I know this is attacking the very poster child of sport’s successful adaptation in recent years, namely the Liberty Media restyling of all Bernie (Ecclestone) built. People roll it out as our playbook for sport; our hope that we can transition as an industry.

I see no-one taking the other side of the trade. So… let’s have a go! Just for a laugh. My mentors always told me that you never have a firm grasp of your brief unless you can, at the drop of a hat, argue either side of the argument with credibility.

So I want to explore an alternative thesis on F1. That, maybe, the brand extension/stretching isn’t the ideal strategy, and could lose its “competitive advantage”.

In his (now classic) book, Competitive Advantage, Michael Porter lays out a number of what he calls “Generic Strategies” for obtaining a competitive advantage. These are: