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我刚才在听F1的主题曲来提振精神。
I was just listening to the f one theme song to get pumped up.
我也是。
Me too.
你真的是吗？
Were you really?
是的。
Yes.
太棒了。
It's so good.
我刚在Acquired总部北区买了新的音箱。
I just got new speakers here in acquired HQ North.
而且实际上，多亏了Acquired Slack群里一位听众的推荐，音效真的很棒。
And actually, thanks to a recommendation from a listener in the acquired Slack, and, yeah, was bumpin'.
太惊人了。
Amazing.
好吧。
Alright.
我们开始吧。
Let's do this.
我们开始吧。
Let's do this.
欢迎来到2026年春季赛季的《Acquired》播客，这是一档讲述伟大公司及其背后故事与策略的节目。
Welcome to the spring twenty twenty six season of Acquired, the podcast about great companies and the stories and playbooks behind them.
我是本·吉尔伯特。
I'm Ben Gilbert.
我是大卫·罗森塔尔。
I'm David Rosenthal.
我们是你们的主持人。
And we are your hosts.
今天，我们将深入探讨一项起源于20世纪30年代的运动，它源于对汽车赛车的纯粹热爱——极其危险的汽车赛车。
Today, we dive into a sport that started in the nineteen thirties that began for the pure love of auto racing, extremely dangerous auto racing.
二战结束后，英国空军退伍军人和机械工程师加入这项运动，推动技术与物理极限的突破。
Then after World War two, the British Air Force veterans and mechanical engineers joined the sport to push the limits of technology and physics.
它最终演变成富人为了在欧洲各地游历而拥有车队的运动，过程中损失了巨额资金。
It eventually became the sport of rich guys who wanna own teams to gallivant around Europe, losing colossal sums of money along the way.
事实上，大卫，自这项运动诞生以来，已有超过100支车队进出赛场，大多数都是因为破产而退出。
And in fact, David, since the sport began, over 100 separate teams have entered and exited the competition, mostly because they went bankrupt.
如今，这项运动被强行拖入了专业化管理的时代，如今由一家美国上市公司拥有，这家公司还拥有亚特兰大勇士队、SiriusXM和Live Nation。
And today, the sport has been dragged kicking and screaming into being professionally managed and is now owned by the publicly traded US company that has owned the Atlanta Braves, SiriusXM, and Live Nation.
那就是莱特传媒。
That is Liberty Media.
但出人意料的是，莱特传媒成功地将这项运动、车队和车手变成了真正可行的商业实体。
And against all odds, Liberty has managed to turn the sport, the teams, and the drivers into real viable businesses.
今天的节目，听众们，我们将聚焦一级方程式赛车——全球顶级的赛车系列。
Today's episode, listeners, is on Formula One, the world's premier motorsport series.
哇哦。
Woo.
我本来想留到节目后半段再说的，但你知道吗，除了利伯蒂拥有的众多其他公司之外，他们还拥有什么？
I was gonna save this for later in the episode, but do you know what else among the many other, like, hundreds of companies that Liberty has owned?
你知道他们还拥有什么吗？
Do know what else they owned?
你猜不到的，因为他们拥有的公司实在太多了。
You won't guess it because there's so many.
Excite at Home
Excite at Home
不会吧。
No way.
来自我们之前的谷歌系列。
From our Google series.
怀旧了。
Throwback.
太棒了。
That's awesome.
各位听众，今天我们谈论一级方程式赛车，其实它融合了三项运动于一体。
Well, listeners, really what we're doing here today with Formula one, it's three sports in one.
当然，这是世界上最好的赛车手展示技艺的舞台，但它同时也是工程界的世界杯。
It is, of course, the world's best race car drivers showcasing their skills, but it's also the World Cup of Engineering.
如今可以说，比赛的结果更多取决于每辆赛车背后上千名工作人员的设计成就，而非车手的表现。
These days, it's fair to say that the races are more determined by the design feats of the thousand plus people that work on each car than the drivers.
而一级方程式赛车是全球唯一要求车队从零开始设计和制造赛车的赛车运动，这种工程壮举令人难以置信。
And Formula one is the only motorsport in the world that requires a team to design and build their own car from scratch, which is an insane engineering feat to enter the competition.
正如一位听众对我们所说，它还是办公室政治的世界杯。
And as one listener put it to us, it's also the World Cup of office politics.
另一位听众则说，这是‘车库里的真实主妇’，这简直可以拍成一部绝佳的奈飞剧集。
Or as another one put it, it's Real Housewives of the Garage, which that makes for a fantastic Netflix show.
哦，确实如此。
Oh, does it ever?
我们可能会在节目快结束时聊聊这个话题。
We might talk about that towards the end of the episode here.
是的。
Yes.
这项运动本身完全疯狂。
The sport itself is completely insane.
有20名车手在长达190英里的比赛中以超过200英里每小时的速度竞速，他们每周或每两周就在世界不同城市进行比赛。
It is a grid of 20 drivers competing at over 200 miles per hour in races that last a 190 miles, and they do this every week or two in a different city around the world.
他们在比赛之间将整个车队、赛车、团队和接待设施装载在七架波音777飞机上，然后在从摩纳哥到巴林再到澳大利亚墨尔本的24个不同城市安营扎寨。
They load the entire circus, the cars, the teams, the hospitality onto a fleet of seven Boeing triple sevens between races, and they set up shop in 24 different cities from Monaco to Bahrain to Melbourne, Australia.
每辆赛车的制造成本为2000万美元，开发成本高达数亿美元。
Each car costs $20,000,000 to make and hundreds of millions of dollars to develop.
这些赛车上装有三到六百个传感器。
The cars have three to 600 sensors on them.
令我这个美国人感到震惊的是，大卫，我不知道你在我们开始研究之前是否知道这一点，这项赛事实际上是全球最受欢迎的年度体育系列赛，观众超过8.27亿。
And shockingly, to me as an American, David, I don't know if you knew this before we started researching, it's actually the world's most popular annual sporting series with over 827,000,000 viewers.
对。
Yeah.
在我们开始研究之前，我完全不知道，因为我们是美国人。
I had no idea until we started researching because we're Americans.
你知道，奥运会和世界杯不算，因为它们每两年或四年才举办一次。
And, you know, the Olympics and the World Cup don't count because they're every two and four years.
所以真的非常疯狂。
So pretty crazy.
听众们，再过五天，一个赛季即将开启，这将是几十年来这项运动变化最大的一次。
Listeners, starting in just five days, a season will kick off that's gonna see some of the biggest changes in the sport in decades.
所以我们有了新的规则，意味着所有赛车都重新设计，还新增了第十一支车队——凯迪拉克。
So we've got new regulations, which means all new car designs, an expansion to an eleventh team with Cadillac.
奥迪和福特也即将加入这项运动，而且在美国，全新的转播合作伙伴是Apple TV。
Audi and Ford are also entering the sport, and a brand new broadcast partner in The US in Apple TV.
尽管一切都变得更加专业化，但它仍然由一群热爱汽车赛车的富人拥有。
And while, everything got much more professionalized, it's still owned by a bunch of rich guys who love auto racing.
他们不再是亏钱的富人了。
They're just no longer money losing rich guys.
没错。
That's right.
所以听众们，就像我们的NFL、NBA和印度板球超级联赛集数一样，这期节目讲的是F1的商业运作。
So listeners, just like our NFL, NBA, and IPL cricket episodes, this show is about the business of f one.
因此，如果没花时间讨论你们最喜欢的车队对抗、规则细节或V10引擎声浪，还请见谅。
So we apologize in advance if we don't spend time on your favorite rivalry or regulation detail or the v 10 engine sound.
你可以加入邮件列表，每次新节目发布时都能收到更新，地址是 acquired.fm/email。
You can join the email list to get updates every time an episode drops at acquired.fm/email.
你还可以投票决定未来的节目主题，而且邮件列表的内容正变得越来越好。
You get to vote on future episodes, and the email list is just getting much, much better.
我们现在提供了每期节目的摘要、核心观点，以及研究过程中的独家照片。
So we now have episode summaries, our big takeaways, and exclusive photos from our research process.
地址是 acquired.fm/email。
That's acquired.fm/email.
之后可以在Slack上与我们和整个Acquired社区讨论这期内容，地址是 acquired.fm/slack。
Chat about this afterwards with us with the whole Acquired community in the Slack, acquired.fm/slack.
在我们深入之前，我们要感谢我们的冠名赞助商——摩根大通支付。
And before we dive in, we wanna thank our presenting sponsor, JPMorgan Payments.
是的。
Yes.
就像我们常说的，每家公司都有自己的故事，而每家公司的故事背后都离不开支付，摩根大通支付贯穿了它们从初创到上市乃至更远的旅程。
And just like how we say every company has a story, every company's story is powered by payments, and JPMorgan payments is a part of so many of their journeys from seed to IPO and beyond.
因此，本节目不构成投资建议。
So with that, this show is not investment advice.
大卫和我可能持有我们讨论的公司的投资，本节目仅用于信息和娱乐目的。
David and I may have investments in the companies we discuss, and this show is for informational and entertainment purposes only.
大卫·罗森塔尔，我们从哪里开始？
David Rosenthal, where do we dive in?
首先，我们要衷心感谢《华尔街日报》的体育编辑约书亚·罗宾逊和乔纳森·克莱格，他们最近出版了一本关于一级方程式的最佳商业历史书籍，名为《方程式》。
Well, first off, we owe a huge thank you to Joshua Robinson and Jonathan Clegg, who are the sports editors over at The Wall Street Journal, and just recently published, I think, the best business history book of Formula One called The Formula.
这本书是我们本期节目的主要参考资料之一，而且他们两人实际上也帮助了我们的研究工作。
It was one of the main sources for this episode, and, they both actually helped us in the research.
谢谢你们。
Thank you guys.
是的。
Yep.
所以本，我们所熟知的F1实际上是在二战后的1950年启动的。
So Ben, Formula One as we know it really started after World War Two in 1950.
但与传统公司或我们多年来研究过的许多体育联赛不同，它并没有一个明确的创立时刻。
But unlike a traditional company or even many of the sports leagues that we've studied over the years, it doesn't have a exact sort of founding moment.
它的起源与汽车赛事的开端密不可分。
Its origins are really part and parcel with the beginning of motor racing itself.
在现代汽车普遍被认为由德国的卡尔·本茨于19世纪末发明后，人们很快就有了赛车的想法。
So it didn't take long after the invention of the modern automobile, which is generally agreed upon to be by Karl Benz in Germany in the late eighteen hundreds, that people had the idea to start racing.
对。
Yeah.
毕竟，人们以前不也赛马吗？
I mean, after all, like, raced horses.
为什么他们不赛车呢？
Why wouldn't they race cars too?
是的。
Yep.
因此，在二十世纪的头几十年里，欧洲各地涌现出各种汽车俱乐部，它们会举办这些赛事。
So throughout the first few decades of the nineteen hundreds, various automobile clubs popped up across Europe, and they would host these races.
它们出售门票和广告来资助奖金，车手和制造商则从世界各地赶来参加这些比赛。
They'd sell tickets and advertising to fund prize purses, and drivers and manufacturers would travel from all over the world to compete in these races.
1906年，当时欧洲最大的汽车俱乐部——法国汽车俱乐部，在巴黎西南部举办了一场 inaugural 赛事，名为勒芒（Le Mans）。
Nineteen o six, the automobile club of France, which was the largest in Europe at the time, hosts an inaugural race just to the Southwest of Paris called Lemans, l e m a n s.
这些组织者决定用一个非常直白的名字来命名这场勒芒赛事，以吸引观众和参赛者。
And this group of organizers, they decide to call this Le Mans race by a very literal name in order to attract spectators and participants.
他们称它为‘勒芒大奖赛’（Grand Prix de Le Mans）。
They call it the Grand Prix de Le Mans.
直译过来就是‘大奖’。
Literally translated as the big prize.
很棒。
It's great.
一直延续至今。
Carries all the way forward to this day.
是的。
Yes.
这项运动中的名称都非常直白。
The names in this sport are very literal.
