Amazon Web Services (AWS) has agreed to a deal with Ferrari to become their Official Cloud, Machine Learning, and Artificial Intelligence Provider. Together, the companies will accelerate the pace of innovation across the entire Ferrari organization, including their road cars department, GT Competitions, the Ferrari Challenge, and the Scuderia Ferrari Formula 1 team.
Ferrari will use AWS’s breadth and depth of services and proven global infrastructure, including the AWS Europe (Milan) region, to streamline the design and testing of its cars, giving customers the most exciting driving experiences possible. In addition, AWS will launch a digital fan engagement platform via its mobile app to engage hundreds of millions of fans worldwide with exclusive, personalized content. AWS’s advanced analytics and computing capabilities to rapidly achieve insights into car design and performance on the road and track for Ferrari.
Mattia Binotto, Ferrari team principal and managing director, said: “We have chosen AWS because of its constant drive for innovation, the wide range of solutions for machine learning, and its proven experience in supporting partners on a global scale.”
The agreement will also run across Ferrari’s interests in GT racing, the Challenge series, and the road car business. AWS already has a strong presence in motorsport as an official cloud and machine learning provider to Formula 1, a deal that was first signed in 2018. The two parties expanded the agreement last year to encompass television graphics for broadcast feeds. The agreement with Formula 1 is understood to be worth $10m (€8.4m) per season until 2022.
In the wider sports market, AWS agreed on a deal with the NHL in February to become the official cloud, artificial intelligence, and machine learning of the ice hockey league. AWS also holds deals with the German top-tier football league Bundesliga and the National Football League.