Lewis Hamilton & Ferrari Enter the 2025 Season as the Fastest-Growing Team on Social Media in Formula 1

Lewis Hamilton is known for his speed on the track – but he has helped new team Ferrari accelerate on social media as well.

Hamilton’s arrival has seen Ferrari surge from third place in the global F1 fanbase to become the fastest-growing Formula 1 team on social media.

The Prancing Horse team has gained over 5.5 million new followers (+18.7%), marking an unprecedented rise in digital popularity.

Despite Mercedes maintaining the highest total follower count (38.57m), Ferrari (35.12m) is now nearly level with Red Bull Racing (35.62m).

Ferrari’s engagement levels have also soared by 42%, enhancing its commercial appeal and unlocking new opportunities for sponsors and partners.

Hamilton’s immense personal following, 53.1m across social platforms, further amplifies Ferrari’s reach, particularly in expanding F1 markets such as the United States and Asia. This is exemplified in his first post for Ferrari, which became the most liked (5.7 million likes) Formula 1-related post in history.

Kenny Ager, Global Head of Commercial Development at sports marketing agency WePlay, commented: “Audience and attention are the ultimate currency in sports, fuelling value for broadcasters, sponsors, and marketers.

“Star athletes have the ability to supercharge audience growth for their teams. Ferrari’s signing of Hamilton is the perfect example of that. Tracking this impact is why we built Power Rankings, a proprietary tool analysing audience size, growth, and engagement across any sports brand or rights holder. With 10 billion+ data points, it delivers precise, head-to-head comparisons on a global scale.”

Hamilton’s arrival at Ferrari is not just a statement of intent on the track but also a seismic shift in the business of Formula 1.

His multi-year contract, reportedly valued at approximately $446m, underscores Ferrari’s commitment to securing top-tier talent.

The UK in particular has witnessed significant F1 audience growth, adding 4.3 million new viewers since 2019, including 1.7 million women following the success of the Netflix documentary series Drive to Survive. With British drivers such as George Russell and Lando Norris already commanding strong UK support for rival teams Mercedes and McLaren, Hamilton’s move to Ferrari strengthens the team’s position in one of the sport’s most engaged markets.

Alongside Hamilton, Ferrari boasts another social media powerhouse in Charles Leclerc, currently the second most-followed F1 driver and this dynamic pairing ensures Ferrari’s dominance in digital engagement ahead of the 2025 season opener in Australia.

On the track, Hamilton brings seven world championships and a wealth of experience to Ferrari, a team that remains the most successful in F1 history but has not secured a Drivers’ Championship since 2007 or a Constructors’ Championship since 2008.

While instant success is never guaranteed, Hamilton’s arrival is expected to elevate Ferrari’s championship aspirations and provide an invaluable boost to Leclerc’s own title ambitions.

As the 2025 season kicks off, all eyes will be on Ferrari to see if their off-track momentum translates into championship-winning form on the grid.

Amplifying Women’s Voices in Sports: Leveraging Technology and Data for Equity

As we just celebrated Women’s Day (8th March), it is not only important to recognise the progress women’s sports have made, but also acknowledge the substantial work that still lies ahead. If you consider the two major representative sports; football and basketball, the steady rise in viewership seen by the Women’s National Basketball Association with new stars Angel Reese and Caitlin Clark leading the way is a classic example of success. Similarly, the finals of the 2023 Women’s World Cup drawing a record-breaking number in both Spain and England is a positive reflection.

Despite this progress, there is still a long way to go as far as gender biases in the sports industry go. Coverage remains comparatively limited and there are fewer opportunities for female athletes to achieve the same financial success as their male peers. To address this imbalance requires a concerted effort from investors, brands, and broadcasters alike. The opportunity to enhance the visibility of women’s sports and foster gender equity in the industry lies in technology. 

With the right tools, we can broaden coverage of women’s sports and highlight female athletes that would have otherwise gone overlooked. The opportunity to address this problem is a historical one. Done correctly, the sports world can break down long-standing barriers for women in the industry.

The Rising Tide of Women’s Sports

The emergence of women’s sports is two-pronged. On one end, there are established female leagues that have recently grown significantly in popularity. For example,  the Women’s Euro 2022 in football brought in over 360 million viewers, demonstrating the increasing demand for female-led sports content.  

On the other side, newer leagues are emerging, such as the Professional Women’s Hockey League (PWHL) which debuted in 2023 and generated significant fan interest. Additionally, sports like pickleball, with female athletes comprising close to 40% of the player base, are carving out new spaces for women in sports. 

Women’s sports are not only gaining attention from fans, but those fans are highly engaged. Female sports enthusiasts are active across various channels—they attend matches, buy merchandise associated with their favorite players such as jerseys, and follow them on social media. These fanbases are loyal and eager for more content. 

The call for increased visibility isn’t just about expanding coverage; it’s about offering fans the in-depth access they crave.  Technology can help shatter the glass ceiling that has traditionally limited sports visibility.

Leveraging Technology to Drive Equity

Broadening the scope of women’s sports requires more than just a desire for greater representation – it demands action. Stakeholders can put this demand into play by implementing the right technology. The sweeping changes empowered by data and artificial intelligence in broadcasting can play a transformative role in providing new opportunities for both established women’s leagues and emerging ones.

Right now, fans are limited in what they can see. Traditional linear broadcasting channels are often constrained by time slots: Choosing between men’s or women’s sports can be a zero-sum game. However, new technologies through digital platforms spare broadcasters from making this choice. 

For example, Disney+ Hotstar is leading the charge by enabling sports fans to access live events and distribute content across multiple digital platforms. With flexibility such as the ability to livestream content, distribute it to social media, or cast it on a second screen, sports leagues can be more inclusive in their coverage. They can air more female-led sports, including both established and emerging leagues, and also spend more time highlighting players beyond just the traditional stars. 

Digital-first platforms offer the advantage of personalization. Unlike traditional TV broadcasts which operate on a one-size-fits-all theme, streaming platforms can provide tailored experiences for fans. For instance, one viewer could watch a PWHL match that focuses on the play-by-play strategy, while another may prefer a feed that highlights player profiles and backstories. This customisation enhances viewer engagement, especially with younger audiences who are increasingly drawn to digital-first, social-driven content.

Artificial intelligence is instrumental to personalization. The rise of AI-based video editing tools is revolutionizing content production by allowing broadcasters to automatically generate clips and highlight specific players or moments in real-time. With these capabilities, sports leagues can elevate athletes who might otherwise be overshadowed by mainstream stars, thus enabling all players an opportunity to gain recognition and build a fanbase.

With increased viewership, female athletes will have more monetization opportunities as well. Currently, brand deals are often limited to a small group of high-profile female athletes. Coverage if widened through digital platforms and AI personalization, opens the door for more athletes to enjoy sponsorships, advertising deals, and other revenue streams, having an overall positive impact on the sports ecosystem.

Technology as the Key to Equity

Technology and data have the power to transform and break down historical imbalances, offering female athletes the platform, recognition, and financial backing they have long deserved. The current success of women’s sports is not a fleeting trend—it marks the beginning of a new era. One where technology enables deeper fan engagement and innovative monetization strategies, Women’s sports will resultantly be on a trajectory for long-term growth and stability.

Now is the time to recognise the immense potential of this space. By embracing technological advancements and strategies for recognition, the sports industry can foster a more inclusive, diverse, and equitable future—one where all athletes, regardless of gender, have the opportunity to thrive.

The author of this article Meghna Krishna is Magnifi’s Group Chief Revenue Officer.

Euroleague Basketball renews media rights agreement with Saran Media Group

Euroleague Basketball and Saran Media Group have announced the renewal of their long-standing media rights agreement for an additional four years, covering the 2025-26, 2026-2027, 2027-28 and 2028-29 seasons. This partnership further strengthens Saran Media’s position as a leading broadcaster of premium global sports content in Türkiye. It also promotes Euroleague Basketball´s aim to enhance passionate fan base and a deep-rooted basketball culture.

Under the renewed agreement, secured by Euroleague Basketball’s strategic partner IMG, Saran Media Group, will continue to hold the exclusive media rights for broadcasting Turkish Airlines EuroLeague and BKT EuroCup games across its platforms. With this agreement, these premier European basketball competitions will continue to be a crucial part of Saran’s impressive portfolio on its linear TV channel, S Sport, and OTT platform, S Sport Plus, which already features top-tier sports organizations such as the NBA, LaLiga, Serie A, Wimbledon, ATP Masters 1000, MotoGP, NFL, and UFC.

Kenan Saran, CEO of Saran Media Group, added: “Our collaboration with Euroleague Basketball has been a great success over the years. We are excited to further strengthen our relationship and continue providing extensive and high-quality coverage of the EuroLeague and EuroCup. Turkish basketball fans can look forward to another four years of thrilling action.”

“We are thrilled to announce the renewal of our partnership with Saran Media for another four years,” stated Paulius Motiejunas, Euroleague Basketball CEO. “Turkey remains one of our core markets, with millions of passionate fans following our competitions. With Saran Media’s top-tier production and commitment to delivering high-quality broadcasts, we couldn’t imagine a better partner to continue bringing our thrilling games and engaging content to audiences across the country.”

This renewed partnership ensures that Turkish basketball fans can continue to follow top teams like Anadolu Efes Istanbul and Fenerbahçe Beko Istanbul as they compete against Europe’s best, including Real Madrid, FC Barcelona, Olympiacos and Panathinaikos BC Athens.

With an expert, young, and dynamic team of basketball announcers and commentators, S Sport and S Sport Plus will continue to be the home of basketball. They will bring the excitement of EuroLeague, NBA, and NCAA to an audience of 9 million fans.

F1 team Alpine inks ticketing partnership with Viagogo

BWT Alpine Formula One Team announces a first-of-its-kind partnership with viagogo, the world’s leading ticket marketplace.

With viagogo’s platform available in 195 countries and 33 languages, more fans will have access to the thrill of Formula One, enabling BWT Alpine Formula One Team to reach new audiences and grow its global fanbase.

This partnership extends beyond ticketing – BWT Alpine Formula One Team will leverage viagogo’s cutting-edge technology platform and data insights to engage new audiences and unlock marketing opportunities.

viagogo’s brand will be visible across BWT Alpine Formula One Team’s garage environment, hospitality areas and digital platforms throughout the 2025 season and beyond.

The agreement underscores viagogo’s leadership in global ticketing, enabling BWT Alpine Formula One Team to distribute ticket inventory directly on the platform. This makes it easier for fans to access tickets and ensures a secure, fan-friendly ticket-buying experience. This distribution model called ‘direct issuance’ offers fans a wider selection of tickets and more choices for live events.

Oliver Oakes, Team Principal, BWT Alpine Formula One Team: “The partnership with viagogo is an exciting step to bring BWT Alpine Formula One Team closer to fans worldwide. By making tickets more accessible through a safe and trusted platform, we’re ensuring more supporters can experience the thrill of race day firsthand. We’re committed to enhancing the fan experience and strengthening global presence – this collaboration is a testament to that.”

Matt Drew, International Business Development Lead, viagogo:

“We’re excited to partner with BWT Alpine Formula One Team to make attending Formula One races easier than ever for fans around the world. In 2024, fans from 160 countries bought tickets on viagogo to see F1 live, and through this partnership, we will connect even more fans to their favourite races. Our goal is to bring supporters closer to world-class events with a seamless experience, while helping our partner expand their global reach and grow revenues.

“This partnership also highlights viagogo’s leadership in evolving the ticketing industry, enabling BWT Alpine Formula One Team to directly distribute tickets in our platform – setting a new standard for fan accessibility and engagement in F1.”

Liverpool FC signs Adidas as official kit partner

Liverpool FC and adidas have agreed a new multi-year partnership that will see the sportswear giant once again become the club’s official kit partner.

From August 1, 2025, LFC will wear the iconic three stripes for the third time in its illustrious history, with adidas supplying a range of match kit, training kit and culture wear to all men’s, women’s and Academy teams and LFC Foundation staff.

