SAKHIR, 4 April 2004 — “Take these glasses away and clean them. They’re filthy. No one will drink from them like this. We need to increase the temperature in here. It’s too cold. The drivers won’t like it. Where do you want me to seat the monster?” the Federation Internationale de l’Automobile (FIA) representative asked her colleague.

The “monster” under discussion before the press conference was Michael Schumacher, premier driver for the Formula One Scuderia Ferrari Marlboro team. There is frequently disagreement over exactly what type of monster Schumacher is. His personality traits may be open to opinion but it cannot be denied that in the area of merchandise licensing Schumacher’s name has a gargantuan presence.

Preparing for today’s 2004 Gulf Air Bahrain Grand Prix, Bahrain is draped in scarlet. Some of that color comes from the island nation’s flags, but a more profitable shade of red colors the Formula One merchandise licensed through Schumacher and Ferrari.

Stores throughout Bahrain have special offers linked to the Grand Prix. Stalls have also sprung up selling nothing but Ferrari-branded products. Shirley, a Filipina salesperson on duty at the Ferrari stall leased by Mohammed Jalal Company at Seef Mall asserted that sales are excellent.

“We started selling here about a month back and business has been rising as the race approaches,” Shirley said. “On Thursday we sold BD1,000 worth of merchandise. Our stock of Ferrari juvenile T-shirts is finished. We have also sold out of the adult Ferrari zip shirts, which were BD19.90 each. From what I can see it is mostly visitors to Bahrain who are buying our goods.”

The officially licensed Ferrari products could hardly be considered inexpensive. Ferrari plastic key chains or mugs were priced at BD5.90. An adult’s Ferrari cap was BD12.90. A black Ferrari rucksack cost BD29.90. Adult sized T-shirts were BD14.90. Even with the high prices people couldn’t resist browsing the goods. While some couldn’t justify purchasing Ferrari merchandise for themselves, most would give in to pleas from their children.

While the Ferrari stall at Seef Mall might be a seasonal venture, other stores there have already decided to create more permanent ties with agencies selling official F-1 merchandise. Sahafdeen, manager, Yaquby Stores stated that his firm has agreed to sell F-1 merchandise from all the teams throughout the year. “We just started selling the officially licensed Formula One goods a month back. Sales have been brisk and we plan to have these items year round,” he said. “In the days before the race people have been buying a lot of caps and T-shirts. Ferrari and BMW are selling the best.”

Yaquby Stores had a wide range of textile items from all the teams. A Michael Schumacher slinger bag from Motor Sport Marketing’s Michael Schumacher Collection retailed for BD14.5. A Michael Schumacher backpack cost BD26.00. His team’s backpack was priced at BD37.00.

Throughout Seef Mall, numerous fans could be seen wearing their favorite F-1 team’s insignia. Many reeked of the F-1 smell, too. Perfume shops were offering special gifts with the purchase of Ferrari cologne products.

It is anticipated that the Grand Prix will benefit more than Bahrain’s retail sector. A study of the economic impact of organizing the Formula 1 event in Bahrain completed by the Bahrain Center for Studies and Research (BCSR), noted a record high 67 percent increase in sales in the hotel sector. The car hire sector is expecting an increase in sales of about 30 percent and the travel and tourism agencies are expecting an increase of about 26 percent. The study also found that all the institutions involved with the event believe that the organization of the Grand Prix has had a positive impact on Bahrain’s economy and will ensure that Bahrain is ready for similar events in the future

Significantly, the BCSR study predicts that 40,000 people will be in attendance at the Bahrain International Circuit. It is anticipated that each attendee will spend on an average BD85 daily, including the cost of the ticket. At this time tickets for the Grand Prix are sold out.