Abu Dhabi: Tom Potter, head of commercial alliances for Williams F1, feels the Etihad Airways Abu Dhabi Grand Prix at the Yas Marina Circuit could set a benchmark for Formula One races.
Potter, who was at a seminar at the Zayed University, said: "We will be back in three weeks time and it is always exciting to come to a new venue. The plans and aspirations here could set a benchmark in the sport and that is what excites me."
"It's always good to visit new countries as it buoys interest in the sport from both new and existing fans as well as the organisations involved in Formula One,' he said.
"However, it's particularly exciting to have a new Grand Prix that is clearly striving so hard to set a higher standard for F1 Grand Prix racing venues, particularly in terms of the entertainment experience both for those at the track and watching around the world on TV.
"Of course, at this stage it's now highly likely the 2009 Formula One Drivers World Championship will be decided at the race here, which will add to the excitement and appeal of the event. I'm sure it will be an unforgettable experience for everyone," he said.
Wealth of experience
Formerly a racing driver himself, Potter has over 10 years of experience in motorsport and sports marketing, joining Williams F1 in 2000.
Commenting on the tremendous reach of the sport, Potter said: "Around 600 million watch each of the Grand Prix events. Nearly 90 per cent of households in 188 countries catch the action live.
"There is a total of 6,850 hours of live coverage of Formula One and nearly 13,000 hours in total including repeats and highlights programming worldwide." Speaking from the commercial angle, Potter said, "Any business that wishes to survive has to make a profit and Williams is no different. Of course, most of the teams in Formula One today are owned by car manufacturers, or drinks companies — Red Bull, Torro Rosso and Force India — so they aren't really stand-alone entities since they operate as a marketing cost to their parent company.
"However, in the case of Williams F1, our shareholders are both driven by their passion for F1 and a single-minded desire to win, so every penny of our income is invested in making our car faster," he added.
Almost every other sport looks up to the Formula One experience, according to Potter, who explained some of the reasons as to why it was so. "It is global and local in impact at the same time. The ROI (return on investment) in pure media terms alone is between 1:4 and 1:9. And it appeals to a broad demographic, but critically attracts a valuable audience.
"I believe sport, particularly global sport, will be becoming an increasingly effective communications medium to engage consumers. Within sport F1 offers the greatest reach, frequency and quality of audience whilst also providing a unique business development and client entertainment platform," he said.