LFC and adidas partnered together through some of the club’s most successful eras and memorable trophy lifts, first from 1985 to 1996 and again from 2006 to 2012. During this time the Reds secured an array of silverware, including three top-flight domestic league titles and three FA Cup wins.

The adidas kit is synonymous with success at LFC and considered among the most universally loved strips with large sections of supporters.

Billy Hogan, chief executive officer at LFC, said: “Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time.

“adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on-pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”

Bjørn Gulden, chief executive officer at adidas, added: “We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base.

“The jerseys worn during previous partnerships are some of the greatest ever created. We are honoured to once again provide the players with cutting-edge technology to perform at the highest level and are looking forward to creating more classics for the fans.”

ICC inks partnership with Unilever to strengthen women’s cricket

The International Cricket Council has announced a groundbreaking partnership with Unilever’s personal care brands Rexona and Dove.

The two-year partnership, kicking off at this year’s Women’s Cricket World Cup in India and running until the end of 2027, marks the world cricket governing body’s first dedicated commercial partners for the women’s game.

The first-of-its-kind association announced through a criiio cricket festival event in Dubai, featuring 100 girls and coinciding with the International Women’s Day, will offer a major boost to the promising trajectory of the women’s game.

Strengthening ICC’s ambitions to accelerate the development of the women’s game on a global scale, the partnership between the two pioneering forces will include other major events in the international calendar such as Women’s T20 World Cups, U19 Women’s T20 World Cups, and the inaugural Women’s Champions Trophy in 2027.

ICC Chair Mr Jay Shah and Unilever CMO Mr Nitin Agarwal
The ICC-Rexona association will encompass a range of activities – ranging from the Flag Bearers programme to digital initiatives and experiences during event-time – that aim at breaking barriers and instilling confidence in women and girls on the world stage.

Beyond the major events, Rexona will also play a pivotal role in enabling participation through a series of women’s criiio festivals while also using its expertise in science and technology to lend support and collaborate on education programmes around women’s hygiene.

“This International Women’s Day we are proud to announce a groundbreaking partnership with Unilever, which signifies a pivotal moment for women’s cricket,” ICC Chair Jay Shah said.

“By aligning with a global leader like Unilever and its personal care brands for the ICC’s first ever women’s partnership, we are not only securing valuable commercial support but also reinforcing the growing importance of women’s sport on the world stage.

“This collaboration will empower female cricketers, inspire future generations, and contribute significantly to the continued growth and success of women’s cricket globally.”

Chloe Kelly’s Arsenal Return: Navigating Career Crossroads with Poise and Purpose

In this Member Insights piece, David Alexander, founder and MD of Calacus PR, explores how Chloe Kelly’s return to Arsenal serves as a masterclass in sports communication. From navigating a challenging period at Manchester City to making a strategic move for her England ambitions, Kelly’s story highlights the human side of footballers often overlooked in the professional game. This article delves into the media narratives, public statements, and resilience that have defined her journey back to the WSL spotlight.  

Chloe Kelly has had a turbulent time of late, and in this month’s Hit & Miss we will discuss what has led to her Arsenal return on loan, and how she has navigated the spotlight on her challenges this season.

Kelly’s career began at Arsenal, coming through the North-London side’s Centre of Excellence. In a statement released in 2016, when Kelly’s first professional contract was signed, then Arsenal Women manager Pedro Martinez Losa said: “Her potential is huge so we want to give her, not just Chloe but all the young players we have, a chance to help them develop. I think her main strength is in front of goal, she can finish with the right foot, the left foot and there is a lot of potential to work with.”

Kelly went on to join WSL Division Two side Everton in a three-month-loan loan at the start of the following season in search of more game time. After staying in Merseyside on loan for a second season, she signed for the Toffees permanently in 2018.

An impressive season saw her named in the 2019/20 PFA WSL Team of the Year, and Kelly then signed for Manchester City on a free transfer in July 2020.

She is best known for her crucial role in the Lionesses UEFA Euro 2022 triumph, the West-London born star coming off the bench to score the winning goal against Germany in the 110th minute of the final.

