IBM to join forces with Ferrari to bring tifosi closer to the team

Ferrari and IBM have announced a new multi-year partnership aimed at improving the experience for fans of the Scuderia.

The deal begins in 2025 with IBM signing on as Ferrari’s premium partner in IT consulting. While no specifics have been announced on what IBM will produce for Ferrari, the main strand of the partnership is clearly aimed at engaging with the Tifosi.

“This partnership brings together two benchmark companies that share a love of challenges, innovation, excellence and the pursuit of high performance. With Scuderia Ferrari HP’s great experience in Formula 1 and IBM’s cutting-edge technology, the aim of the partnership is to redefine digital transformation for what is related to fan experience and fan engagement both on and off the race-track,” a joint statement read.

The principle of the deal will “drive fan engagement to a whole new level” using “innovative technologies” as Ferrari aim to “engage with a younger audience.”

IBM senior vice president of marketing and communications, Jonathan Adashek, explained just how the technology company will set out to achieve their goal.

Carlos Sainz, Ferrari SF-24

Photo by: Zak Mauger / Motorsport Images

“In Formula 1, seconds matter whether it’s on or off the track,” he said. “The ability for Scuderia Ferrari HP to quickly deliver world-class insights from their abundant data will only happen through the benefit of technology.

“Bringing together its passionate fanbase, historic prominence, and the latest innovative data and analytics solutions uniquely positions Scuderia Ferrari HP to grow global engagement while also modernising and scaling its digital operations.”

The deal is the latest struck by Ferrari, who announced HP as its title sponsor in May while also bringing on Italian banking firm UniCredit as a new partner for 2025 after its current agreement with Santander comes to an end.

“We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise,” said Ferrari chief racing revenue officer Lorenzo Giorgetti.

“The collaboration with IBM will see us offering Scuderia Ferrari HP fans unprecedented experiences that will open the doors of the Scuderia to the outside world, as well as collaborating together on many other fronts to create activations that will generate value for both brands.”