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By Emanuele Venturoli| Posted June 21, 2014 | In Formula1, MotoGP, Sport News, Sport Sponsorship, Sports Marketing
Nico Rosberg has won the 2014 Austrian Grand Prix after a 4 way fight for the lead between the Mercedes and Williams cars! Lewis Hamilton fought his way through from 9th to take 2nd place, with the Briton putting the pressure on his team-mate in the last half of the race. Finnish driver Valtteri Bottas grabbed his first podium of his career and the first podium for Williams this season.
Both Williams cars got away cleanly from the line at the start of the race, but Nico Rosberg got the upper hand on Bottas to sneak past into turn 1. The Williams cars seemed to have the higher top speed, which Valtteri used to his advantage by getting back past at turn 2.
One Mercedes was unable to progress, but the other was doing enough for the both of them! Lewis had made 2 mistakes in the final qualifying session yesterday and was therefore starting the race in 9th. He managed to squeeze in between Kvyat and Raikkonen to move up two positions into 7th. He then got past Ricciardo who was forced onto the run-off area and then past Magnussen to be up behind Alonso. A swift out-breaking manoeuvre into turn 2 put Hamilton past his former team-mate and on to the back of his current one! 5 positions in 2 corners after a fantastic start by Lewis Hamilton!
Whilst Lewis was gaining positions, Sebastian Vettel was losing them. At the start of the second lap Sebastian started slowing and reported that he’d lost drive again. He put his car to a dead stop just before turn 3 and looked as if he was about to get out of the car. Suddenly he managed to get power back on his RB10 and merged back in to the middle of the pack a lap down in last place.
With the highest temperatures of the whole weekend bathing the track, the pit-stops came around very quickly due to the increased tyre degradation. Jean-Eric Vergne and Nico Hulkenberg pitted and changed to the soft compound first, with Daniil Kvyat, Kevin Magnussen and Daniel Ricciardo all following soon after. The 4 leading cars pitted one at a time on laps 12 to 15, with Rosberg pitting from third followed by Hamilton, Massa and Bottas. Once the pit-stops has shaken out, Rosberg was in 2nd followed by Bottas and Hamilton, with Massa falling to the back of the leading train.
In front of all the leaders was Sergio Perez, who once again was proving that Force India were very kind on their tyres. It looked as though Sergio was going to hold up the leaders as he had done so in Canada, but he managed to maintain a gap of half a second over Rosberg for a number of laps. It took until lap 27 for Nico to charge up the inside of Sergio at turn 2. Perez was slow on the exit of the corner which allowed Bottas to out-drag him to turn 3. It took until the next lap for Hamilton to follow Nico and Valtteri though, with the Briton doing so at turn 2. With Perez obviously losing grip he pitted at the end of lap 29 and came out in 8th place. He later went on to move up to 7th when Force India elected to let him pass his team-mate Nico Hulkenburg due to differentiating strategies.
Sebastian Vettel’s day went from bad to worse as he pitted at the same time as Perez for a new front wing. The German was on the back of Esteban Gutierrez coming out of turn 3 when he just caught the Sauber’s rear left with the right end plate of his wing. Sebastian re-emerged onto the circuit with a new wing for a few more laps before his team opted to retire the car to save mileage on his engine; with reliability being key in this year’s championship.
The second and final pit-stop phase begun on lap 40, with Lewis Hamilton being told “It’s hammer time,” over the radio. He came into the pits the next time by, with Rosberg following on the lap after. Lewis was unable to jump Nico in the pit-stop, with Nico’s stop being a second quicker, but he was able to jump Bottas after setting the fastest lap of the race on his out-lap. Massa was briefly back in the lead but pitted soon after, he emerged in 6th place behind Perez, who was due to pit later on in the race.
Alonso was into the lead of the race for the first time since Italy last year. He stayed out for a few laps before pitting on lap 47 and emerging behind Perez and Massa. Perez pitted late on lap 56 of 71 and emerged just ahead of his team-mate this time who was in 8th place. The Mexican quickly became the fastest man on the circuit after finally fitting the super-soft compound to his Force India. He started diminishing the lead to Magnussen in 6th place before pulling off an easy move on the run to turn 2.
Back up the front, Hamilton was trying to close the lead to Rosberg for P1. The last 20 laps had seen the pair’s advantage over one another ebb and flow between them. Hamilton would make up a few tenths before Rosberg would pull out a little. The gap decreased down to just over a second in the final two laps, with Hamilton finally gaining DRS use as the pair started the final lap. Rosberg began to feel the pressure as they rounded turn 3, with Rosberg running wide. Hamilton made the same mistake meaning that his only chance to pass Nico was gone. There was nothing more Lewis could do but follow Nico to the finish line.
