Heikki Kovalainen

Working with franchises can be challenging, but at the same time I really did enjoy working on 'Star Wars,' for example, and I have done a lot of 'Dungeons & Dragons' games, but I still enjoy it very much.

I am very proud of what we have built in Spain, because it is not a traditional Formula 1 country. I think we have found passionate fans, and built up a strong culture for the sport - and things are improving every day, with more and more people getting interested.

The standardization of world culture, with local popular or traditional forms driven out or dumbed down to make way for American television, American music, food, clothes and films, has been seen by many as the very heart of globalization.