因此，勒芒大奖赛的成功促使整个1910年代和1920年代欧洲各地涌现出大量类似的赛事，它们都沿用了法国汽车俱乐部的相同规则或赛制。
So the success of this Le Mans Grand Prix causes a bunch of similar races to pop up across Europe all throughout the teens and twenties, copying the same rules or formula as the automobile club of France.
意大利出现了蒙扎赛道，摩纳哥有摩纳哥大奖赛，德国有纽博格林赛道，等等等等。
You had Monza pop up in Italy, you had the Monte Carlo race in Monaco, you had the Nurburgring in Germany, etcetera, etcetera, etcetera.
你可能听说过这些地方。
You probably heard of all these places.
对。
Yep.
到了二十世纪二十年代，所有主要的欧洲汽车俱乐部齐聚巴黎，提出为什么不将这一规则体系的监管权集中到一个国际组织中呢？
Eventually, in the nineteen twenties, all the major European automobile clubs get together in Paris, they say, why don't we centralize oversight of this formula into one international organization?
经过多年的名称变更，这个组织最终成为国际汽车联合会（FIA），至今仍然存在，并继续管理一级方程式赛车的规则。
And that becomes, after a series of name changes over the years, the Federation Internationale de Lotemobile or the FIA, which still exists today and still administers the rules of Formula One.
正如乔什和乔纳森在书中指出的，这项运动的名字 literally 就来源于它的规则手册。
And as Josh and Jonathan point out in the book, the sport is literally named after the rule book.
这项运动中关于规则的争论非常多，无论是每隔几年制定新规则时，还是在比赛中冲着赛会干事大喊‘这违规了’的时候。
There's a lot of fighting about the rules in this sport, both when they're setting the rules every few years and in races when they're going up to yell at the race stewards, oh, this is illegal.
这不违规。
This is not illegal.
任何觉得这项运动过于死板地拘泥于规则的人，都应该记住，它的名字就是来自这些规则。
Anyone who is sort of complaining that this sport is too into the rules needs to remember it is named after them.
它的名字来源于规则手册。
It's named after the rule book.
是的。
Yes.
是的。
Yes.
好的。
Okay.
到这个时候，你已经有了所有这些今天众所周知的大奖赛和著名赛道，以及作为监管机构的国际汽联，统一管理它们之间的共同规则。
So at this point, you've got all these Grand Prix and these famous racetracks that you know today, and you have the FIA as this sort of rules body overseeing the common regulations amongst them.
但这些赛事都是独立的。
But they're all independent events.
还没有锦标赛系列。
There's no championship series.
还没有联盟。
There's no league.
每场比赛结束后只有一个冠军，然后你就去参加下一场比赛。
There's one winner at the end of each race, then you go to the next race.
对。
Yep.
二战前曾有过几次试图建立锦标赛系列的尝试，但都未能成功，随后战争彻底打乱了一切。
There are a couple attempts before World War two to create a championship series, but they all fizzle, and then, of course, the war disrupts everything.
然而，战后人们对这项赛事重新产生了兴趣。
After the war, however, there's renewed interest.
每个人都希望设立一个世界车手锦标赛。
Everybody wants to have a world driver's championship.
因此，1949年，国际汽联宣布了首届一级方程式车手世界锦标赛，这项全球性的车手赛事将包括七场最负盛名的大奖赛，并于次年5月13日以英国银石赛道举行的英国大奖赛拉开序幕。
And so in 1949, the FIA announces the inaugural Grand Prix World Championship for Formula One drivers, a global driver's competition of seven of the most prestigious Grand Prix races set to begin the following May 13 with the running of the British Grand Prix at the Silverstone Circuit in England.
这成为了官方首届赛季的第一场比赛。
And that becomes the first race of the first season officially of
F1。
f one.
1950年。
1950.
如今，这项运动早期确实有三个基本支柱。
Now there really are three sort of foundational pillars of this early era of the sport.
英国有一场，摩纳哥有一场，意大利也有一场。
There's one in The UK, there's one in Monaco, and there's one in Italy.
我们依次来看。
So taking them in turn.
首先在英国，英国从早期至今一直是这项运动的核心。
First in The UK, Britain was and is the heart of the sport, both in the early days and all the way through to today.
如今，70%的F1车队都位于英国。
So today, 70% of the f one teams are based in The UK.
真正值得注意的例外是法拉利，它当然位于意大利。
Really, the only notable exception is Ferrari, which, of course, is in Italy.
是的。
Yes.
尽管这些车队有着截然不同的文化、观点和竞争关系，但它们的绝大多数员工，尤其是在技术部门，都集中在英格兰中部一个非常小的区域内，彼此相距仅几十英里。
All of these teams, despite having such different cultures and opinions and rivalries, a giant amount of their employees, at least on the technical side, work in a very small area in the English Midlands within tens of miles of each other.
对。
Yes.
这看起来像是非常随意的。
It's like very, you know, seemingly random.
所以为什么英国，尤其是这个国家中部的奇怪地区，会成为F1的天然发源地呢？
So why was The UK and this weird part in the middle of the country, like, the natural home of f one.
如果从早期历史来看，本该是法国或者可能是德国才对。
If anything, given the proto history, it should have been France or maybe Germany.
二战后，英国正如你在开场提到的那样，具备了让这一切汇聚在一起的完美条件。
Well, after World War two, Britain had been, as you alluded to in the intro, absolutely the right set of circumstances for this all to come together.
是的。
Yep.
第一，与德国不同，英国刚刚赢得了战争，但国家状况糟糕，迫切需要娱乐和重建。
One, unlike Germany, they'd actually just won the war, but the country was in bad shape and, like, in desperate need of entertainment and redevelopment.
而与法国不同的是，英国拥有大量闲置的机场，以及众多新失业的英国战斗机飞行员和机械师。
And then unlike France, Britain had a ton of empty airfields and lots and lots of newly unemployed British fighter pilots and mechanics.
还有什么比让这些人员和废弃的机场投入到高速赛车中，来重建这个国家乡村腹地的基础设施更好的方式呢？
And what better way to redevelop the infrastructure in the heart of the rural area of the country than to put all of these people and abandoned airfields to work racing fast cars.
就像我们在洛克希德·马丁公司那一集中讨论过的硅谷发展一样，这里形成了一个正向反馈循环，使该地区始终成为这一领域的核心。
And much like the development of Silicon Valley, which we talked about in our Lockheed Martin episode, there's sort of this positive feedback loop that keeps that area the main area for this.
这里有专门研究空气动力学、发动机设计和机械工程的大学。
So there's universities that specialize in aerodynamics and engine design and mechanical engineering.
这里仍然是为一级方程式车队招募人才的最佳地点。
It's still the best place to source talent to build an f one team.
是的。
Yeah.
即使那些由其他国家公司拥有并名义上运营的车队，也大多因为这个原因，仍将实际运营基地设在英国的乡村地区。
Even the teams that are owned and nominally operated by companies in other countries, most of them still base their actual operations in the countryside in The UK for this reason.
对。
Yep.
这些新失业的皇家空军飞行员中有一位名叫科林·查普曼的人，他除了是前飞行员外，还是一名机械工程师，他和恩佐·法拉利一样，可能比任何其他个人对一级方程式第一个时代的影响都更大。
So one of these newly unemployed Royal Air Force pilots is a man named Colin Chapman, who also happened to be a mechanical engineer in addition to a former pilot, and who, along with Enzo Ferrari, probably did more than any single person to shape the first era of f one.
因此，查普曼于1952年用25英镑的启动资金，在伦敦北部一处空置的马厩里创立了莲花车队。
So Chapman founded the Lotus racing team in 1952 with £25 as his initial startup capital in a set of empty stables in North London.
即便如此，25英镑也远远不够建造一辆能参加F1比赛的赛车。
Even then, 25 British pounds was not enough to build a car capable of racing at f one.
所以他必须找到其他赚钱的方式。
So he had to have another way of making money.
与此同时，他还创办了路特斯公路车业务，虽然不能和法拉利相比，但也算相当成功。
In parallel, he also started the Lotus road car business, which quickly became, you know, look, hey, it's not Ferrari, but, like, decently successful.
事实上，第一代特斯拉Roadster就是基于路特斯Elise的底盘打造的。
In fact, the first, Tesla Roadster was based on a Lotus Elise chassis.
没错。
That's right.
所以到了1958年，查普曼终于凑够了资金，造出了一辆F1赛车。
So in 1958, Chapman finally has enough capital together to build an f one car.
他首次将赛车投入F1赛事，并彻底改变了这项运动。
He enters his first car in Formula One, and he revolutionizes the sport.
我的意思是，如今的车队都是高度专业化的运营团队，拥有数百名工程师和大量设备。
I mean, today, teams are super professional operations with hundreds of engineers and tons of equipment.
那时候，情况更像NFL的早期阶段。
Back then, it was much more like the early days of the NFL.
你通常只有一两个人同时担任车队老板、经理、教练，有时甚至还是车手或驾驶员。
You have, like, one or a couple people who are team owners, managers, coaches, and sometimes also players or drivers.
是的。
Yes.
这说明了在赛事初期根本就没有制造商锦标赛，这一点很有意义。
And it says a lot that there actually was not a constructors championship when it first got started.
直到1958年才设立。
That wasn't until 1958.
是的。
Yes.
当时只关注车手。
It was just about the drivers.
没错。
Right.
当时只有车手锦标赛。
It was just the drivers championship.
是的。
Yeah.
因为这些人常常是同一批人。
Because often these were the same people.
对。
Right.
所以对于今天关注这项运动的人来说，你实际上是在竞争两样不同的东西。
So for anybody who follows the sport today, there's sort of two different things you're competing for.
车手个人能否赢得赛季冠军，或者车队凭借其两名车手能否赢得车队冠军？
Can the driver individually win the season, or can the team between its two drivers win the constructors championship?
当然叫车队冠军，因为每个车队都必须自行制造赛车。
Called the constructors championship, of course, because each of these teams is required to construct their own vehicle.
对。
Yep.
并且派出两辆车和两名车手参赛。
And enter two cars and those two drivers in the competition.
因此，查普曼是第一个意识到，打造一辆获胜的赛车不仅仅是给引擎增加更多马力的人。
So Chapman was the first constructor to realize that building a winning race car wasn't just about adding more horsepower to the engine.
而当时法拉利的主流理念正是如此。
Which was kind of the Ferrari prevailing people at the time.
那是恩佐的观念，可以说直到他去世，他真正关心的一直都是动力。
That was Enzo's, you know, arguably till he died, what he really cared about was power.
查普曼对此有一句精彩的名言。
Chapman had a great quote on this.
他说，增加动力让你在街道上更快。
He said, adding power makes you faster in the streets.
减轻重量则让你在任何地方都更快。
Subtracting weight makes you faster everywhere.
所以他领悟到了很多东西。
So he realized, like, a whole bunch of stuff.
他们认为，车更轻更好。
They're like, being lighter is better.
操控更好更好。
Having better handling is better.
因为这些赛车道可不是像纳斯卡赛道那样，车子只是绕着圈跑。
Because it's not like these racetracks are like NASCAR racetracks where the cars just go around in a circle.
有很多技术性弯道。
There's all these technical corners.
有发夹弯。
There's hairpin turns.
有蛇形弯。
There's chicanes.
有双顶点弯。
There's double apexes.
这是一项非常技术性的运动，不仅对赛车的工程设计如此，对车手也是如此。
It's a very technical sport, not just from the engineering for the cars, but also for the drivers.
是的
Yep.
在科林·查普曼执教F1期间，他还引入了另一个非常重要的元素——赛车上的赞助商标识。
There's one other very important element that Colin Chapman introduces to the sport during his time in f one, which was sponsor logos on the cars.
在查普曼将赞助商引入赛车之前，所有F1赛车都只是涂成国际汽联分配给各国的代表颜色。
So until Chapman adds sponsorship to his cars, all the f one cars had just been painted whatever color the FIA'd assigned their country.
对。
Yes.
因此才有了梅赛德斯的银色、英国赛车绿，以及法拉利的红色。
And that's how you have silver with Mercedes and British racing green and, of course, Ferrari red.
