Ferrari and IBM have announced a groundbreaking multi-year partnership that is set to revolutionise the fan experience for Scuderia Ferrari enthusiasts. This strategic alliance, commencing in 2025, sees IBM becoming Ferrari’s premium partner in IT consulting. While the specifics of IBM’s contributions remain under wraps, the partnership primarily aims to enhance engagement with the Tifosi, Ferrari’s passionate fanbase.
“This partnership brings together two benchmark companies that share a love of challenges, innovation, excellence and the pursuit of high performance,” said a joint statement from Ferrari and IBM. “With Scuderia Ferrari HP’s great experience in Formula 1 and IBM’s cutting-edge technology, the aim of the partnership is to redefine digital transformation for what is related to fan experience and fan engagement both on and off the race-track.”
Driving Fan Engagement with Cutting-Edge Technology
The core objective of this collaboration is to elevate fan interaction to new heights through the utilisation of innovative technologies. Ferrari aims to captivate a younger audience, creating a more inclusive and engaging environment for fans.
IBM’s senior vice president of marketing and communications, Jonathan Adashek, elaborated on the company’s vision for achieving this goal. “In Formula 1, seconds matter whether it’s on or off the track,” he stated. “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 modernising and scaling its digital operations.”
The Wider Context of Ferrari’s Strategic Partnerships
This new endeavour with IBM is part of Ferrari’s ongoing efforts to expand its technological and commercial footprint. Earlier, Ferrari announced HP as its title sponsor and welcomed Italian banking firm UniCredit as a partner starting in 2025. These moves further cement Ferrari’s commitment to innovation and excellence.
Reflecting on the collaboration, Ferrari chief racing revenue officer Lorenzo Giorgetti expressed pride in associating with a world-renowned technology leader. “We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise,” Giorgetti commented. “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.”
The partnership is poised to not only elevate the Scuderia Ferrari HP fan experience but also mark a significant development in the alliance between technology and motorsport.
