Formula One gives a platform to companies like Rolex - and that's just in media space, watching television or reading newspapers, digital or physical. You see the brand in the context of the competition and bring it to the attention of everybody on a regular basis.
Martin SorrellIf 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.
Martin SorrellIn an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.
Martin SorrellF1 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.
Martin SorrellWhat 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.
Martin SorrellIf you look at the rights situation - what media companies pay - then you see that the rights prices continue to rise for powerful sports. Now what does that tell you? It tells you that the demand amongst global and local sponsors for these kinds of sports is immense, even if there is controversy attached to them like FIFA - who would definitely be number one on that list, though F1 has also been somewhat controversial.
Martin Sorrell