After four and a half years with the Citizens, though, things turned sour in Manchester.

Kelly found herself left out of Gareth Taylor’s side, starting just one WSL game in the first half of the 24/25 season. 

With Euro 2025 looming in the summer, she needed to leave City for more game time to have any chance of being selected in Sarina Wiegman’s England squad who are attempting to defend their crown.

Reports circulated that Kelly was pushing for a move away from City, with her preference to avoid relocating by making a controversial transfer to cross-city-rivals Manchester United, given that her family are settled in the North West. 

Kelly even deleted her tongue-in-cheek X post, referencing a Drake lyric, aimed at United fans, that stated “Never much love when we go OT” to push for the move across Manchester.

Despite not being a part of manager Gareth Taylor’s plans, City were understandably reluctant to strengthen a rival by allowing Kelly to sign for United in January, especially amid a battle for Champions League qualification. 

From Kelly’s perspective however, City were affecting her career and mental health by prolonging the transfer saga, and by not allowing her to move. 

She made her desire to leave public in a statement on her Instagram account, telling fans: “With my contract expiring in June I’ve accepted my future is not at this club beyond then.

“With the Euros fast approaching, this summer is a huge one, and I want to be in a position to give it my best shot to represent my country – something which has always filled me with such pride and is a true honour to do so. 

“However, to be dictated whom I can and can’t join with only 4 months left of the football season is having a huge impact on not only my career but my mental well-being. The situation has dragged on for too long, it’s disappointing and not right.”

Football fans are often guilty of seeing players as robots who simply play football and forgetting that they are real people whose mental wellbeing is affected by the way clubs treat them. 

In the world outside of sport, the public would have no qualms with a young, recently married woman wanting to avoid relocating her family by moving to a new job in the same city, and any employer attempting to block this would be lambasted. But football is different.

It’s the harsh reality of football that players under contract may have their career halted if they’ve fallen out of favour. 

Kelly touched on this on her Instagram, saying: “I’m at a pivotal point in my life, and my career is so important to me and is very disappointing that the sport we love can make you feel this way, especially after there’s been so much growth in our sport. 

“This is why I’m posting this because I want to make you all aware that we, as players, dedicate our lives to our sport and our clubs, but our dreams can be crushed whilst we live in silence. I am human, and I have and will give everything to the game that I love. Ultimately I just want to be happy again.”

Kelly treads a fine line by making this statement, showing the human impact of team exclusion in what is a short career.

By January 30, the final day of the WSL winter transfer window, Kelly was yet to secure a move away from City. Early on, Brighton had a loan offer accepted by City, but the deal was blocked by Kelly as she still hoped to remain in Manchester, and saw herself as a “top-3 player.”

Later in the day Kelly signed a return on-loan to Arsenal until the expiry of her Manchester City contract in the summer.

Following the move Kelly told Sky Sports News: “Things weren’t great and it wasn’t for a while, so I think it’s important that you address those things.

“But I’m here now at Arsenal and it’s a great time for me to get a smile on my face and enjoy my football again. I’m looking forward to the future.”

She represents herself in a positive light in this interview, making clear she had no desire to disrespect her old team, and simply wanted to draw a line under the issue and get on with her career.

She will be hoping her impact on Renée Slegers’s side for the remainder of the season will see her be named in the Lionesses’ squad for the Euros this summer.

The on-loan Arsenal star did take an initial hit to her England hopes, when she was not named in the initial squad for England’s Nations League ties against Portugal and Spain. 

England Head Coach Sarina Wiegman explained why at a media conference: “She hasn’t played enough, she has some credit, but now she has to get some minutes at Arsenal, show what she is about and we can revisit.

“We had a good conversation, she understands. She is not out for the Euros, so hopefully she gets minutes and we can revisit.”

Regarding her England team omission, Kelly told Sky Sports News: “Sarina is a top manager and I put so much trust into her. She’s been so successful so I think what’s best for the team is me not going to this camp and getting that football in my legs.

“I want to be at the best for England and Arsenal so it’s really important that I listen to the people around me and move forward.”

