What you want to see [in Formula One] is a highly competitive sport - and the more equal it is the more exciting it is... the more volatile in the sense of results. If you have just one winner continuously it dulls the enthusiasm.

[Formula One racing looking after Jackie Stewart in 1968] was not so intense and, yes, it was much more dangerous - what was definitely different back then was the level of safety.

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.

You could think about Vietnam and at some point in time about Nigeria. And then you head to South America: Argentina, Columbia, Peru. Probably not all of them will have an F1 race, but they are definitely considering events.

Why not look at Indonesia? It will be the third biggest country in the world in population in 25 years' time - after India and China.

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

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