IBM has signed a multi-year agreement with Scuderia Ferrari HP to become the official Fan Engagement and Data Analytics Partner of Formula One’s most storied team beginning in 2025. With a focus on cutting-edge fan experiences, this collaboration brings IBM’s powerful analytics and digital technology skills together with Ferrari’s world-renowned race brand, intending to take fan interaction and data-driven insights to new heights.
The agreement involves a revamped mobile app, slated to arrive during the 2025 racing season, that will provide fans with a fully immersive experience by leveraging IBM’s data analytics to deliver tailored information and insights in real-time. IBM’s platform will transform Ferrari’s vast data repository, both current and historical, to create meaningful fan engagements and engage racing aficionados with unique, personalized features.
“In Formula One, seconds count, whether on or off the track. The capacity for Scuderia Ferrari HP to quickly produce world-class insights from their vast data can only be possible with the help of technology,” said Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM. Ferrari’s Chief Racing Revenue Officer, Lorenzo Giorgetti, expects that this relationship would “bring a new dimension to motorsport enthusiasts and our loyal fans.”
IBM’s history of cooperating with major sporting institutions such as Wimbledon and the US Open has cemented its position as a pioneer in data leveraging in high-stakes situations. This Ferrari collaboration is expected to follow the same idea, combining IBM’s hybrid cloud and AI capabilities to transform the fan experience and assist Ferrari’s