Ferrari has announced a multi-year sponsorship deal with
tech giants IBM, who come on board with the Scuderia as ‘premium partner’.
The deal will take effect from 1 January 2025, with a new
era beginning at Maranello as Lewis Hamilton makes his highly-anticipated move
from Mercedes.
Ferrari announce IBM as ‘premium partner’ from F1 2025
season
Having already announced a landmark
title sponsorship deal with Hewlett Packard ahead of the Miami Grand
Prix earlier this season, the Scuderia say their new sponsorship deal is set
to “redefine digital transformation for what is related to fan experience
and fan engagement both on and off the race track.”
The team confirmed the ‘premium partner’ status refers to
IT consulting, with IBM and Ferrari looking
to use their new deal to continue the trend of bringing Formula 1 to younger
audiences.
Lorenzo Giorgetti, Ferrari’s chief racing revenue officer
said: “We are proud to launch this partnership with IBM, one of the most
prestigious companies in the world offering technology and consulting
expertise.
“Our two companies share values such as the pursuit of
excellence and the desire to always keep pushing the boundaries in our
respective spheres of activity, as well as combining our technology and skills
to pursue the highest quality and cutting-edge technology.
“IBM, like Ferrari, seeks out talented people to grow its
team and it is therefore the perfect partner to bring a new dimension to
motorsport enthusiasts and our loyal fans at a time when Formula 1 has never
been so popular with youngsters.
“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.”
Jonathan Adashek, Senior Vice President Marketing and
Communications, IBM, added: “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 modernizing and scaling its digital operations.
