Scuderia Ferrari is known to attract some of the biggest sponsors and business partnerships from companies all around the world thanks to their global appeal and fandom. Their rise to the pinnacle of F1 has helped them to lure some of the most lucrative deals in the sport’s history.
As the most technologically advanced motorsport, F1 produces immense volumes of data each race weekend, from car racing to pit stop timings, creating unique opportunities for teams to engage their global fanbase in innovative ways.
The Prancing Horses have now announced a multi-year deal with IBM, one of the leading data analytic companies In this data-driven landscape, the partnership between Ferrari, an iconic force in F1, and IBM, a leader in enterprise technology and consulting, offers exciting new avenues to engage a global fanbase and reshape the motorsport experience. The deal is set to commence from 1 January 2025.
Through this partnership, IBM’s expertise in data analytics and digital transformation will be leveraged to create innovative fan engagement solutions for Scuderia Ferrari’s global audience. A key focus of the collaboration is a new mobile application set to launch in the 2025 F1 season, which will harness IBM’s advanced data analytics to convert Ferrari’s vast historical and real-time data into personalized content and interactive features for fans.
“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.” Ferrari’s Chief Racing Revenue Officer said.
ICYMI: With Lewis & Charles at the wheel, Tifosi are in for a thrill come 2025 as @IBM joins Ferrari as Fan Engagement & Data Analytics Partner, set to enhance fan experiences with cutting-edge tech & insights. 💪#IBM #FerrariF1 @ScuderiaFerrari @SandipPatel_In #ForzaFerrari pic.twitter.com/uxyKSXhWq2
— CHEQUERED FLAG 🏁 (@cfmagindia) November 8, 2024
Additionally, this partnership aims to bring fans closer to the core of Scuderia Ferrari’s operations, providing unique insights into the team’s inner workings. This approach reflects Formula 1’s broader strategy of enhancing fan engagement via digital platforms, a method that has proven effective in drawing younger audiences to the sport.
IBM: A lucrative presence in the world of sports
For more than 30 years, IBM has partnered with prominent sporting events like Wimbledon and the US Open, utilizing its data and analytics technology to improve fan experiences and streamline event operations.
IBM is also known to assist millions of fantasy game players especially football through its AI-driven technology. The company helps users guide the players in selecting the perfect team for the game, allowing the players to make the right decision.
The partnership with F1 comes at a pivotal moment, aligning with a period of rapid growth and transformation in F1. The sport’s recent surge in popularity, fueled by effective marketing and digital strategies, has set the stage for this collaboration. The Ferrari-IBM alliance has the potential to establish a new standard for fan engagement, potentially reshaping how other teams and the F1 organization approach fan interaction and the use of data.
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Mohd Faisal Hakak is a sports author from Kashmir. He likes to keep tabs on the sporting world with a keen interest in football, motorsports, NBA, and other marquee sports. He is a science graduate from Islamia College Srinagar.