Kelly made her second Arsenal debut on the February 16, coming off the bench to play 30 minutes in the Gunners 5-0 North London derby victory to the delight of the sellout Emirates Stadium crowd.

When asked about her Euros ambitions following her second Arsenal debut, she told Sky Sports: “I think for me I need to get my head down, work hard, and be ready when called upon.”

Her comments show an understanding and humility towards the situation she is in. Regardless of the circumstances that led her to this point, she had only started one WSL game this season, and needs to work hard if she is to play for England this summer.

Kelly did go on to play in England’s Nations League fixtures, having been added to the squad following Arsenal teammate Beth Mead’s injury. She came off the bench in both the Portugal and Spain games.

Suzy Lycett’s stunning shot of Chloe Kelly’s goal v West Ham for The Gooner fanzine. Credit- Boodlepim

She then made a positive impact when Arsenal found themselves 2-0 down to West Ham, scoring on the stroke of half-time and helping the Gunners to an eventual 4-3 victory.

Kelly’s future is still uncertain, with her chances of making the Euro squad still in the balance.

In a world where footballers are under intense scrutiny, Kelly has managed to navigate the spotlight around her Manchester City exit with grace. She has done what is best for her England career, whilst getting her head down and focusing on her football.

For communications support and information, please contact Calacus via info@calacus.com

F1 signs Belvedere as official vodka partner

Formula 1 and LVMH have announced Moët Hennessy luxury spirit, Belvedere, as the sport’s first-ever Official Vodka Partner.

The collaboration marks Belvedere’s first foray into global sports, and connects two brands celebrated for their heritage, excellence, and pursuit of exceptional performance. Together, Formula 1 and Belvedere will create one-of-a-kind experiences and give fans the unforgettable taste of an F1 race.

Belvedere Vodka is produced in one of the world’s longest operating Polish distilleries, with distillers drawing from a 600-year Polish vodka-making history to artfully craft rye into an extraordinary vodka of distinct taste and character.

Starting in Australia, Belvedere will host an Official After Party of the Australian Grand Prix, an exclusive event that will redefine high-end entertainment and nightlife and bring together the world’s most renowned DJs.

Additionally, Belvedere Vodka will be served in hospitality spaces throughout the season, including in Paddock Club and the F1 Garage, further adding to the incredible energy of the circuit.

Stefano Domenicali, President and CEO of Formula 1, said: “Formula 1 has always been the symbol of prestige, adrenaline and spectacle, which is why we are so thrilled to welcome Belvedere as our first Official Vodka Partner. Together we share the same dedication to quality and the pursuit of exclusive moments.

“This announcement once again confirms the strong connection with LVMH, consolidated by a decade-long partnership. Their willingness to fully embrace the spirit of Formula 1 excites us and makes us proud of this partnership.”

Francois-Xavier Desplancke, President and CEO of Belvedere Vodka, added: “I am immensely proud of the partnership between Belvedere and Formula 1. Our mutual dedication to innovation, expertise, and precision naturally aligns our brands, creating a truly exceptional alliance.

“In the high-octane world of Formula 1, where milliseconds forge legends and engines roar with untamed energy, Belvedere Vodka arrives not just as a partner, but as the embodiment of the festivities and the entertainment. Formula 1 isn’t just about speed; it’s about spectacle. And where there’s a race, there will be always a reason to honour the excitement of the sport, from off track to beyond.”

Motorsports and Realtime Data: Revolutionizing Fan Engagement

Motorsports have always been synonymous with speed, precision, and innovation—both on the track and in the way they engage fans. In an era where digital experiences define audience expectations, realtime data has become the driving force behind deeper, more immersive fan engagement.

Platforms like F1’s Live Timing, MotoGP’s VideoPass, and NASCAR Drive enable enthusiasts to access multi-angle race views, in-car cameras, and live team radio communications—bringing them closer to the action than ever before. Delivering these experiences, however, hasn’t always been easy, especially given the sheer scale and velocity of data involved.