Nico crossed the line to take his 3rd win of the season and to extend his lead in the championship to 29 points. Lewis Hamilton had to settle for 2nd, but after starting 9th he can say without a doubt that he did all he could to limit any possible damage after a poor qualifying result.
Valtteri Bottas held on to take his first podium of his Formula One career, an opportunity he could have had earlier this year had it not been for a spate of bad luck upon the Williams team. Team-mate Felipe Massa scored a solid 12 points in 4th place, but will no doubt be regretting the escape of a podium after starting from pole position.
Fernando Alonso chased down Felipe Massa as best he could in the closing stages of the race, but growing tyre degradation halted his charge before it had really begun. The late pass on Kevin Magnussen by Sergio Perez put the Force India driver into 6th at the end of the race, with the Dane in the McLaren holding on to get 7th. Daniel Ricciardo managed to complete a late charge in the final stint to get up into the points positions, with a move around the outside of Hulkenburg at turn 4 on the last lap putting the Canadian winner into 8th place. Hulkenburg had to settle for 9th, with Kimi Raikkonen completing the points in 10th place.
Jenson Button was just outside of the points in 11th, with Pastor Maldonado having a solid race in 12th for Lotus. Adrian Sutil separated the two Lotus cars in 13th, with Grosjean behind him after starting from the pit-lane. Jules Bianchi and Kamui Kobayashi had a late battle over 15th place, with Bianchi coming out on top after a pass at turn 1. Max Chilton finished 17th ahead of Marcus Ericsson, with Gutierrez being the last classified finisher after a torrid afternoon. The Sauber team released Esteban with a wheel loose early in the race, costing them a lot of time while they fixed the issue. They were then given a 10 second stop-and-go penalty for the unsafe release, as well as a 10 place grid penalty for the British Grand Prix.
Ironically, all three retirements from the Austrian Grand Prix at the Red Bull Ring were sponsored by Red Bull. Jean-Eric Vergne was the first retirement after suffering a brake failure in his Toro Rosso. Sebastian Vettel, as mentioned previously, retired in a bid to save his engine for future races this season. Daniil Kvyat was the last unfortunate retirement after a rear tyre failure left him unable to turn. He ventured through the gravel trap at turn 4 before finding an escape road to park his car.
2014 Austrian Grand Prix results:
POS | Driver | Team | Points | Grid |
1 | Nico Rosberg | Mercedes | 25 | 3 |
2 | Lewis Hamilton | Mercedes | 18 | 9 |
3 | Valtteri Bottas | Williams | 15 | 2 |
4 | Felipe Massa | Williams | 12 | 1 |
5 | Fernando Alonso | Ferrari | 10 | 4 |
6 | Sergio Perez | Force India | 8 | 15 |
7 | Kevin Magnussen | McLaren | 6 | 6 |
8 | Daniel Ricciardo | Red Bull | 4 | 5 |
9 | Nico Hulkenburg | Force India | 2 | 10 |
10 | Kimi Raikkonen | Ferrari | 1 | 8 |
11 | Jenson Button | McLaren | 0 | 11 |
12 | Pastor Maldonado | Lotus | 0 | 13 |
13 | Adrian Sutil | Sauber | 0 | 16 |
14 | Romain Grosjean | Lotus | 0 | 22 |
15 | Jules Bianchi | Marussia | 0 | 18 |
16 | Kamui Kobayashi | Caterham | 0 | 19 |
17 | Max Chilton | Marussia | 0 | 21 |
18 | Marcus Ericsson | Caterham | 0 | 20 |
19 | Esteban Gutierrez | Sauber | 0 | 17 |
20 | Jean-Eric Vergne | Toro Rosso | DNF | 14 |
21 | Sebastian Vettel | Red Bull | DNF | 12 |
22 | Daniil Kvyat | Toro Rosso | DNF | 7 |
Winning driver Nico Rosberg, on the podium: “It wasn’t the easiest of races, trying to manage certain things happening, but I had a very very fast car again but it is great to win again. It was also great to get another one-two. It’s great to be back in Austria, it’s great to have a race here again and the fans have been fantastic. I am looking forward to the next one [at Silverstone], it is the home race so another one-two would be great to give the guys in the garage something to cheer about.”
Lewis Hamilton who finished second: “I have to look at the feedback, maybe my positioning isn’t right. The guys have done a fantastic job for us to get another one-two and the fans here have been insane.
Williams’ Valterri Bottas, who finished third: “I am really really happy and I am finding it hard to put it into words. The race was just what we needed at this point, the car was good again today and I am just grateful for the guys for giving me such a good car.”
By Jordan Groves
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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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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