IBM and Ferrari’s game-changing partnership promises fans unprecedented Formula 1 experiences in 2025

IBM (NYSE: IBM) has inked a multi-year agreement with Ferrari S.p.A., positioning itself as the official Fan Engagement and Data Analytics Partner of Scuderia Ferrari HP, Formula 1’s most iconic team, beginning in 2025. This collaboration between two legendary brands is set to transform the digital experience for Ferrari’s massive global fanbase, offering a new era of immersive, data-rich content.

A Vision to Transform Formula 1 Engagement

The partnership centers on IBM’s vast technological prowess, which will fuel the creation of a next-generation mobile app, set to debut during the 2025 Formula 1 season. Leveraging IBM’s data analytics and consulting capabilities, Scuderia Ferrari HP will harness their extensive datasets—current and historical—translating them into unique insights, personalized fan content, and cutting-edge digital features. IBM’s tech solutions are poised to enhance both the pace and productivity of Ferrari’s fan engagement and team operations.

Speeding Up the Digital Race with Data Innovation

Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, emphasized the transformative impact of technology in Formula 1, where every second counts. He noted that IBM’s expertise would enable Scuderia Ferrari HP to extract value from its vast data reserves at unmatched speeds, heightening fan engagement and modernizing Ferrari’s digital capabilities. By merging IBM’s analytical technology with Ferrari’s legacy, the partnership aims to reach and captivate younger audiences as Formula 1’s popularity soars among new generations.

A Collaboration Built on Excellence and Innovation

Ferrari’s Chief Racing Revenue Officer, Lorenzo Giorgetti, highlighted the shared values between IBM and Ferrari—pushing boundaries and pursuing excellence. He remarked that IBM’s world-renowned tech expertise makes it the ideal partner to elevate motorsport engagement. Together, the brands will provide fans with unparalleled insights, further connecting them to Ferrari’s storied legacy and high-stakes Formula 1 endeavors.

The collaboration is more than just a partnership; it represents a strategic blend of Ferrari’s brand heritage with IBM’s advanced technology, aiming to deliver exclusive, never-before-seen fan experiences. Beyond this, IBM and Ferrari will explore collaborative activations that generate value for both companies, building on Ferrari’s recent resurgence in Formula 1 popularity.

IBM’s Sports Legacy: A Proven Track Record

IBM’s extensive history in sports partnerships, including its work with global events like Wimbledon, the US Open, the Masters Tournament, and ESPN Fantasy Football, underscores its capabilities in the fan engagement domain. The same technological solutions, trusted by clients across various industries, empower IBM to enhance fan experiences, boost productivity, and drive data-driven decisions.

With the Ferrari-IBM alliance set for 2025, fans are set to embark on an unprecedented digital journey, amplifying their connection with Formula 1’s most celebrated team.