Ferrari has announced a multi-year sponsorship deal with tech giant IBM, who will join the team as a “premium partner” starting January 1, 2025. This new partnership marks a fresh chapter for Ferrari as Lewis Hamilton makes his much-anticipated move from Mercedes.
The collaboration with IBM follows Ferrari’s earlier title sponsorship deal with Hewlett Packard announced ahead of the Miami Grand Prix. The Scuderia states that the IBM partnership aims to “redefine digital transformation” with a focus on enhancing fan experience and engagement both on and off the track.
Ferrari clarified that IBM’s role as a “premium partner” will center on IT consulting, with both companies working together to connect Formula 1 with younger audiences. Lorenzo Giorgetti, Ferrari’s chief racing revenue officer, expressed excitement about the partnership: “We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise.”
Giorgetti added, “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… 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 will offer Scuderia Ferrari HP fans “unprecedented experiences” that give them an inside look into the team, while also working on other projects to create value for both brands.
IBM’s Senior VP of Marketing and Communications, Jonathan Adashek, commented: “The ability for Scuderia Ferrari HP to quickly deliver world-class insights from their abundant data will only happen through the benefit of technology.”
He added that by combining Ferrari’s legacy with IBM’s data solutions, the partnership aims to modernize and expand Ferrari’s digital operations, enhancing global fan engagement.