I was carrying Jackie Stewart's bag! Formula One was pretty much the same back then.

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

That might be the old model: to get a fixed fee. You have to start to think about other models and how they can generate interest - what it can do for a brand in the future - and about the fact that revenue can also be generated in many other ways... Just look at the one and a half million people at the free Rolling Stones concert in Cuba. And Cuba is not Central Park! So just use your imagination as to what kind of revenue can be made.

It doesn't make much sense and it's nil premium. They're going to have co-CEOs...which is a very uncomfortable structure.

We do things much the same way as we did 50, 60 or even 70 years ago. The answers may not be wrong, but we haven't experimented to see whether they are or not.

Marketing is an investment, not a cost.

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