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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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Martin Sorrell
Age: 79
Born: 1945
Born: February 14
Businessman
Businessperson
Merchant
Sir Martin Sorrell
Sir Martin Stuart Sorrell
Martin Stuart Sorrell
Firsts
Maps
First
Cups
Country
Global
Many
Choices
Every
Four
Years
Race
Formula
World
Running
Formulas
Two
Olympics

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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 I were to be super critical, I would say Formula One is too tactical and not strategic enough. And that brings us back to the digital issue: you may have to invest in order to gain - sacrifice some short-term effects in order to make high returns in the future.
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You have to see it on a broader level. But you also have to activate it properly.
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Technology will have moved on to an unimaginable level in ten years.
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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 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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In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.
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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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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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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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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.
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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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We do things much the same way as we did 50, 60 or even 70 years ago. The answers may not be wrong, but we haven't experimented to see whether they are or not.
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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.
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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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[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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Vodafone is building a digital stadium in Istanbul. It is really worth going to see that. The whole experience will change with the possibilities viewers will have.
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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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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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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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