At NASCAR, with 40 cars whirring around the track at speeds of up to 200 mph, reaction times are measured in milliseconds—not just for drivers, but for the technology delivering the action to fans. Each car emits 100 data points at a frequency of 120 times per second, adding up to over a terabyte of high-frequency data per race. This staggering volume translates to 370 million+ messages broadcast during marquee events like the 2024 Daytona 500, with more than 56,000 users simultaneously connected, all demanding seamless access to telemetry, lap times, and race insights in realtime.

Let’s look at how the NASCAR team have tackled the common challenges of reliability and scalability, ensuring fans receive uninterrupted, high-speed data streams that match the intensity of the race itself.

Keeping Pace: The Critical Role of Realtime Infrastructure in NASCAR Drive

NASCAR has always been at the forefront of leveraging technology to enhance fan engagement and NASCAR Drive is a great example of this in practice. It offers an immersive experience where fans can select their favorite driver’s in-car camera, listen to team communications, and see telemetry data like speed, steering angle, and RPMs – a level of access that few other sports provide.

The infrastructure underpinning NASCAR Drive is critical; fans expect seamless access to realtime data, and any failure to deliver could result in lost engagement and reputational damage. 

Speed is everything—not just on the track, but also in the data delivery pipeline. 

NASCAR’s infrastructure ensures that fans get instantaneous updates that mirror the pace of the race, maintaining the thrill and intensity of live motorsport. Any delay or disruption could break the connection with users. 

As Chad Larter,  Managing Director, Infrastructure & Security at NASCAR notes: “Users aren’t typically too forgiving if they’re not able to get the data they signed on to get. They’re going to leave immediately and most likely they’re not going to come back and check later! This underscores the importance of delivering data in realtime, keeping up with the pace of the race, and ensuring fans stay engaged.”

To prevent this, NASCAR Drive is built to handle sudden traffic spikes, ensuring seamless performance even under peak demand. By prioritizing realtime data streaming and optimizing infrastructure, the platform delivers the insights fans crave—without overwhelming the system.

The result? A must-have second-screen experience that keeps enthusiasts returning, race after race.

Architecting NASCAR Drive for Reliability and Scalability

To make this possible, NASCAR has moved away from their long-polling based solution, to using WebSocket-based infrastructure powered by Ably. Scalability was always a pain point – and worry – on race days, as servers had to be spun up and on-call resources were required to respond in case a server went down. 

Now, Ably allows NASCAR to dynamically scale up and down without having to manually provision and manage servers. Using Ably’s channel-based architecture, data is distributed to individual drivers’ channels efficiently enabling updates to be sent to fans that are subscribed to a particular driver, rather than broadcasting all data to everyone. Efficient data streaming is also made possible through the use of Delta Compression – with data only being sent to client devices when there is a delta (or change).

NASCAR also benefits from Ably’s reliability features, like automatic failover and redundancy, to ensure data feeds remain up and running even in the face of infrastructure issues. They can also take advantage of Ably’s SDKs for different platforms (web, mobile, etc.) to easily integrate the realtime data into their various client applications and generally reduce the operational overhead of managing their own realtime infrastructure by offloading that responsibility to Ably. 

How Other Motorsports are Using Realtime data to Elevate Fan Engagement

Other motorsports organizations are also leveraging realtime data to enhance fan engagement and provide immersive experiences. 

For example, the NTT IndyCar Series, in partnership with NTT Data, utilizes over 140 sensors on each race car to capture and analyze more than 8 billion data points during events. Advanced AI and predictive analytics transform this data into realtime insights, allowing fans to track key race strategies, overtaking maneuvers, and race winner predictions.

Similarly, Formula 1’s newly launched F1 Unlocked platform enhances fan engagement by providing exclusive behind-the-scenes content, driver insights, and realtime data analysis. Fans can track sector performances, live leaderboard updates, and team radio snippets, gaining a deeper understanding of race dynamics. The platform also includes interactive features such as competitions, quizzes, and exclusive discounts, fostering a more immersive and rewarding fan experience. 

These initiatives highlight how motorsports are integrating cutting-edge technology to bring fans closer to the sport, leveraging data to create a richer, more interactive viewing experience. But getting the data in the hands of fans, in realtime, is key in each case to the successful delivery of these experiences.

