The challenges some European economies have are such that it makes it very difficult for them. You have to go where the growth is.

You have to see it on a broader level. But you also have to activate it properly.

I believe that Virtual Reality will hit it big time. I know that some of my colleagues disagree, but I believe in it.

That is again a romantic notion: the hero. I think people enjoy a much more levelled playing field where you have the ability for many people to become heroes.

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.

There is much romanticism about Formula One of the past. Today it has to be more of a family sport, not less. It is a fixture in the Sunday afternoon TV programmes, and probably flamboyance - those white silk suits and devil-may-care attitudes - would be outworn attributes today.

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