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Bernie Ecclestone on the State of Formula One in Hard Economic Times  

Bernie Ecclestone, 78, the Formula One commercial promoter, discussed the state of the series with Brad Spurgeon of the International Herald Tribune. . . .

Q. After tobacco, technology and financial service companies, where might be the next trend in Formula One sponsorship?

Pharmaceutical companies I'm surprised have not been up front. They all need exposure and credibility. If I go and buy some tablets for something, and if I recognized the name -- "Oh yes they are the people that ..." -- you're more likely to buy it. Also, I'm surprised that the companies that sell, say, corn flakes ... The kids will start thinking they'd rather buy this brand than that brand because they know this brand is Lewis Hamilton.

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