In a groundbreaking move, Ferrari has announced a strategic partnership with IBM, a global technology leader. This multi-year deal, effective from January 2025, aims to redefine the digital fan experience both on and off the race track.
As one of the most iconic brands in motorsport, Ferrari is constantly seeking innovative ways to engage with its passionate fanbase. By teaming up with IBM, the Italian outfit aims to leverage cutting-edge technology to create immersive and personalized experiences for fans worldwide.
The partnership comes at an exciting time for Ferrari, as Lewis Hamilton joins the team for the 2025 season. With Hamilton’s immense popularity and Ferrari’s storied history, the team is poised to attract even more attention from fans around the globe.
Lorenzo Giorgetti, Ferrari’s chief racing revenue officer, expressed enthusiasm about the partnership, highlighting the shared values of excellence and innovation between the two companies. He emphasized that the collaboration will open new doors for fans, offering unprecedented access to the Scuderia and creating unique activations that will benefit both brands.
As Formula 1 continues to grow in popularity, particularly among younger audiences, this partnership between Ferrari and IBM signifies a significant step forward in the sport’s digital transformation. By combining Ferrari’s racing heritage with IBM’s technological expertise, the two companies are set to revolutionize the fan experience and shape the future of motorsport.
