European Motorsport Fans Are Going Full Throttle Online. Where Does Your City Lie?
Which European Cities Are Revving Up Search Engines for Prestigious Motorsport Events? New Data Reveals Top 10.
- Copenhagen reported the highest search volume for motorsport-related terms, with an average of 285 searches per 100,000 residents.
- Warsaw (second) and London (third) recorded average search volumes of 179 and 166 per 100,000 residents, respectively.
- Newcastle upon Tyne reported 84 searches per 100,000 residents, ranking tenth among top European cities.
According to the study, Copenhagen tops the list, showing the highest search interest surrounding major motorsport events.
A new study conducted by iGaming specialist Martynas Norvilas analysed monthly Google search volumes for terms related to major motorsport events (like “F1 Silverstone 2025,” “Goodwood Festival of Speed 2025,” “Goodwood tickets,” “Le Mans 2025,” and “Le Mans 24h live”) across the top 50 European cities. The search volumes were then compared against 2025 population figures to identify which cities most actively seek motorsport event updates.
Copenhagen ranks first with an average of 285 monthly searches per 100,000 residents. That’s 437.7% higher search interest than the national average of 53. The Danish capital, home to 1,400,740 residents, recorded 3,990 average monthly searches for motorsport-related terms.
Warsaw ranks second, with an average of 179 monthly searches per 100,000 residents, a 237.7% increase above the national average of 53. With a population of 1,800,230, the Polish capital recorded 3,230 average monthly searches.
London places third, with an average of 166 monthly searches per 100,000 residents, 213.2% more than the national average of 53. The British capital, with 9,840,740 residents, reported 16,350 average monthly searches for keywords.
Looking at the study, Martynas Norvilas commented:
“The data reveals that European cities like Copenhagen, Warsaw, and London are leading the charge in motorsport searches, showing just how powerful the appeal of events like F1 Silverstone, Goodwood Festival of Speed, and Le Mans is across these European cities.
“Fans in these cities are demonstrating remarkable intensity around premier motorsport events, with everything from race schedules to ticket information fueling their enthusiasm. For marketers, media outlets, and motorsport brands, this is a clear opportunity to tailor content, timing, and engagement to match the heartbeat of the European motorsport conversation.”
Dublin ranks fourth, averaging 124 monthly searches per 100,000 residents, 134.0% more than the national average of 53. The Irish capital, with 1,299,110 residents, reported 1,610 average monthly searches.
Budapest ranks fifth, with an average of 112 monthly searches per 100,000 residents, 111.3% higher than the national average of 53. The Hungarian capital, with 1,782,240 residents, reported 2,000 average monthly searches.
Rotterdam (6th) reported an average of 105 monthly searches per 100,000 residents, followed by Amsterdam (7th) at 101, Southampton (8th) at 88, Milan (9th) at 85, and Newcastle upon Tyne (10th) at 84.
The study was conducted by Martynas Norvilas, a motorsport specialist and sports journalist with over 20 years of experience as a professional player and industry expert.