这些颜色一直沿用至今。
And they stick to this day.
所以，当查普曼在六十年代找到赞助商来资助他的车队建设时，他将莲花赛车涂成了新赞助商——金叶烟草公司的企业配色：红白两色。
So Chapman, when he goes out in the sixties and finds a sponsor to, you know, finance his building activities, he paints his lotuses red and white in the corporate colors of his new sponsor, Gold Leaf Tobacco.
这开启了F1历史上最重要的一段合作关系之一：速度与香烟公司的结合。
And this is the start of one of the most important partnerships in f one history, fast cars and cigarette companies.
是的。
Yes.
而且很长一段时间这是非法的。
And this was illegal for a long time.
国际汽联不允许车队有赞助商。
The FIA did not allow you to have sponsorship.
然后他们意识到，好吧。
And then they realized, okay.
我们在这方面太理想化了。
We're being too much a purist about this.
这些车队都会破产，但有很多公司愿意付钱让他们把标志贴在车上。
These teams are all gonna go out of business, but there are companies lining up to try to pay them to put the logo on it.
好吧。
Okay.
这是让这项运动可持续发展的办法。
This is the way to make the sport viable.
是的
Yep.
讽刺的是，到了21世纪初，欧盟又立法禁止了烟草广告和赞助。
Ironic because then the EU would legislate tobacco advertising and sponsorship out of existence in the early two thousands once again.
但这其实真的很奇怪。
But it's actually really weird.
去看看那些体育史上的传奇人物，比如艾尔顿·塞纳、迈克尔·舒马赫或艾伦·普罗斯特。
Go look at any of the sports historical greats like Ayrton Senna or Michael Schumacher or Alan Pross.
他们身上到处都是万宝路的标志。
They all had the Marlboro logo all over them.
或者约翰·普莱尔特别版。
Or John Player special.
我的意思是，那些香烟公司，有些我甚至从来没听说过，但它们长期主导着赛车涂装，以至于你都看不到车队的名字。
I mean, there were these cigarette companies, some of which I'd never even heard of, but they're so dominant on the cars for a long time there that you actually don't see the team name.
至少现在的涂装上，你能看到车队名称和主要赞助商。
At least on the liveries now, you see the team name and their big sponsors.
这看起来像是马尔博罗车队或约翰·普莱尔特别车队，而不是迈凯伦之类的车队。
This looked like it was Team Marlboro Racing or Team John Player Special, not, you know, McLaren or
是的。
Yeah.
我的意思是，他们真的把赛车涂成了香烟盒的样子在赛道上飞驰。
I mean, they actually painted the cars to look like cigarette boxes going down the track.
没错。
Yep.
不幸的是，他的故事有一个奇怪而悲伤的结局。
Unfortunately, his story has a sort of strange and sad ending.
本，你找到这个了吗？
Did you find this, Ben?
哦，找到了。
Oh, yes.
是的。
Yeah.
所以在七十年代末到八十年代初，他卷入了与约翰·德罗宁的挪用公款丑闻。
So in the late seventies and early eighties, he gets tied up in an embezzlement scheme with John DeLorean.
查普曼设计了DMC-12的底盘，就是《回到未来》里那辆车。
Chapman designed the chassis for the DMC 12, you know, like the Back to the Future car.
如果这车不烂、公司没闹出巨大丑闻，那倒是很棒。
Which would be awesome if the car didn't suck and the company didn't end in a giant scandal.
完全没错。
Totally.
公司倒闭后，英国检方指控约翰·德罗宁和科林·查普曼各自挪用了800万美元的政府补贴，这些钱本应用于建造工厂。
The company collapsed, and British prosecutors accused John DeLorean and Colin Chapman of each embezzling $8,000,000 in government incentives that they supposedly were gonna use to build the factory.
消息曝光后，查普曼在54岁时因心脏病去世，真是令人悲痛。
Chapman dies of a heart attack once this comes out at age 54, truly sadly.
随后，德罗宁在洛杉矶被联邦调查局设局逮捕，当时他正试图购买220磅可卡因，意图贩售以偿还德罗宁公司的债务。
And then DeLorean goes on to be arrested by an FBI sting in LA, attempting to buy 220 pounds of cocaine with the intent to distribute to, like, pay off his debts for DeLorean.
天啊，这事儿编都编不出来。
Man, you can't make this stuff up.
他是个怀揣梦想的人，
He was a man with a dream,
大卫。
David.
是的。
Yeah.
然而，这一切中，车队那种牛仔般的风格——作为个体、反叛的老板兼机械师兼设计师兼车手，靠香烟钱维系，弥漫着或明或暗的欺诈气息——完美体现了F1的早期时代。
Through all of this, though, the cowboy nature of the teams, the individual iconoclastic owner slash mechanic slash designer slash drivers, the cigarette money, the vague or not so vague whiff of fraud, that totally embodies the early era of f one.
那简直就是欧洲的西部荒野。
It was the Wild West in Europe.
没错。
Yep.
为了让人们真正想象出来，我想你现在大概知道F1赛车长什么样了。
And just so people can really picture it, I think you kinda know what an f one car looks like now.
一种开放式车轮、带有巨大尾翼的赛车。
An open wheel car with a giant spoiler or rear wing.
它有一个前翼。
It's got a front wing.
当我们1950年刚起步时，甚至一直到六十年代，这些赛车看起来完全不像现在这样。
When we first started here in 1950 and really even into the sixties too, these cars didn't look anything like that.
它们看起来像肥皂盒赛车。
They look like soapbox derby cars.
说得太对了。
That's exactly right.
几乎像小子弹一样。
Almost like little bullets.
是的。
Yep.
英国的贡献以及查普曼的故事，真正体现了F1的这种西部荒野特质。
So The UK contribution and the Chapman story really reflects this Wild West aspect of f one.
如果这项运动的起步阶段只有这些，我想我们今天不会做这期节目。
If that's all there was in the beginnings of the sport, I don't think we'd be doing this episode today.
就在莲花车队进入F1的同时，另一个截然不同的F1奠基支柱在摩纳哥悄然形成——1956年，摩纳哥主权亲王兰尼埃三世，正如我们在赫尔墨斯集数中详细讨论过的那样，迎娶了美国电影明星格蕾丝·凯利，并将她带到摩纳哥亲王宫生活。
Right around the same time that Lotus is coming into the league, there's another very different founding pillar number two of f one taking place in Monaco, which is that in 1956, the sovereign Prince Rainier the Third of Monaco, as we talked about at great length in our Hermes episode, married the American movie actress Grace Kelly, and brought her to live in the Prince's Palace Of Monaco.
这一结合将欧洲古老的奢华、传统与合法性，与好莱坞和新世界的炫目与魅力融为一体，而这种融合至今仍是F1不可或缺的一部分。
This brings together all of the old world luxury and heritage and legitimacy of Europe with the glitz and the glamour of Hollywood and the new world in a way that's still very much part of f one today.
我的意思是，这场婚姻简直就是二十世纪版的‘特拉维斯与泰勒在NFL的跨界合作’，或者说是‘斯威夫特的跨界联动’。
I mean, basically, this marriage was like the twentieth century's version of, you know, Travis and Taylor at the NFL and, you know, Swifty crossover.
这简直就是世纪级的跨界盛事。
Like, it was the crossover event of the century.
所以，正如我们刚才提到的，早在二战之前，摩纳哥街头就已经举办过许多场大奖赛，这条赛道和地点本身就已经颇具声望。
So as we said a minute ago, there had been Grand Prix races on the streets of Monaco for many years going back to before World War II, the track and the location was already quite prestigious.
但当格蕾丝公主加入后，一切上升到了全新的层次。
But when Princess Grace comes to the party, things go to a whole new level.
于是，她所有的好莱坞圈内朋友都纷纷前来观赛探望她。
So all of her Hollywood circles start coming out to the race to visit her.
而且恰巧的是，这项赛事在赛历上正好与不远处法国戛纳的戛纳电影节时间重合。
And conveniently on the race calendar, it, you know, just happens to coincide with the Cannes Film Festival right up the road in Cannes in France.
因此，弗兰克·辛纳屈成了摩纳哥大奖赛的常客，披头士、滚石乐队等等也纷纷到场。
So Frank Sinatra becomes a regular attendee to the Monaco Grand Prix, the Beatles, the Rolling Stones, etcetera, etcetera.
最终，许多一级方程式车手（虽然不是大多数）开始搬到摩纳哥，并成为明星人物。
Eventually, many, not most of the f one drivers start moving to Monaco and becoming stars themselves.
比如现在，刘易斯·汉密尔顿、马克斯·维斯塔潘、夏尔·勒克莱尔、兰多·诺里斯，他们都住在摩纳哥。
I mean, like, today, Lewis Hamilton, Max Verstappen, Charles Leclerc, Lando Norris, they all live in Monaco.
而且，摩纳哥还有一些税务优惠。
Well, it also has some tax benefits.
是的。
Yeah.
它确实还有一些税务优惠。
It also has some tax benefits.
但任何去过摩纳哥、看过摩纳哥照片，或了解法国里维埃拉那一带城镇的人，可能会想：等等。
But for anybody who has been to Monaco or seen pictures of Monaco or really any towns sort of on the French Riviera in that area, you might think, wait.
但那里是悬崖边，街道又窄又旧，还蜿蜒曲折。
But it's like cliffside, and the streets are all really narrow and old and winding.
我们当时谈论的那些赛车，在这种环境中比赛是相当合理的。
These cars that we were talking about at that time, it kinda made sense to race those cars in these types of environments.
但现在就不太合理了。
It makes a lot less sense now.
以今天赛车的尺寸，根本不可能把摩纳哥加入到赛历中。
There's no chance they would add Monaco with the cars being the size that they are today to the race calendar.
是的。
Yep.
但也不可能有人会把摩纳哥从赛历中移除。
But there's also no chance that they would ever get rid of Monaco.
这正是为这项运动带来奢华感的原因。
This is what brings luxury into the sport.
而今天，同样地，这看起来已经不那么激进了。
And today, again, also, this doesn't seem that radical.
这已经是体育联盟运营手册中的基础常识了。
It's part of sports league setup playbook one zero one.
比如，看看我们关于印度超级联赛的那一期。
Like, look at, you know, our episode on the IPL.
这在上世纪五十年代就已经远远领先于时代，而且完全是无意中实现的，这也引出了F1的第三个意大利奠基支柱——法拉利。
This was so far ahead of its time back in the nineteen fifties, and also totally by accident, which leads us then to the third Italian founding pillar of f one, Ferrari.
毫无疑问，F1第一阶段最重要的是车队、公司和人物——恩佐·法拉利。
Undeniably, the most important team, company, and person of this first stage of f one was Enzo Ferrari.
恩佐实际上在二战前就创立了这家公司，纯粹作为一个赛车公司。
Enzo actually founded the company before World War two purely as a racing company.
他当时不是在为阿尔法·罗密欧赛车吗？
It wasn't he racing Alfa Romeo cars?
是的。
Yes.
这家公司的目的就是为阿尔法·罗密欧赛车。
That was the purpose of the company, was to race Alfa Romeo cars.
这也是一支红色的赛车队，因为他们是意大利的。
Also a red racing team because they were Italian.
是的。
Yes.
确实如此。
Indeed.
法拉利本身直到二战后才开始制造汽车。
Ferrari itself didn't start making cars until after World War two.
但当然，当一级方程式锦标赛于1950年启动时，恩佐必须加入。
But, of course, when the f one championship series starts in 1950, Enzo has to join.
这是赛车的巅峰，而法拉利是唯一一支从一开始就参与了每一届一级方程式赛季的车队。
This is the pinnacle of racing, and Ferrari is the only team that's been part of every single f one season going all the way back to the beginning.
这里有个有趣的现象，你可能会以为，一级方程式，那是成熟且权威的赛事。
There's a funny thing here where you might think, oh, Formula one, that's the big established series.
参与其中能为汽车制造商带来权威性。
That legitimizes an automaker by being a part of it.
但对于法拉利来说，实际情况恰恰相反。
It actually works the other way with Ferrari.
