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.

You have to see it on a broader level. But you also have to activate it properly.

When I think back to 2005, the fast growth markets - what we call the fast growth markets - were probably ten percent of our business. They are now 31 percent.

I remember that Jackie [Stewart] was the first driver wearing flameproof underwear! What it definitely was: it was much more flamboyant. But that doesn't really make it better in my point of view.

[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.

In that - and that is my personal view - Singapore delivers the most value, as they think about Formula One as a complete entertainment event, on and off track.

Think through whom you are trying to reach. Tailor what you do and how you do it to appeal to those communities.