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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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Martin Sorrell
Age: 79
Born: 1945
Born: February 14
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Sir Martin Stuart Sorrell
Martin Stuart Sorrell
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More quotes by 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.
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If you are a driver of a team and have a certain set of sponsors, who is the target market for those sponsors? But, of course, it is also a question of nationality.
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Technology will have moved on to an unimaginable level in ten years.
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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.
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Formula One does very well. It is a very interesting asset. Could it be run in a different way? Sure it could be. Could it be improved? I'm sure it could. But all I can say is, it seems to do pretty well.
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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.
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[Formula One] is entertainment and it competes with other entertainments - and not with other racing formats. It competes with people's time on a weekend. So you have to deliver.
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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!
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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.
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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.
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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!
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In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.
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The web attacks traditional ways of doing things and elites, and this is very uncomfortable for traditional businesses to deal with.
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F1 is exciting, its values are attractive and it could be an even better family sport.
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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.
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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.
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You must not only focus on the consumer, but also on what it does to you internally - getting people aligned to the strategic mission of the company - what it does to the suppliers, governments, all your stakeholders.
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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.
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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.
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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