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.