IBM has signed a multi-year agreement with Ferrari S.p.A. to become the official fan engagement and data analytics partner of Scuderia Ferrari HP, the most famous Formula 1 team in the world. This collaboration, set to begin in 2025, will unite two iconic brands with the goal of providing an innovative and unique digital experience for the followers of the Italian racing team.
A Reimagined Digital Experience for Fans
As part of this partnership, IBM and Scuderia Ferrari HP will work on the development of a completely revamped mobile app, which will be launched during the 2025 Formula 1 season. The app, designed to bring fans closer to the team’s activities, will include a range of features powered by IBM technology. By utilizing advanced analytics of historical and current data, IBM will create personalized content and innovative features that will enrich the experience of Ferrari fans around the world.
Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, emphasized the importance of this collaboration: “In Formula 1, every second counts, whether on or off the track. Scuderia Ferrari HP’s ability to gain accurate and timely insights from its abundant data will only be possible through technology.” IBM will provide cutting-edge technology solutions to optimize Ferrari’s production and accelerate data processing, enabling a significant enhancement in engagement with its global fan base.
More than a Partnership: A Shared Commitment to Excellence
Lorenzo Giorgetti, Director of Racing Revenue at Ferrari, also highlighted the significance of this strategic union. “We are proud to launch this collaboration with IBM, one of the world’s most prestigious technology companies,” he commented. “IBM shares with Ferrari values such as the pursuit of excellence and the constant pushing of boundaries in their respective fields. Together, we will deliver unprecedented experiences that will bring fans closer to Scuderia at a time when Formula 1 is increasingly capturing the attention of new generations.”
In addition to creating exclusive fan experiences, both brands plan to activate a series of joint initiatives to generate added value through the combination of advanced technology and deep knowledge of the sports world.
A History of Innovation in Sports
With over 30 years of experience collaborating with major sports organizations, IBM has worked on the digital modernization of events like Wimbledon, the US Open, the Masters tournament, and ESPN Fantasy Football. These partnerships, powered by IBM’s data and analytics technology, have helped millions of fans experience these events from an advanced digital perspective. In each collaboration, IBM has applied the same data and technology approach it offers its clients across various sectors to enhance user experience and facilitate data-driven decision-making.
About IBM and Its Commitment to Digital Transformation
IBM is a global provider of hybrid cloud and artificial intelligence services, with a presence in over 175 countries. Its focus on digital transformation helps government entities and companies in critical sectors capitalize on insights derived from their data, reduce costs, and gain a competitive edge in their industries. With significant innovations in AI, quantum computing, and industry-specific cloud solutions, IBM is committed to transparency and accountability, providing its clients with open and flexible options to meet their needs.
As this partnership between IBM and Scuderia Ferrari HP materializes, Formula 1 fans will be able to enjoy a new dimension of digital interaction, marked by technical excellence and a shared passion for innovation in the world of motorsport.