法拉利参与一级方程式锦标赛，赋予了这项赛事合法性。
Ferrari participating in Formula One legitimizes the series.
如果法拉利决定不再参加一级方程式锦标赛，人们就会问：那么所谓的顶级赛车赛事到底是什么？
Ferrari, if they ever decided to stop racing in Formula One, would make people go, oh, so what is the big racing series?
是的。
Yes.
完全正确。
Totally.
一级方程式实际上是两个独立部分的结合：车队和赛道。
Formula One is actually the marriage of two separate things, the teams and the racetracks.
与几乎所有其他运动不同，这两者是彼此独立的实体。
Unlike just about every other sport out there, these are separate entities.
这就像是西雅图海鹰队，你知道的，会 wherever 比赛。
It'd be like if the Seahawks, you know, were a team that would play wherever
只要能安排上比赛就行。
Whenever they could get a game going.
而且他们和西雅图的卢姆和菲尔德没有任何关系。
And they didn't have any relationship with, you know, Loom And Field in Seattle.
所以一级方程式组织所做的，就是把这一系列车队、赛程上的赛道以及一系列大奖赛整合在一起。
So what Formula One, the organization, is doing is they are bringing this set of teams and this set of racetracks on the calendar, this set of Grand Prix together.
在早期，每场大奖赛的车队和车手都不太一样。
And in the early days, it was kind of a different set of teams and drivers at each of the Grands Prix.
我们能请谁来这个赛道参赛呢？
Who can we get to come race at this track when?
整个安排非常随意。
And it would come together in a very haphazard way.
所以回到
So back to
恩佐和法拉利。
Enzo and Ferrari.
与查普曼、莲花以及英国人不同，恩佐确实有商业头脑。
Unlike Chapman and Lotus and the Brits, Enzo actually had business sense.
他是一位企业家，是第一个意识到在这些极速赛车、经过验证的赛车传承，以及摩纳哥所代表的名流、奢华与光彩交汇之处，存在着一个绝妙商业机会的人。
He was an entrepreneur, and he was the first person who realized that there was an absolutely incredible business opportunity at the intersection of these really fast cars, these sort of legitimizing racing heritage, and all the glitz and the glamor and the wealth of the celebrity that was represented by Monaco.
而这个机会就是向富豪名流销售高性能跑车。
And that opportunity was selling fast cars to the rich and famous.
是的。
Yep.
因此，二战后不久，法拉利就成为了一个真正的奢侈品牌。
So Ferrari, pretty quickly after World War Two, becomes a legitimate luxury brand.
我认为你甚至可以说，它是二十世纪下半叶唯一一个建立起来的真正奢侈品牌。
And I think you could maybe even argue they're the only legitimate luxury brand established in the second half of the twentieth century.
哦，这很有趣。
Oh, that's interesting.
对。
Yeah.
它发展得如此之快，真是令人印象深刻。
And it's very impressive how fast it happened.
战前，恩佐一直在驾驶一批阿尔法罗密欧赛车。
Before the war, it was Enzo racing a bunch of Alfa Romeos.
然后突然间，变成了法拉利。
And then suddenly, it's Ferrari.
没错。
Right.
因为当恩佐参与一级方程式赛事时，他还在为所有欧洲王室成员和涌向一级方程式的美国电影明星手工制造汽车。
Because, as he's participating in f one, Enzo's also hand making cars for all the European royalty and all the American movie stars that are flowing through f one.
因此，就像马术传统为爱马仕提供了 legitimizing 的灵魂一样，一级方程式赛车也为法拉利提供了 legitimizing 的灵魂。
And so just like the equestrian heritage kinda serves as the, like, legitimizing soul of Hermes, Motor racing in f one serves as the legitimizing soul of Ferrari.
它们正是在二战后的五十年代和六十年代共同发展起来的。
It's just that they were co developed together here in the fifties and sixties after World War two.
所以我们需要在另一集中专门深入聊聊法拉利。
So we need to talk much more about Ferrari on another episode of its own.
哦，我们真该做一期关于法拉利的节目。
Oh, We should do a Ferrari episode.
就一级方程式而言，法拉利确实是将奢华、魅力、豪华与硬核赛车融为一体的关键纽带。
For the purposes of f one, they really were that unifying factor that pulled together the glitz and the glamour and the luxury and the hardcore racing.
因为法拉利赛车成为了一种具体的象征，让粉丝们即使买不起，也能通过梦想拥有那些他们喜爱的名人或皇室成员驾驶的公路车型，来与赛道上的赛事产生共鸣。
Because the Ferrari cars became this tangible way that fans, even though they couldn't afford to buy them, could relate to what was happening on the track by dreaming about buying these road cars that they saw their favorite celebrities or, you know, royal monarchs driving around.
因为其他许多车队只制造一两辆或三辆车，跑完就结束了。
Because a lot of these other teams are building one or two or three cars, period, and they're racing them, and then that's it.
是的。
Yep.
完全正确。
Totally.
而相比之下，世界各地长大的每个男孩，包括我自己，可能也包括你，房间里都曾贴过法拉利的海报或摆过法拉利的模型。
Whereas with Ferrari, every boy growing up around the world, you know, myself included, probably you too, like, has had a poster of a Ferrari or a model of a Ferrari in their bedrooms.
明白了。
Okay.
所以你可能会好奇，德国人在这一切中扮演了什么角色？
So you might be wondering, where are the Germans in all of this?
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我们谈到了科林·查普曼为代表的英国人。
We've talked about the Brits with Colin Chapman.
我们谈到了摩纳哥。
We talked about Monaco.
我们谈到了法拉利。
We talked about Ferrari.
在五十年代，梅赛德斯实际上是F1和汽车赛车领域的重要参与者。
In the fifties, Mercedes actually was a major player in Formula one and auto racing.
但当他们的一辆赛车在勒芒比赛中发生事故时，造成了82人死亡。
But while they were racing one of their cars in Le Mans, it actually crashed and killed 82 people.
哦，是的。
Oh, yeah.
这是赛车历史上最严重的灾难之一。
It was one of the worst disasters in motor racing history.
他们实际上退出了所有赛车活动，而且四十多年后才重返F1。
They actually pulled out of, I think, all racing, and they didn't return to Formula one for another forty years.
那场事故如此惨烈，以至于剩下的四场大奖赛都被取消了。
That accident was so devastating that four of the remaining Grands Prix were canceled.
那个时代的赛车实在是太危险了。
Racing was just so dangerous in this time.
我的意思是，仅在F1中，这第一个十年就造成了十四人死亡，还不包括其他赛车系列或观众的伤亡。
I mean, had fourteen deaths in f one alone, not even counting other racing series or audience attendees across this first decade.
完全正确。
Totally.
在我看来，死亡的危险确实是这项运动吸引力的核心部分，绝对如此。
Mortal danger was actually, I think, a core part of the appeal of the sport Absolutely.
在那些早期的日子里。
In those early days.
还有什么比死亡的危险更能与所有的奢华和光彩相配呢？
What better to go along with all your glitz and glamor than an element of mortal danger?
这些车手就像是角斗士。
These guys were gladiators.
他们每次坐进赛车时，都在拿自己的生命冒险。
They were risking their life every time they got in a car.
在二十世纪五十年代，你经历了十四场死亡，平均每年一点四起。
In the nineteen fifties, you had fourteen deaths, so that's one point four a year.
在二十世纪六十年代，你也经历了十四场死亡，再加上1961年意大利大奖赛事故中丧生的十五名观众。
In the nineteen sixties, you also had fourteen deaths, plus 15 spectators in the nineteen sixty one Italian Grand Prix crash.
到了二十世纪七十年代，情况也没好多少。
In the nineteen seventies, didn't get much better.
你又经历了十二场死亡，从那以后才开始逐渐变得安全，我们稍后再详细讨论。
You had another 12 deaths, and then it starts to get safer from there, and we'll talk about all that later.
但在头三个十年里，每年的死亡率大约是一到两人。
But the first three decades, you were on about a one to two death per year rate.
所以每年大约有百分之五到十的赛车手会丧生。
So that's five to ten percent of the entire racing field would die every year.
是的。
Yep.
还有更多更多的碰撞和更多更多的受伤。
And there were many, many more crashes and many, many more injuries.
这些只是死亡案例。
These were just fatalities.
著名的是，尼基·劳达的头部着火，从此终身留有疤痕。
Famously, Niki Lauda's head caught on fire, and he was scarred for the rest of his life.
是的。
Yeah.
然后他几周后就重返赛道了。
And then he was back out racing several weeks later.
这太疯狂了。
It's insane.
这简直难以置信。
It's unbelievable.
所以回到法拉利，他确实是那个在这一切交汇处找到方法，建立起真正大型企业的企业家。
So back to Ferrari, He's really the entrepreneur that figures out how to build a real big business at the intersection of everything that's going on here.
他只是通过他的公路车业务做到这一点的。
He's just doing it through his road car business.
在那个时代，另一位车队老板有一句非常经典的名言：一级方程式就是法拉利，法拉利就是一级方程式。
There's a great quote from another team owner during this era, and it goes, Formula One is Ferrari, and Ferrari is Formula One.
就是这么简单。
It's that simple.
这是另一位与法拉利竞争的车队老板说的这句话。
This is another team owner that is saying that, like a competitive team to Ferrari.
你可能知道说出这句话的车队老板是谁。
And you might know who the team owner was who said that quote.
哦，是伯尼。
Oh, it's Bernie.
是的。
Yep.
就是那个 literally 在那句名言中取代恩佐的人。
It was the person who quite literally would replace Enzo in that quote.
伯尼·埃克莱斯顿，这位F1的最高掌权者、经纪人和所有者。
Bernie Eccleston, the supremo, impresario, owner of f one.
F1的部分所有者，但却是整个F1的掌控者。
Owner of some part of f one, but controller of all of f one.
所以乔什和乔纳森在《F1之书》中对伯尼和法拉利有一段精彩的评述。
So Josh and Jonathan in, the formula book have a great quote about Bernie and Ferrari.
结果证明，没有人能比伯尼更从法拉利的神秘光环中获利，而这个人从未在马拉内罗受过雇用。
As it turned out, no one would get richer off the Ferrari mystique than Bernie, a man who was never once employed in Maranello.
是的。
Yep.
而他今天就是我们的主角。
And that will be our protagonist today.
但在讲述伯尼的故事之前，现在正是感谢我们的赞助商——摩根大通支付公司的好时机。
But before we begin Bernie's tale, now is a great time to thank our presenting partner, JPMorgan Payments.
好的。
Yes.
现代体育迷的体验远远超出了仅仅参加赛事本身。
The modern sports fan experience extends far beyond just attending an event.
从门票、餐饮到周边商品，整个客户旅程中的几乎每一个接触点都涉及支付。
The entire customer journey from tickets to concessions and merch, practically every touchpoint involves a payment.
当这些支付过程快速且顺畅时，不仅能提升粉丝的体验，也能惠及背后的商业运营。
And when they're fast and frictionless, it makes the entire experience better for fans and the business behind it.
正如我们之前提到的，摩根大通始终在投资最新的技术和硬件，以实现无缝交易，而讽刺的是，这使得支付环节几乎变得无形。
As you've heard us talk about, JPMorgan is always investing in the latest technology and hardware for seamless transactions and ironically, making the payment stage effectively invisible.
以生物识别支付为例。
Take biometric payments.
我们在蔡斯中心举办的现场活动，是首批在餐饮自助机上提供摩根大通‘刷脸支付’体验的活动之一。
Our live show at Chase Center was one of the first events there to offer JPMorgan's pay by face experience at concession kiosks.
我们亲自试用了这项技术。
We tried it ourselves.
这项技术太棒了。
The technology is awesome.
你通过手机注册，只需在自助终端前扫描面部即可完成支付。
You enroll on your phone, you just scan your face at the kiosk, and then you've paid.
无需手机或卡片，这样你能更快回到座位上。
No phone or card or anything needed, so you can get back to your seat faster.
