IBM Joins Ferrari to Enhance Fan Engagement

Ferrari teams up with IBM to transform fan engagement, marking a new era in digital innovation as Lewis Hamilton joins the Scuderia.

Scuderia Ferrari has announced a multi-year partnership with IBM, a leading provider of technology and consulting expertise, starting January 1, 2025.

This collaboration brings together two iconic organisations “sharing a passion for challenge, innovation, excellence, and the pursuit of high performance.” With Scuderia Ferrari’s extensive Formula 1 experience and IBM’s cutting-edge technology, the partnership aims to redefine digital transformation in terms of fan experience and engagement, both on and off the racetrack.

IBM will complement, rather than replace, HP, Ferrari’s title sponsor, focusing on fan engagement with tifosi worldwide as Lewis Hamilton joins the team. This collaboration is anticipated to be pivotal, uniting one of the world’s biggest automotive brands with an industry leader in technology.

“Scuderia Ferrari HP and IBM both believe in harnessing the power of technology to achieve the best results,” reads the official statement.

The partnership will implement solutions to elevate fan engagement to a new level, transforming the fan experience with innovative technologies while maximizing Scuderia Ferrari HP’s digital ecosystem. As a premium consulting partner, IBM will leverage its expertise and tools to create state-of-the-art digital solutions, bringing fans closer to the action.

The partnership with IBM will include various initiatives designed to entertain Ferrari fans with a high-level interactive content platform, taking digital accessibility to unprecedented heights. Both companies are committed to exploring new ways to engage a younger audience and applying emerging technologies to ensure a sustainable and inclusive digital future.

Lorenzo Giorgetti, Chief Commercial Officer for Scuderia Ferrari, commented: “We are proud to launch this partnership with IBM, one of the world’s most prestigious companies, offering exceptional technology and consulting expertise.”

“Our two organisations share values such as the pursuit of excellence and the desire to continually push boundaries in our respective fields, combining our technology and expertise to deliver the highest quality and cutting-edge solutions.”

“Like Ferrari, IBM seeks talented individuals to grow its team, making it the ideal partner to bring a fresh dimension to motorsport enthusiasts and our loyal fans at a time when Formula 1’s popularity among young audiences is at an all-time high.”

“The collaboration with IBM will allow us to offer Scuderia Ferrari HP fans unique experiences that open the doors of the Scuderia to the world, alongside working together on numerous other fronts to create activations that add value to both brands.”

Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, adds, “In Formula 1, every second counts—both on and off the track.”

“The Scuderia Ferrari HP’s ability to deliver world-class insights swiftly from its wealth of data will only be possible with the advantages technology brings. Combining its passionate fan base, iconic legacy, and the latest innovations in data and analytics, Scuderia Ferrari HP is uniquely positioned to enhance global engagement while modernising and evolving its digital operations.”