Tech giant signs on as Italian outfit’s fan engagement and data analytics partner from 2025.
The Ferrari Formula One team have signed a multi-year premium partnership with technology firm IBM, starting in 2025.
Contract:
- IBM will become Ferrari’s official fan engagement and data analytics partner
- Pair to work together to develop a fully redesigned mobile app, which will be rolled out next season
Context:
The partnership between Ferrari and IBM will focus on engaging with the team’s fans through interactive content. As Ferrari’s premium partner in IT consulting, IBM will create various digital solutions to help bring supporters closer to the action.
There will be a particular focus on engaging with younger fans and applying new technologies, which Ferrari said form part of efforts to ensure ‘a sustainable and inclusive digital future’. The reimagined mobile app will see IBM analyse and leverage Ferrari’s data – both current and historical – into custom insights, personalised content and other features designed to enhance the fan experience.
Comment:
“We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise,” said Lorenzo Giorgetti, chief racing revenue officer at Ferrari.
“Our two companies share values such as the pursuit of excellence and the desire to always keep pushing the boundaries in our respective spheres of activity, as well as combining our technology and skills to pursue the highest quality and cutting-edge technology.
“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 One 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.”
SOURCE: https://www.sportspromedia.com/news/ferrari-f1-team-ibm-sponsorship-premium-partner-november-2024/