Armonk, New York, USA – November 11, 2024 –IBM has entered a multi-year agreement with Ferrari SpA, becoming the Official Fan Engagement and Data Analytics Partner for Scuderia Ferrari HP, the world-renowned Formula 1 team, starting in 2025.
This collaboration will introduce advanced digital experiences for fans, leveraging IBM’s AI-driven technology to personalize content and provide real-time insights during races.
IBM will design an innovative mobile app for Ferrari, launching in the 2025 season, aimed at transforming racing data into custom insights and interactive features.
This app will use IBM’s vast data processing capabilities, allowing fans to engage with Ferrari in unprecedented ways.
“In F1, every second counts, both on and off the track, and technology has enabled Scuderia Ferrari HP to rapidly deliver world-class insights from a wealth of data,”
Said Jonathan Adashek, Senior Vice President, Marketing & Communications at IBM. This app is anticipated to deepen fan connection, providing personalized updates, exclusive content, and analytics.
Ferrari’s Chief Racing Revenue Officer, Lorenzo Giorgetti, expressed enthusiasm, highlighting shared values of innovation and excellence between IBM and Ferrari.
“Our collaboration with IBM will not only offer Scuderia Ferrari HP fans an unprecedented experience but also open the Scuderia’s doors to the outside world,”
IBM’s extensive experience in enhancing sports fan engagement will play a key role in Ferrari’s digital transformation, bringing Formula 1’s vibrant history into the era of data-driven, AI-powered experiences.
This partnership underlines Formula 1’s growing appeal among younger audiences, merging the thrill of motorsport with cutting-edge technology to create a modern fan experience.
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