Last week the Guardian reported that Bernie Ecclestone has indicated that Formula One will have new ownership by the end of the year and that three parties are currently interested (Bernie Ecclestone says three parties interested in buying Formula One, 6 October).

While these talks take place behind closed doors, we have a public message for any potential owners: you have an opportunity to put F1 on track to respect human rights and position the sport globally as a foremost example of how big sporting events and human rights should interact.

Far from being associated with the values the global public associate with sport – friendship, mutual respect, fair play and excellence – F1’s reputation has been marred by links with repressive states and their human rights abuses, primarily through its choice of Bahrain as a Grand Prix host.

F1 published a human rights statement in April this year, which was a welcome step (Amnesty warns human rights abuses ‘continue unabated’, 16 April; Formula One reverses human rights stance in runup to Bahrain Grand Prix, 17 April). But, given that shortly afterwards it announced a 2016 Grand Prix in Azerbaijan – where in 2015 the already worrying human rights situation has deteriorated rapidly – it remains unclear how seriously the company is taking these commitments.

Any future owners of F1 have a tremendous opportunity to push the company to build on its human rights commitments and ensure they are followed up by genuine action. This will create a sport the fans deserve and act as an example of how major sporting events can ensure respect for human rights.

Kenneth Roth

Executive director, Human Rights Watch

Phil Bloomer

Executive director, Business & Human Rights Resource Centre