G-forces Meet Graphs: Analyzing 50+ Years of Formula 1 Sponsorship Using GDS

Session Track: Data Intelligence

Session Time: 09:00 pm - 09:15 pm November 6

Session description

This presentation showcases an application of graph architecture and GDS algorithms (Graph Data Science library) to analyze more than 50 years of sponsorship data in Formula 1 racing. The speakers begin by showing how to build a graph schema that supports adaptable and versatile analyses with these varied, longitudinal data. Analyzing almost 100 teams, current and historical, and nearly 10,000 individual deal-years, the focus of the presentation is on how to conduct the analyses, particularly those that use the GDS package. Though the context is sport sponsorship, we also identify other potential applications. The presentation touches on the following topics: - Overview of the data and its applicability - Schema design within the graph database - Selected insights achieved through basic cypher and using GDS - Selected cypher code as well as tips and tricks for working with the GDS package - Potential new applications and improvements

Speakers

William Steadman

Business Intelligence Analyst, Delaware North Sportservice, Cincinnati Reds

Will Steadman is currently a BI analyst for Delaware North's Cincinnati Reds operation at Great American Ballpark. Prior to this, he had a winding road beginning with a Bachelor's degree in Engineering from Dartmouth and moving all the way to Japan to work as a baseball coach and English teacher. Prior to Will's current role, he attended UMass Amherst for his MBA and MS in Sports Management and is where he met co-author and mentor B. David Tyler, who also cofounded knowrivalry.com. In his free time, Will enjoys hydrofoiling, playing guitar, and flying single engine aircraft.

Joe Cobbs

Professor, Northern Kentucky University

Joe B. Cobbs is the cofounder of the Know Rivalry Project and a professor in the Haile College of Business at Northern Kentucky University (NKU) where he leads courses in Sports Economics and Rivalry & Ritual in International Sports. He also serves as Chair of the University Athletic Council at NKU. He earned his Ph.D. from the Isenberg School of Management at the University of Massachusetts Amherst in 2010. Professor Cobb previously served as a corporate sponsorship consultant at General Sports & Entertainment in Detroit, Michigan and as the Director of Marketing for Miami (OH) University Intercollegiate Athletics. His research on sport rivalry and the business of Formula 1 racing has been presented at conferences on five continents, published in leading peer-reviewed journals, and featured by more than 100 media outlets, including the New York Times, Wall Street Journal, Financial Times, and National Public Radio (NPR). Professor Cobbs is also commonly known around campus as Dr. Green Shoes for his 'Green for Groceries' campaign to promote the campus food pantry and end food insecurity at NKU.

David Tyler

Associate Professor, University of Massachusetts Amherst

Dr. B. David Tyler researches how fans consume sport, particularly around rivalry and fan communities. Tyler teaches sport data analytics as a faculty member in the McCormack Department of Sport Management, part of the Isenberg School of Management at the University of Massachusetts Amherst. He is cofounder of the Know Rivalry Project and KnowRivalry.com website. Tyler's research has been featured in numerous media outlets, including the New York Times, BBC Radio, Toronto Star, Wall St Journal, ESPN radio, and SportsBusiness Journal. He is known internationally as an expert in sport rivalry, but also for being a nerd who loves data way more than is healthy.