F1’s Scuderia Ferrari has inked a multi-year partnership agreement with IBM to curate and develop engaging digital content for its fanbase.
IBM will become Ferrari’s official fan engagement and data analytics partner, with the partnership beginning at the start of the 2025 season.
Ferrari and IBM will look to “conceive, develop, and deliver world-class digital experiences to bring racing enthusiasts closer than ever to the racing team”, with the first task being a new “reimagined” Ferrari mobile app set to launch next year.
The new app includes IBM’s technology and consulting expertise to analyse and transform Ferrari’s volume and variety of data – both current and historical – into custom insights, personalised content, and new features designed to enhance the fan experience.
Lorenzo Giorgetti, Chief Racing Revenue Officer at Ferrari, said: “We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise.
“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.”
As sports and digital platforms grow at increasingly parallel rates, there has been an increased focus from sports leagues and teams to develop strong digital platforms and content strategies to serve fanbases.
IBM has helped facilitate this growth through its work in tennis, lending its technological infrastructure to create digital content for Wimbledon and the US Open, as well in golf for The Masters.
The company powers this by using the same data and analytics across industries to enhance customers’ experiences and reach new audiences, in a bid to make more informed decisions.
Jonathan Adashek, SVP of Marketing and Communications at IBM, added: “In Formula, 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.
“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.”
