In fact, if you were interested in a global platform there are only three sporting events: probably the most powerful - or equally powerful [to F1] - are the World Cup and the Olympics, and then Formula One. And there it gets interesting.

The technology is already incredible and will improve massively in the next few years. Think about what you could do.

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

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.

When I think back to 2005, the fast growth markets - what we call the fast growth markets - were probably ten percent of our business. They are now 31 percent.

In that - and that is my personal view - Singapore delivers the most value, as they think about Formula One as a complete entertainment event, on and off track.

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.