Experts have predicted that Williams' decision to float 28 per cent of its shares on the stock exchange will attract F1 fans rather than serious investors.

With the focus on winning at all costs as opposed to turning a profit, like a traditional business would aim to do, buying shares in the team is unlikely to appeal to serious investors, while the fact that Sir Frank Williams will retain control of the team - with no say from those who invest in the shares - is also likely to turn some people away from the idea.

"Basically it's a novelty," Nigel Currie, a director at London-based sports sponsorship consultancy BrandRapport, told The Source. "It's an emotional investment."

The need to win at all costs is also likely to mean that those investing in shares needn't expect to earn a large return on their investment.

"What wins races is spending money on the best technology and the best drivers," Simon Chadwick, a professor of sports-business strategy and marketing at Coventry University insisted, "but that doesn't necessarily make for a profitable operation."

Williams is set to go onto the stock exchange later this month, although the team insists that the move isn't an attempt to generate additional revenue.



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