Italian Formula 1 giant Ferrari has signed a multi-year partnership with the globally renowned technology firm IBM.
The deal, set to commence on January 1, 2025, will leverage IBM’s digital expertise to connect with Ferrari’s fan base.
This will be achieved through interactive digital activations to drive fan engagement.
Ferrari’s commercial portfolio continues to expand following a partnership with Peroni at the start of 2024 and a blockbuster title partnership with HP, which was announced in May.
Ferrari is ‘proud’ to launch new IBM partnership
“We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise,” said Ferrari’s Chief Racing Revenue Officer Lorenzo Giorgetti.
“Our two companies share values such as the pursuit of excellence and the desire to always keep pushing the boundaries in our respective spheres of activity, as well as combining our technology and skills to pursue the highest quality and cutting-edge technology.
“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.
“The collaboration with IBM will see us offering Scuderia Ferrari HP fans unprecedented experiences that will open the doors of the Scuderia to the outside world, as well as collaborating together on many other fronts to create activations that will generate value for both brands.”
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM added, “In Formula 1, seconds matter whether it’s on or off the track.
“The ability for Scuderia Ferrari HP to quickly deliver world-class insights from their abundant data will only happen through the benefit of technology.
“Bringing together its passionate fanbase, historic prominence, and the latest innovative data and analytics solutions uniquely positions Scuderia Ferrari HP to grow global engagement while also modernizing and scaling its digital operations.”