How Data Drives Formula 1 Both On and Off the Track

Geoff Short
Oct 30, 2019
Austin F1 F1 Austin Formula One Lewis Hamilton Max Metral

UPDATE: With Formula 1 United States Grand Prix taking place in Austin, Texas on Sunday, Nov. 3, MarketScale wanted to revisit our conversation with Max Metral, Insight Manager for Formula 1. This podcast was originally posted in March, 2019. 

Formula 1 has launched the careers of worldwide superstars like Lewis Hamilton, Michael Schumacher, and Jackie Stewart. In 2018 alone, over 4 million people worldwide attended one of the Grand Prix.

Formula 1 is synonymous with brands ranging from Ferrari to Rolex to Segway and Emirates. Their Netflix series titled Formula 1: Drive to Survive is a heart-pounding rush that leaves you catching your breath.

So how did this sport grow to the extent that it has produced a start like Hamilton, who is in that vaunted category of celebrities that even A-listers are envious of? The answer lies in the data.

THE DATA THAT IS DRIVING MASSIVE GROWTH

Michael Lewis’ book “Moneyball: The Art of Winning an Unfair Game” brought into focus a trend that was taking place across sports. Organizations were realizing they could make smarter decisions with their resources by utilizing data that was readily available to them.

This trend has recently made its way from the field of play into the world of fan engagement. Joining MarketScale’s Sports & Entertainment Podcast is Max Metral, Insight Manager for Formula One. He discusses the data F1 collects and how it’s used to drive fan connections and brand recognition.

“Many sports fans really like to have access to data about the players, on our side it’s more about the car and the driver,” Metral says. He says that they’ve found that fans enjoy consuming data about the cars, from tire usage to performance in each area of the track.

The content preferences of F1 fans provides insight into the types of people who follow the sport closely. They understand that in a sport like this, much like in the business world, the margin between winning a race and finishing in the middle of the pack is razor thin. Knowing the nuanced details that make up these margins is where the beauty of the sport lies and where casual observers are transformed into die-hard fans.

“What we see is knowledge is driving fandom. The more you know about a sport, the more you understand the rules and how it works, the more likely you are to be a fan,” Metral says.

The data certainly seems to agree with him.

For the latest news, videos, and podcasts in the Sports & Entertainment Industry, be sure to subscribe to our industry publication.

 

Follow us on social media for the latest updates in B2B!
Twitter – @SportsEntMKSL
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

Follow us on social media for the latest updates in B2B!

Image

Latest

SEO
SEO in the Age of AI: What CMOs and CEOs Need to Know About AEO and GEO
November 20, 2025

In an era when AI-driven search experiences are reshaping how customers discover brands, marketing leaders are navigating a confusing landscape of new acronyms, shifting behaviors, and bold industry predictions. Despite widespread claims that “SEO is dead,” the data tells a different story: organic search traffic has continued to grow even as platforms like ChatGPT, Gemini,…

Read More
From the Bench: How Research Can Help Us Build a Future-Ready Global Healthcare Workforce | Lauren Herckis | EP 18
From the Bench: How Research Can Help Us Build a Future-Ready Global Healthcare Workforce
November 20, 2025

The Care Anywhere podcast is taking listeners behind the scenes of global health workforce research with a brand-new series: From the Bench. In this kickoff episode, host Lea Sims talks with Dr. Lauren Herckis of TruMerit about how research can move from data to real-world impact — revealing how evidence, collaboration, and curiosity are driving…

Read More
purpose
Elevate Your Career Journey by Choosing Purpose, Practicing Intentionality, and Building a Culture of Belonging
November 19, 2025

Purpose doesn’t just shape what we do—it shapes how we grow. When we choose to move through our careers with intention, we start noticing the moments that build trust, the conversations that deepen understanding, and the relationships that elevate our impact. This episode of Professional Quotient digs into what it really means to show up…

Read More
Christie Linebarger
Christie Linebarger’s Journey to Leadership: Grit, Growth & Leading with Heart
November 19, 2025

Leadership conversations are shifting as companies navigate rapid change, tighter labor markets, and evolving employee expectations. Teams want leaders who show up with humility, clarity, and a genuine investment in people—traits that can’t be faked and can’t be automated. And with studies consistently linking team engagement to the quality of direct leadership, understanding how effective…

Read More
Related
NBA
Software & Technology
Slow Stories in a Fast League: Why the NBA Still Deserves Real, In-Depth Journalism
November 3, 2025
college football
Healthcare
Coaching Insights: Inside the Relentless Pressure and Changing Realities of Modern College Football
October 27, 2025

The college football carousel is spinning faster than ever—accelerated by the transfer portal, NIL, and playoff-or-bust expectations. In this environment, staff turnover isn’t just a headline; it’s a human story affecting assistants and families who don’t have eight-figure buyouts. As discussed in this episode, a widely cited estimate suggests a majority of portal entrants…

Read More
Sports Ownership
Healthcare
Alts Innovators: Gennaro Leo on Sports Ownership
October 20, 2025

Welcome to the second episode in our mini-series on the alternative asset market. Gennaro Leo is a sports executive and the co-founder of Austin Sports Ventures, a firm that partners with venture capital and private equity firms to invest in and operate assets across professional sports leagues, teams, and high-growth technology startups. In this…

Read More