Formula 1 (F1) motor racing giants Ferrari have announced a multi-year premium partnership with global technology company IBM, effective from January 1, 2025.
The new partnership aims to use IBM’s expertise and tools to work on Ferrari’s digital and on-track fan experiences and engagement as the team’s premium partner in IT consulting.
Go deeper with GlobalData
Lorenzo Giorgetti, chief racing revenue officer at Ferrari, said: “We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise.
“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: “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.”
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataLast month, Ferrari announced the multi-year renewal of their partnership with Shell.
The partnership, which will come into effect on January 1, 2026, covers the Scuderia Ferrari F1 team, the Ferrari Hypercar Le Mans outfit, and the Ferrari Challenge Series.
The Hypercar team was incorporated into the partnership last year, where it provides lubricants and coolants for the Ferrari Hypercar program.
The previous month Ferrari also announced a new sponsorship deal with UniCredit, the Italy-based banking and financial services firm, just days after ending their partnership with Santander. The existing three-year contract with the Spanish bank will end on December 31.
Ferrari's other premium sponsors include HP and Puma. HP was unveiled as the team's new title sponsor in April.
In terms of Ferrari sponsorship activity across 2024, the team have also brought in private market asset management company Z Capital Group and Peroni Nastro Azzurro 0.0%, and have extended with both Bang & Olufsen and Celsius.
