What happens when a tech giant and a luxury automaker unite?
What happens when a tech giant and a luxury automaker unite? Jonathan Adashek from IBM and Lorenzo Giorgetti of Ferrari take us behind the wheel of a bold new partnership set to revolutionize fan engagement in Formula 1.
The Lowdown
Ferrari and IBM’s partnership aims to transform fan engagement for F1 fans worldwide.
A new app, debuting in 2025, will deliver real-time analytics, historical data, and immersive race-day experiences.
Ferrari’s focus: enriching its global brand while staying true to its core—“fueling the dream of many, building the dream of a few.”
IBM’s goal: demonstrating AI and hybrid cloud capabilities through Ferrari’s storied brand.
"This Is a Marriage of Two Amazing Brands"
IBM sees Ferrari as a natural fit. The collaboration ties cutting-edge tech to Ferrari’s legacy of performance and innovation. Together, they’re reimagining fan engagement, from race-day data to deep storytelling about Ferrari’s 75-year history in Formula 1.
Key Insights:
IBM brings expertise in AI and hybrid cloud to deliver a tech-forward fan experience.
Ferrari aims to engage millions of fans, whether or not they attend races in person.
"We want to partner with brands that transform how fans engage with their teams." — Jonathan Adashek
"It’s about fueling dreams while elevating Ferrari’s brand perception globally." — Lorenzo Giorgetti
"Not Every Fan Watches the Race"
Ferrari’s fan base is evolving. Many are drawn to the brand’s mystique rather than the sport itself. IBM’s technology will cater to both groups, offering tailored digital content and second-screen experiences for deeper engagement.
Key Insights:
300+ million F1 fans, but only 13,000 Ferrari cars produced annually—big opportunities lie in the digital space.
Predictive analytics, exclusive historical content, and interactive features will reshape fan interactions.
"Fans don’t just follow races; they follow Ferrari’s legacy." — Lorenzo Giorgetti
"We’re creating an app to connect fans with Ferrari’s rich history and real-time racing insights." — Jonathan Adashek
"The World Is Our Oyster"
Beyond content and data, the partnership will explore fan quizzes, gaming, and more interactive platforms. Ferrari and IBM’s five-year agreement is a sandbox for innovation, with both brands focused on staying authentic to their identities.
Key Insights:
Ferrari plans to expand into fan surveys, interactive entertainment, and personalized content.
IBM's history with events like Wimbledon and the Grammys will guide Ferrari’s foray into tailored experiences.
"The opportunity to own a direct dialogue with fans is a game-changer." — Lorenzo Giorgetti
"We’ll adapt our tech to racing, just as we’ve done for music and tennis." — Jonathan Adashek
"It’s a Marketing Move, But It’s Bigger Than That"
For IBM, this partnership is about more than logos on cars. It’s a showcase of how AI and cloud computing can elevate global brands. For Ferrari, the collaboration isn’t about monetizing its fanbase but amplifying its allure.
Key Insights:
Ferrari’s focus is brand elevation, not direct monetization.
IBM views this as an experiential platform to bring its B2B solutions to life for potential clients.
"We’re delivering an entertainment platform while staying true to Ferrari’s core values." — Lorenzo Giorgetti
"AI isn’t just a tool; it’s transforming the way people connect with sports and brands." — Jonathan Adashek
"From Track to Road, and Now to Data"
Ferrari’s origin as a racing team-turned-manufacturer informs its future. Innovations developed for F1 are trickling down to its road cars—and now its digital experiences. IBM is using this partnership to blend history and tech for a dynamic fan journey.
Key Stats:
Ferrari F1 fans: 300+ million.
Ferrari car owners: 13,000.
Four times as many followers on Ferrari’s road car accounts compared to F1 channels.
"Ferrari’s history is a goldmine for storytelling, and we’re here to bring it to life." — Jonathan Adashek
"From track to road to data, our legacy is evolving." — Lorenzo Giorgetti
Quickfire: The Road Ahead
What’s rolling out in 2025?
An interactive app for race-day insights and immersive content.
Will we see gaming or sports betting?
Ferrari is focused on brand storytelling, not monetizing fans directly.
How will success be measured?
By engaged users, fan sentiment, and how the partnership strengthens Ferrari’s and IBM’s goals.
"If I’m back on this stage next year, you’ll know it’s working!" — Lorenzo Giorgetti
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