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I've said this before and whilst the article "claims" sponsors will not be happy and leave, this is (sorry to say) rubbish. The UK is an established market and the difference in numbers of UK viewers who will not watch F1 completely (because of this) is microscopic compared to the global audience. If it stays FTA in China, India, South America etc. sponsors will not care about UK. You might Disagree with my comment but this is the crux of it. Whitmarsh is merely speaking through loyalty to the Brit fans. His sponsors aren't bothered if it goes to Sky. Sponsors will say "UK viewers will still watch the highlights so we’re still visible, so we're happy".