Marketing is an investment, not a cost.

Vodafone is building a digital stadium in Istanbul. It is really worth going to see that. The whole experience will change with the possibilities viewers will have.

In an era of transparency, you can have innovation without branding, but you cannot have branding without innovation.

[Formula One] is entertainment and it competes with other entertainments - and not with other racing formats. It competes with people's time on a weekend. So you have to deliver.

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.

What you want to see [in Formula One] is a highly competitive sport - and the more equal it is the more exciting it is... the more volatile in the sense of results. If you have just one winner continuously it dulls the enthusiasm.

Donald Trumps' senior advisor said on CNN that the US Presidential election was the ultimate reality TV show! Appeal to those you want to reach!