Formula 1 (F1) motor racing giants Ferrari have entered into a multi-year title sponsorship deal with computer hardware heavyweight Hewlett-Packard (HP).
Through a tie-up unveiled today, the team will begin life as Scuderia Ferrari HP at the Miami Grand Prix, with that race weekend running from May 3 to 5. The new logo will feature across the car livery and on the overalls of the drivers.
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The Italy-based team last had a named title sponsor during the 2021 F1 season, when it was known as Scuderia Ferrari Mission Winnow (a brand run by tobacco giant Phillip Morris International which does not advertise specific tobacco products). Since then, it has done without such a partner for the last two campaigns (although Phillip Morris is still a sponsor).
The Ferrari esports team and the Ferrari car competing in the F1 Academy female-only series will also be rebranded with HP nomenclature.
Ferrari will, in addition, have access to HP products and services for use across their operations through the deal.
The partnership will also entail “a shared commitment to advance sustainable innovation and accelerate purposeful technology” across those teams.
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By GlobalDataEnrique Lores, chief exec at HP, added: “Through this unique collaboration, we also have an opportunity to reach new audiences, drive business growth, and create lasting impact for our shared clients and communities. Together we will leverage the global stage of racing to accelerate sustainable innovation.”
HP’s main previous F1 sponsorship agreement came between 2000 and 2005 when it partnered with the Williams outfit.
Elsewhere in sport, meanwhile, the brand struck a deal earlier this year covering sleeve sponsorship rights at Spanish LaLiga soccer giants Real Madrid.
Its sister company, Hewlett-Packard Enterprises, has deals in place with the Mercedes and Stake F1 teams.
In terms of Ferrari sponsorship activity in 2024, the team has brought in private market asset management company Z Capital Group, Peroni Nastro Azzurro 0.0%, and extended with both Bang & Olufsen and Celsius.
Other major sponsors, meanwhile, include Puma, Shell, and Santander.
The Mission Winnow deal, active from 2019 to 2021, proved troublesome as some countries’ authorities believed it simply to be in place as a way of circumnavigating their bans on specific smoking products advertising.
On the track, Ferrari currently sit second in the 10-team F1 constructors’ standings for 2024, after five races.
