Advances in technology are unlocking new opportunities for sports teams to tap into the potential of their vast data like never before. Following their recent partnership announcement, Jonathan Adashek, IBM’s Senior Vice President of Marketing and Communications, and Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, outlined their ambitious vision to revolutionize the Scuderia Ferrari Formula 1 fan experience ahead of the 2025 season.
By leveraging IBM’s advanced AI and hybrid cloud solutions, the collaboration aims to transform millions of data points into actionable insights, customized content, and groundbreaking features that deepen engagement with over 12 million Ferrari fans worldwide. This partnership isn’t just about rethinking the fan experience—it’s about blending tradition with cutting-edge technology to create moments that truly resonate.
At Web Summit, Ferrari and IBM revealed how their partnership is reshaping the Formula 1 fan experience. Using AI and hybrid cloud technology, they’re combining digital tools with trackside thrills to engage millions of Ferrari fans worldwide.
Key Highlights:
1. More Than Digital
Fans won’t just see the changes in an app—they’ll feel it on the car, uniforms, and even at live races. It’s about connecting the physical and digital worlds to make the sport more exciting.
2. Insights from the Best
IBM is bringing experience from partnerships with Wimbledon, the Grammys, and the US Open, but Ferrari’s fans need something tailored to their passion for racing.
3. Predictive Power
Fans love knowing what’s coming next—whether it’s race predictions or catching up on missed events. AI is helping make these insights possible.
4. Ferrari’s Legacy
Celebrating 75 years, Ferrari is staying true to its roots while embracing new tech. From the track to the road, the brand is focused on telling a story that inspires fans globally.
This partnership is about more than just tech—it’s about creating memorable moments for fans while blending tradition with innovation.
What do you find most exciting about this mix of sports and technology?
