Ferrari, IBM collab to be F1 team’s official fan engagement, data analytics partner

MANILA: Ferrari and IBM have forged a multi-year collaboration — making the latter the Scuderia Ferrari HP’s official Fan Engagement and Data Analytics Partner.

Set to begin next year, the tech giant noted that the collaboration will result in the development of world-class digital experiences to bring racing enthusiasts closer than ever to the racing team.

In a statement, IBM shared that the two companies will create a fully reimagined mobile app that will be launched during the 2025 season.

Per IBM, it will include applying IBM’s technology and consulting expertise to analyze and transform Ferrari’s volume and variety of data (both current and historical) into custom insights, personalized content, and innovative features designed to supercharge the fan experience.

“IBM will also provide its new cutting-edge technology and data-driven solutions to increase speed and production,” the statement added.

IBM Senior Vice President of Marketing and Communications Jonathan Adashek expressed pride over the newly-forged partnership.

“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,” the executive was quoted as saying.

“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,” he added.

Ferrari Chief Racing Revenue Officer Lorenzo Giorgetti shared Adashek’s sentiments.

“We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise,” he said.

“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. 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.”

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