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    Ferrari and IBM Partner to Drive Innovative Fan Engagement in Motorsports

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    Ferrari and IBM Announce New Partnership to Drive Fan Engagement in the World of Motorsports

    In a move that is set to revolutionize the fan experience for Scuderia Ferrari enthusiasts, the iconic Italian automotive manufacturer and the technology giant IBM have announced a new multi-year partnership. The collaboration, which will begin in 2025, sees IBM signing on as Ferrari’s premium partner in IT consulting, signaling a shared commitment to redefine the digital transformation of the sport.

    Driving Fan Engagement through Innovative Technologies

    The key focus of this partnership is to “drive fan engagement to a whole new level” by leveraging “innovative technologies” to reach a younger audience. According to a joint statement, the alliance between Scuderia Ferrari’s great experience in Formula 1 and IBM’s cutting-edge technology aims to “redefine digital transformation for what is related to fan experience and fan engagement both on and off the race-track.”

    IBM senior vice president of marketing and communications, Jonathan Adashek, highlighted the importance of technology in the fast-paced world of Formula 1, stating, “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.“

    Strategic Partnership for Ferrari

    This partnership is the latest in a series of strategic moves made by Ferrari, who recently announced HP as their title sponsor and UniCredit as a new partner for 2025. Ferrari chief racing revenue officer, Lorenzo Giorgetti, expressed the team’s pride in launching this collaboration with IBM, one of the world’s most prestigious technology and consulting firms.

    “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,” Giorgetti said.

    As the world of motorsports continues to evolve, this partnership between Ferrari and IBM promises to redefine the fan experience, leveraging cutting-edge technology and data analytics to engage with a new generation of enthusiasts.

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