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Formula 1 continues to grow worldwide, and one of its largest and emblematic brands is to take a significant measure to help connect its 400 million fans.
Scuderia Ferrari HP and IBM, the main supplier of Global Hybrid could and AI, begins a redesigned mobile application experience designed to give the “tifosi” passion of the team more than ever of its cars, their drivers and, above all, each other.
Jonathan Adashek, Vice-President Director of Marketing and Communications at IBM, spoke to Fox Business about the importance of using IA capabilities of the technology giant to help develop the Ferrari brand and connect F1 enthusiasts in the world.
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Scuderia Ferrari Driver Carlos Sainz (55) during the Las Vegas Grand Prix at the Las Vegas circuit. (Gary A. Vasquez-Imagn / Imagn images)
“We are delighted to be partners of Ferrari,” said Adashek. “For me, these are two emblematic brands that really come together to do something that, I do not think, was still done in sport. I have the impression that it is similar to the work that we do with a lot of our other partners – by looking at things differently. How do we use the best technology that we can bring to the table to really help them?”
The Scuderia Ferrari application will have more immersive experience in its race center and its racing information built with IBM Watsonx, which includes racing summaries generated by AI which offer the team’s performance a few hours after a race.
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The application will also include post-course visuals to obtain a different overview of each event, with post-course and car driving data, including telemetry, track conditions, weather and much more.
But perhaps one of the largest parts of the application is connectivity, especially with fans’ messages, fans surveys and more. This feature will slow down fans to send messages directly to the Ferrari team, which could be presented in publications on social networks, team blogs and more.
Ferrari fans will also be able to interact with each other via the application, and this is what Adashek described as very important because it is something that fans can use even outside the F1 season.
The Scuderia Ferrari application will be improved thanks to their partnership with IBM. (IBM / Fox News)
“How can we help them to hire 400 million tifosi around the world? To not only say to themselves ‘forza Ferrari’, but also to a much more vocal world of ‘forza Ferrari’, and how they really live it all year round.”
In addition, since Ferrari is lying in the very fabric of Italian culture, it is just that the application is available for the first time in the language.
“It’s a big one for us, and we are very excited for that,” said Adashek. “I hope and I do not make any commitment, but I hope that we will see other languages in the future. But Ferrari would like in their home language, not only in English. So, I think it’s a big decision.”
IBM has worked with a number of sports leagues and signature sporting events over the years, including Masters, UFC and US Open tennis. Like technology, Adashek preaches the importance of always seeking to innovate and develop each partnership to ensure that fans get the best possible information.
IBM and Scuderia Ferrari HP announced on Thursday a redesigned mobile application experience to help their 400 million world fans. (IBM / Fox News)
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To this note, IBM and Ferrari will continue to deploy new features on the application until 2025 and beyond to offer fans an even better experience during the seasons.
“I cannot emphasize the importance,” said Adashek about the continuation of evolving within the partnership. “I think that IBM and Scuderia Ferrari both have experienced history of really pushing borders, progress, innovation and performance by technology in each of our respective industries. To bring these two, the joint power of our two companies, I think it will be really important.”
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