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

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.

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

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

Formula One is not just multinationals. It's also about national players wanting to get global coverage.

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.

F1 is a fight for people's time. There are millions of options today for how to spend it. That is probably the biggest difference from 1968 to now.