所以，回到今天，摩根大通的支付系统实际上为这种端到端的生物识别结账解决方案树立了行业标杆。
So flash forward to today, JPMorgan payments literally set the benchmark for bringing this end to end biometric checkout solution to market.
他们因此荣获了最佳奖项。
They just earned best in class honors for it.
大卫和我知道，对于你们的企业来说，如今可能并不把生物识别等最前沿的支付技术列为首要任务，但其实并不需要，这正是关键所在。
And David and I know that having the most cutting edge payments technology like biometrics might not be a top priority for your business today, but it doesn't have to be, and that's the point.
没错。
Exactly.
摩根大通正在思考这一切并提前投入，让你无需操心。
JPMorgan is thinking about all this and investing ahead so you don't have to.
无论你是需要下一代硬件、支付API，还是仅仅希望获得更多的支付灵活性与安全性，他们一体化的全球支付基础设施正是其独特之处。
Whether you're looking for next generation hardware, payments APIs, or you simply want more payment flexibility and security, their all in one global payments infrastructure is what sets them apart.
他们帮助各种规模的企业在当今快速变化的数字经济中蓬勃发展。
They help companies of all sizes thrive in today's fast changing digital economy.
您现在就能获得所需的一切，并且随着业务增长和技术进步，可以轻松扩展。
You get what you need now with the ability to scale as your business grows and technology advances.
因此，如果您想了解摩根大通支付如何为各行业粉丝和企业打造无缝体验，请访问 jpmorgan.com/acquired，探索哪些解决方案能助力您的业务加速增长。
So if you wanna learn about how JPMorgan payments powers seamless experiences for fans and businesses across all industries, check out jpmorgan.com/acquired to discover what solutions can help accelerate growth for your business.
好的。
Okay.
那么，大卫，让我们谈谈伯尼·埃克莱斯顿。
So, David, enter Bernie Eccleston.
伯尼·埃克莱斯顿。
Bernie Eccleston.
伯尼出生于1930年，是个出身贫寒的孩子。
So Bernie was born in 1930, and he was a hardscrabble kid.
他在萨福克郡长大，位于伦敦东北部。
He grew up in Suffolk, which is to the Northeast of London.
根据许多关于他的传记，他父亲是一名商业渔民，母亲则是一位专制的家庭主妇。
His dad was a commercial fisherman, and his mom was a authoritarian homemaker, according to many biographies about him.
关于伯尼的传奇故事，你永远无法完全确定真相，但至少这是他希望人们讲述的版本。
Well, you never really know what the legend's about Bernie, but that's the story at least as he wanted it told.
是的。
Yep.
战后，伯尼在伦敦投身于倒卖战后剩余汽车和摩托车的生意。
After the war, Bernie ends up getting into the wheeler dealer business in London with surplus cars and motorcycles from the war.
他在伦敦郊区开设了自己的展厅，开始专门向新富和名人销售豪华汽车。
He opens his own showroom in the outskirts of London where he starts to specialize in selling luxury automobiles to the newly rich and famous.
简而言之，他成了伦敦名人的专属车贩。
Basically, he becomes like the London celebrity's car guy.
你知道，六十年代有卖珠宝的、卖衣服的、卖毒品的，当然也有卖车的。
You know, you got your jewelry guy, your clothes guy, you got your drugs guy in the sixties, you got your car guy.
伯尼就是那个卖车的。
Bernie's the car guy.
人们称他为前二手车经销商，但这并不准确。
People refer to him as a former used car dealer, but that's not really right.
是的。
Yeah.
我的意思是，这也没错。
Well, I mean, it is right.
他确实是这么起步的。
He started that way.
这就像把别人的手表称为二手劳力士一样。
It's like calling someone else's puzzle dial Rolex a used watch.
你懂的？
You know?
其实并不是二手的。
It's not really used.
没错。
No.
不。
No.
你的意思是，你想要一辆法拉利，还是想要一辆布加迪？
It's like, you want a Ferrari or you want a Bugatti?
等一下。
Hold the phone.
让我打几个电话，看看能不能帮你弄到一辆。
Let me make some calls and see if I can get you one.
对。
Right.
多年来，一直有很多流言说伯尼在当时参与了更多地下活动，这么说吧。
There's also always been plenty of gossip over the years that Bernie was involved in more underground activities, shall we say, at the time.
而伯尼自己也会助长这种传言。
And Bernie himself would encourage this.
具体来说，有一个长期流传的谣言称，伯尼是1963年那起震惊英国的火车大劫案的主谋，当时从一列英国皇家邮政列车上抢走了260万英镑。
So specifically, there was a long standing rumor that Bernie was the mastermind behind the great train robbery of nineteen sixty three, where £2,600,000 was stolen from a British royal mail train.
这是历史上最著名的火车抢劫案之一。
This is like one of the most famous train robberies in history.
伯尼非常喜欢这种猜测。
Bernie loved this speculation.
所以到了2005年，时隔很久之后，他终于对此作出了回应。
And so in 2005, a long time later, he finally addressed it.
他什么时候？
When he's what?
七十岁左右吗？
70 years old or something?
是的。
Yeah.
七十五岁。
75 years old.
当被问及此事时，他向媒体发表了一段言论。
He gives a quote to the media when asked about it.
那列火车上的钱根本不够让我参与。
There wasn't enough money on that train for me to be involved.
我本可以做点更大的事。
I could have done something bigger.
你开始能感受到，你知道的，伯尼是个怎样的人。
You start to get a flavor of, you know, who Bernie is.
这实际上与他后来所做的事情相符。
Which actually is correct given what he would go on to do.
非常正确。
Very correct.
二百六十万美元。
2,600,000.
那是零钱。
That's jump change.
所以，不管是不是犯罪大师，伯尼都很聪明。
So criminal mastermind or not, Bernie is smart.
一旦他开始向伦敦的新贵们兜售汽车，就不只是卖车，还引导他们贷款购车，我认为这基本上就是汽车经销商赚钱的方式。
Once he gets into hawking cars to the new money rich folks in London, he doesn't just sell them the cars, he also steers them into financing, which I think is basically how car dealers make money.
他们稍微抬高车价，但真正赚钱的是贷款和维修保养等费用，诸如此类。
They mark up the cars a little bit, but then they really get you on the financing and the servicing fees, etcetera, etcetera.
当你销售极其昂贵的汽车时，贷款费用就开始累积了。
And when you're selling really expensive cars, the financing fees start to add up.
因此，这为伯尼带来了他的第一笔小财富。
So this nets Bernie his first small fortune.
随着他越来越深入豪华汽车领域，伯尼得出了与恩佐·法拉利十多年前相同的认知，即赛车运动是所有这些高性能豪华车的合法化传承。
Now, the deeper that he gets into this luxury auto world, Bernie has the same realization that Enzo Ferrari had a decade or two earlier, which is that motorsport and racing is the legitimizing heritage of all of these fast luxury cars.
所以，就像恩佐本人一样，伯尼希望自己的经销商和品牌与一级方程式赛车联系在一起。
So just like Enzo himself, Bernie wants to have his dealership and his brand associated with Formula One.
因此，在六十年代中期，伯尼开始与F1车手们来往，凭借他一贯的精明手段，他很快成为几位朋友的经纪人，为他们与车队谈判更高的薪资，当然，他会收取一小笔佣金。
So in the mid sixties, Bernie starts hanging around with f one drivers, and being the wheeler dealer that he is, he pretty quickly becomes the agent for a few of his pals, negotiating better deals for them with their teams for their salaries, you know, for a small fee, of course.
是的，当然。
Yes, of course.
最终，他与一位明星客户策划了一个计划，这位客户实际上是为莲花车队效力的车手——科林·查普曼，名叫约亨·林特。他们决定离开莲花，共同组建自己的车队。
Eventually, he cooks up a scheme with one of his star clients, who actually drives for Lotus, Colin Chapman, a driver named Jochen Rint, to leave Lotus and buy a team together for themselves.
他们不仅要成为车手。
They're gonna become not just the talent.
约亨将成为车队的所有者。
Jochen's gonna become an owner.
当时，约亨是世界上最好的车手之一。
Jochen at the time, he's one of the best drivers in the world.
他在一级方程式积分榜上位居榜首。
He's on top of the standings in f one.
他在整个1970赛季中遥遥领先于其他车手。
He's blowing away the field throughout the 1970 season.
但不幸的是，在赛季倒数第四站大奖赛的练习赛中，他发生车祸身亡。
And then tragically, during his practice session at the fourth to last Grand Prix of the season, crashes and is killed.
林特和查普曼一直就他所驾驶的莲花赛车的安全性发生争执。
And Rent and Chapman were constantly fighting about the safety of the Lotuses that he was driving.
伦特去世时在积分榜上遥遥领先，以至于他实际上赢得了那一年的车手总冠军。
Rent was so far ahead of the pack in the standings when he was killed, that he would actually win the driver's championship that year.
哦，所以他还是赢了，对吧？
Oh, he still won, right?
是的，是追授的。
Yeah, posthumously.
他是历史上唯一一位死后被追授冠军的车手。
He's the only driver ever to win a championship, posthumously.
所以他去世后所有比赛都得了零分，但因为他领先太多，最终还是夺冠了。
So he got zero points in all of the races after his death, but he was so far ahead that he still won.
据传，伯尼在林去世后悲痛欲绝，为了纪念他的朋友，他决定继续实现他们共同的计划和梦想。1972年，伯尼以十万英镑（约合今天的230万美元）买下了布拉汉姆F1车队。
Bernie, as the story goes, is devastated after Rin's death, and to honor the memory of his friend, he decides that he's gonna carry through on the plan that they had together, the dream they had, and in 1972, Bernie buys the Brabham F1 team for a 100,000 British pounds, which would be about $2,300,000 today.
如今，我认为每一支F1车队的价值至少达到15亿，我觉得这完全正确。
Today, I think every single f one team is worth at least 1 and a half billion, I think, That's is the exactly right.
伯尼在布拉汉姆车队上并没有赚到那么多钱，这一点我们稍后会看到，但是
Bernie doesn't make that much money on the Brabham team, as we will see, but
他卖了多少钱？
He sells it for what?
几百万后吗？
5,000,000 later?
几年后卖了五百万元。
5,000,000 a couple years later.
是的。
Yeah.
所以，你看，这是一笔不错的回报。
So, you know, a nice return.
但毫无疑问，车队估值从十万英镑涨到至少十五亿，这都要归功于伯尼。
But definitely the fact that team valuations go from a £100,000 to a floor of 1 and a half billion is thanks to Bernie.
嗯，有一部分要归功于伯尼，但更具体地说，要感谢他之后离开。
Well, thanks to Bernie for part of it, and then specifically, thanks to Bernie leaving after that.
对。
Yes.
至于另一部分，我们稍后会谈到。
For the other part of it, as we will get into.
所以当伯尼在1972年收购布拉汉姆车队时，他也随之获得了国际汽车联合会一级方程式制造商协会的成员资格。
So when Bernie buys the Brabham team in 1972, along with it, he also gains membership into the quote Formula One Constructors Association.
这是一个非常松散的组织——说它是组织都算抬举了，它实际上是科林·查普曼在1963年牵头组建的，最初目的仅仅是协调各车队前往世界各地比赛的共同出行与运输安排。
Now this is a very loose organization, organization is being generous here, of all the team owners that Colin Chapman has actually kinda taken the lead in pulling together back in 1963 with the original purpose solely of coordinating joint travel and transport logistics to getting their teams and cars to all the various races around the world.
就是说，嘿。
It's like, hey.
你们是我死对头。
You're my bitter rivals.
我根本不想和你们有任何往来。
I never wanna associate with you.
我在赛道上和你们拼个你死我活。
I battle to the death with you out on the tracks.
但我们去的是同一个地方。
But We are going to the same place.
我们要去同一个地方。
We're going to the same place.
那我们为什么不拼个车呢？这么说吧。
Why don't we share a ride, so to speak?
而今天，实际上，F1管理方已经负责所有这些事务了。
And today, actually, Formula One management does handle all this.
而且我认为他们从中赚了一点利润。
And I think they make a little bit of profit on it.
