Monaco was my first race of the season and I spoke with a number of people and all seemed to be very optimistic.

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

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

F1 is exciting, its values are attractive and it could be an even better family sport.

What still amuses me a bit is that in F1 people see the race basically on TV screens. But I am sure new tracks will be built.

The fast growing markets - the BRICS and Next Eleven - are the key. The next billion consumers are not going to come from the US or Western Europe - they are coming from Asia, Latin America and Africa. Formula One follows our strategy: fast growing markets, data, and digital. All those three things Formula One has. And it involves a stunning array of companies. Now that doesn't mean there can't be more.

I'm in a business where there's complete anarchy. You can't control it - you can only react to it. The control that people traditionally had over their message is gone. Look at Wikileaks: you have to approach everything you write on the basis it's going to be on the front page of the newspaper.