If you look at the sponsorship yields, Formula One - because it happens every year - generates more sponsorship money for a four-year cycle than anybody else. So it is very powerful.
Martin SorrellThe world is changing. And a lot of people in Formula One are starting to understand this.
Martin SorrellFormula One is not just multinationals. It's also about national players wanting to get global coverage.
Martin SorrellI'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.
Martin Sorrell