Ferrari Partners with IBM to Enhance F1 Fan Engagement Using AI

IBM identified a gap in its sports partnerships two years ago, noting the absence of Formula One among its collaborations. Recognizing F1's rising popularity globally and especially in the U.S., where Netflix’s “Drive to Survive” has brought drivers into the mainstream spotlight, IBM sought to join this dynamic sport.

Formula One has attracted several technology companies such as AWS, Oracle, and Anthropic, which provide teams with sponsorship visibility and advanced data analytics and AI tools to enhance performance. IBM chose to partner with Scuderia Ferrari HP, one of the sport’s most iconic and historically successful teams.

Kameryn Stanhouse, IBM’s Vice President of Sports and Entertainment Partnerships, described Ferrari as “the winningest team in history.” The collaboration focuses on leveraging sophisticated technology, particularly artificial intelligence, to improve fan engagement through storytelling.

Stanhouse emphasized the vast amount of data available in sports and how it serves as a platform for introducing audiences to AI. She explained that fans witness AI’s utility firsthand in sports storytelling, making it more relatable and accessible.

Central to the partnership is the modernization of the Ferrari fan app, designed to enhance fan interaction. Ferrari appointed Stefano Pallard as “head of fan development” to address the challenge of not only reaching fans but also making each feel personally recognized. Pallard highlighted the importance of transforming track data into engaging and easy-to-follow content.

During races, teams process millions of data points every second, tracking every movement of drivers and cars. This data is then converted into content that fans can interact with, demonstrating how enterprise AI can improve consumer engagement.

Among the 11 Formula One teams, Ferrari is one of the few, alongside McLaren and Williams, to maintain a dedicated fan app rather than relying solely on social media or official F1 platforms. This approach reflects the sport’s gradual efforts to capitalize on its expanding global fanbase.

Some updates to the Ferrari app were straightforward, such as introducing an Italian language option, which was previously unavailable despite Ferrari’s Italian heritage and fan demographics. The new app now includes interactive games, AI-generated race summaries, behind-the-scenes stories, prediction features, and an AI companion for fan inquiries.

Stanhouse noted, “There are two drivers, but did you know it takes 24 people working simultaneously in two seconds to change a tire?” She added that storytelling fosters a closer connection between fans and the team.

Unlike other sports apps developed by IBM, the Ferrari app prioritizes storytelling to maintain fan engagement year-round, contrasting with seasonal events like the Masters tournament. Since IBM’s involvement, engagement has increased, with a 62% rise during race weekends cited as an example.

Pallard explained that the team uses AI to analyze fan interaction within the app, including content preferences and the sentiment of messages received. This data guides how the team crafts and delivers its stories.

Looking ahead, Ferrari aims to deepen personalization and develop more immersive experiences for fans. The app’s design also considers the evolving fanbase, which has become more diverse in recent years. F1 statistics released last year showed that 75% of new fans are women, many from Generation Z.

The F1 Academy, an all-female racing series, has attracted female fans by fostering the next generation of women drivers. Despite demographic changes, fans consistently seek more data, insights, and features.

Pallard stated, “They are asking for more data, more insight, more features, and we have to be able to deliver that. With IBM, the vision for the next five 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.”