2024 is about to end, but Ferrari is already looking ahead to 2025, a year that will bring great news: from the arrival of Lewis Hamilton to the entry of IBM as Premium Partner, after the start of the season marked by the agreement with HP as title partner. This new collaboration with IBM will also extend to the Ferrari Driver Academy and promises to bring fans even closer to the Scuderia. But how? The goal is to offer exclusive experiences and new content, to allow the public to experience the world of Ferrari from a unique perspective.
A partnership to go further
For Ferrari, IBM represents a strategic partner with whom they share the goal of innovating and pushing the limits. “We are proud to launch this partnership with IBM, one of the most prestigious companies in the world in the field of technology and consulting,” said Lorenzo Giorgetti, Chief Racing Revenue Officer of Ferrari. “Our companies share values such as the pursuit of excellence and the desire to always push the boundaries in our respective fields, as well as combining our technologies and skills to achieve the highest quality and use the most advanced technologies. IBM, like Ferrari, is looking for talented people to grow its team, and is therefore the perfect partner to offer motorsport enthusiasts and our loyal fans unprecedented experiences.”
Exclusive Fan Experiences
The agreement with IBM goes beyond simple consultancy: it is designed to revolutionize the way fans experience Scuderia Ferrari. With a focus on creating exclusive and behind-the-scenes access, the partnership promises to redefine the relationship with the public, offering them a privileged look into the life of the team. Giorgetti explained how IBM and Ferrari are working on new activations, designed to engage and enhance the fan experience: “The collaboration with IBM will allow us to offer 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.”
The role of technology according to IBM
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, highlighted the role of technology in this collaboration: “Scuderia Ferrari HP’s ability to rapidly deliver world-class insights through data management will be enabled by technology. By combining our expertise with Ferrari’s heritage and passion, we aim to modernize and expand the team’s global engagement.” Adashek added: “Scuderia Ferrari HP is uniquely positioned to grow global interest by combining a passionate fan base, a strong historical heritage and the most innovative data and digital analytics solutions.. "
A new connection with fans
IBM will help develop digital initiatives on a global scale, offering Ferrari new ways to connect with fans and expand its reach. At a time when Formula 1 is attracting an ever-increasing number of young people, Ferrari and IBM aim to combine performance and technological innovation to bring motorsport excellence to an even wider audience.
