was, or Huski Chocolate, until I saw them advertised on F1 cars. If I buy one of their products now because I saw the advert and become a regular customer, just multiply that by millions of followers and voila - return on investment.

It's also a proving ground for new technology by automakers, so they are willing to provide some money to the sport & teams. Variable valve timing, traction control, sequential gearboxes, etc. were all developed by F1 racing. Their next development on the horizon is sustainable fuel and they also have an all-electric series.