Driving the Future of Fan Engagement—In Realtime

As the demand for richer, more interactive fan experiences accelerates, motorsports continue to push the boundaries of what’s possible with realtime data. NASCAR, alongside technology partners like Ably, is setting the pace—delivering seamless, dynamic, and highly personalized digital experiences that keep fans on the edge of their seats. 

By removing the complexities of realtime infrastructure, Ably empowers NASCAR to focus on what matters most: bringing the thrill of the race to fans everywhere, in the moment, without delay. In a sport where every second counts, the ability to deliver realtime engagement at scale isn’t just an advantage—it’s a game-changer.

Beyond motorsports, the potential of realtime data is limitless. In endurance sports like triathlons, live athlete metrics such as heart rate and pace can enhance engagement by bringing excitement and context to long-duration events. In team sports, realtime tracking and analytics offer deeper insights into strategy, player performance, and key moments, enriching the viewing experience. Even beyond sports, realtime audience data at live events like concerts and festivals can create interactive and immersive experiences, making fan engagement more dynamic and personalized.

The key is to move beyond just displaying raw data—instead, using it to tell compelling stories, create emotional connections, and heighten excitement for fans. Whether in sports, music, or live entertainment, leveraging realtime engagement at scale isn’t just an enhancement; it’s the future.

Matthew O’Riordan is CEO and Co-founder at Ably, a global realtime experiences platform that empowers developers to build highly scalable and engaging applications. Ably’s technology enables applications to exchange data in realtime, ensuring everyone stays on the same page, regardless of location or device. You can find out more here about how Ably helps Tennis Australia and NASCAR.

TKO enters Saudi with Sela partnership to establish new boxing promotion

TKO Group Holdings, Inc. (TKO) (NYSE: TKO), a global leader in sports and entertainment, and Sela, a leading entertainment conglomerate, have announced a multi-year partnership to establish a new boxing promotion that will provide a premier platform for both leading boxers and prospects in the sport.

Speaking on this significant milestone, HE Turki Alalshikh said: “This landmark partnership between industry powerhouses sets the stage for an unparalleled experience for boxers and fans. Together, we are developing the next generation of talent and delivering world-class events at a time when the sport is primed for further disruption.”

Mark Shapiro, President and Chief Operating Officer, TKO added: “This is a strategic opportunity to reimagine the sport of boxing globally. TKO has the deep expertise, promotional prowess, and longstanding relationships. HE Turki Alalshikh and Sela share our passion and vision for evolving the current model. Together, we can bring the sweet science back to its rightful place in the forefront of the global sports ecosystem.”

TKO will serve as managing partner, providing day-to-day operational expertise, management, and oversight of the promotion, with executive leadership anchored by UFC President and CEO Dana White and WWE President and TKO Board Member Nick Khan.

Sela has played a pivotal role in promoting and delivering some of the biggest international boxing events in recent years, including Terence Crawford vs. Israil Madrimov in Los Angeles, and Anthony Joshua vs. Daniel Dubois at Wembley Stadium, which set a new UK attendance record. A Public Investment Fund (PIF) company, Sela is also the lead sponsor of Newcastle United Football Club and has delivered projects such as Riyadh Winter Wonderland, Formula E, and the Italian Super Cup.

Dr. Rakan Alharthy, Managing Director and CEO of Sela, added: “This partnership between HE Turki Alalshikh, Sela, and TKO will turn the page on a new chapter in boxing history. Together, we will elevate the sport to new heights and redefine the fan experience for a worldwide audience. The promotion will create a sustainable future for boxing and reinforce Sela’s position as a powerhouse in global sports and entertainment.”

The new promotion will feature:

  • A highly structured system to develop new talent from around the world, including athlete combines and academies.
  • Access for all boxers to the UFC Performance Institute, the world’s leading combat sports performance training, research, rehabilitation, and nutrition center, featuring locations in Las Vegas, Mexico City, and Shanghai.
  • TKO’s production, media, and promotional expertise, to deliver both in-arena experiences and top-tier, state-of-the-art broadcasts to fans around the world.