The top golfers in the world are like Formula One cars when it comes to their swings.
I think social networks are really working for the drivers, because we're able to talk directly to fans and they get first-hand information. And I think it's great for the partners as well and the businesses that are involved in Formula One.
My time at Honda was amazing. Some of my best times in Formula One, actually. I might not have won races, just one race, but I had a lot of fun.
I've never been bashful to say that I'm not really interested in Formula One. When I lived in England, it's all I wanted to do and I thought that anything else would somehow be a compromise to my dreams. But then when I came back to the States, I realised how much I loved being back in the States...
Formula One is not just multinationals. It's also about national players wanting to get global coverage.
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.
The greatest thing about form and convention is that it saves you from having to reinvent the wheel. Now, whether you mount the wheel to a horse carriage or a Formula One racing car, make it plain or give it spinning rims, those are all craft decisions. But the fact of the wheel remains: it will turn if you set it down. That's what I mean about the beauty of the gifts genre can offer.
If I were to be super critical, I would say Formula One is too tactical and not strategic enough. And that brings us back to the digital issue: you may have to invest in order to gain - sacrifice some short-term effects in order to make high returns in the future.
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.
The world is changing. And a lot of people in Formula One are starting to understand this.
Formula One gives a platform to companies like Rolex - and that's just in media space, watching television or reading newspapers, digital or physical. You see the brand in the context of the competition and bring it to the attention of everybody on a regular basis.
[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.
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.
There is much romanticism about Formula One of the past. Today it has to be more of a family sport, not less. It is a fixture in the Sunday afternoon TV programmes, and probably flamboyance - those white silk suits and devil-may-care attitudes - would be outworn attributes today.
I was not interested at all in Formula One when I left; I was very busy with my airline. But slowly I started missing the adrenaline rush and the driving of such fantastic cars at the limit. In reality this urge never disappears when you're a top driver, because I think we're a different breed of people, we need to take chances, we need to push ourselves to the limit all the time, that sort of thing. It stays with you, although you can kill it by losing motivation or other things in your life, but it never leaves you forever.
Taking your first title is much more complicated and more difficult; it takes years of work - from go-kart to Formula One. The second comes more easily, because you've already got the experience.
[Maurizio Arrivabene is quite a character] but only for himself and not for Formula One.
[Olympics] obviously, is not the easiest thing to do, and nobody makes any money out of. Yet, for the small amount of money they could [invest] in a Formula One race, they don't want to do it.
It was the same with Schumacher: the need for the adrenaline rush, to push himself to the limit was always there. So without a Formula One car to race with he went on to do motorcycle racing and other stupid things, and obviously that wasn't enough to keep him happy, so he had a problem to sort out and returning to racing was his answer to the problem.
As the cancellation of the German Grand Prix indicates, Germany is a terrible market for Formula One.
Lewis [Hamilton] is a hero in the UK. The British love Formula One. Sebastian (Vettel) is also not doing much for F1. People hardly recognize him on the street.
As long as you win Monaco, that's the one. In my ten years of Formula One, I've only won here once. This is my second time.Every year, it feels like this is your Achilles heel. You almost have it and then you don't. It's such a hard race to win.
I was carrying Jackie Stewart's bag! Formula One was pretty much the same back then.
[Formula One racing looking after Jackie Stewart in 1968] was not so intense and, yes, it was much more dangerous - what was definitely different back then was the level of safety.
Formula One is a mind game, no question. You have to think so hard sometimes smoke comes out your ears! And if you don't keep your head in gear the car will overtake you
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