Somebody who is unique - and this will get me into trouble - by definition cannot be replaced.

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!

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

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!

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

[Formula One racing] will be very different - as the technology will be very different and that will make fans consume it in a completely different way. I said before that I believe that Virtual Reality will hit it big time.

F1 is exciting, its values are attractive and it could be an even better family sport.