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By Emanuele Venturoli| Posted March 28, 2015 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Sebastian Vettel has won the 2015 Malaysian Grand Prix at the Sepang International Circuit. After the season opening round in Australia, many surmised that Mercedes would dominate this year’s world championship as they did last year, but Ferrari have injected serious doubt into this after seemingly having more than enough pace to challenge and beat the reigning champions today.
Lewis Hamilton had taken the pole position, but he had to settle for second after a frustrating race, with team-mate Nico Rosberg completing the podium. Max Verstappen made history after becoming the youngest driver to score world championship points after finishing 7th at only 17 years old. Manor F1 team also have cause to celebrate after Roberto Merhi drove his #98 car home in 15th place.
Lewis Hamilton had a great start as the lights went out. He won the drag race down into the first turn, with Rosberg briefly jumping Vettel before the Ferrari driver took the position back on the brakes. Marcus Ericsson had made some gains in the first few laps after his best qualifying of his career. However it was almost a case of ‘hero to zero’ after he took too much speed into turn 1 on lap 4 before beaching his car in the gravel. This bought out an early safety car.
A number of drivers, along with the two Mercedes team-mates, elected to come into the pits under the safety car, but Vettel, Hulkenberg, Grosjean, Sainz and Perez decided to stay out. This meant that they were in the top 5 when the safety car came in. Hamilton and Rosberg restarted 6th and 9th respectively and needed to make up ground quickly. This wouldn’t be as easy as it was expected however, as they were the only two drivers in the top 10 on the slower tyre compound. Hamilton charged through the pack and reached the 2nd place spot by lap 10. By this time however, Vettel was almost 10 seconds up the road in the lead of the race. Rosberg soon worked himself back up into 3rd by lap 15.
Mercedes didn’t seem to be catching Vettel at the rate that some might have thought. It wasn’t until Vettel pitted for the first time on lap 18 that Hamilton took the lead back. After a miserable Melbourne for the Ferrari pit-crew – which saw two horrible pit-stops for Kimi Raikkonen – the Ferrari team must’ve been holding their breath, but the crew’s practices in the build-up to the race paid off as they serviced him in 2.5 seconds.
Vettel re-emerged on the faster tyre as opposed to the Mercedes drivers on the hard compound. Rosberg’s engineer warned him that Vettel may push him, and push him he did. Nico was unable to fight off Vettel for second, with the German pulling off a move up the inside into the final hairpin just 3 laps later. Another 3 laps passed and in that time Vettel had the gap back to Hamilton once more, with Sebastian all over his gearbox before Lewis pitted for a second time. Rosberg followed his team-mate into the pits a lap later, but the team fitted his car with the hard tyre; the opposite tyre to that on Hamilton’s car.
With Vettel taking the lead at the front of the field, his former team of Red Bull were struggling in the middle. Toro Rosso’s teenage sensation Max Verstappen pulled off a scintillating around the outside of the Red Bull of Ricciardo at turn 1. Ricciardo held his ground, but Verstappen had the inside line for turn 2 and duly took 10th; a great statement for the junior team driver to pass the senior team’s 2014 race winner. Problems continued for the Red Bull team on lap 27. Daniil Kvyat briefly managed to pass his team-mate at turn 1, but he then seemed to turn across the front of Nico Hulkenberg’s Force India. The contact briefly threw the Red Bull off the ground and into a spin, but Kvyat was able to get the car back on-track.
Although the blame seemed to lie in the hands of Kvyat, the stewards felt otherwise. Nico Hulkenberg received a rather harsh 10 second stop and go penalty for the collision. The sister Force India of Sergio Perez received the same penalty a few laps later after contact with Romain Grosjean. The Lotus driver had tried a move in the fast, sweeping turn in the final sector but the pair touched, sending Romain into a complete 360 spin.
Back at the front of the pack, the gap between Vettel and Hamilton was in the region of 14 seconds; a big lead for the Ferrari driver. However, he did have to pit for a final time. He came in for his second and last stop on lap 37 for the hard tyres that he had yet to run. Hamilton took the lead, but Vettel managed to re-join ahead of the second Silver Arrow of Rosberg. Hamilton didn’t hold the lead for long however, as he came into the pits for his last stop 2 laps later. The team put the hard tyres onto his car, which Hamilton questioned as he believed it was the wrong choice. The team had no other choice in fact, as their only other set of the faster medium tyre had been through significant running in qualifying yesterday.
