IBM entered into a multi-year agreement with Ferrari S.p.A. to become the official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP, one of the most iconic teams in Formula 1, starting in 2025. Together, the two companies aim to develop world-class digital experiences that will bring racing enthusiasts closer to the team than ever before.
One of the key initiatives of the partnership will be the development of a fully reimagined mobile app, which will be unveiled during the 2025 racing season. IBM will leverage its technology and consulting expertise to help Scuderia Ferrari HP analyze and transform a vast amount of data—both current and historical—into personalized insights, custom content, and innovative features designed to enhance the fan experience. The collaboration will also involve IBM’s cutting-edge technology and data-driven solutions to boost the speed and production capabilities of the racing team.
In Formula 1, seconds matter whether it’s on or off the track. The ability for Scuderia Ferrari HP to quickly deliver world-class insights from their abundant data will only happen through the benefit of technology,” Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM said.
Lorenzo Giorgetti, Chief Racing Revenue Officer at Ferrari, expressed pride in launching the partnership with IBM, calling the company “one of the most prestigious in the world.” He highlighted the shared values between IBM and Ferrari, such as the pursuit of excellence and the constant drive to push boundaries. Giorgetti noted that this collaboration would offer Scuderia Ferrari HP fans unprecedented experiences, furthering the connection between the team and its loyal fanbase, especially as Formula 1 continues to grow in popularity, particularly among younger audiences.
This partnership builds on IBM’s decades-long history of supporting major sporting organizations. For over 30 years, IBM has worked with iconic events such as Wimbledon, the US Open, the Masters Tournament, and ESPN Fantasy Football. In each of these collaborations, IBM has utilized its data and analytics technology to modernize digital infrastructure and create memorable experiences for millions of fans around the world. The same technologies will be employed to enhance Scuderia Ferrari HP’s fan engagement and support the team’s ongoing success in the highly competitive world of Formula 1.
