IBM has entered into a partnership with Formula One and Scuderia Ferrari HP, marking the tech giant's first major motorsport sponsorship. The move comes as F1 has surged in popularity globally, particularly in the United States where Netflix's "Drive to Survive" series transformed drivers into mainstream celebrities. Other technology companies including AWS, Oracle, and Anthropic have already established footholds in the sport, offering data analytics and AI tools to teams. Kameryn Stanhouse, IBM's Vice President of Sports and Entertainment Partnerships, told TechCrunch that Ferrari's appeal stems from its status as "the winningest team in history." The partnership centers on leveraging IBM's AI capabilities to enhance fan engagement through an overhauled Ferrari fan application. Central to the collaboration is the use of artificial intelligence to transform the vast amounts of data generated during races into compelling content for fans. Ferrari hired Stefano Pallard specifically for a newly created position titled "head of fan development," with a mandate to deepen the connection between the team and its global audience. Pallard explained that the goal extends beyond reaching fans to "making each of them feel like we know them." During each race, teams capture millions of data points per second, tracking every movement of both driver and vehicle. Ferrari is among the few F1 teams—alongside McLaren and Williams—that maintains its own standalone fan application rather than relying solely on social media or the official F1 platforms. Stanhouse highlighted how sports provide an ideal environment for introducing AI technology to people in accessible ways. "They actually see how it serves them," she noted, referring to how AI is applied in sports storytelling. The partnership represents IBM's broader strategy to showcase enterprise AI capabilities through tangible, fan-facing applications while helping Ferrari build stronger relationships with its growing global following.