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If you pay 50 million for something, you probably pay another 50 to 100 million to activate it. And the more you spend, the better you do. There is no point in just buying rights.

Martin Sorrell

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Martin Sorrell
Age: 79
Born: 1945
Born: February 14
Businessman
Businessperson
Merchant
Sir Martin Sorrell
Sir Martin Stuart Sorrell
Martin Stuart Sorrell
Rights
Point
Activate
Another
Buying
Better
Million
Something
Spend
Pay
Millions
Probably

More quotes by Martin Sorrell

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If you look at the sponsorship yields, Formula One - because it happens every year - generates more sponsorship money for a four-year cycle than anybody else. So it is very powerful.
Martin Sorrell
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Despite streaming, despite the rise of tablets and smartphones - all the implications which in theory would make linear TV less important - live sporting events are extremely powerful. But it's not the event alone - it's also what's surrounding it.
Martin Sorrell
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The challenges some European economies have are such that it makes it very difficult for them. You have to go where the growth is.
Martin Sorrell
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In fact, if you were interested in a global platform there are only three sporting events: probably the most powerful - or equally powerful [to F1] - are the World Cup and the Olympics, and then Formula One. And there it gets interesting.
Martin Sorrell
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Donald Trumps' senior advisor said on CNN that the US Presidential election was the ultimate reality TV show! Appeal to those you want to reach!
Martin Sorrell
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One of the reasons why they are optimistic is that there is more competition. Red Bull has become more competitive, the races have become more attractive - and that is what fans want!
Martin Sorrell
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It doesn't make much sense and it's nil premium. They're going to have co-CEOs...which is a very uncomfortable structure.
Martin Sorrell
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The last person in the UK who described his product as being crap in public was one Gerald Ratner - and he was gone immediately.
Martin Sorrell
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When you have two people challenge for the same job and you keep them both and call them co-CEOs, or the whole fiasco of a 'merger of equals'... there is no such a thing. So if there should be dreams of dual leadership, the chances of success are limited. But Bernie [Ecclestone] is still at the top of his game I have noticed.
Martin Sorrell
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If you run a country and want to put it on the global map you don't have so many choices. You can get the Olympics, the World Cup or a Formula One race. And the first two are only every four years - and you have them only once.
Martin Sorrell
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In the Ridley Scott film 'The Martian' you can do that [virtually driving car]. I have lifted off in the space craft from the surface of Mars, walked in space and looked down into deep space and got terrified, with the headphones and the goggles.
Martin Sorrell
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That is again a romantic notion: the hero. I think people enjoy a much more levelled playing field where you have the ability for many people to become heroes.
Martin Sorrell
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There is much romanticism about Formula One of the past. Today it has to be more of a family sport, not less. It is a fixture in the Sunday afternoon TV programmes, and probably flamboyance - those white silk suits and devil-may-care attitudes - would be outworn attributes today.
Martin Sorrell
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[Formula One racing looking after Jackie Stewart in 1968] was not so intense and, yes, it was much more dangerous - what was definitely different back then was the level of safety.
Martin Sorrell
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In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.
Martin Sorrell
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Monaco was my first race of the season and I spoke with a number of people and all seemed to be very optimistic.
Martin Sorrell
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What still amuses me a bit is that in F1 people see the race basically on TV screens. But I am sure new tracks will be built.
Martin Sorrell
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Formula One gives a platform to companies like Rolex - and that's just in media space, watching television or reading newspapers, digital or physical. You see the brand in the context of the competition and bring it to the attention of everybody on a regular basis.
Martin Sorrell
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I believe that Virtual Reality will hit it big time. I know that some of my colleagues disagree, but I believe in it.
Martin Sorrell
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You have to see it on a broader level. But you also have to activate it properly.
Martin Sorrell