Ferrari and IBM jointly unveil a multi-year partnership from 2025 to 2030, using innovative technology, data analytics, and expertise to deliver Fan engagement and digital experiences in real time.

Ferrari starts a new strategic multiple year partnership with IBM in 2025 with a focus on transformation of fan experience and the overall Scuderia Ferrari experience. Besides racing, IBM is attached to Ferrari as a premium partner offering IT consulting services with a primary focus on new technologies that would connect them to their zealous fans, Tifosi.

Combining performance racing and entertainment, they will utilize IBM's advanced data and analytics to enhance circuit and fan experiences. The teams share values of innovation and excellence, targeting younger customers and leveraging technology to boost fan engagement and connection with the racing activities they enjoy.

In explaining the concept, Jonathan Adashek, senior vice president of marketing and communications at IBM, noted: ‘If it’s Formula 1, every second is important whether it is on the track or off it. There will also be the power of IBM technology that will support the capability of providing overhead insights with the vast data that is available.’

Lorenzo Giorgetti, head of racing revenue for Ferrari, did not hide his enthusiasm regarding their collaboration, because, as he claims, thanks to IBM, fans will be able to experience Scuderia Ferrari in a completely new, more immersive way. This, after the HP announcement as a new title sponsor for Ferrari; of course, UniCredit will be joining as a partner in 2025.

The agreement extends IBM’s dedication towards development in sports and entertainment while Ferrari aims to boost it efficiency in digital operations and its reach to the globe’s fans.