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    Ferrari and IBM Unveil Multi-Year Partnership to Revolutionize Formula 1 Fan Experience

    In a groundbreaking move, Ferrari and IBM have announced a new multi-year partnership aimed at revolutionizing the experience for fans of the Scuderia, set to commence in 2025. As part of the deal, IBM will become Ferrari’s premium partner in IT consulting, with a primary focus on elevating Formula 1 fan engagement.

    Formula 1 Today: IBM to Drive Fan Engagement to New Heights

    According to IBM senior vice president of marketing and communications, Jonathan Adashek, the technology company will leverage its expertise to “drive fan engagement to a whole new level” using “innovative technologies.” This partnership is expected to enable Ferrari to tap into a younger audience, further amplifying the team’s global reach.

    “In Formula 1, seconds matter whether it’s on or off the track,” Adashek explained. “The ability for Scuderia Ferrari HP to quickly deliver world-class insights from their abundant data will only happen through the benefit of technology.”

    Ferrari’s Formula 1 News: HP and UniCredit Join the Scuderia’s Partnership Roster

    This partnership marks the latest in a series of strategic deals for Ferrari, following the announcement of HP as its title sponsor in May and the addition of Italian banking firm UniCredit as a new partner for 2025, replacing Santander.

    “We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise,” said Ferrari chief racing revenue officer Lorenzo Giorgetti. “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.”

    With the partnership set to commence in 2025, Formula 1 fans can expect a new era of immersive experiences and cutting-edge innovations that will redefine the sport’s fan engagement landscape.

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