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The profits and losses, and rights to charge for advertising and media coverage are his main areas of influence. Since he can decide which venues get races, he has had enormous influence over the quality of the show by raising the standard for track facilities, spectator seating, paddock and garage areas, etc. He can almost singlehandedly be credited for creating the "old" F1 that we enjoyed. New F1 is the result of bureaucratic involvement by the FIA, which does not care about fans. It cares about making a new age greenie Euro statement.
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