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.

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.

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.

In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.

It is always easy to criticize, as Bernie Ecclestone is somebody with extreme opinions.

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.