F1 board member Martin Sorrell says races help to transform image of 'tainted' countries
LONDON – A leading Formula One executive says countries with a "tainted brand" can try to improve their image quickly by staging a race.
The leading motorsport series has been criticized by rights groups for persisting with the Bahrain Grand Prix amid allegations of crackdowns and widespread arrests of government opponents in the Gulf nation.
F1 board member Martin Sorrell says "if you were running a country and it had an unknown brand or a tainted brand, what would you do? How could you in a relatively short period of time change the image around that city, the state or the continent? The answer is, when you think about it at the minute, Olympics, World Cup, Formula One."
Sorrell, chief executive of advertising giant WPP, told a London conference that events such as F1 races have a "major global impact in a very short period of time, and can change the way people perceive a region."