Brands better than winning titles says Stewart

Three-time Formula One world champion Sir Jackie Stewart has said that bringing in new sponsors to the sport can be just as satisfying as winning races.

His comments come after a huge deal between Heineken and F1 was announced, which is set to bring in £150 million over five years.

"I was always interested in doing things with sponsors - entering into contracts, building relationships and completing the transactions on mutually beneficial terms," said Stewart, who has also been involved with the Rolex and Genii brands,as well as Heineken.

"It may sound funny, but I can really compare the sensation of concluding these deals with victories in races," said the Scot. "I think I can say that I brought more sponsors into formula one than any other driver -- and they were also multinational corporations with large financial capacities," added Stewart.