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

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.

The last person in the UK who described his product as being crap in public was one Gerald Ratner - and he was gone immediately.

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.

Just take the lack of presence of F1 in the United States. In theory - and logically - you would have an East Coast Grand Prix, a West Coast Grand Prix, and I think you should have a street race in Detroit - it is still the motor capital of the US. You stay in the US for four weeks and could have two to three races, certainly two.

If 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.