"Companies now more than ever are acting on a quarter-by-quarter basis as they get more sophisticated in their measurement evaluation and so, as a good partner, we need to adapt and be as flexible as we possibly can while staying true to the business rules we have."Īre you already in talks with companies that might become McLaren's future title sponsor? So there is a performance element, and then also making sure things are measurable and being flexible. "These companies need kind of guaranteed value and if you buy into sport you win some, you lose some so you have to accept you have good years and bad years. "So I think the new way in sponsorship, not just with McLaren and not even just for Formula 1, but for all sports, is certainly a performance element. "It's okay if the top line goes down as long as the bottom line also goes down at the same time so you sustain your profitability or, in the case of lots of Formula 1 companies, reduce your losses.
Now what we need to do is bring down Formula 1 expenses. The rate card for Formula 1 has come down some, and I think that's a good thing at the end of the day. Has that area of business changed? Can you still get the same level of revenue as five years ago? Is McLaren going to have to be flexible and perhaps performance-related in the deal it strikes? You've said you want a title sponsor by 2018. So I let them know I'm a little bit of a local boy now!" I haven't moved here for this job, I lived in England in the early 90s and moved back three or four years ago and the family loves it. "I live here and I've chosen to live here. I'm certainly passionate about the business of motorsport, but no one likes to spray some champagne as much as I do. So I wanted those who didn't know me to understand what I'm passionate about. "They know the business side needs to happen, but everyone on the shop floor just wants to go racing and that's kind of how I am too. "I'm a racer, as while I'm most known for my commercial acumen, I've spent 25 years behind the wheel and there's a kind of 'racer code' that happens on the shop floor. Zak Brown (right) chats with racing director Eric Boullier on his first appearance for McLaren in Abu Dhabi My message I hope they took away is, one, I'm a massive McLaren fan so I'm very honoured to be there, I feel it's a great privilege to be one of them. I've got my Mika Hakkinen car, so there were a lot of familiar faces to me. "A lot of them I know being a racer and having raced McLarens. ZB: "It was very exciting for me to look up and to see this sea of people who in my opinion are the best in the business. What was your key message in your first factory address in December? Honda is putting out some good power and if we can make the same leap that we made from 2015 to 2016, to '16 to 2017, we are well on our way." "The last couple of years have been difficult, but they had a good race car. I've been walked through the car in detail, and now seen all the reports from the 2016 car and where they have found areas of improvement, so everyone is feeling very bullish. What hope can you offer McLaren fans for 2017?
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