就像他们向车队提供的一项服务，虽然相对于整体规模来说利润微乎其微，但他们负责协调整个车队在全球各地的运输 logistics。
Like, it's a service that they sort of sell to teams, the tiny amount of profit relative to the rest of it, but they handle the logistics of moving the whole circus around the world.
是的。
Yep.
我可以肯定的是，一旦伯尼接手，他肯定会从中赚钱。
Well, one thing I can guarantee is that once Bernie takes it over, he's definitely making a profit on it.
所以，当伯尼加入这个车主圈子时，他很快便意识到几件事。
So Bernie, when he joins this owner's table, shall we say, pretty quickly realizes a couple things.
第一，除了恩佐·法拉利之外，这些其他人根本不懂任何商业运作。
One, except for Enzo Ferrari, none of these other guys have a lick of business sense.
他们只关心速度飞快的赛车和赢得比赛。
All they care about is fast cars and winning races.
无论他们有钱还是没钱，所有的资金都砸在追求胜利上了。
Whatever money they have or don't have, it's all going down the tubes in pursuit of victory.
第二，他意识到，除了法拉利之外——到那时恩佐已经把公司一半股份卖给了菲亚特，因此他在意大利背后有强大的资源支持——
The second thing he realizes is that except for Ferrari, and by this point in time Enzo has sold half the company to Fiat, so he has major resources behind him in Italy.
其他人都根本没有真正的资金。
None of these other guys actually have any real money.
我的意思是，天啊，科林·查普曼差点因为和德洛林涉及800万美元的挪用公款案而入狱。
I mean, for god's sakes, Colin Chapman is about to nearly go to jail over a 8,000,000 embezzlement case with DeLorean.
在七十年代，800万美元的购买力要高得多，但是
$8,000,000 went a lot farther back in the seventies, but
这些赛车正迅速变得极其昂贵，车队的运营成本也变得越来越高。
These cars are quickly becoming very expensive, and the teams are becoming very expensive to run.
没有一种可持续的方式来运营一支车队。
There is not a sustainable way to run a team.
我认为，在整个一级方程式的历史中，一支车队的平均存续时间大约是六年。
I think the average tenure over the entire existence of Formula One is about six years for a given team.
为了准确说明这一点，这是1972年伯尼进入这项赛事时的一级方程式车队名单。
Just to make this exact point, here is the list of f one teams in 1972, the year that Bernie buys into the league.
路特斯、泰瑞尔、迈凯伦，你可能知道这些。
Lotus, Tyrell, McLaren, probably know that.
法拉利，你肯定知道。
Ferrari, you definitely know that.
苏尔蒂斯、马奇、BRM、马特拉和布拉汉姆。
Surtiz, March, BRM, Matra, and Brabham.
如今只剩下两个车队还存在了。
So there's two that exist today.
而当时，其中只有一个真正是一家企业。
And at that point in time, only one of them is a real business.
伯尼看到了这一点，心想：嘿，这里有个机会。
So Bernie sees this, and he's like, dang, there's an opportunity here.
所有其他人都专注于赢得比赛。
All these other guys are focused on winning races.
是的。
Yeah.
我也想赢，但我真正关心的是发财。
I'd like to win, but I really care about getting rich.
这里存在着巨大的权力真空，我可以趁机介入。
And there's quite a void of power here that I can insert myself into.
为了说明伯尼进入这项运动时F1的商业状况，当时每支车队都分别与每一个大奖赛单独谈判出场费。
So just to paint the picture of the business state of f one when Bernie came into the league, Each individual team negotiated their appearance fees with each individual Grand Prix separately.
所以每个大奖赛都有自己的赛事推广者和组织者，彼此独立。
So they're like a whole bunch of Grand Prix's each with their own race promoters and organizers.
一共有九支车队，每支都各自与其他所有赛事单独谈判。
There are a whole bunch of teams, nine of them to be exact, and they're all negotiating separately with each other.
假设一共有，我
Assuming there's, I
不知道，大约15场比赛，那就意味着车队和各站赛事之间有135份独立协议。
don't know, 15 races or something, that would be a 135 distinct agreements between teams and local races.
每支车队拿到的钱差异巨大，而且通常都很少。
Everybody's getting paid wildly different amounts and usually not very much.
这些事情其实是相互依赖的，因为如果其他车队都不来参加这场比赛，那这场比赛还有什么价值呢？
And these things sort of need to depend on each other because how valuable is a race to go to if the other teams aren't gonna show up to that one?
没错。
Right.
我的意思是，这简直是体育商业领域最糟糕的做法第一名。
I mean, this is like the sports business world's worst practice number one.
这不仅对整体收入有害，而且如果你们各自分别谈判，就完全无法对赛道方形成集中议价能力。
Not only is it bad for overall revenue, you know, you have no centralized leverage over the tracks if you're all negotiating separately.
正如你所说，本，这对这项运动本身也极为不利。
To your point, Ben, it's just playing bad for the sport.
你该怎么卖票，告诉粉丝们应该来观看比赛呢？
How are you supposed to sell tickets and tell fans they should come
因为对。
if Right.
你不知道法拉利会不会来，也不知道迈凯伦会不会来。
You don't know if Ferrari's gonna show up or if McLaren's gonna show up.
作为粉丝，直到你真的赶到赛道上，才可能知道有哪些车队会参赛。
There's no way to know as a fan until you actually showed up at the racetrack who was gonna be there.
我说这项运动的另一个方面本该一片混乱，但实际上连混乱都谈不上，因为根本就不存在——那就是转播、电视和推广。
The other aspect of the sport that I say would be in shambles, but wasn't even in shambles because it didn't exist, was broadcast and television and promotion.
这些全都没有。
There was none of it.
是的。
Yeah.
幸运的是，伯尼在情况变得更糟之前出现了。
Thankfully, Bernie came along before that became too big.
我的意思是，你能想象每个赛车场都在试图单独处理媒体版权交易吗？
I mean, can you imagine if each of these racetracks was trying to do their own media rights deal?
我的意思是，他出现得正是时候。
I mean, he came along at the perfect time.
事实上，当一级方程式还没有登上电视时，情况已经糟糕得不可救药了。
It was already criminally too late that f one and the Grand Prix hadn't gotten to television.
我的意思是，我们说的是七十年代中期。
Mean, we're talking about the mid seventies.
如果你看看美国的NFL，他们当时已经每年靠转播权赚取五千万美元以上了。
If you look over at the NFL in America, they're already making, like, 50,000,000 plus a year in broadcast rights.
是的。
Yeah.
那时已经过去了十年。
It was ten years into there.
我认为1961年是他们第一个全国性转播协议。
I think 1961 was their first national broadcast deal.
我的意思是，他们早在1970年就已经推出了《周一晚间橄榄球》。
I mean, they'd already launched Monday Night Football in 1970.
这并不是说外面没有现成的范本可循。
It's not like there wasn't a playbook for this out there.
是的。
Yes.
F1呢，其受欢迎程度不亚于甚至超过NFL，是一项全球性运动，拥有极佳的人群画像，但在媒体版权上却一分钱都没赚到。
F one, meanwhile, is just as if not more popular, is a global sport, has great demographics, and is making $0 in media rights.
于是伯尼出现了。
So Bernie shows up.
他算不上媒体专业人士，但就连他也能看出，这两个方面都有巨大的改进空间。
He's hardly a media professional here, but even he can see that there's room for improvement on both of these fronts.
甚至在还没意识到媒体版权会如此值钱之前，他清楚地看到，集中这些谈判才是实现最大价值的关键。
Even before realizing, hey, media rights are gonna be super valuable, the thing that he clearly sees is centralizing these negotiations is going to be the way to extract the most value.
是的。
Yes.
这里有两个机会。
There's two opportunities here.
短期的简单做法是集中与赛道方的谈判，最大化价值，并为自己争取大部分收益。
The near term easy one is centralize the negotiations with the racetracks, extract the most value, capture a bunch of it for myself.
而长期的策略则是，我能对这些电视转播协议做些什么？
And then there's a longer term play of like, oh, what can I do about these television deals?
我觉得这里值得再停一下，对比一下F1、NFL以及伯尼和皮特·里泽尔，因为这些事情几乎是同时发生的。
I think it's actually worth one more quick pause here to compare, contrast Formula One in the NFL and Bernie and Pete Rizelle, because these are sort of happening at the same time.
但伯尼简直就是皮特·里泽尔的反面。
But Bernie is like the anti Pete Rizelle.
你知道，皮特·里泽尔是个典型的管理者，来自洛杉矶的专业媒体人士。
You know, Pete Rizelle was this consummate manager, professional media guy from Los Angeles.
他最初是洛杉矶公羊队的公关人员。
He started as the LA Rams PR guy.
然后他被NFL的老板们选中，成为联盟的雇员，担任主席，为他们和联盟的利益服务。
And then he gets drafted by the owners of the NFL to be an employee of the league, to serve them and their interests as commissioner.
而联盟由32支球队的老板共同拥有。
And the league is owned 32 ways by the owners of the teams.
没错。
Right.
所以里泽尔对NFL老板们提出的统一愿景，就是我们之前那期讨论过的‘共产主义资本主义’。
So Rizelle's unifying vision to the NFL owners was communist capitalism, as we talked about on that episode.
意思是，联盟第一。
Like, hey, this league first.
我们是一个整体。
We're all in this together.
让我们集中谈判和媒体版权，共同把蛋糕做大，公平分享收益。
Let's centralize our negotiating and our media rights so that we can all grow the pie and share the spoils evenly.
伯尼的做法不是联盟第一。
Bernie's MO doesn't league first.
而是我第一。
It's me first.
他确实集中了事务，但并不像一级方程式那样由所有车队平等地拥有。
He does centralize things, but it's not like Formula One becomes owned by all the teams equally.
更准确地说，他说：好吧，我要创办一家公司，这家公司会与赛道签订协议，然后你们都可以与我合作，决定在这些赛道上比赛的具体方式。
It's more like he says, okay, I'm gonna start a company, and that company is gonna go sign agreements with racetracks, and then you're all open to do business with me to figure out what it's gonna be like for you to race at those racetracks.
是的。
Yep.
他这样做的方式是，向其他球队老板提议：显然，我们需要集中谈判。
So the way he does this, he proposes to the other team owners, hey, obviously, we need to centralize our negotiations.
我知道你们不想做这件事，否则你们早就做了。
And, you know, I can tell that you guys don't wanna do this or you would've already done it.
为什么不让给我来处理呢？
Why don't you just leave it to me?
我会搞定一切。
I'll take care of everything.
你们把球队出场权交给我，我去和这些赛道推广方谈判，他们中的许多人可能本身就是黑帮分子，我会为你们争取到最好的集体协议。
You give me your rights for your team appearances, and I will go fight with these race promoters, many of whom are probably gangsters themselves, and I will get us the best collective deal.
我告诉你，我会承担所有风险，并提前向你们所有人保证，你们拿到的钱至少不会比现在少。
I'll tell you what, I will even take all the risk and guarantee to all of you other guys upfront that you're gonna get paid at least as much as you're making now.
而且你们必须来参加比赛。
And you must come to the races.
这才是关键所在。
That was the teeth.
不能再这样了，比如我可能来，也可能不来。
No more of this, like, I might show up, I might not.
是的。
Yes.
这同时也是我们必须要改革这项运动的原因之一。
That was also part of the motivation of we gotta fix the sport.
没人会说：‘我会做这一切，然后从中抽取一小部分服务费。’
Nobody says, so I'll do all this, and I'll just take a small fee off the top for my services.
据说在车队协会的会议上，他口头表示，他只会从总赛事收入中抽取2%作为服务费。
Supposedly, in the meeting of the Constructors Association, he verbally says that he will only take 2% of the total race fee revenue off the top for his services.
真的吗？
Really?
但当然，没人把任何东西写下来，因为伯尼从不写任何东西。
But of course, nobody writes anything down because Bernie never writes anything down.
当一切最终尘埃落定，几十年后，通过一系列法庭案件，所有账目和资料公之于众，结果发现伯尼实际上从中抽取了8%的费用，这可是相当可观的一笔钱。
And when the dust finally gets settled and many decades later, all of the books and stuff become public through whole series of court cases, turns out Bernie's actually taking 8% off the top for his fees, which is, you know, a healthy amount.
