Ferrari’s Fan Struggles Lead to IBM Partnership
IBM has entered into a multi-year agreement with Ferrari S.p.A. to become the official Fan Engagement and Data Analytics Partner for Scuderia Ferrari HP, effective in 2025. As part of the partnership, IBM will work with Ferrari to improve fan engagement by leveraging its technology and consulting expertise. The collaboration will focus on developing a fully reimagined mobile app that will enhance the way fans connect with Scuderia Ferrari HP. The new app, set to launch during the 2025 Formula 1 season, will provide fans with personalised content, real-time insights, and innovative features powered by IBM’s data analytics solutions. “In Formula 1, seconds matter whether it’s on or off the track. The ability for Scuderia Ferrari HP to quickly deliver world-class insights from their abundant data will only happen through the benefit of technology,” said Jonathan Adashek, senior vice president of marketing and communications at IBM. He added that IBM’s solutions will help Ferrari scale its digital operations while deepening global fan engagement. IBM’s involvement goes beyond just the app. The company will apply its data analytics capabilities to process Ferrari’s vast amounts of data, both historical and current, to generate custom insights and innovative solutions. These insights will help enhance both the fan experience and Ferrari’s operational efficiency, improving everything from fan interaction to team performance on the track. Lorenzo Giorgetti, chief racing revenue officer at Ferrari, expressed excitement about the collaboration, saying, “Our two companies share values such as the pursuit of excellence and the desire to always keep pushing the boundaries… IBM will bring a new dimension to motorsport enthusiasts and our loyal fans.” Giorgetti highlighted that the partnership will offer fans unprecedented experiences and open the doors of Scuderia Ferrari HP to a broader global audience. Ferrari has one of the most passionate and dedicated fan bases in Formula 1, known as the “tifosi”. However, in recent years, Ferrari has recognised the need to evolve and modernise their fan engagement strategies, particularly to connect with younger audiences and use new technologies. In 2020, Ferrari partnered with Amazon Web Services (AWS) to launch a new digital fan engagement platform via their mobile app. In 2019, they launched a new slogan “#essereFerrari” (being Ferrari) as part of an effort to strengthen their connection with fans. IBM’s track record in sports partnerships spans over 30 years, with the company having worked alongside major organisations like Wimbledon, the US Open, the Masters Tournament, and ESPN Fantasy Football.
The new app, set to launch during the 2025 Formula 1 season, will provide fans with personalised content, real-time insights, and innovative features powered by IBM’s data analytics solutions.
IBM has entered into a multi-year agreement with Ferrari S.p.A. to become the official Fan Engagement and Data Analytics Partner for Scuderia Ferrari HP, effective in 2025. 
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Siddharth is a media graduate who loves to explore tech through journalism and putting forward ideas worth pondering about in the era of artificial intelligence.