Ferrari announced a significant sponsorship deal with IBM, establishing IBM as a ‘premium partner’ for Scuderia Ferrari on January 1, 2025. This partnership coincides with Lewis Hamilton’s eagerly awaited switch from Mercedes to Ferrari, marking the beginning of a new chapter for the team. The collaboration with IBM comes shortly after Ferrari’s title sponsorship agreement with Hewlett Packard (HP) earlier in the season, reflecting the team’s commitment to technological growth and enhancing fan engagement through digital transformation.
The Ferrari-IBM partnership is set to redefine the fan experience both on and off the racetrack. By bringing IBM’s IT consulting and advanced technology expertise into the mix, Ferrari aims to reach younger audiences who are increasingly interested in Formula 1. The team has emphasized that IBM’s role will involve creating a digitally immersive experience for fans, allowing for more dynamic and interactive engagement, which aligns with Ferrari’s goal of modernizing how fans connect with the sport.
Lorenzo Giorgetti, Ferrari’s chief racing revenue officer, expressed excitement about the shared values between Ferrari and IBM, such as the pursuit of excellence and a dedication to innovation. Giorgetti highlighted that IBM’s focus on talent development and technological progress makes it an ideal partner for Ferrari, helping to deliver new, high-quality experiences to fans. This partnership, based on shared principles, is expected to enhance both brands’ efforts to push the boundaries of fan engagement and performance.
Through this partnership, Ferrari and IBM will introduce unique experiences for Scuderia Ferrari HP fans, bringing them closer to the team. The collaboration will allow fans greater access to behind-the-scenes insights and special activations, creating a more intimate connection with Ferrari. This initiative aligns with Ferrari’s broader strategy to grow its global appeal and deepen its relationship with fans by utilizing IBM’s technological strengths to provide exclusive content and interactions.
Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, explained that IBM’s data and analytics capabilities will help Scuderia Ferrari HP manage and interpret vast amounts of data for improved performance and fan experiences. This technology-driven approach will advance Ferrari’s digital operations, increasing global engagement and allowing the team to evolve and connect with fans in innovative ways, while setting new standards for fan interaction and team performance in Formula 1.
