Ferrari announce arrival of new major sponsor ahead of Lewis Hamilton…read more
Ferrari has secured a significant new sponsorship as they prepare to welcome Lewis Hamilton to the team for the 2025 Formula 1 season. Beginning on January 1, 2025, IBM will join Ferrari as a “premium partner,” marking another major tech alliance for the Italian team. Following their earlier 2024 title sponsorship with Hewlett Packard, this IBM partnership aims to drive digital transformation in fan engagement and introduce new ways to connect with F1 audiences both on and off the track.
The deal primarily focuses on IBM’s strengths in IT consulting, with plans for Ferrari and IBM to collaboratively enhance digital experiences for fans. This partnership reflects Ferrari’s commitment to connecting with younger audiences as the sport’s popularity surges. According to Ferrari’s Chief Racing Revenue Officer, Lorenzo Giorgetti, the partnership is built on shared values like “the pursuit of excellence and the desire to always push the boundaries.” Giorgetti emphasized that IBM’s expertise in technology and consulting makes it an ideal partner as Ferrari continues expanding its fanbase in the digital age. The collaboration aims to provide “unprecedented experiences” for Ferrari fans, offering deeper access to the Scuderia and incorporating new fan-centric innovations.
Giorgetti added that IBM’s values, especially in talent acquisition, align well with Ferrari’s approach to building a cutting-edge team. Both organizations will work together on a variety of initiatives to create lasting value for their respective brands. This partnership signals Ferrari’s ambition to set new standards in Formula 1, which is increasingly popular among younger fans. IBM’s global reach and technology will help Scuderia Ferrari HP—reflecting their rebranding under the Hewlett Packard title sponsorship—expand their impact in modern motorsport.
IBM’s Senior Vice President of Marketing and Communications, Jonathan Adashek, underscored the potential for this partnership to transform how Ferrari leverages data. IBM’s data analytics and technology infrastructure will support Ferrari in delivering faster and more valuable insights, benefiting both their competitive edge and global fan engagement. By streamlining Ferrari’s digital capabilities, IBM aims to scale the team’s operational efficiency while bolstering its presence among new and existing fans.
Together, Ferrari and IBM hope to redefine how Formula 1 connects with audiences around the world. This new era at Maranello, marked by Hamilton’s arrival and now the IBM partnership, signifies Ferrari’s intent to stay at the forefront of technology in racing, with cutting-edge fan experiences that enhance their status in Formula 1.