Hamilton’s team-mate was able to pit for the preferred tyre a few laps later, with Rosberg being fitted with the medium compound with 14 laps remaining. He had the tyres to possibly catch his team-mate who was 10 seconds ahead, but the pace never materialised. Similarly, Hamilton didn’t seem to have the pace to catch the Ferrari in the lead, with the gap remaining around 10 seconds for the final few laps.
So after a dominant performance in the first race of the season, we’d all thought Mercedes had a clear and distinct advantage. Such was the gap that both Hamilton and Rosberg commented that they wanted Ferrari to catch up and challenge them. Perhaps they spoke too soon as on lap 56, Sebastian Vettel weaved his way across the line to take his first victory since the 2013 Brazilian Grand Prix, his first win for Scuderia Ferrari and the team’s first win since the 2013 Chinese Grand Prix.
It could be argued that the only time Mercedes were beaten last year was when their cars had been in trouble, but this time it seemed that they had been beaten fair and square. Lewis Hamilton brought his car home for second, with team-mate Rosberg completing the podium in 3rd.
Kimi Raikkonen had endured a tough Grand Prix. He received a puncture right at the beginning of the race which put him at the back of the field. Despite this, he used the impressive pace that had seen his team-mate take the win to charge through the field to take a brilliant 4th pace; further outlining that Ferrari could bring the fight to Mercedes this year.
The two Williams drivers duelled in the final laps, with the returning Valtteri Bottas pullling off a daring move around the outside of turn 5 on the penultimate lap to take 5th from Felipe Massa. Behind them came the youngest driver ever to finish in the points in Formula One. 17 year old Max Verstappen pulled off a great drive to take 7th place and 6 championship points. His team-mate and fellow rookie Carlos Sainz took his second points finish in a row in 8th place. The two Toro Rosso drivers were followed by their senior team compatriots Daniil Kvyat and Daniel Ricciardo, who took the final two points paying positions.
It was a great day for Manor Marussia, with Roberto Merhi completing his first Formula One race in 15th. His team-mate Will Stevens was unable to race after further fuel problems hit his #28 car, but the team will be encouraged after completing their first race of the season.
5 drivers failed to finish the race, with Pastor Maldonado once again failing to finish the Malaysian Grand Prix having never succeeded. Both McLaren’s failed to finish the race for the first time since the 2006 United States Grand Prix. Jenson Button retired with a turbo-related issue, with Fernando Alonso failing to finish his first race of 2015 after an ERS problem. The final in-race retirement was Marcus Ericsson on lap 4, with Will Stevens failing to start the race for Manor.
The next race of the season takes place in 2 weeks time, with Lewis Hamilton heading to the Chinese Grand Prix at the Shanghai International circuit in the lead of the championship ahead of today’s race winner Sebastian Vettel and Nico Rosberg. Mercedes lead the constructors championship ahead of their new rivals Ferrari.
2015 Malaysian Grand Prix results:
POS | Driver | Team | Points | Grid |
1 | Sebastian Vettel | Ferrari | 25 | 2nd |
2 | Lewis Hamilton | Mercedes | 18 | 1st |
3 | Nico Rosberg | Mercedes | 15 | 3rd |
4 | Kimi Raikkonen | Ferrari | 12 | 11th |
5 | Valtteri Bottas | Williams | 10 | 8th |
6 | Felipe Massa | Williams | 8 | 7th |
7 | Max Verstappen | Toro Rosso | 6 | 6th |
8 | Carlos Sainz | Toro Rosso | 4 | 15th |
9 | Daniil Kvyat | Red Bull | 2 | 5th |
10 | Daniel Ricciardo | Red Bull | 1 | 4th |
11 | Romain Grosjean | Lotus | +1 Lap | 10th |
12 | Felipe Nasr | Sauber | +1 Lap | 16th |
13 | Sergio Perez | Force India | +1 Lap | 14th |
14 | Nico Hulkenberg | Force India | +1 Lap | 13th |
15 | Roberto Merhi | Manor | +3 Laps | 19th |
16 | Pastor Maldonado | Lotus | DNF | 12th |
17 | Jenson Button | McLaren | DNF | 17th |
18 | Fernando Alonso | McLaren | DNF | 18th |
19 | Marcus Ericsson | Sauber | DNF | 9th |
20 | Will Stevens | Manor | DNS | 20th |
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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