As Formula 1 continues to expand its global fan base, IBM and Scuderia Ferrari HP are leveraging artificial intelligence to transform how fans engage with the iconic racing team.
The partnership was formed after IBM identified Formula 1 as a key addition to its sports portfolio. With the sport gaining massive popularity worldwide, particularly in the United States, technology has become an increasingly important part of both competition and fan engagement.
“They’re the winningest team in history,” Kameryn Stanhouse, IBM’s Vice President of Sports and Entertainment Partnerships, said while discussing the company’s decision to partner with Ferrari.
At the centre of the collaboration is a major upgrade to Ferrari’s fan app, designed to make interactions more personalised and engaging. Ferrari appointed Stefano Pallard as Head of Fan Development to help drive this vision.
“That starts with taking the data we get from the track and turning it into content that is easy to follow and engaging,” Pallard said.
Formula 1 teams generate millions of data points every second during races. IBM’s AI technology helps convert this data into fan friendly content, including AI generated race summaries, interactive games, prediction features, exclusive behind the scenes stories, and an AI powered companion that can answer fan questions.
“There are 2 drivers, but did you know it takes 24 people working simultaneously in 2 seconds to change a tire?” Stanhouse said, highlighting how storytelling can help fans connect more deeply with the team.
Unlike many sports organisations that rely heavily on social media platforms, Ferrari has invested in a dedicated fan app strategy. One of the initial improvements included making the app available in Italian, a feature that was previously missing despite Ferrari’s strong Italian heritage.
According to IBM, engagement levels have shown positive growth since the partnership began, with race weekend engagement increasing by 62%.
Pallard explained that AI is also helping Ferrari understand fan preferences by analysing engagement patterns and audience sentiment.
“That helps us understand what resonates most with the Tifosi and it directly informs how we shape our storytelling and how we deliver content,” he said.
Looking ahead, Ferrari plans to further expand personalised experiences through AI as it seeks to strengthen connections with both long time supporters and new fans.
“With IBM, the vision for the next 5 years is to make every fan feel like the experience was built for them, whether they have been with us for 30 years or 30 days. That is how you build loyalty that lasts,” Pallard added.
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