Ferrari has announced a tie-up with IBM, which has become a “premium partner” of the Italian outfit. The multi-year partnership will be effective from January 2025, and aims to “redefine digital transformation for what is related to fan experience and fan engagement both on and off the race track". IBM is one of the biggest technology companies in the world and has opted to partner with Ferrari to enhance the fans' experience from the sidelines. Its entry to F1 with Ferrari will also come at a prominent time for the team, with Lewis Hamilton making the switch to the Maranello-based squad next year. “We are proud to launch this partnership with IBM, one of the most prestigious companies in the world offering technology and consulting expertise,” said Ferrari chief racing revenue officer Lorenzo Giorgetti. “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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