Exclusive: F1 Future Lies in Emerging Markets says Yas Marina Circuit Marketing Director

By Community | November 5, 2012

Nick McElwee, the Sales and Marketing Director of the Yas Marina Circuit which, among other events, hosts the Abu Dhabi Grand Prix, has said that the future of Formula One may lie in emerging markets.

Speaking exclusively to iSportconnect, when asked whether countries like Abu Dhabi, and not the traditional European powerhouses, could hold the key to Formula One’s success, McElwee said: “For sure! Look at the international traffic growth through this region, Dubai and Abu Dhabi particularly. Look at the changing economic balance of power as it shifts eastwards away from the indebted ‘first-world’ and into ’emerging’ markets.

“Global brands now approach this market strategically, innovating and developing product for the region rather than just selling into the region.”

When explaining this shift to new markets, McElwee said: “The economies here are dynamic and it’s a place where the sport can meet both sponsors and audiences, which is a very potent mix, especially these days.”

Read Nick McElwee full interview here: http://dev.isportconnect.com/index.php?option=com_content&view=article&id=15375&catid=52&Itemid=430