Ferrari join forces with IBM

Italian Formula One team Ferrari have announced a new multi-year partnership agreement with technology and consulting provider, IBM. The deal will kick off from 1st January 2025 and will see IBM become a Premium Partner of the team. The partnership aims to ‘ redefine digital transformation’ and will work towards enhancing fan experiences and fan engagement on and off the track. 

Lorenzo Giorgetti – Chief Racing Revenue Officer, Ferrari, commented,

“We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise. 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, as well as combining our technology and skills to pursue the highest quality and cutting-edge technology. 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 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 Marketing and Communications, IBM, added,

“In Formula 1, seconds matter whether it’s on or off the track. 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.”