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The 39 year old Lewis Hamilton will join Ferrari next season after a 12 year stint with Mercedes. 2025 will officially mark a new dawn a new era for Ferrari and Ferrari fans. Ferrari has entered into a multi-year sponsorship agreement with technology powerhouse IBM, naming the company as their new ‘premium partner’ starting in the 2025 Formula 1 season. Ferrari is placed second in the list of Constructor Championship 2024.
The partnership, set to begin on January 1, 2025, coincides with a new chapter for Ferrari, as Lewis Hamilton makes his highly anticipated switch from Mercedes to the Scuderia. This collaboration follows Ferrari’s earlier announcement of a major title sponsorship deal with Hewlett Packard ahead of the Miami Grand Prix in 2024. The team describes the IBM deal as a transformative step aimed at revolutionizing fan experience and engagement, both on and off the track.
Ferrari emphasized that IBM’s ‘premium partner’ status will focus on IT consulting, with the goal of leveraging cutting-edge technology to engage a younger audience and redefine digital transformation in the sport.
Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer said “We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise. 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."
He continued, “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. 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.”
Jonathan Adashek, Senior Vice President of Marketing and Communications at IBM, added: “The ability for Scuderia Ferrari HP to quickly deliver world-class insights from their abundant data will only happen through the benefit of technology. Bringing together its passionate fanbase, historic prominence, and the latest innovative data and analytics solutions uniquely positions Scuderia Ferrari HP to grow global engagement while also modernizing and scaling its digital operations.”