此外，他还是其中一支车队的老板，因此他还拿到了作为车主的分成。
In addition, he's also an owner of one of the teams, so he's getting his owner split.
说实话，8%并不算差。
Honestly, 8% is not bad.
如果你通过这样做大幅增加了每支车队的收入，并且在组织和统筹这项运动，那么为这些服务收取8%的费用，看起来相当合理。
If you are massively increasing the amount that every team is getting paid by doing this and you are sort of, like, organizing and orchestrating the sport, taking 8% for those services, seems quite reasonable.
绝对是个绝佳的观点，你完全正确。
Absolutely great point, and you are 100% correct.
伯尼为所有F1车队和车主提供了出色的服务。
Bernie is doing a great service for all the f one teams and owners.
他立刻让这项运动变得有价值得多。
He is instantly making the sport a lot more valuable.
而且更可持续。
And sustainable.
而且更可持续。
And sustainable.
完全正确。
Totally.
否则，每支车队都会破产，除了法拉利。
Every single team would go bankrupt except Ferrari otherwise.
是的。
Yep.
在伯尼到来之前，车队从每场大奖赛中获得的平均奖金和支付金额差异巨大。
So before Bernie gets there, the average prize purses and payments that teams would get from a Grand Prix and obviously, they varied wildly.
但平均下来，每支车队大约只有1万美元。
But on average, it was, like, $10,000 per team.
所以，简直就是零。
So, like, nothing.
在伯尼接手运营的第一年，他就把平均奖金和支付金额提升到了每年4万美元。
In Bernie's first year running the show, he takes the average prize and fee payment up to $40,000 a year.
所以一年内翻了四倍。
So four x in one year.
几年后，到了七十年代中期，每场比赛的金额涨到了15万美元。
And then a couple years later, by the mid seventies, it's up to a 150 k per race.
到了十年末，他已经将金额提升到了20万美元。
And then by the end of the decade, he's gotten it up to 200 k.
所以简直是巨大的飞跃。
So like massive, massive improvements.
每支车队每场比赛。
Per team per race.
是的。
Yeah.
所以突然间，如果你知道每次参赛都能拿到20万，就可以真正地为你的车队运营提供资金了。
So suddenly, can start to actually fund your operation if you know that every time you show up to the track, you're getting 200 to do it.
伯尼从不忘记指出，所有其他车队老板都应该对他深表感激，因为他实际上拯救了他们的车队，为他们提供资金支持。
As Bernie would never fail to point out, all of the other team owners should be massively grateful to him for essentially saving their asses here at funding their teams.
是的。
Yep.
此外，回到车队协会最初协调旅行费用的目的，伯尼还主动与货运公司谈判，争取到更有竞争力的价格，大幅降低了车队在物流方面的开支。
And back to the original purpose of the Constructors Association of Coordinating Travel Costs, Bernie also goes out and negotiates competitive rates with freight providers and massively improves travel costs on the logistics side of the business for the teams.
基本上，伯尼在F1中的第一个举措，让我想起了我职业生涯早期一位导师告诉我的一句最爱的格言。
Basically, Bernie's sort of first act in f one reminds me of one of my favorite sayings that I heard earlier in my career from a mentor.
他可能是个混蛋，但至少他是我们的混蛋。
He may be a thug, but at least he's our thug.
对。
Yes.
所以，值得停一下来说，国际汽联仍然是这项运动和这个赛车系列的管理机构。
So it's worth taking a pause to say the FIA is still the governing body of the sport, of this racing series.
于是伯尼接管了这个名为车队协会的组织，但FIA及其规则体系仍然是管理车队在赛道上行为的主导力量。
And so Bernie takes over this thing called the Constructors Association, but really the FIA and their set of rules is still governing what happens between these teams at the racetracks.
他只是通过车队协会来组织商业事务。
He's just the one sort of organizing the commerce through the constructors association.
是的。
Yes.
重要的是，FIA负责批准每个赛道成为一级方程式大奖赛的一部分。
And importantly, the FIA is the one who blesses each of the racetracks with being a Grand Prix part of Formula One.
所以接下来会发生什么，你可以想象，这些赛事推广方对这个来自英格兰的小子跑来压榨他们并不高兴。
So what happens next, as you might imagine, you know, these race promoters are none too happy about this little guy from England coming and beating them up.
对。
Right.
有人正在整合这个生态系统中的所有权力，他们正在与我们谈判，这种感觉很不好，因为他们现在握有全部的主动权。
Someone's aggregating all this power in the ecosystem, and they're negotiating with us, and it doesn't feel good because they've got all this leverage now.
没错。
Yep.
他们去找FIA，说：嘿。
They go to the FIA and say, hey.
你得管管这个埃克莱斯顿。
You gotta do something about this Eccleston guy.
他以为自己在掌控F1。
He thinks he's running f one.
是的。
Yep.
这导致了伯尼、车队协会和FIA之间一系列漫长的谈判，最终在1981年达成了第一份《协和协议》，这个名称一直沿用至今，成为每五年左右修订一次、规范F1运作的协议。
This results in a whole series of protracted negotiations between Bernie and the Constructors Association and the FIA that finally get hammered out in 1981 with the first Concorde Agreement, which is still the name of the roughly every five year agreements that govern f one to this day.
你知道为什么它们被称为《协和协议》吗？
Do you know why they're called the Concorde Agreements?
我知道。
I do.
因为这些协议是在巴黎的协和广场达成的。
That is the physical location in Paris of where they were negotiated.
对吧？
Right?
是的。
Yes.
位于协和广场的国际汽联总部，这让你有了一个直观的感受。
Of the FIA headquarters at the Place De La Concorde, which gives you a sense here.
巴黎的协和广场是巴黎最奢华、最著名的地区之一。
The Place De La Concorde in Paris is one of the ritziest, most famous parts of Paris.
那是一群刻板的官僚。
It was a bunch of, like, stuffy bureaucrats.
那么国际汽联是什么？
And so what is the FIA?
它是一个非营利组织吗？
Is it a nonprofit?
它是一个政府机构吗？
Is it a government body?
它像一个非政府组织吗？
Is it like an NGO?
它确实是一个非政府组织。
It is an an NGO.
这正是它的性质。
That's exactly what it is.
它是一个由各个欧洲国家汽车俱乐部共同成立的国际组织。
It is an international organization that was formed by all of the respective European country motoring clubs.
因此，国际汽联还监管拉力赛、耐力赛等赛事。
So the FIA also regulates, like, rally sports, endurance racing, etcetera, etcetera.
它不仅仅是F1。
It's not just Formula One.
只是F1是赛车的巅峰。
It's just that Formula One is the pinnacle of racing.
所以它是一个标准制定机构。
So it's a standards body.
是的
Yeah.
没错
Exactly.
所以在第一份《协和协议》中，双方——伯尼、车队制造商协会、国际汽联以及通过赛道方代理——就四件事达成了协议。
So in this first Concorde Agreement, the two sides, Bernie and the Constructors Association and the FIA and racetracks by proxy, agree on four things.
第一，国际汽联将对今后赛事规则拥有完全单方面且不可挑战的管辖权。
One, the FIA will have full unilateral and unchallenged jurisdiction over the rules of the sport going forward.
位于博恩的车队制造商协会对赛车的技术规则没有任何发言权。
The Constructors Association in Boerne, they have no say over the technical rules of the sport.
第二，车队制造商协会的车队承诺参加每一站官方大奖赛。
Two, the Constructors Association teams will commit to showing up and participating in every official Grand Prix race.
作为回报，所有赛事费用和奖金现在都必须合同性地集中支付给伯尼和车队制造商协会。
In return, all of the race fees and prize money now contractually must be paid centrally to Bernie and the Constructors Association.
第二，伯尼和车队制造商协会将掌控未来五个赛季所有一级方程式赛事转播权及相关收入。
And two, Bernie and the Constructors Association will control all rights and income from any future televising of f one races for the next five seasons.
赛道主办方没有权利。
No rights to the race organizers.
国际汽联没有权利。
No rights to the FIA.
所有的电视转播收入都流向伯尼。
All the TV money flowing through Bernie.
如果你看看今天的情况，这是整个体系中最大的收入来源。
Which if you look today, that is the single largest revenue stream of the whole thing.
当然。
Of course.
怎么可能不是呢？
How could it not be?
没错。
Yep.
有趣的是，双方都觉得他们得到了相当不错的协议。
So what's interesting is both sides here actually feel like they're getting a pretty good deal.
公平地说，他们当时认为电视转播权实际上还没有什么价值。
And to be fair, the reason that they thought that was the TV media rights weren't actually worth anything yet.
那么，他们有没有明确规定，一旦电视转播权真的产生收益，伯尼仍然只拿8%，而车队获得其余的92%？还是说这一点尚未谈判？
Well, did they put in that the TV media rights when they do happen, Bernie still only gets 8% and the teams get the rest of the 92%, or is that yet to be negotiated?
模糊地带。
Gray area.
明白了。
Okay.
伯尼擅长在模糊地带中游走。
Bernie thrives in the gray zone.
当时，欧洲和英国的电视业一方面主要由国家控制，像BBC及其欧洲各地的同类机构；另一方面，在体育赛事乃至各类媒体的商业化和制作水平上，远远落后于美国。
So at the time, European and British television was, a, mostly state controlled with organizations like the BBC and its peers all across Europe, and, b, very far behind The US in terms of monetization and sophistication of televising sports, especially, but any kind of media.
而且，这些机构大多类似于美国的PBS。
And, again, these are mostly, like, the equivalent of PBS in The US.
它们是公共广播机构。
They're public broadcasters.
这里没有一个竞争性的生态系统。
There's not a competitive ecosystem.
实际上只有一个选择。
There's really one party to go to.
是的。
Yep.
所以车队、国际汽联和赛道方虽然把所有电视转播权都让给了伯尼，但他们并不觉得这些权利有什么价值。
So the teams and the FIA and the tracks, yeah, even though they're giving up all the TV rights to Bernie, they don't look that valuable to them.
他们想，好吧。
They're like, alright.
你去搞个差旅，看看能不能把这事搞定？
You wanna go have a boondoggle and see if you can figure this out?
祝你好运。
Good luck to you.
对。
Right.
说实话，拍摄起来听起来很难。
And to be honest, it sounds hard to film.
你面对的是那些有15个弯道的赛道，汽车飞驰而过，而当时的技术条件又很差，你还想去找政府合作，让他们播出比赛。
You've got these racetracks with 15 turns and cars that whiz by real fast and crappy technology at the time to try to film them, and you wanna go do business with the government to try to get them to broadcast.
好吧。
Okay.
是的。
Yep.
祝你好运。
Have fun.
所以伯尼，不清楚他从一开始就有这样的远见，还是只是觉得：哦，这倒是个我可以抓住的机会。
So Bernie, unclear if he had a vision for this all along or if he was like, oh, here's something I can grab.
让我去看看能拿它做点什么。
Let me go see what I can do with it.
不管怎样，他都把它执行得完美无缺。
Either way, he basically executes it perfectly.
所以他拿到电视转播权后，就去找了一个代表全欧洲所有公共广播公司的联合组织——欧洲广播联盟。
So once he gets the TV rights, he goes to an umbrella group of all the public broadcasters all across Europe called the European Broadcasting Union.
这个组织代表了92个不同的国家和国家级公共广播公司，包括英国的BBC，他说：嘿。
It represents 92 different countries, national public broadcasters, including the BBC in The UK, and says, hey.
你们各自国家都有很多一级方程式赛车的粉丝。
You have a lot of f one fans in your respective countries.
赛车在欧洲是一项大运动。
That's a big sport in Europe.
我现在拥有这项赛事的转播权。
I now have the rights to broadcast this sport.
不如我以超低超低超低的价格卖给你们？
How about I'll sell them to you for super, super, super cheap?
每年几百万欧元，覆盖全部92个国家。
A couple million a year for all 92 countries.
