Scuderia Ferrari selects IBM as fan engagement and data analytics partner
A new multi-year agreement has been announced that will see IBM become the official fan engagement and data analytics partner of Scuderia Ferrari Formula 1 team from 2025. The brands will design, develop and deliver digital experiences that bring racing fans closer to the motorsports team than before.
IBM and Scuderia Ferrari HP are jointly developing a new mobile app, set to launch during the 2025 season. IBM will use its technology and consulting expertise to analyze Ferrari’s vast amount of data, both current and historical, and transform this data into insights, personalized content and innovative features that enhance the fan experience.
“In Formula 1, seconds matter, both on and off the track. Scuderia Ferrari HP can only deliver insights from its vast amount of data quickly through the power of technology,” said Jonathan Adashek, senior vice president of marketing and communications at IBM.
“We are proud to enter into this partnership with IBM, one of the most prestigious technology and consulting companies in the world,” said Lorenzo Giorgetti, chief racing revenue officer at Ferrari.
For over 30 years, IBM has worked with some of the most iconic sporting organizations, including Wimbledon, the US Open, the Masters Tournament and ESPN Fantasy Football. IBM works with these organizations to modernize their digital infrastructure and bring these prestigious events to life for millions of fans worldwide.
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