Ferrari has announced a new multi-year partnership with tech company IBM, naming them as a ‘premium partner’ for the Scuderia team.
The partnership will begin on January 1, 2025, marking the start of a new chapter for Ferrari, especially with the arrival of Lewis Hamilton from Mercedes, which has generated much excitement.
Earlier this season, Ferrari also revealed a significant title sponsorship deal with Hewlett Packard, ahead of the Miami Grand Prix. With their new partnership with IBM, Ferrari says the goal is to “redefine digital transformation related to fan experience and fan engagement both on and off the track.”
This deal will focus on IT consulting, with both Ferrari and IBM aiming to use their collaboration to help bring Formula 1 to younger audiences.
Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, said: “We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise.”
He went on to explain that both Ferrari and IBM share similar values, such as the drive for excellence and the constant desire to push the boundaries in their fields.
He added that the partnership would combine their technology and skills to achieve high-quality and cutting-edge results.
“IBM, like Ferrari, seeks out talented people to grow its team and it is therefore the perfect partner to bring a new dimension to motorsport enthusiasts and our loyal fans at a time when Formula 1 has never been so popular with youngsters,” Giorgetti said.
He also explained that the partnership would offer Scuderia Ferrari’s fans unique experiences and provide new opportunities to open the team’s doors to the wider world. The two companies will also work together to create other fan-focused activities that will benefit both Ferrari and IBM.
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, added: “The ability for Scuderia Ferrari to quickly deliver world-class insights from their abundant data will only happen through the benefit of technology.”
He explained that by combining Ferrari’s passionate fanbase, its rich history, and the latest data and analytics technology, the team is in a strong position to increase global engagement while modernizing and scaling its digital operations.
