Scuderia Ferrari has formalized a strategic partnership with IBM, one of the world leaders in technology and consulting. The arrival of Lewis Hamilton is not insignificant in this new partnership.
Starting January 1, 2025, this multi-year agreement aims to transform the Ferrari fan experience in Formula 1 by leveraging IBM's cutting-edge technologies. Ferrari and IBM come together in their quest for excellence and their desire to push the limits of performance, both on the track and beyond.
Contrary to what one might think, IBM is not replacing HP, Ferrari's title sponsor, but will complete its mission. Together, IBM and HP will offer new immersive experiences to Ferrari fans. With the likely arrival of Lewis Hamilton to the team, this partnership will further strengthen Ferrari's global commitment to its fans.
Scuderia Ferrari also indicates in its press release:
“Ferrari HP and IBM share the same belief: harnessing the power of technology to achieve the best results.” This partnership embodies a common vision, that of bringing the passion of fans to a higher level thanks to technological advances.
Improving the fan experience with digital solutions from IBM
This partnership with IBM will provide fans with an interactive content platform that will offer engaging and unique experiences. IBM, as Ferrari's premium IT consulting partner, will use its skills to deploy cutting-edge digital solutions that will allow fans to experience the action up close.
IBM will implement technological innovations to enrich the fan experience, including developing interactive tools and leveraging Ferrari's digital ecosystem. This collaboration aims to make Formula 1 even more attractive to younger generations by using modern technologies and promoting more inclusive and sustainable digital access.
An alliance between two technological giants
Lorenzo Giorgetti, commercial director of Ferrari, said he was delighted with this partnership with IBM. He emphasizes: “Our two companies share common values, such as the quest for excellence and the desire to push the boundaries in our respective fields.”
Indeed, Ferrari and IBM are both looking for talent to enrich their teams, making this collaboration an ideal lever to offer unparalleled experiences to Formula 1 enthusiasts.
For Giorgetti, this association will also allow Ferrari to expand its possibilities for interaction with its supporters.
“IBM is the ideal partner to bring a new dimension to gaming at a time when F1 has never been more popular with young people” he adds, highlighting the impact that this partnership could have for Ferrari in the years to come.
Objective: strengthen digital performance and relationships with fans
Jonathan Adashek, senior vice president of marketing and communications at IBM, recalls the importance of data in F1:
“Every second counts, whether on the track or elsewhere.” Thanks to IBM's solutions, Ferrari will be able to exploit real-time data from its races and its interactions with fans, thus strengthening its global engagement while optimizing its digital operations.
By combining the passion of fans, cutting-edge technology and the historic heritage of Ferrari, this partnership with IBM aims to propel Scuderia Ferrari into a new digital era. The two companies will collaborate on multiple fronts to develop innovative initiatives and deliver unique fan experiences, while creating value for both brands.
With this strategic alliance, Ferrari is embarking on a major digital transformation, aiming to bring fans even closer to the team. This partnership promises to open up new perspectives and enrich the relationship between Ferrari and its fans around the world, both on the track and beyond.
