Ferrari partners with IBM to revolutionize fan experience in F1

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Ferrari has announced a major multi-year partnership with global technology powerhouse IBM, set to begin on January 1, 2025.

The alliance marks an ambitious effort by Ferrari to bring fans closer to the action than ever before, leveraging IBM’s cutting-edge digital solutions to enhance fan engagement and digital accessibility.

With Formula 1 experiencing unprecedented global popularity, this partnership aims to redefine how fans experience Scuderia Ferrari HP both on and off the track.

As Ferrari’s Premium Partner in IT Consulting, IBM will focus on developing a high-profile interactive platform, packed with digital content that transforms fan engagement.

The partnership aligns with Ferrari’s strategic goals to create more inclusive, accessible digital experiences, and to build a robust, interactive environment that appeals to younger fans.

Through the collaboration, Ferrari and IBM are committed to creating new ways for fans to experience the thrill of Formula 1, from exclusive content to virtual access to the heart of Ferrari’s operations.

Read also: Formula 1 primary revenue slips in Q3 but record year in sight

Ferrari’s Chief Racing Revenue Officer, Lorenzo Giorgetti, emphasized the shared values that underpin the partnership, calling IBM a perfect fit for Ferrari’s forward-looking strategy.

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

“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.”

With a shared commitment to continuous innovation, the partnership will focus on initiatives to make Ferrari’s digital ecosystem more engaging and accessible.

IBM will develop tools to offer fans unprecedented experiences that connect them with the heart of Ferrari’s racing operations. This commitment to enhanced fan experience is especially timely, as Ferrari aims to captivate a younger audience eager for digital interactivity.

Giorgetti further explained that Ferrari’s partnership with IBM will create unique digital experiences for fans around the world.

“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 1 has never been so popular with youngsters,” he said.

“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.”

IBM is the second prominent technology giant to be signed up by Ferrari this year, with the Italian outfit inking a significant sponsorship deal with HP ahead of last spring’s Miami Grand Prix.

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Phillip van Osten

Motor racing was a backdrop from the outset in Phillip van Osten's life. Born in Southern California, Phillip grew up with the sights and sounds of fast cars thanks to his father, Dick van Osten, an editor and writer for Auto Speed and Sport and Motor Trend. Phillip's passion for racing grew even more when his family moved to Europe and he became acquainted with the extraordinary world of Grand Prix racing. He was an early contributor to the monthly French F1i Magazine, often providing a historic or business perspective on Formula 1's affairs. In 2012, he co-authored along with fellow journalist Pierre Van Vliet the English-language adaptation of a limited edition book devoted to the great Belgian driver Jacky Ickx. He also authored "The American Legacy in Formula 1", a book which recounts the trials and tribulations of American drivers in Grand Prix racing. Phillip is also a commentator for Belgian broadcaster Be.TV for the US Indycar series.