Rakuten Group is expanding its global sports sponsorship portfolio into Formula 1 after entering a multi-year global partnership with Scuderia Ferrari HP, with the Japanese technology and e-commerce company set to become a team partner from January 1, 2027.
The agreement covers the Telecommunications and E-commerce categories and marks the first time a Japanese company has partnered with Ferrari in these areas. Rakuten branding will feature across Ferrari’s Formula 1 cars, driver apparel and team environment, while the partnership will also create opportunities for technology showcases, fan engagement and cross-industry innovation.
However, the partnership is structured to go beyond conventional sponsorship visibility. Rakuten will use Ferrari and Formula 1 as an international platform for its wider ecosystem, including its e-commerce operations and Rakuten Symphony, its open-network solutions business. The companies will explore opportunities to develop new business connections, showcase technology and strengthen engagement with Rakuten’s partners and global consumers.
Mickey Mikitani, Chairman and CEO of Rakuten Group, said, “Motorsport at the highest level is defined by a relentless pursuit of excellence in technological innovation and creating unique connections with fans — a commitment we share with Scuderia Ferrari HP. This partnership provides a dynamic global stage to bring Rakuten’s technology capabilities, digital ecosystem and unique membership experiences directly to millions of passionate Ferrari and Formula 1 fans around the world.”
Lorenzo Giorgetti, Chief Racing Revenue Officer of Ferrari, added, “Welcoming Rakuten to Scuderia Ferrari HP is an opportunity to bring together two brands with a strong global presence and a shared belief in the power of innovation. Rakuten has built an exceptional digital ecosystem and brings technological capabilities that can open up new ways for us to create value beyond the racetrack. We look forward to working together from 2027 and exploring the opportunities that this partnership can create for both our organisations and our communities worldwide.”
The Ferrari deal also represents an evolution of Rakuten’s approach to sports sponsorship. In June, Rakuten extended its long-standing partnership with the NBA’s Golden State Warriors, WNBA expansion franchise Golden State Valkyries and NBA G League’s Santa Cruz Warriors. The renewed agreement shifted emphasis from Rakuten’s previous jersey-badge position towards fan engagement, member rewards and community impact, including more than $12 million in contributions through the partnership to educational equity and local community initiatives.
Rakuten’s sports portfolio also includes its ownership and association with Japanese baseball through the Tohoku Rakuten Golden Eagles, underlining a strategy that spans both owned sports assets and international commercial partnerships.
The Ferrari partnership comes as the Scuderia enters the final phase of a competitive 2026 Formula 1 season. After 14 Grands Prix, Ferrari sits second in the Constructors’ Championship with 358 points, behind Mercedes on 503. Lewis Hamilton is third in the Drivers’ Championship with 191 points, while Charles Leclerc is fifth with 167. Ferrari has recorded two Grand Prix victories this season, with Hamilton winning in Barcelona and Leclerc taking victory at Silverstone.
Ferrari’s immediate focus now turns to the final nine rounds, beginning with Azerbaijan on September 24-26 before races in Bahrain, Singapore, the United States, Mexico, Brazil, Las Vegas, Qatar and Abu Dhabi.
With Ferrari continuing its pursuit of performance on track and Rakuten expanding its international sports footprint, the partnership positions Formula 1 as more than a global branding platform for the Japanese group. It gives Rakuten a high-profile environment in which to connect technology, commerce, fan engagement and business development, while adding another technology-led commercial relationship to Ferrari’s increasingly diverse partnership portfolio.
