3 and happy to have locked out the second row for the team. It’s an important race as we try to keep a good position in the constructors’ championship.”
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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