The risk-laden sector at the heart of F1's latest sponsorship arms race
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The risk-laden sector at the heart of F1's latest sponsorship arms race

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No self-respecting Formula 1 team is complete these days without a cryptocurrency sponsor and a cupboard full of non-fungible tokens. STUART CODLING digs into the new sponsorship battleground and casts an eye on its future

The Scottish journalist and poet Charles Mackay was best known for his book The Thames And Its Tributaries when, in 1841, he published a seminal text in the study of human stupidity, its insight rendered no less relevant by the passing of almost two centuries. In Extraordinary Popular Delusions and the Madness of Crowds, Mackay details subjects as diverse as the South Sea Bubble, the Crusades, and indeed ‘the Influence of Politics and Religion on the Hair and Beard’.

“Every age has its peculiar folly,” wrote Mackay, “some scheme, project or phantasy into which it plunges, spurred on by the love of gain, the necessity of excitement, or the force of imitation.”

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