所以，从整体摊销来看，几乎等于免费。是的。
So, like, amortized in aggregate, basically nothing Yep.
对于任何一家广播公司来说，要获得这些转播权。
For any individual broadcaster to take these rights.
我唯一的要求是，他们都要承诺播出赛历上的每一场赛事，而不仅仅是他们本国的比赛。
The only thing I want them all to do is promise to show every single race on the calendar, not just the ones that are in their home country.
这看起来是个相当不错的交易。
So seems like a pretty good deal.
对吧？
Right?
所以他现在是在扩大这项运动的影响力。
So he's in grow the sport mode.
对吧？
Right?
而不是在这里攫取价值。
Not capture value right here.
这是一个增长的机会。
This is a growth opportunity.
是的
Yep.
这是一场持久战。
This is a long game.
于是他们都同意了。
So they all say yes.
然后，本，就像你刚才说的，很快就会变得很清楚。
And then, Ben, as you were saying a minute ago, it pretty quickly becomes clear.
嘿。
Hey.
全部92家公共广播机构实际上都没有足够的专业知识或兴趣去研究如何转播这项运动。
All 92 public broadcasting entities don't really have the expertise or the interest in figuring out how to televise this sport.
看起来很难。
Seems hard.
今天依然如此。
It's still true today.
全球大多数广播公司的方式是，采用一个主信号源，然后在其基础上添加更多内容。
The way that most of the broadcasters around the world take f one is they take one main feed that is produced, and then they do more stuff on top of it.
这就是这一切开始的时候。
So this is when that starts.
伯尼说，好吧。
Bernie says, alright.
没问题。
No problem.
我来承担这个风险。
I'll take the risk.
我会个人先行出资，为每一场赛车赛制作一个统一的电视信号源，由一级方程式，quote，unquote，或者说，由我，伯尼来负责。
I'll fund the investment upfront personally to create a central single television feed for each race that Formula One, quote, unquote, slash me, Bernie.
是的。
Yeah.
这时候的一级方程式是什么样子？
What is Formula One at this point?
是的。
Yeah.
一级方程式到底是什么？
What is Formula One?
所以我们应该说，伯尼喜欢在没有合同的情况下运作。
So we should say, Bernie loved to operate without contracts.
这是他的原话。
Here's his exact quote.
我的生意方式非常独特。
I carry out my business in a very unusual way.
我不喜欢合同。
I don't like contracts.
我喜欢看着对方的眼睛，然后握手达成协议，而不是像美国人那样用92页的合同，没人读得懂也没人看得懂。
I like being able to look someone in the eye and then shake them by the hand rather than do it the American way with 92 page contracts that no one reads or understands.
如果我说我会做某事，我就会去做。
If I say I'll do something, I'll do it.
如果我说不会，我就不会。
If I say I won't, I won't.
是的。
Yeah.
这些东西是谁拥有的？
And who owns these things?
我不知道。
I don't know.
我正在确保这件事发生。
I'm making sure it happens.
于是伯尼去成立了一家新公司，叫一级方程式推广与管理公司（FOPA）。
So Bernie goes and sets up a new company, Formula One Promotions and Administration or FOPA.
别跟FOCA搞混了，F-O-C-A，那是车手协会，你知道的，他们刚和国际汽联达成了那笔交易。
Not to be confused with FOCA, f o c a, which is the constructors association that, you know, just did that deal with the FIA.
对。
Right.
伯尼现在实际上是它的负责人，但并没有任何法律上的所有权。
That Bernie is now de facto head of, but doesn't have any legal ownership of.
对。
Right.
他让FOPA做的第一件事，是从英国制作一个集中式的电视转播信号，然后分发给全欧洲的各个广播公司。
The first thing that he has FOPA do is create this centrally produced TV feed from England, and then distribute it out to all the various broadcasters all across Europe.
他一遍又一遍地重复这个套路：好的，没问题。
He just keeps running this playbook over and over again of, okay, cool.
我会把某件事集中起来。
I'll centralize something.
我会把某件事整合起来。
I'll aggregate something.
这样我就能获得杠杆，去和生态系统中的其他各方做生意。
And now I have leverage to go and do business with the rest of the ecosystem.
是的。
Yep.
他的计划正如你所指出的那样，是让欧洲各地的公共广播公司为我开发市场。
And his plan has been, like you identified, I'm gonna get all these public broadcasters across Europe to basically go develop the market for me.
对。
Right.
他们让下一轮谈判对我更加有利。
They're making the next negotiation much more favorable to me.
他们现在正在外面运作。
They're out there right now.
当然。
Sure.
我们并没有真正交换太多资金，但他们正在外面打造品牌，激发人们的热情。
We didn't really exchange much money, but they're out there building the brand, getting people are excited.
一旦这个协议期结束，我就会去找他们说：好吧。
And then as soon as that agreement period is up, then I'll go to them and say, okay.
这花费很高，而你们必须向我支付费用。
It's really expensive, and I am the one who you have to pay.
是的。
Yes.
我会坐在中间，成为这个如今需求极大的电视产品的唯一关键节点，这正是实际情况。
I'm gonna be sitting in the middle as the choke point for what will now be a hugely in demand television product, which is exactly what happens.
现在，伯尼在这里也运气很好，因为在接下来的几年里，欧洲的付费电视生态系统终于上线了。
Now Bernie also gets really lucky here because in the intervening years, the pay TV ecosystem in Europe finally comes online.
所以，美国在发展电视市场方面之所以更领先，是因为有线电视和付费电视在美国更早成为主流。
So So one of the reasons why America was farther ahead in developing the television market is that cable and pay TV had become a thing earlier in America.
因此，美国市场上对内容的竞标者要多得多。
And so there's just a lot more bidders for content out there in America.
当伯尼开始这段冒险时，没人能确定欧洲也会发生同样的事情，但事实确实如此。
When Bernie started this adventure, it wasn't clear that the same thing was gonna happen in Europe, but it did.
对。
Yeah.
而且当时还有一个
And there was one
所有这些中还发展出了另一个要素。
other element that developed in all this too.
除了伯尼让所有人签署的这些协议外，赛事主办方还被要求将赛道旁的广告收入和企业招待收入交由一级方程式控股实体所有。
In addition to these agreements that Bernie was having everyone sign, race organizers were required to surrender income from trackside advertising and corporate hospitality to Formula One owned entities.
这意味着如今赛事主办方，即赛道的商业模式，实际上仅依赖门票销售。
So this now means that the race organizer, the track business model, is really just ticket sales.
是的。
Yep.
随着电视转播权变得越来越有价值，1981年签署的原始《协和协议》条款再次浮现。
So as it's becoming clear that TV rights are now gonna be really valuable, the original 1981 Concorde Agreement term comes up.
现在伯尼需要去谈判一项新协议。
And Bernie now needs to go negotiate a new deal.
哦，因为FOPA和电视转播权实际上并未参与之前的《协和协议》。
Oh, because FOPA and the TV rights were actually not a party to the previous Concorde Agreement.
对。
Right.
没错。
Exactly.
那时候还不存在。
It didn't exist yet.
伯尼在期间创建了它。
Bernie created it in the interim.
所以另外两方当然也加入了，他们说：嘿。
So the other two sides, of course, come in, and they're like, hey.
谢谢你让电视转播权成为一项业务。
Thank you for making TV rights a thing.
我们确信它们未来会很有价值。
We're pretty sure they're gonna be valuable going forward.
我们应得一份收益。
We deserve a cut.
没有车队，没有赛道，没有比赛。
No teams, no tracks, no races.
我们也想参与进来。
We want in on this.
对。
Yep.
于是伯尼说，好吧。
So Bernie says, okay.
好吧。
Okay.
他一开始提议，我们干脆平分，三分之一、三分之一、三分之一？
He starts with, why don't we just divide it all up a third, a third, a third?
福卡和车队，你们拿三分之一。
Foca and the teams, you'll get a third.
国际汽联，你们也可以拿三分之一。
FIA, you guys can get a third.
但其实另外三分之一理应正式归FOPA。
But then a third really should officially go to FOPA.
这是我创建的，而且我们负责制作转播。
I'm the one that created this, and we're producing the broadcast.
经过大量谈判后，最终分配结果是：国际汽联获得30%，FOCA和车队获得47%，而伯尼的公司FOPA获得23%。
So after a whole bunch of negotiation, it ends up splitting out that the FIA gets 30%, FOCA and the teams get 47%, and FOPA, Bernie's company, gets 23%.
FOPA就只是一个人。
FOPA is just a guy.
他只是说，23%归我，这个东西我完全拥有。
He's just saying, and 23% of it goes to me, a thing I fully own.
是的。
Yes.
这个我创建的公司。
This company that I created.
伯尼在这上面玩弄各方的手法真是高明。
Bernie is a master at playing everyone off here.
这种分配方案是在伯尼真正开始在各国竞标电视转播权之前就谈妥的。
This split gets negotiated before Bernie really ramps up running bidding processes in each country for the TV rights.
所以他实际上将欧洲广播联盟的协议续签了三年，目的是为了逐步发展这项运动，而不是立即追求价值最大化，因为他不希望太多钱流向其他组织。
So he actually renews the European Broadcasting Union deal for another three year term to sort of keep growing the sport and not value maximize just yet because he doesn't want a lot of money to start going to the other organizations.
这就是第二份《协和协议》。
So that was the second Concorde Agreement.
当1992年第三份《协和协议》即将重新谈判时，伯尼去找了国际汽联，说：你们拿到了电视转播收入，但你们不可能满意，因为这钱其实没多少。
When the third Concorde Agreement comes up for negotiation in 1992, Bernie goes to the FAA, and he's like, you guys, you're getting the TV money, but you can't be happy because it's really not that much.
你知道的吧？
You know?
这里面涉及很多复杂情况。
And there's a lot of complexity here.
你们是一个国际组织。
You're a international organization.
如果我帮你们简化一下呢？
What if I just make this easy for you?
我给你们一笔固定费用。
I'll pay you a flat fee.
与其你们拿30%，我每年付你们500万美元，每年增加100万美元，到本协议结束时达到900万美元，作为交换，你们放弃电视转播权的分成。
Rather than you taking 30%, I'll pay you $5,000,000 a year, going up by 1,000,000 every year, up to 9,000,000 at the end of this term in exchange for your percentage of the TV rights.
这对你们来说会简单得多。
This will be way easier for you.
国际汽联表示：太好了。
And the FIA is like, great.
这听起来是个不错的交易。
That sounds like a great deal.
就这么定了。
Let's do that.
现在，伯尼拥有了他原本的23%，再加上原本属于国际汽联的另外30%，他只需每年支付500万到900万美元。
So Bernie now has the 23% he originally had plus another 30% that used to belong to the FIA for which he has to pay 5 to $9,000,000 a year.
你可以想象一下，如果你是一个国际监管标准机构，能获得一笔有保障的付款，不再承担风险，这实际上可能非常好。
And you can actually imagine if you're an international regulatory standards body, the fact that a guaranteed payment is being made available to you so you're not taking risk anymore might actually be great.
当然。
Of course.
这就是他们在达成交易时向媒体提供的一切理由。
And this is the justification that they all give to the press when deals are done.
所以交易完成了。
So deal gets done.
伯尼现在拥有了53%的股份，再加上他从车队协会收取的服务费，以及他的车队所有权等等。
Bernie's now got 53% plus all of his cuts that he's taking from the Constructors Association for his services plus his team ownership, etcetera, etcetera.
交易正式签署。
Deal gets signed.
他开始在欧洲乃至全球范围内，与所有对转播F1赛事感兴趣的电视媒体进行拍卖。
He goes out, runs auctions across Europe and really across the globe with any TV provider who's interested in showing f one.
突然间，F1的转播权收入从原本合计仅数百万美元，跃升至每年超过2500万美元，源源不断地流入FOPPA和伯尼的口袋。
All of a sudden, rights go from small single digit millions in aggregate to f 1 to over 25,000,000 a year just flowing into FOPPA and Bernie from the TV rights.
哦，天哪。
Oh, wow.
但我们就说每年4000万到5000万美元吧。
But call it 40 to 50,000,000 a year.
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