In an exciting development for Formula 1, Scuderia Ferrari HP has announced a multi-year partnership with IBM, a global powerhouse in technology and consulting.
Starting January 1, 2025, this alliance aims to revolutionise fan engagement and optimise team operations, promising new digital experiences for Scuderia’s global fanbase.
Under this partnership, IBM will serve as Ferrari’s premium IT consulting partner, bringing its expertise in data, cloud computing, and AI to elevate the fan experience. This collaboration will launch a suite of interactive digital platforms that cater to fans of all ages, with a particular focus on accessibility and sustainability. Both companies aim to captivate younger audiences while advancing digital inclusivity in motorsports.
Lorenzo Giorgetti, Chief Racing Revenue Officer, Ferrari, expressed enthusiasm for the partnership and said, “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 of Marketing and Communications at 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 modernizing and scaling its digital operations.”
IBM, a tech giant known as “Big Blue,” is a global leader in technology and consulting services. Founded in 1911, IBM has a rich history of innovation, from pioneering mainframe computers to driving advancements in artificial intelligence and cloud computing. Today, IBM offers a wide range of solutions, including hybrid cloud, AI, and cybersecurity, helping businesses transform and thrive in the digital age.
The partnership comes at a pivotal moment, as Ferrari prepares for the 2025 season with a strengthened lineup. Seven-time world champion Lewis Hamilton is set to join current driver Charles Leclerc, creating a powerful driver duo that has already ignited excitement among fans. The collaboration with IBM will support this new chapter, offering fans deeper insights into the team’s strategy and performance.
With IBM, Ferrari adds another esteemed name to its impressive roster of partners, including Shell, UniCredit, HP, Harman Automotive, ZCG, CEVA Logistics, and Peroni Nastro Azzurro 0.0%. This collaboration further solidifies Ferrari’s commitment to innovation, as the team pushes to reclaim the Constructors’ Championship.
As the 2024 season nears its climax, the Prancing Horses holds a strong second position in the Constructors’ standings with 557 points, closely trailing McLaren with 593 points. The final races, starting with the Las Vegas Grand Prix from November 21-23, will be crucial as Ferrari fights to reclaim the title from reigning champions Oracle Red Bull Racing, who currently sit third with 544 points.